MAJULAH
SG YOUTH
NTUC x NDP Bay Celebrations
THE BRIEF
To create a National Day celebration that spotlighted Singaporean youth and strengthened NTUC Youth’s affinity among young Singaporeans through meaningful interaction and community moments informed by #EveryYouthMatters.
THE THINKING
We shaped the NDP Bay Celebrations into a multi-dimensional experience that invited youth to participate, express themselves, and connect with one another and the nation.
Activities like the “In a Heartbeat” LED wristband segment and interactive art installations reinforced the theme of unity and aspiration, while curated programming ensured that the youth were both celebrated and empowered within the National Day context.
THE IMPACT
Across two key celebration days at the Promontory @ Marina Bay, around 16,000 attendees experienced a vibrant blend of performances, interactive engagements, and symbolic moments that amplified youth voice and presence in the National Day narrative.
The event strengthened NTUC Youth’s visibility and relevance to young Singaporeans, transforming the celebration into an embodiment of #EveryYouthMatters
Google Pixel 11 Launch
THE BRIEF
Drive awareness, engagement and footfall to the Google Pixel 11 Space on Orchard Road, extending the launch beyond the confines of the physical space and giving audiences more reasons to discover and experience Google Pixel 11.
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THE THINKING
What if the Pixel 11 Space didn’t begin at the Pixel 11 Space? We treated Orchard Road as part of the experience itself, creating a connected journey from Wisma Atria through to the Pixel 11 Space.
Programming and activations created multiple moments of discovery along the route, while Uncle Chieng’s appearance at Takashimaya became a cultural draw that captured attention, generated buzz and gave audiences a reason to continue their journey towards the Pixel 11 Space. Rather than waiting for footfall, we went out and found it.
THE IMPACT
Pixel 11 established a visible presence across one of Singapore’s busiest shopping districts, turning individual activations into an interconnected Orchard Road takeover.
Preliminary observations showed clear spikes in visits to the Pixel 11 Space around key programming moments, indicating that the supporting activations were successfully driving audiences from the street into the experience.
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Lew Building, Singapore 059301
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