When it comes to shopping, dining and entertainment at Singapore’s largest lifestyle destination, no other retail complex can compete with VivoCity. When it comes to size and diversity of experiences, no other mall comes close to offering such a multi-layered, immersive shopping experience. Our task was to convey this and help the VivoCity brand stand out in its category.

With this in mind, we developed a branding campaign based on these core strengths, and then crafted iconic visuals to set VivoCity apart from its competitors. Even when placing your hand over the logo, it is clear to see that a strong and unique identity still shines through. Applying our visuals across VivoCity’s five main events, we used a range of characters made up from their broad target audience, and then literally wrapped them up in the VivoCity experience.

With our characters totally enveloped by this iconic ‘cloth’, suggesting the depth and vastness of VivoCity, we are communicating how fun and easy it is for shoppers to get carried away in such an exceptional lifestyle destination. With a growing number of visitors that has already hit 40 million this year; it is safe to say that VivoCity has got everything covered.

As a regionally recognised and award-winning resort and entertainment destination, we set about developing a campaign that could instil the Sentosa brand in the hearts and minds of the local community, whilst reinforcing its over-arching corporate positioning – Asia’s Favourite Playground.

Our key insight was that when we play, we do it with friends, family and loved ones – never alone. The essence of play is about interacting with one another; learning; enjoying new experiences; creating memories. There are many ways to define play because it can come in so many different forms. However, one truth remains constant – the best experiences in life are always shared.

Using Play as a starting point, we wanted to provoke an emotive response from the Singaporean public through creating signature visuals, music and messaging that are easily identified with and unique to Sentosa – helping to generate instant brand recognition. It’s as they say, when the heart is convinced, the head inevitably follows. The success of this campaign has helped drive increased traffic to the island and enhanced brand perception. Moreover, it has recently been recognised with no less than 9 International Pinnacle Awards including Gold for Best Branding TVC and Print Campaign.