Merdeka
Connecting Singapore with the stories that helped shape the nation.
Storytelling
The Brief
In tribute to the Merdeka Generation, the MCI (Ministry of Communications and Information), invited us and MM2 Entertainment to come up with ideas of how to place them at the forefront.
Our Solution
We decided to focus on a series of story films, depicting the lives of the Merdeka Generation Singaporeans born in the 1950s, who grew up amidst the uncertainty of the nation’s formative years. The films feature how they built up Singapore’s defence, supported the industrialisation, set up homes and raised families, as well as rallied communities together.
Inspired by the lives and times of the Merdeka Generation, ‘The Merdeka Stories’ presents an anthology of short films directed by award-winning directors—Don Aravind, Martin Hong, Priscilla Ang Geck Geck, and Wee Li Lin—with local writer Jean Tay.
These 3-min films look back at memorable experiences in Singapore’s yesteryear, and celebrate the contributions of the Merdeka Generation.
The Results
Each film features a different character including a National Servicemen, a mother raising a family while working from her own kitchen, a young factory girl who gave up her dreams of study to support her family, and a kampong of neighbors.
This along with numerous press releases from both creative and other publications, this campaign got the desired visibility, recognition, and most importantly respect for this seemingly forgotten generation.
This campaign was executed with a collection of agencies including Your Maker, M&C Saatchi and DDB Group
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