We Are Singapore
A social commentary that aims to rethink the way we view and interact with migrant workers
2019
Typography-first Campaign
The oh-so familiar national song, We Are Singapore, is interpreted into a Singaporean manifesto about the way we, as locals, treat migrant workers in Singapore. Breaking the iconic chorus into six lines, the manifesto is then visualised into a National Day Parade (NDP) funpack, emphasising on the hypocrisy of our actions as citizens of a migrant nation, and the action of claiming our citizenship to establish a sense of superiority in the process. Each essential NDP item in the funpack represents a line from the manifesto, presented in a satirical manner.
Promotional Posters
Promotional Lyric Video
Microsite: view prototype here
Documentation Photography: Rebecca Lim, Andrea Tan, Kwok Mun Yee
