Faaez Samadi
Aug 21, 2017

Singtel champions local heroes in SEA games campaign

Personal narratives lead the ‘Power on’ campaign, celebrating Singaporean athletes as the 2017 Southeast Asia Games kick off.

Singtel has launched its second national campaign this month to support Singapore’s athletes as they compete in this year’s Southeast Asia Games in Kuala Lumpur.

The ‘Power on’ campaign focuses on six Singapore sporting heroes, with today’s release centred on Shanti Pereira, Singapore’s history-making 200m gold medal winner at the 2015 games. Singtel commissioned Singapore-based The Mint Sauce to produce the video series.

The aim is clear: to portray Singapore’s sporting elite in as human and relatable a manner as possible. Rather than focus on skill or prowess, Singtel has chosen to put a spotlight on the athlete.

Soft focus lighting and a frank conversation with Pereira about her highs and lows after winning Singapore’s first track gold in 42 years make for a touching and intimate video.

Lots of red and white exemplifies the national spirit Singtel is looking to instil in Singaporeans ahead of the game, as does the soaring finale of the soundtrack.

Pereira’s video is one of six, with the others featuring Joseph Schooling (swimming), Loh Zhi Zhi (water polo), Mark Leong (water ski), Nur Alfian (silat) and Shayna Ng (bowling).

Related Articles

Just Published

2 hours ago

Firms pursue ESG policies to look good more than do ...

A desire to look good, rather than do good, is the primary reason businesses pursue sustainable and socially responsible policies, new research suggests.

2 hours ago

Moving campaign talks of Alzheimer's as an illness, ...

Campaign by NCA, for Alzheimer's Society, built on insight that 42% of people put off diagnosis because they believe symptoms are just a sign of ageing.

2 hours ago

Adland reacts after Google rolls out further ad ...

YouTube users can now limit ads relating to pregnancy, parenting, dating and weight loss, in addition to gambling and alcohol.

2 hours ago

S4 Capital axes bonuses and ex-CFO exits as fallout ...

The company’s share price slumped by a third at the end of March after it postponed its annual results twice because PwC, the auditor, could not complete its work.