The Ask

Bring Neighbours First to Everyone.

For NDP 2022, the ask was to exemplify “Neighbours First” through a National Day social campaign. As an extension and continuation of our brand campaign, this National Day, we want to celebrate the everyday heroes in the modern kampung, who’ve put others first and championed the modern kampung spirit. 

Our pride comes about when we feel a real sense of kinship with someone we would otherwise have no connection with, other than nationality. This National Day, we want to give Singaporeans a meaningful reason to celebrate being Singaporean by bringing out and celebrating these everyday moments and stories.

The Response

From longest-serving bank tellers to caretakers who keep our branches clean, we want to celebrate our very own frontline heroes who have displayed resilience, put smiles on faces, and above all, put their neighbours first. 

Presenting

To Our Closest Neighbours

For this campaign, we created a social film that celebrates and thanks POSB’s closest neighbours and everyday heroes by having them read out messages from customers and colleagues commending their efforts.  These heroes feature the longest serving employee, highly commended bank tellers, virtual teller officers, and the branch security guards.

These employees were not told beforehand what the filming content would be, and was surprised on set when we passed them messages from the community featuring heartwarming messages to thank them for the work they have put in over the years.

The launch film was followed by individual static posts of each of them over 4 days to lead up to National Day itself before concluding the campaign.