OUR WORK >> PASIR RIS-PUNGGOL TOWN COUNCIL FESTIVE GREETINGS

Pasir Ris-Punggol Town Council Festive Greetings

Our challenge | Our insight | Our big idea | Our delivery | Results

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From left: Mr. Desmond Tan, Dr. Janil Puthucheary, Ms. Yeo Wan Ling, Mr. Teo Chee Hean, Ms. Sun Xueling and Mr. Sharael Taha

Our challenge

Residents in the Pasir Ris-Punggol GRC used to be greeted by montages of their MPs set against a vector-based backdrop. These montages worked to convey the MPs' well wishes, but we felt we could help breathe new life into the GRC's festive greetings and empower its MPs to more effectively connect and engage with their residents.

Pasir Ris-Punggol Town Council vector-based greeting

Our insight

The MPs from Pasir Ris-Punggol Town Council have always been a bastion of support for their residents, interacting with them through on-ground initiatives such as Meet-the-People Sessions, home visits and appearances at community events in the heartlands. The goal was to capture the same impact residents have come to expect from their MPs, even if we were leveraging only rich media.

Photo: Facebook / Pasir-Ris Punggol Town Council

Our big idea

We wanted to emphasize the significance of togetherness during the festive season. For this reason, our approach to this campaign was two-fold.

Firstly, we gathered all the MPs from the Pasir Ris-Punggol Town Council, so they could play off each other for a more genuine portrait.

Secondly, we set the MPs against a real-world backdrop, so their festive greetings could better resonate with residents.

Our delivery

The first festive greeting of the year-long campaign commissioned by the Pasir Ris-Punggol Town Council launched during the 2024 Chinese New Year season.

Banners depicting Chinese New Year greetings unfolded the Pasir Ris and Punggol neighbourhoods. We also adapted the festive greetings into a short video, where the MPs took turns to wish their residents. Predominantly featured on digital displays located at the lift lobbies of HDB blocks and social media, it was designed to grab the the attention of residents.