Made In Singapore - 3D billboards - Singapore Tourism Board | Clapboard Ad Archive

Made in Singapore – 3D Billboards sees the Singapore Tourism Board, BBH Singapore, and The Shophouse @ Publicis orchestrate a visually arresting, globally scaled out-of-home initiative that reframes destination marketing for the travel and leisure sector in 2024. Unleashed across some of the world’s most iconic urban screens — from Times Square in New York and Piccadilly Circus in London to Shanghai’s Xintiandi, Mumbai’s Phoenix Palladium, and Jakarta’s Grand Indonesia — the campaign bursts out of the conventional frame with immersive 3D billboards that animate slices of Singaporean life in ways that both delight and disarm. At the campaign’s heart is Singapore’s brand promise of Passion Made Possible, yet what stands out is the commitment to recasting the ordinary: activities as prosaic as garden strolls, window shopping, and performance art become spellbinding visual events, their creative exaggeration drawing in cosmopolitan city-dwellers and travelers with an invitation to look again — and look deeper. Drawing on advanced 3D display technology, the work leverages the spectacle and stopping power of site-specific installations to make a high-impact statement in cluttered global media environments, ensuring that Singapore’s cultural vitality and distinctive mix of nature, gastronomy, and futuristic architecture are impossible to miss. The strategy is unambiguously international, targeting key travel source markets with episodic rollouts that turn campaign viewing itself into a global event and positioning Singapore not just as a place, but as an experience that transforms the familiar into the extraordinary. Consistent with what Clapboard’s taxonomy would classify as FORMAT#9 — Symbolize the Benefit, this campaign deploys hyperbolic, whimsical, and symbolic visuals to translate the destination’s intangible appeal into unmistakable public moments, making abstract qualities such as vibrancy, innovation, and surprise tangible on a worldwide stage. In the context of destination marketing that often defaults to literal representation, Made in Singapore advances the narrative through visual metaphor, signaling confidence in both the brand’s equity and its ability to speak to the imaginations of a diverse audience. Clapboard rates this 71/100. As global tourism shifts toward experiential value and emotional engagement, the campaign exemplifies how brands in travel and leisure can set new benchmarks for cultural storytelling and spectacle through creative risk-taking in out-of-home media.