BBH Singapore and The Shophouse @ Publicis bring major Singapore experiences to 5 major cities

BBH Singapore and The Shophouse @ Publicis have introduced Singapore experiences to major cities around the world, from New York City in Times Square to London in Piccadilly Circus, in 3D out-of-home billboards for the Singapore Tourism Board.

The ‘Made in Singapore’ campaign is a global campaign created by The Shophouse @ Publicis.

The 3D out-of-home billboard aims to shine the spotlight on some of the country’s multifaceted offerings and provides a whimsical take on three Singapore experiences, brought to life in New York, London, Shanghai, Mumbai and Jakarta.

Khairul Mondzi, Executive Creative Director at BBH Singapore, explained, “This ‘global tour’ unveils to the world the essence of Singapore through a collection of experiences – iconic and lesser known alike – in an unexpected, surprising way. Forget what you know about gardens, window shopping and performance art: STB’s new 3D billboards might surprise you in ways beyond the ordinary.”

Choo Huei Miin, Director, Brand, Singapore Tourism Board, added, “Leveraging these immersive 3D out-of-home billboards, our aim was to capture the imagination of our travellers through transforming everyday moments into unique experiences Singapore has to offer to inspire travel. We hope this visual treat showcases the best of destination Singapore to the world and captivates audiences in key target markets with our vibrant culture, food, nature, and show-stopping futuristic landscapes.”

Mumbaikars can witness Singapore coming to life in their very own city through an Instagrammable 3D creative installation at Phoenix Palladium Mall in Lower Parel till March 25, 2024. Through this 3D anamorphic installation, travel enthusiasts will be able to immerse themselves in moments and key offerings by destination Singapore.

The ‘Gardens. Made In Singapore’ experience aims to spotlight the lush nature through the unique lens of futuristic architecture set by the Supertrees of Gardens by the Bay in a spectacle of light in Singapore’s urban oasis. Additionally, 'Performance Art. Made In Singapore' aims to pay homage to the chilli crab dish that is both delectable and Instagram-worthy. For a peek through Singapore’s Peranakan Shophouses, they can explore ‘Window Shopping. Made In Singapore’ which aims to offer a rich cultural experience.

Markus Tan, Regional Director for India, Middle East, South Asia and Africa, STB, said, “Through this exciting campaign, we aim to bring the island city to Indian travellers in a fresh, game-changing way, offering Instagrammable moments and exciting culinary experiences all across India. We invite travellers to consider Singapore's vibrant, boundary-breaking spirit, and to come experience for themselves the host of unique offerings that are made possible only in Singapore”.

Additionally, foodies nationwide can savour the culinary spirit of Singapore through a limited-edition menu at 45 Social restaurants across 9 cities and on Zomato. Mixology enthusiasts can also treat their taste buds to Singapore-inspired sips at Pass Code Only (PCO Cocktail Bar) locations across Mumbai and Delhi until March 31, 2024. Additionally, an exclusive menu of six sweet and savoury pastries riffing on the flavours of Singapore are exclusively available at TwentySeven Bakehouse in Bandra, Mumbai, through the month of March.

The brand also invited consumers across to take a look at what makes the island city a game-changing destination from the comfort of their homes, through an augmented reality (AR) filter.

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