A Common Thread
Insight:Singaporeans have missed out on three years of connecting with loved ones due to the pandemic. For most, social distancing has led to muted LNY celebrations confined to just the immediate family. Those living overseas were also unable to return to Singapore. Lost time = Lost memories.
After not seeing our grandparents for three years, we’re silently surprised by how much they have aged.
They aren’t as active/healthy as they used to be, and even a stroll around Gardens by the Bay, and cooking up a feast in the kitchen like they used to seem like a feat for them now.
This has sparked the tough realisation that the time we have left together, and doing things together, are fading fast.
This Lunar New Year, let’s transform old memories into new ones, to make this the one Lunar New Year we all remember, for years to come.
Client: Prudential
Agency: VaynerMedia APAC
Creative Directors: Nicholas Goh
Art: Azlan Tengku
Copy: Zenn Wong