Ad Nut
Jun 24, 2020

Singapore campaign aims to defeat climate defeatism

The Ministry of the Environment and Water Resources encourages Singaporeans to be the game changers.

Singapore, as all intelligent creatures know, is something of an overachiever among nations—a tiny dot with few resources that turned itself into an economic powerhouse. So why shouldn't Singapore help lead the way when it comes to climate change?

That's the question asked by Grey Singapore in a new campaign for the Singapore Ministry of the Environment and Water Resources. The work seeks to prod people out of doom and gloom and overcome defeatism with an optimistic and empowering message.

The integrated campaign showcases how Singapore is already working on long-term sustainability through future planning and intensive R&D. The work focuses especially on water and food-security issues. 

Grey Singapore CEO Konstantin Popovic said in a release that the campaign is "a reminder to us to dream bigger than a small nation should".

As a small creature who knows something about exceeding people's pre-conceived notions, Ad Nut couldn't agree more.


Client: Singapore Ministry of the Environment and Water Resources
Creative Agency: Grey Singapore
Chief Executive Officer: Konstantin Popovic
Executive Creative Director: Aaron Phua
Creatives: Aaron Phua, Liew Ling Hwei, Eslyn Heng
Senior Account Director: Ellen Tan
Senior Account Manager: Sheryl Cai
Senior Planners: Chin Hui Shan, Ruth Lim
Production Company: Seven Sundays Films
Film Director: Claude Jerome Rodriguez (iClaudius)
Director Assistant/Producer: Claudine Sequerah
Producers: Rodney L Vincent, Rofano Lubis
Line Producer: Way-J Yap
Cinematographer: Alan Yap
Post Production Company: Hogarth
Producer: Norsiah-Othman Bte. Hassan
Post-Production Producers: Chua See Yeng, Eddy Lam
Audio Producer/Engineer: Christopher Cheah, Daniel Ngo
Offline Editors: Soh Zhiliang, Azhar Ismon
Colorist: Tsu Jin Ng
Motion Graphic Artists: Zarifah, Joyce Lee
Online Artists: Davadrian Maramis, Richard Ramos
Print Producer: Henry Nguyen
Photography: Studio Daydream
Photographers: Dominic Phua, Chloe Cheng
Digital imaging Studio: The Rabbit Hole
Digital Imaging Crafter: Evan Lim

Ad Nut is a surprisingly literate woodland creature that for unknown reasons has an unhealthy obsession with advertising. Ad Nut gathers ads from all over Asia and the world for your viewing pleasure, because Ad Nut loves you. You can also check out Ad Nut's Advertising Hall of Fame, or read about Ad Nut's strange obsession with 'murderous beasts'.


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