Singapore Tourism Board – My Parents’ Passions

Singapore has long been seen as an expensive, cold and business-like destination for Myanmar travelers. The task was to create a communications campaign that would encourage year-end bookings from Myanmar to Singapore, while bringing to life the destination promise of “Passion Made Possible” and showcasing the vibrant and dynamic state city.

We leveraged the Thadingyut festival, a time when Myanmar people pay tribute to their elders and enabled young people to show appreciation to their parents by making their lifelong passions and dreams possible in Singapore.