SDIC (Singapore Deposit Insurance Corporation)
Rest Easy
To make complex financial protections more accessible, SDIC highlighted the security provided by the Deposit Insurance Scheme and Policy Owners’ Protection Scheme. The campaign’s key visual featured a man resting peacefully on a pillow, illustrating the peace of mind Singaporeans enjoy with SDIC’s safeguarding.
This concept was extended across various platforms, including brochures, out-of-home ads, bus advertisements, ATM screens, and a series of comedic films on social media. The multi-channel approach simplified the message, making it engaging and easy for the audience to grasp.
Type |
Integrated / Film / Social |
Role |
Senior Art Director |
Year |
2018 – 2019 |
Film 1 — Kopi Coverage
Set in a local coffee shop, this film explains the Deposit Insurance Scheme through relatable Singaporean characters. A single actor portrays three roles, a coffee shop owner, a taxi driver, and a durian seller. Each character shares their unique take on the scheme, making the insurance details more accessible. By blending familiar local settings with humour, the film resonates with the audience, adding an authentic touch of Singaporean flavour.
Film 2 — SDIC Airline Safety
An airline safety briefing serves as a playful metaphor to explain the Deposit Insurance Scheme. By adopting the familiar format of airline safety announcements, the film breaks down complex insurance concepts, making them more relatable. The humour and recognisability of the airline setting ensure key details are conveyed in an engaging and memorable way.
Film 3 — Infernal Protection
A parody of the iconic rooftop scene from Infernal Affairs, the story explains the Deposit Insurance Scheme with a humorous twist. By incorporating the intense, dramatic style of the famous action movie, it captures attention while simplifying the scheme’s details. This approach uses familiar Asian cinema elements to make the information more engaging and memorable, particularly for Chinese-speaking audience.
Film 4 — Kung Fu Shield
A dramatic fight scene inspired by the Ip Man movie cleverly uses a rice bag to explain the Deposit Insurance Scheme. Embracing the intense style of kung fu films, the film infuses humour and energy into the explanation. This creative approach simplifies complex details, making the message both entertaining and accessible, especially for the Chinese-speaking audience.
Credits
Agency: Tribal DDB Singapore
Creative Director: Benson Toh, Josiah Ng
Art Director: Nigel Tan
Copywriter: Tytan Chang, Judy Au
Production: Telling Stories