Problem
Ministry of Education Singapore found out in an island wide survey that teaching
had lost its esteem. People acknowledged that it was a noble profession but would not recommend it to their friends and loved ones.
had lost its esteem. People acknowledged that it was a noble profession but would not recommend it to their friends and loved ones.
Insight
Almost everyone has a teacher they remember fondly, a teacher that make a difference in their life.
Solution
We make teachers as our everyday lives hero. Campaign Line:
‘Teach.
You’ll be amazed at the difference you can make.’
You’ll be amazed at the difference you can make.’
We wanted something true, something emotional, something insightful. We decided to showcase a real-life story of a teacher who made a difference to a student.
We invited the public to submit true life stories of their experience with their teacher through a microsite iremembermyteacher.com directed from Teacher’s Day print.
We invited the public to submit true life stories of their experience with their teacher through a microsite iremembermyteacher.com directed from Teacher’s Day print.
We arrived at a 3 min TVC Titled: Mrs Chong
Agency: UpBrandBuzz CCO: Anand Creative Director: Eric Seow Writer: Divya Art Director: Max Chan /Thye Account: Cecilia Lim Film Director: Royston Tan
