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THE EGG THAT ALWAYS WAS
by THE EARLY CHILDHOOD DEVELOPMENT AGENCY (ECDA)
Humpty Dumpty leads the charge in revolutionising Singapore's
Early Childhood Sector.
We wanted to change education in Singapore for good.
While lauded as a machine for churning out scholars and textbook geniuses, Singapore has a rep for being a nation of book-smart but unimaginative people. So to flip the narrative, we needed to go right to the beginning... where most of life usually begins: the preschool.
Our tool of choice? A childhood classic, the story of Humpty Dumpty.
CASE STUDY FILM
ACTUAL FILM
Compelling KVs were created alongside the film, placed across the island for everyone to see.
Because these were questions that were rarely asked... yet much more powerful when left unanswered.
The campaign culminated in on=ground activations—in National Gallery Singapore and in various preschools—where we invited parents and their children to reimagine their own versions of Humpty Dumpty, taking to social media to share their creations—and encouraging the nation to keep on questioning.
The campaign was well received, with a surge in educator recruitment numbers and overall impressions made.
Executive Creative Director Guilherme Machado
Creative Director Khalid Osman
Senior Copywriter Natalie Goh
Creative Group Head Samantha Branson
Senior Art Director Joslin Ong
Senior Art Director Leslin Lim
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