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BBH Singapore Takes You on a Musical Adventure through the Island of Sentosa

Martin Hong directs campaign’s hero film inspired of broadway musicals

BBH Singapore Takes You on a Musical Adventure through the Island of Sentosa

Whilst vaccination rates are positively rising, and the talk of travel bubbles and green lanes have returned, Singaporeans are still longing for that overdue holiday. Home remains a multi-functional space and less of a peaceful abode for the family.

As the sequel to their ‘Make Time for a Holiday!’ campaign last year, Sentosa Development Corporation (Sentosa) is back to reinforce the importance of taking a break, and asks Singaporeans to ‘Make Time for More Holidays!’ by venturing into the undiscovered side of Singapore’s holiday island. 

Developed by BBH Singapore, the campaign’s hero film is this time inspired by the style of broadway musicals, and welcomes back Sentosa’s Island Boy character and introduces new personalities with an Island Girl and her family. 

Launched on 25 August for a period of three months, the multi-platform campaign extends to social, digital and OOH channels. 

BBH have been Sentosa’s creative and digital agency of record since 2018, this campaign is the final chapter in BBH & Sentosa’ retained relationship.  

Adeline Siow, senior creative, BBH Singapore, added: "For our final campaign,  we wanted to go out with a bang. From handmade costumes that had over 2000 faux feathers to the graceful dance choreography to humorous touches like the social distancing crabassador, this piece is the best way of ending on a high note.” 

Mira Bharin, Sentosa Development Corporation’s divisional director for marketing and guest experience, said: "It is more important than ever for us to take a conscious pause and step away from the stresses of daily life. The “Make Time for More Holidays”campaign is our effort to encourage Singaporeans to make time for a well-deserved break, and while at it, rediscover Sentosa’s hidden gems and various diverse leisure experiences. We take this opportunity to thank BBH for the team’s partnership and contributions in elevating the Sentosa brand in the minds of our guests over the past three years."

Ross Henderson, head of business leadership and managing partner, BBH Singapore, said: “It’s been a pleasure working closely with the Sentosa team over the last three years and Make Time for More Holidays is a fitting tribute to how far the brand has come during this time. We are extremely grateful to the Sentosa team and proud of the work we created together during our tenure; we wish SDC and their new agency partners every success.”

As work-from-beach experts, BBH now find themselves with a plethora of specialist equipment that may be useful to future partners. These can be found for sale, to the highest bidder, here.

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Agency: BBH Singapore

Chief Creative Officer: Sascha Kuntze

Group Creative Directors: Janson Choo & Khairul Mondzi

Creative Director: Omar Sotomayor

Senior Art Director: Kenneth Foo

Senior Copywriter: Adeline Siow

Head of Business Leadership: Ross Henderson

Business Director: Manavi Sharma

Associate Account Director: Shu Li Tan

Head of Strategy: Rebecca Ash

Senior Strategist: Zoe Chen

Agency Producer: Shawn Chew

Director: Martin Hong

Production Company: Abundant Productions

Music & Audio Production: Fuse Adventures in Audio

Category: Services , Travel

Genre: Musical