How do you make art matter in the world’s most productivity-driven nation?
Client: National Art Council
Market: Singapore
Launch: 2026
Problem
Singaporeans don’t engage enough with local arts.
While they value art as a cultural good, in reality it doesn’t feel worth their precious time.
In one of the most productivity-focused nations in the world, art is seen as nice — but “useless”.
Insight
Art makes you better.
It gives you an edge in unexpected aspects of your life.
Solution
Better with the arts.
Instead of selling local art itself, the campaign sold the personal edge it creates elsewhere — being more interesting at work, holding attention, and helping children develop their personality.
Through a social-first campaign, we reframed art from a “nice but useless” hobby into something that actively makes you better.
