Singapore is notorious for tall buildings, strict laws, and being costly to visit. Our goal for this integrated campaign was to flip those stereotypes on their heads and show travelers Singapore can be artsy, playful, and even affordable.
This campaign highlights the rich cultures, leafy green spaces, and shiok food choices in Singapore. We implemented the use of “Singlish,” the language that has emerged as a result of the integration of dozens of cultures in Singapore.
Combining patterns and icons native to Singapore with bold type and rich colors, we produced a contemporary visual language true to Singapore: modern with traditional ties.
Many shy away from Singapore as a travel destination because of high prices and authoritarian culture.
Show that despite Singaporean stereotypes, the country is a fun, navigable, and can be affordable if you know where to look! Emphasize Singapore’s melting pot of people, cheap hawker foods, and environmentally forward culture while using Singlish, the amalgamated language spoken in Singapore.