Client: Ministry of Culture, Community and Youth
Agency: DDB Group Singapore
In 2017, the Ministry of Culture, Community and Youth (MCCY) asked for a film to launch SG Cares, a nationwide campaign aimed at fostering a more caring society. So we set out to tell the story of Tony Tay - about how his mother’s simple acts of generosity inspired him to start Willing Hearts, an NGO that provides free meals to thousands of underprivileged Singapore weekly. Since the film was released, over 1.1 million Singaporeans have pledged their time towards acts of care like volunteering at a home, sheltering a homeless stranger, teaching art to special needs children and so on.
Agency: DDB Group Singapore
In 2017, the Ministry of Culture, Community and Youth (MCCY) asked for a film to launch SG Cares, a nationwide campaign aimed at fostering a more caring society. So we set out to tell the story of Tony Tay - about how his mother’s simple acts of generosity inspired him to start Willing Hearts, an NGO that provides free meals to thousands of underprivileged Singapore weekly. Since the film was released, over 1.1 million Singaporeans have pledged their time towards acts of care like volunteering at a home, sheltering a homeless stranger, teaching art to special needs children and so on.