Ad Nut
May 6, 2020

NTUC Income documents an eerily empty Singapore

A film by BBH contrasts images of empty streets and MRT cars with hopeful messages about what people plan to do after the city's 'Circuit breaker' ends.

Visually, the above video from NTUC Income and BBH could be a montage from a post-apocalyptic feature film—endless shots of empty streets and public spaces that a few months ago would have required a special effects team to produce.

It's a grim spectacle. Happily, the video contrasts the bleak images with hopeful words from regular people, who talk about what they are looking forward to doing once the current restrictions are lifted, such as visiting family or taking part in religious devotions.

The brand asks people to keep their spirits up and 'Emerge stronger', and Ad Nut couldn't agree more with that sentiment. When all of you humans suddenly disappeared from the world and holed up inside your homes, Ad Nut and other creatures frankly rejoiced at having the streets and parks all to ourselves. But the novelty wore off, and now we look forward to you returning, with all your noise and your bustle. Maybe some of you can look forward to bringing along a can of fine nuts and feeding some friendly woodland creatures?

CREDITS

Agency: BBH Singapore
Chief Creative Officer: Sascha Kuntze
Group Creative Directors: Janson Choo & Khairul Mondzi
Account Director: Manavi Sharma
Account Manager: Shu Li Tan
Head of Planning: Rebecca Ash
Strategist: Amanda Lim
Agency Producer: Kim Lim
Production Company: Freeflow Productions
Director: Roslee Yusof
Client credits:
Chief Marketing Officer: Marcus Chew
Head, Brand Marketing: Chloe Fair
Senior Executive, Brand Marketing: Charis Leong

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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