The Secret Little Agency

Gaslighting. We do this to ourselves especially when it comes to our own mental health. Nearly 90% of under-35s who’ve experienced mental health struggles but don’t consider seeking support, like to say that they’re fine. That it’s just a bad day. That they don’t need help. Together with the Agency for Integrated Care (Singapore) we launched the REAL platform, highlighting everyday issues by those among us who are struggling with their mental health in a bold and beautiful way. Beyond a fully integrated campaign spanning every touch-point frequented by our audience, we also created this short film directed by Nicole Midori Woodford and our friends at Zhao Wei Films which explores the intricacies of anxiety as seen in a first-jobber. ‘Burnout’ premiered at the 5th Mental Health Film Festival Singapore – watch it here: https://lnkd.in/erAi88HH

Wrapping the week up with some food for thought by Ludovica Damonte on digital ageism in The Drum - https://lnkd.in/e9tvT_8M "My hope is that one day soon we won’t need to search for “older people having fun.” We’ll just search for “people having fun,” and everyone—young or old—will be naturally included. I’m looking ahead. And I want to grow old in a world where the media, search engines, and AI don’t pity me, dismiss me, or worse—erase me." Shutterstock, Getty Images, Unsplash, please take inspiration from breakthesilverceiling.com when you commission your next shoot. TGIF!

Mothernauts, our global talent exchange program for a few lucky adventurers has officially kicked off. The Secret Little Agency is delighted to welcome Amy Williams from Mother London and Maddie G. from Mother Los Angeles to our Singapore office. These space cadets will be putting up at the ultra-comfortable Alma House!

From Mother in London... IKEA wants you to put your phones down and free yourself from those dancing influencers keeping you up at night. Good night and have a restful weekend everyone!

We’re inviting the next generation of creatives to TAKE OUR JOBS at The One Club for Creativity’s Portfolio Night happening next Thursday, 24th Oct at Alma House. This is only made possible thanks to our reviewers who have stepped up and in to contribute their time: Cathy Chen, Andy Lim, Min Mei Foong, Tzy Horng Sai, Firrdaus Yusoff, Pat Law, Janson Choo, Hwee Peng Koh, Andrew Ho & Jonathan Jason Yip. Huge thanks as well to our sponsors The HEINEKEN Company Flojo Grain Alma House Julie's Biscuits and not forgetting our amazing co-hosts GOVT ! Last few tickets available here: https://lnkd.in/gjTARkR7

A simple stock image search of the silver generation typically yields a painfully myopic portrayal of ageing, with seniors often defined by isolation, frailty, or confusion. We couldn't find any that mirrored the diverse, dynamic, and authentic lives of seniors today, so we took it upon ourselves to create a photo bank featuring seniors breaking the silver ceiling in our latest piece for Agency for Integrated Care (Singapore). The over 60 today lead full, active lives defined by more than just their age. By changing how seniors are portrayed, we change how they’re seen—and how we’ll see ourselves as we age. Check it out here https://lnkd.in/eXmmcaBa #breakthesilverceiling

A trailblazer who transformed JUNK into the thriving cultural consultancy it is today, we're so proud that Fabian Tan 陈志义 was named Campaign Asia-Pacific's #40Under40 this year. Read more about the win here: https://lnkd.in/eaev4Qw8

#WeSeeYouCare, our campaign for Agency for Integrated Care (Singapore) took home two silvers at the Effie Awards Singapore 2024 - the highest accolades in their respective categories 🎉 Thank you to our amazing clients, partners, and team - and huge congratulations to all the winners! Association of Advertising & Marketing Singapore (AAMS)

Sleepless in Singapore? All the time. In one of the world's most sleep-deprived countries, we reimagined IKEA's iconic blue bag as a global symbol of rest aptly named the RESTEN. Thank you Fast Company for featuring our work, and the talented Gabe Chen for bringing our vision to life. ⬇ https://lnkd.in/gjUT5Uwe

For Mandai Wildlife Group, over 100kg of unwanted garments were up-cycled to form an entire fashion collection called Good Threads which just won Best Design, Asia-Pacific at Fast Company's 2024 Innovation by Design Awards. This incredible group effort led by Anak, in partnership with PPURPOSE and of course, our visionary client partners at Mandai who’ve had the courage and vision from day one to make this a reality. Read more about it below or in this summer's edition of Fast Company! #FCDesignAwards 👇 👇 👇 https://lnkd.in/gVfVdMyG