Singapore, DEC 20 – Viddsee today launched ‘In Transit’, a music video that was produced in partnership with the Singapore Tourism Board (STB) as part of its ‘Passion Made Possible’ brand campaign.
Launched last year, Passion Made Possible was built around the concept of Passion Tribes, which grouped potential visitors based on their lifestyles, interests and what they travel for.
Centred around a group of friends exploring Singapore’s best-known nightspots, the three-minute video featuring ‘Vacation’ by Singaporean indie pop band Sobs was directed by Jacky Lee for STB’s Socialiser passion tribe, which refers to travellers who enjoy making meaningful connections through music and entertainment.
The entertainment hotspots featured in the video include those in Clarke Quay, Boat Quay, Ann Siang, and Keong Saik areas. The music video will be distributed across STB’s digital platforms into markets such as Indonesia, India, Hong Kong, Taiwan and Germany as part of a comprehensive media plan that includes creative media partnerships, in-market activations and engagements with Singaporean talents.
The ‘In Transit’ music video is part of the second wave of STB’s ‘Passion Made Possible’ global campaign, which involves a wave of marketing activities that will cover 17 overseas markets, bringing the brand to life by celebrating Singapore's people, talent and stories through marketing campaigns, consumer events and industry partnerships.
“We wanted to tell a story through the perspective of passionate people who know the city intimately, going to where fun-seekers can let loose and be themselves on a night out. Backing the video throughout was the track ‘Vacation’, which had the perfect jaunty, carefree vibe we were looking for,” said Jacky, who conceptualised and created the films together with Viddsee Studios.
“We are pleased to have worked with Viddsee, as well as talents like Jacky to co-create content, which offers potential visitors an authentic insider’s peek at the possibilities Singapore has to offer the Socialisers. Our partnership emphasises how STB is focused on supporting Singapore talents who embody Passion Made Possible, and using their voices to bring the stories of Singapore and its people to life,” said Ms Lim Shoo Ling, Director, Brand, STB.
More than music
In addition to the music video, three vignettes – which are focused on the nightlife and entertainment precincts, bars and Singaporean rapper THELIONCITYBOY – were derived from the video to support the campaign across STB’s digital platforms. These vignettes were cut down to 15- and 30-second lengths to suit a variety of ad formats for YouTube, Facebook and other social media platforms.
Furthermore, the video will also be expanded into a nine-minute Director’s Cut that details the romance between a newly met couple within the group, will be available exclusively on Viddsee.com from December 21.
“Storytelling in the digital age shouldn’t be confined to one type or form, but can take the shape of various formats to suit the platform and audience. We developed ‘In Transit’ with a full-fledged story in mind of a whirlwind romance in the city, highlighting the possibilities that a night out in Singapore can offer,” said Viddsee’s executive producer Kenny Tan.
Following Jacky’s video will be a Viddsee-produced series that was conceptualised and created by veteran Singaporean filmmaker Wee Li Lin, along with filmmakers such as Sabrina Poon, Don Aravind, Sun Ji and Tariq Mansor. Aimed at STB’s Culture Shaper passion tribe, travellers who enjoy immersing in the arts, the episodic series will feature key figures in Singapore’s cultural scene, including founding artistic director of theatre company W!LD RICE, Ivan Heng and dance pioneer Santha Bhaskar, artistic director of Bhaskar’s Arts Academy. The campaign is expected to start at the end of January 2019.
Apart from its work with the STB, Viddsee is also one of the 39 creative agencies appointed by The Ministry of Communications and Information (MCI) to be part of its creative roster, following a whole of government (WOG) creative tender in March 2018.
For more information and images of the director, visit our Google Drive here.
The 'In Transit' Music Video can be found on
1) VisitSingapore's YouTube channel: https://www.youtube.com/watch?v=hjR6wSfq-hA
2) VisitSingapore's Website: https://www.visitsingapore.com/see-do-singapore/socialiser/
The Director's Cut can be found on Viddsee: https://www.viddsee.com/video/in-transit/vnkgg
Viddsee is a leading video entertainment platform for short premium content. With over 1 billion views powered by data insights and a trusted community, we empower storytellers by enabling the creation of films and amplifying stories to targeted audiences.
John Lim: email@example.com