MullenLowe Singapore

‘The Climb’ tells the story of young parents navigating the complexities of parenthood and the mixed feelings in their transition back to work.    Our senior account manager Ariel Ho reflects on this important life transition. “Years ago, I remember sitting around with my colleagues of young and expecting mothers who were sharing struggles on balancing (or rather, sacrificing) between parenthood and career aspirations. And it sounded quite dreadful, if I have to be honest. But working on this film gave me a lot of hope. While it may be unrealistic to believe no parent will ever need to sacrifice between family and career, I’m heartened to see that we are moving forward as a society to embrace a healthier balance of both.    “The most satisfying part when working on this film has to be how we framed a more active role for the father, in a deliberate attempt to move away from traditional beliefs that parenting is the core responsibility of the mother. To be able to use the power of communications and reshape a value as important as this is a privilege that I do not take for granted.”   This film is part of the #TogetherforBetter series.

Our next film is the hilarious and heartwarming ‘Malik in the Middle’, which tells the familiar story of a sandwiched breadwinner whose life is made more complicated when his in-law decides to stay with them, heightening the pressures of multiple responsibilities caring for his loved ones.    Our Director of Integrated Production Julie Chua hopes the messages can deeply resonate with audiences. “Producing ‘Malik in the Middle’ was a journey that allowed us to bring to life the everyday realities of the ‘sandwiched generation’. Every stage in the production process was a reminder of the power of storytelling — to connect, to inspire, and to spark thought. I hope audiences walk away feeling a connection, seeing a piece of their own lives reflected on screen, and realizing that their stories, no matter how small, are significant.”   This film is part of the #TogetherforBetter series.

‘Dancing King’ tells the story of a senior who was the king of the dance floor but now struggles to choose between balancing his passion for dancing with his fears about retirement.   “His courage to change and follow his passion reminds us that it's never too late to chase what truly makes us happy. I hope the film can remind Singaporeans that even as age catches up with us, it should never hold our passion back. Let’s ‘Yo’!” Creative Director Andrew Ho says.   Andrew also tells us that when the shoot ended, he had a chance to speak with the main actor Uncle Leong. He told Andrew, “小弟, 谢谢你们找我拍这只片, 你们不只提醒片中的我, 也提醒了现实中的我。人生没有几个十年, 一定要追着梦想, 不管多老。(Thank you for having me in this film. You not only reminded the character I played, but also reminded me in real life. Life isn’t long, so we must chase our dreams, no matter how old we are.)” This film is part of the #TogetherforBetter series.

Category leaders can often approach marketing by trying to secure the status quo, believing they are the experts who know all there is to know. But they can often miss out of the sense of urgency and hunger that challenger brands possess that enable them to create innovative, bold and effective marketing strategies. But what if the category leader dares to break the mould and behave like a challenger?   This is exactly what Flora Food Group and MullenLowe achieved in Indonesia. Read more from Kosala Hewamadduma Shaifali Dayal and Ara Cabalonga to learn how a market leader rewrote the rules of fat spreads to win brand love and unprecedented business growth. Thank you Rica Facundo and WARC for the coverage.

Every year, the John Lewis Christmas ad heralds the arrival of Christmas more so than any other tradition. More and more, the advertising industry helps us to define key moments of our culture. That’s why we’ve sat down with five of our team members Heizal Yow Naomi Low Theodor Sandu Tracey Ang Pearlyn Chang to hear about their favorite Christmas ads and why these ads speak to them. https://lnkd.in/gu3Vq9vZ

As a story about a mid-career worker who finds himself retrenched after 20 years of service, ‘Mr Routine’ really hit home for our Creative Director Mark Ibaviosa “Not just because I’m not too far off from main character Jon’s age, nor is it because you never really know what will happen tomorrow, but what hit home for me was the set where we shot the office scenes. The name of the building was Crocodile House and stepping into it was like warp speeding back into the 80s office space, like the office where I’d visit my mum as a kid. What an experience making this film. And I hope audiences can also feel the same relatability when watching Jon break out of his routine and discovering that change is possible, if one is willing to take a step forward.”   This film is part of the #TogetherforBetter series.  

‘Look See, Look See’ is a film telling the story of a young couple dreaming to own their first home — a major milestone that many Singaporean families go through.    “What more is there to say? The film has cats!” says Ernest Chin, our senior copywriter. “While true romantics may mourn the strange concept of a proposal-before-the-proposal (aka “want to BTO?” or “want to go see house?”) as inscribed into the Singaporean love story, the journey of finding a place two can call home is still as thrilling, (sometimes) exhausting and rewarding as it gets for young couples. A recent first-time homeowner myself, a first home is a mark of independence and the first of many milestones. It’s also a commitment to build something together and a garden of our own to tend to — one that grounds us with a real sense of place, belonging and hope. This film is a vignette of moments many will hopefully find familiar: a journey where individual whims become shared dreams, and discovering the little wins and different helping hands along the way. And cats. Many, many cats." This film is part of the #TogetherforBetter series.

Over the past 3 months, our team has been working to produce films that tell the Singapore story, as we refresh the Singapore dream for a new age. Starting with 'Together, for Better', we hope that the films resonate with Singaporeans as we navigate the future together.   Over the next few days, we'll be sharing with you the films, together with the thoughts of some of the team that produced the work.   Our CEO Paul Soon is proud to showcase these films. He says, "In our journey forward as a nation, we must recognise that the true power of government communication lies not in enumerating the tangible benefits of policies but in articulating the values that underpin them. 'Together, for Better' is more than a slogan; it reflects our shared aspirations and collective strength. When we speak to the heart of being Singaporean – our resilience, diversity, and unwavering spirit – we ignite a sense of unity that transcends individual interests. By weaving our individual stories into a tapestry of shared progress, we empower every citizen to become an architect of our nation's future. This is the essence of true nation building: not just in what we build, but in how we build it together." #TogetherforBetter

Welcome Moo Deng onboard as the new superstar of Lifebuoy’s “H for Handwashing” campaign! In her first ever branded content video, Moo Deng hilariously declares she would not follow in her family’s footsteps by being part of the alphabet book to become the Hippo that teaches the letter H to humans. She’s calling out the new rule: H is for Handwashing, further cementing Lifebuoy's commitment to make handwashing with soap a habit for life for children all over the world. We are thrilled to bring together this game-changing partnership between the world’s most popular hippo and Lifebuoy, the world’s number one germ protection soap — to revolutionize hand hygiene education for children all over the world. Moo Deng joins our one-of-its-kind AI-powered handwashing teacher AI-Teacher Hippo, which comes alive to teach #HforHandwashing to kids in interactive and engaging ways. Unilever Vinay Vinayak Theodor Sandu Nhu Tran Prathamesh Kulkarni Sarvesh Raikar Sharmine Panthaky Mehak Parikh

The home care category is often crowded with many voices, and our team worked with Unilever to cut through the clutter by placing a young girl playing football at the heart of the OMO campaign in Vietnam. This was OMO's liquid product range relaunch into Vietnam, and to mark the occasion, we created the brand's first ever 3D billboard in the middle of Ho Chi Minh. Su Ann Yip and Gabby Kow sat down with Sunna Coleman from LBBonline - Little Black Book to discuss challenging preconceived notions about dirt and encouraging families to embrace stains as part of play and learning. Read more: https://lnkd.in/gCU_xEU5 Shaifali Dayal Sean Lee Sonia Sushiyanthini MD Repon Loh Seow Khian Nadine Slyper James A.