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TEACHER AMONG US
by MINISTRY OF EDUCATION
To teach them, you have to think like them...
sometimes even be one of them.
We're always need more teachers..
But somehow we've wedged it in our minds that teachers are frumpy, old-fashioned, and stuck in a time some historians would struggle to document.
And when that's the prevailing idea of what a teacher is, the profession stays stuck too.
We had to do something about that.
So we rolled up our sleeves, put on our super serious thinking caps...
and played a game.
Nothing could have prepared us for the text conversation that ensued. The barrage of bruhs and the wave of slays. As a millennial, even I had trouble keeping up with the speed of the conversation, which switched tracks faster than a K-drama plot twist. Yet, the two hidden teachers gritted their teeth, stretched their thumbs, and kept pace—emoji for emoji.
Watch the game play out here;
The teachers successfully evaded detection, thus sentencing the students to boogie banishment! But in a twist of a generation, the two teachers graciously elected to join the students in their forfeit.
Then of course, where there is a dance challenge, there is bound to be chaos.
And we made sure to capture every moment of it.
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This campaign was a rousing success. It became MOE's top viewed video on Youtube (162,693 views), the comments section was overwhelmingly positive, and it even got picked up organically by local media platform, Mothership.sg.
Most importantly, it saw an increase in interest for MOE jobs and teaching careers as a whole.
Creative Director Guilherme Machado
Creative Director Khalid Osman
Copywriter Natalie Goh
Art Director Joslin Ong
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