MullenLowe Singapore’s 'Together, for Better' is a Cinematic Journey Through Resilience and Progress
In late August, MullenLowe Singapore produced a series of four films for Singapore’s Ministry of Digital Development (MDDI) and Information's 'Together, for Better' platform. The work highlights the impact of the Forward Singapore initiative, with each directed by local talent, showcasing how various policies support Singaporeans in pursuing their goals and adapting to life’s challenges.
Speaking to LBB’s Tom Loudon, Mullenlowe Singapore CEO Paul Soon and ECD Shengjin Ang break down how the films illustrate resilience and progress through personal stories.
The pair speak about the creative vision behind the campaign, expanding on the intricate process of selecting stories that authentically represent Singaporean life and resonate emotionally with the audience.
They also explore the decision to create a cinematic universe through character cameos, adding depth to the spot’s narrative.
LBB> What inspired the decision to feature four distinct local directors for this campaign, and how did their styles contribute to the overall narrative?
Paul> Our priority was telling stories resonating with Singaporeans while balancing the need to educate the public on Government policies. Therefore, we were intentional with the local directors we chose and worked with. Their styles matched the stories that were written. We worked through a robust process where we got a range of local directors to share their vision, and the best stood out.
LBB> Can you elaborate on the creative process behind selecting the specific stories of the Singaporean families featured in each film?
Shengjin> These stories were carefully crafted into engaging visual and story journeys, aligning with the Forward Singapore exercise’s goals to unite Singaporeans, build consensus and refresh our social compact. Each story was rooted in our life experiences, and we hoped to share our stories meaningfully. Through empathy mapping, diverse perspectives, and in-depth story mining, the team uncovered compelling narratives reflecting Singaporean life's rich tapestry by prioritising authenticity and emotional resonance.
LBB> What were the key challenges faced during the production of these films, and how did the team overcome them?
Shengjin> The production of these films faced vital challenges, from capturing the authentic essence of each story while ensuring broad resonance to managing logistical complexities and balancing emotional depth with narrative coherence. Projecting the resilience we see in Singaporeans, we overcame these obstacles with solid teamwork and creative collaboration between the production house, talented directors, and the creative team. The team crafted meaningful, impactful stories that resonated deeply with audiences by aligning our vision, maintaining open communication, and leveraging each member's strengths.
LBB> How did the collaboration with local agencies and the Ministry of Digital Development and Information shape the final outcome of the films?
Paul> We made sure that we understood how the various policies created were meant to serve and uplift Singaporeans. With that, we could seek the right tone in the narratives that spoke to the audience. That hard work is non-negotiable on our end and has led to a very strong relationship with MDDI based on trust, mutual respect and teamwork.
LBB> In what ways do you hope the films will influence Singaporeans’ perceptions of the policies introduced in the Forward Singapore report?
Paul> I hope that all Singaporeans know that no one will be left behind and that we can all improve our lives through the new programmes and initiatives introduced. We hope the films can encourage those who are inspired to step up and use these policies and programmes to improve their lives.
LBB> Can you share more about the decision to include cameos of characters across different films? What impact do you hope this cinematic universe approach will have on the audience?
Shengjin> We wanted to better connect the stories and show how Singaporeans are all part of a larger, interconnected community. Thus, we decided to include character cameos across different films in a multiverse approach, highlighting the interconnectedness of Singaporean society. By linking characters across stories, we wanted to also create a rich and immersive experience for the audience.
LBB> How did you balance the need for emotional storytelling to communicate specific policy messages in each film?
Paul> Firstly, the emotion tapped in the films must be authentic. This meant designing narratives and characters with aspirations and concerns that mirrored Singaporeans' aspirations. We also paid attention to select casts relatable to the Singapore core, while ensuring that our scripts could highlight the citizen-centric motivations of the respective policies featured.
LBB> What feedback have you received so far from viewers, and has it aligned with your initial objectives for the campaign?
Paul> To date, the films are performing as expected, and the reception online has been positive. Notably, we’re happy to hear that the stories have connected with Singaporeans and inspired some individuals to take action. For instance, we know of an individual who applied to be a Comlink+ family coach after being moved by the support lower-income households get in empowering them to improve their family circumstances, as featured in films A or B. We’re heartened to see our work make an actual impact on the ground and in the lives of Singaporeans.
