To make Singaporeans more aware of the arts around them, we first took it all away from them. Creating ‘A World without the Arts’ – an online & on-ground campaign that triggered locals by showcasing a blank, mundane city life devoid of any art or colour.

The centrepiece of our campaign was an interactive microsite that featured a blank, dreary, greyscale Singaporean cityscape that gradually became more colourful and more alive as donations poured in. Targeted display ads, across GDN and social media then reached audiences inclined towards the arts, and drove them to the microsite.

Content also played an important part to let people meet the beneficiaries of their donations. A series of videos featured uncommon ambassadors of the arts, from a visually-impaired dancer, to an elderly actor, to the littlest orchestra with the biggest talent. Garnering more than 1.5 million impressions across social channels.

We exceeded our target of $1,000,000 long before the year was over. Our online videos received immense local support and shares, and created a healthy conversation about the role of arts in our society.