Ministry of Education launches first co-created commercial in Singapore
based on a real life story.
Following Teacher’s Day 2010, creative agency UP launched a portal
(iremembermyteacher.com) inviting stories from the public about
teachers who have made a difference to them in their lives.
The aim was to produce Singapore’s FIRST co-created commercial based on
a real life story. The portal received some 400 stories from which 20
entries were selected. This was further shortened to five stories from
which the final
commercial was produced as MOE’s marketing campaign for 2011/2012.
The 3min commercial titled ‘Mrs Chong’ was shot by Royston Tan and aired
on 30th January on Ch5 and CNA (you may have seen the feature on Mrs
Chong in ST). Cable and movie screenings will commence this CNY
In case you missed it, here is Mrs Chong
<http://www.upandup.com.sg/tv/Mrs%20Chong.mov>, brought to you by
creative agency friends at UP.