Making a government initiative feel like an invitation
Singapore has no shortage of arts and cultural experiences. The challenge is getting more people to discover them.
Having previously worked with the National Arts Council on Catch.sg — a platform designed to make Singapore's arts and culture more accessible to the public — we already understood the larger ambition behind the launch of SG Culture Pass.
The new initiative would give eligible Singaporeans $100 in credits to spend on local arts and cultural programmes. But as an entirely new initiative, awareness was only the beginning. People needed to understand what the credits were for, discover the breadth of experiences available, and know how to use them.
Our task was therefore not simply to introduce SG Culture Pass, but to turn it into an invitation to discover something new.
While $100 in credits was the initiative's most tangible benefit, we wanted the campaign to be about more than the monetary value.
The creative approach shifted the focus from what Singaporeans were receiving to what they could experience — positioning SG Culture Pass as a gateway to discovering arts and culture in new and unexpected ways.
Your pass to new experiences.
A simple invitation that put the possibilities ahead of the incentive, allowing the diversity of arts and cultural experiences to take centre stage.
From credits to possibilities.
Experience the wonder
A familiar place becomes the setting for something extraordinary. An invitation for families to discover the magic of live performance and experience the arts together.
See the familiar differently
There's more to Singapore than meets the eye. An invitation to uncover the stories behind familiar landmarks and discover a different side of the city we call home.
Meet tradition in a new way
Tradition comes alive when we experience it up close. An invitation to encounter the colour, characters and artistry of Chinese opera through a new generation's eyes.
Discover a new sound
From the first note to the final crescendo, live music opens up a world of unexpected emotions. An invitation to experience the thrill of an orchestra, perhaps for the very first time.
Rediscover a living heritage
Culture isn't just something we observe, it's something we wear, share and celebrate. An invitation to explore the stories and traditions woven into our everyday lives.
Bringing the invitation to life
The launch film extended the campaign beyond its key visuals, introducing SG Culture Pass through the possibilities it opened up.
Rather than focusing solely on the $100 benefit, the film was designed to spark curiosity and encourage Singaporeans to see arts and culture as experiences worth exploring.
Making discovery simple
Inspiring participation was only half the challenge. As a new initiative, SG Culture Pass also needed to make the redemption process clear and approachable.
A dedicated instructional film helped audiences understand how to use their credits, translating the practical steps into an accessible guide.
An invitation beyond
the screen
The campaign extended into out-of-home placements, bringing SG Culture Pass into the everyday environments of its intended audiences.
Across different formats, a consistent visual identity helped connect the breadth of cultural experiences to a single, recognisable campaign invitation.
The Team
DSTNCT:
Executive Creative Director Cheah Wei Chun
Associate Creative Director Shawn Heng
Art Director Shannen Sutanto
Business Director Chloe Lim
Senior Account Manager Sarah Tan
Account Executive Isabelle Monteiro
Account Executive Rachel Tham
National Arts Council:
Deputy CEO, Director of Marketing & Audience Development, Deputy Director, Marketing & Audience Development.
Year: 2025
My Role
As Associate Creative Director, I was involved from the pitch stage through to the campaign's development and rollout, providing creative direction and art direction across its key deliverables.
Working with the creative team, I helped shape a cohesive campaign approach that balanced the need to inspire cultural discovery with the practical requirements of introducing a new national initiative.
My role also involved guiding the visual and digital expressions of the campaign, maintaining creative consistency across touchpoints, and navigating stakeholder feedback and institutional approval processes.
Creative Direction · Art Direction · Integrated Campaign Development · Brand Stewardship · Stakeholder Alignment