Shape Your Somerset
At the centre of Singapore’s youth culture lies the much beloved Somerset Belt. It was time for a revamp, so MCCY hoped to help youth champion this change and to fill the space with ideas that embraced the arts & culture, sports & fitness, retail, recreation, social causes, and everything else that they held dear.
Client:
Ministry of Culture, Community & Youth
Agency:
Tribal Worldwide
Year:
2019
Role:
Art Director
The Film
Using archive footages from the National Archive and shot primarily for digital in 1:1, 9:16 and 16:9, the videos were youth-centric, featuring energetic stacking imagery, quick-paced cuts, neon signages, aerial drone shots, and more.
Our Identity
Taking the area of the Somerset Belt district we created a logo and developed a style guide to define the way the campaign will look and to ensure visual consistency and uniform across all materials. Our bold and striking colour treatment were chosen and tested with youths in a pre-campaign research.
Quick-fire poll/questions for Instagram
Quick sharing of ideas were made possible for attention-deficient youths to help them make their mark on Somerset Belt.