Singapore tries to shake 'crazy rich Asians' stereotype in campaign that travels to 'Dull,' 'Bland' and 'Boring'

Series by TBWA taps comedian to highlight city's unexpected wonders

Published On
Sep 23, 2019

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You might think that the success of the "Crazy Rich Asians" movie last year would have sparked interest in Singapore. But now the Asian city is trying to show that it has things to offer beyond that stereotype with a new branded content campaign.

The effort, a joint effort between Singapore Tourism and Singapore Airlines, is fronted by a Singaporean comedian, Rishi Budhrani, who travels to three towns bearing the names "Dull," "Boring" and "Bland," which are in the U.K., U.S. and Australia respectively.

Three different episodes showcase his escapades in these destinations, and in each he invites someone he meets to travel back to Singapore with him, to discover aspects of the city such as its food and nature trails. The point, he says, is to "show them it's more than just a pretty city full of crazy rich Asians."

TBWA/Singapore, which is the agency for both Singapore Tourism and Singapore Airlines, developed the campaign. It's airing across the U.S., U.K, Australia and New Zealand for three months on YouTube and Facebook.

Credits

Date
Sep 23, 2019
Client:
Singapore Tourism/Singapore Airlines
Agency:
TBWA-Singapore
Managing Partner:
Mandy Wong
Group Brand Director:
Char-Maine Tan
Brand Director:
Cheryl Wee
Brand Director:
Goh Siow Yune
Brand Executive:
Hannah Leow
Strategy Director:
Tammi Seng
Executive Creative Director:
Gary Steele
Executive Creative Director:
Hagan de Villiers
Creative Director:
AS Anam
Creative Director:
Justine Lee
Creative Director:
Jennie Morris
Creative Director:
Greg Wood
Senior Art Director:
Germaine Chen
Senior Art Director:
Weicong Chong
Copywriter:
Justine Lee
Head of Content:
Leigh Arbon
Production House:
Airbag
Managing Partner:
Adrian Bosich
Executive Producer:
Sariyanti Sannie
Executive Producer:
Martin Box
Production Manager:
Zahid Zameer
Director:
Craig Melville
Producer:
David Curry
Host:
Rishi Budhrani
Director of Photography:
Jan Reichle
Editor:
Dylan Behan
Editor:
Gabe Dowrick
Sound Design:
Keith Thomas

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Project Type