President's Challenge 2021
Brand Campaign
BE THE WINGS OF CHANGE
The President’s Challenge represents a coming together of people from all walks of life, under the President’s patronage, to help the less fortunate. This year aimed to promote digital inclusion of vulnerable groups, by raising funds for programs and equipment — because digital inclusivity enables their betterment. Constantly overshadowed by the President’s Star Charity and various other fund-raising initiatives, The President’s Challenge needed to create a strong motivator for Singaporeans to give.
Everyone, including the less fortunate, has dreams. But when you’re not equipped with the relevant skills and resources, your dreams are less likely to take flight. Making dreams take flight led to our core idea: Be the Wings of Change. A butterfly’s metamorphosis symbolises a beautiful symbol of transformation, hope and a new chapter in life. It’s also one of nature’s integral connectors, empowering life to thrive through pollination. Visually representing smaller butterflies giving geometric particles from it’s own wings for other wings to form and take flight, the motif anchored our visuals, and served as a clever and clear reference to the real-life stories of hope that we would spin.
The President’s Challenge represents a coming together of people from all walks of life, under the President’s patronage, to help the less fortunate. This year aimed to promote digital inclusion of vulnerable groups, by raising funds for programs and equipment — because digital inclusivity enables their betterment. Constantly overshadowed by the President’s Star Charity and various other fund-raising initiatives, The President’s Challenge needed to create a strong motivator for Singaporeans to give.
Everyone, including the less fortunate, has dreams. But when you’re not equipped with the relevant skills and resources, your dreams are less likely to take flight. Making dreams take flight led to our core idea: Be the Wings of Change. A butterfly’s metamorphosis symbolises a beautiful symbol of transformation, hope and a new chapter in life. It’s also one of nature’s integral connectors, empowering life to thrive through pollination. Visually representing smaller butterflies giving geometric particles from it’s own wings for other wings to form and take flight, the motif anchored our visuals, and served as a clever and clear reference to the real-life stories of hope that we would spin.
Campaign Teaser Post for Social Media
Key Visuals
Campaign Animated Video
Bus and Train Ads, Tap For Hope Donation Gantry at SMRT Train Stations
