Insight:
For today’s travellers, a trip isn’t just about where they go — it’s about what they share. Every experience is filtered through a lens of storytelling and self-expression. Singapore, with its rich blend of culture, creativity and colour, offers endless visual inspiration. But to truly turn tourists into advocates, we need to give them stories worth sharing — and reasons to hashtag them.
Concept:
Make Singapore a co-creator of share-worthy travel content. Through interactive, humorous, and tech-enhanced experiences, we’ll spark content moments that are too good not to post — all while encouraging visitors to tag #VisitSingapore and #PassionMadePossible as their digital stamp of discovery.
AD: Weilun Chong • CW: Justine Lee • CD: Peter Callaghan • AGCY: TBWA \ Singapore
Interactive Mural: Posed for Posterity
Singapore’s murals are already social media hotspots—now, they’ll feature you. Renowned local artist Yip Yew Chong will paint the best visitor poses found on social media directly onto the mural, turning real tourist moments into permanent art.
📸 Pose. Snap. Share. Tag #VisitSingapore and #PassionMadePossible for a chance to be immortalised.
PhotoFix by James Fridman: Be Careful What You Post For
James Fridman is internet-famous for taking Photoshop requests way too literally—often with hilarious results. Now, he’s bringing his quirky genius to Singapore! Tourists who tag #VisitSingapore and #PassionMadePossible can have their travel photos creatively “PhotoFixed,” turning ordinary shots into viral-worthy masterpieces.
🌀 Want your Singapore moment to stand out?
Just tag James Fridman, #VisitSingapore, and #PassionMadePossible—then wait for the magic.
Photobomb Filter: Crowds Out, Content In
Every traveller deserves a picture-perfect moment—without the crowds. Our AI-powered camera booth automatically removes background distractions, creating clean, postcard-worthy shots that make every visitor look like a VIP.
🌇 Perfect shot? Check.
Epic backdrop? Check. Just tag #VisitSingapore and #PassionMadePossible.
Photobomb Filter: Crowds Out, Content In
Every traveller deserves a picture-perfect moment—without the crowds. Our AI-powered camera booth automatically removes background distractions, creating clean, postcard-worthy shots that make every visitor look like a VIP.
🌇 Perfect shot? Check.
Epic backdrop? Check. Just tag #VisitSingapore and #PassionMadePossible.
What Makes It Effective?
This isn’t just about creating content—it’s about turning every visitor into an advocate for Singapore. Each pose, filter, and quirky edit transforms into a mini digital billboard, organically spreading the Singapore experience across social feeds worldwide.
By seamlessly integrating #VisitSingapore and #PassionMadePossible into every interaction, we ensure that each shared moment not only inspires future travellers but also reinforces Singapore’s identity as a vibrant, must-visit destination. It’s a campaign that’s not just highly shareable—it’s strategically designed for viral advocacy.