Ogilvy & Mather highlights the importance of skills upgrading for SkillsFuture Singapore

SkillsFuture_1.jpgTo bolster the skillset capability of Singaporeans across various stages of life, SkillsFuture Singapore has launched a campaign to drive greater awareness and understanding of SkillsFuture initiatives. Ogilvy & Mather Singapore created the campaign and the TVCs were launched this week on Mediacorp Channel 5 and Channel 8.

The campaign's concept, which underlines the fact that 'The Most Important Upgrade Should Be You', adopts a simple metaphor that conveys a powerful message - emphasizing how upgrading your professional skills is of equal, if not greater importance, than upgrading your everyday necessities. Resembling retail and lifestyle advertisements, the team took the unconventional approach of capturing the audience's attention by appealing to their 'consumer' instincts via an engaging fashion retail-style look and feel.

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Brenda Han, Managing Partner, Ogilvy & Mather Singapore, said, "To motivate people to embark on their journey of lifelong learning, we drew a simple parallel to the items in their life that they upgrade frequently, rather than themselves. We want to influence those who have not taken steps to upgrade their professional skills and emphasize that the only way to stay relevant in today's competitive and ever-changing job market is to keep learning and growing your skills."

SkillsFuture Campaign_Wardrobe.jpgPatricia Woo, Director, Corporate and Marketing Communications, SkillsFuture Singapore, said, "Investing in yourself is an important and lifelong process. We hope this campaign will prompt people to re-view their learning and career goals and realise that they need to upskill
and reskill to stay relevant and achieve their potential. There is a wide range of SkillsFuture programmes available for individuals regardless of the stage of their careers that will enable them to deepen their skills and grow themselves."

As part of the launch, a series of ads and TVCs will run across various channels including a dedicated campaign landing page and social media platforms including Facebook, Instagram and Youtube.

Credits:
Client: SkillsFuture Singapore
Project title: The most important upgrade should be you
Creative Agency: Ogilvy & Mather Singapore
Executive Creative Director: Melvyn Lim
Account Management: Brenda Han, Ng Shin Yi, Sameer Rasheed
Creative Director: Uma Rudd Tan
Head of Art: Loo Yong Ping
TVC Production House: The Prosecution Film
Director: Warren Klass
Producers: Aundrea Bligh, Caroline Frances
Music and Sound Design: Song Zu Singapore
Print Production House: Shooting Gallery
Exposure: Print ads, TVC, cinema, OOH, digital banner, social media


SkillsFuture Campaign_Living Space.jpg

1 Comments

Time travel said:

Year 2000 called and wants its ads back. The luxurious 45sec video and those brochures.

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