Insight:
For many tourists, Singapore’s Chinatown feels like just another Chinatown—filled with cheap souvenirs and cliché decor. Most visitors spend less than an hour there, unaware of the rich diversity and deeper cultural stories waiting to be discovered.

Idea: 
To showcase Chinatown’s true character, we create a series of ‘Diversity Swatches’—a visual tapestry capturing its unique blend of people, cultures, and influences. Through portraits, objects, and cultural elements, these swatches reveal the depth and vibrancy that set Singapore’s Chinatown apart. 

Execution: 
The ‘Diversity Swatch’ series comes to life through striking visuals displayed across digital, print, and out-of-home platforms. Each swatch highlights a different facet of Chinatown—from heritage trades to modern influences—encouraging visitors to explore beyond the surface and experience its true richness.