Singapore Night Festival
(Asian Parental logic Edition)
Every year, the Singapore Heritage Board hosts the largest art event called the Singapore Night Festival. The festival offers various art installations, live performances, pop-up F&B outlets and much more along the Bras Basah and City Hall district.
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The client's (Singapore Heritage Board) main challenge was drawing the younger crowd of students & young working adults aged 14- 25 years old.
This challenge was tasked to my team and myself to tackle.
In order to answer the question on how we can get more youths to attend the Singapore Night Festival, we had to ask ourselves what's stopping them from going in the first place. Who else but their parents whom would try to convince them against going out late to an arts festival? Growing up as Singaporeans, we are all too familiar with weird Asian Parental logic. That was exactly what we would use to connect with our target audience.
This was the main campaign video we showed the client to introduce our Asian Parental Logic concept. As the team's designer/ video editor, I personally stitched the entire video together from previous year's Singapore Night Festival promo videos, stock footages, chose the stock music & wrote the copy for the video.
To further expand on our play on the Asian Parental Logic idea, I also came up with the idea to have consent form door hangars. These door hangars will be placed in buses & trains, where our target audience can find them and bring them home.
My team also decided to come up with a second version of the door hangers, one that included more information about the Singapore Night festival.
Campaign Summary
Overall, the clients gave a lot of positive feedback for our concept. They said the campaign video mock-up, Instagram mock posts & the door hangers had helped them to understand our Asian parental pitch more easily.