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THE LEARNERS
by MINISTRY OF EDUCATION
The best teachers are often the hungriest learners.
"There's no growth in being a teacher."
The focus group had spoken.
And then we knew the beast we were up against.
People see the profession as a stagnant pool of mosquito potential.
But the truth is that teaching is all about growth;
The growth of young minds and of the professional—in career and in life.
We could have spoken about the various careers tracks mapped out for teachers.
Or the scholarships and leadership programmes available for them.
But we decided to let the website do that heavy-lifting.
Instead, we made a film to tell real human stories of growth.
Leading from that, we were tasked with a KV brief... but on a kopi budget.
That meant a bare-bones shoot and a break-neck timeline.
So we did as creatives do: we got creative.
We asked teachers to share cards written by their students.
Then, using those heartfelt words, we built the very backdrop of our KVs
—a visual reminder of the lasting impact they’ve made.
(My favourite is the yellow one because the teacher works in a preschool... which explains the "Zoo with T Fatin" and a unicorn with a horn for a hat.)
Creative Director (Copy) Guilherme Machado
Creative Director (Art) Khalid Osman
Copywriter Natalie Goh
Art Director Jessica Chow
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