Singapore Sovereign Wealth's 40th Anniversary Campaign Shares Untold Stories from Singapore’s History

Singapore sovereign wealth GIC Pte Ltd has partnered with 72andSunny Singapore to share untold stories of its history. This year marks GIC’s 40th anniversary, and as the investor of Singapore’s foreign reserves, the history of the fund is closely intertwined with the reserves management story of Singapore. 

The campaign uses different seemingly innocuous objects to open different bold episodes in GIC’s history. From a chair that symbolises how GIC started out from the humblest of beginnings – its first MD began his tenure with an empty office and a borrowed chair – to a pen that cues the pioneering vision of GIC’s founding leader Dr Goh Keng Swee in rewriting how Singapore managed its reserves. 

The integrated campaign launches across OOH, social and digital touchpoints like Spotify and TikTok on 5th October and drives to a microsite where viewers can dive into and listen to the bold stories that shaped GIC today, and continue to inform its mission moving into the future. 

"The role of the reserves as a rainy day fund was demonstrated so clearly during this Covid-19 pandemic. As part of GIC’s commemorative year, we wanted to create awareness of the little known, historical episodes that shaped GIC’s pre-history, where Singapore’s founding leaders safeguarded Singapore’s reserves. Through these stories, more will understand how GIC came to be, born of Dr Goh Keng Swee’s bold vision, and how that spirit continues to drive GIC to secure Singapore’s financial future.” said Mah Lay Choon, senior vice president of communications, GIC. 

Johnny Tan, executive creative director, 72andSunny added: “As we explored GIC’s history, we were surprised by the innovativeness, boldness and sheer conviction that made GIC what it is today. This is a story more Singaporeans deserve to know. And there’s more coming up.” 

72andSunny’s work for GIC comes on the back of recent wins for the Singapore University of Technology and Design and buy-now-pay-later brand Atome and brand and creative hires into the agency.