‘Fabulous Singapore’ is a proposed campaign in response to the spate of dolphin deaths at the Resorts World Singapore (RWS). Meant as an continuation to the ‘Save the World’s Saddest Dolphins’ campaign, ‘Fabulous Singapore’ aims to solve the issue by creating a spoof tourism campaign inspired by Singapore Tourism Board’s ‘Your Singapore’.

Similar to a tourism campaign, ‘Fabulous Singapore’ is primarily driven by print, digital and out-of-home channels. A key attraction is the ‘Dolphin Room’, which seeks to recreate the dolphins’ miserable living space by building the smallest possible accommodation. All these lead to the ACRES Facebook page, where we hope to initiate a three-party dialogue with RWS and the Singapore Government with public’s pledge.

By asking tourists to visit Singapore for all the wrong reasons, this campaign highlights the dolphins’ poor conditions in RWS, thus making our government realise that it is their interest to provide a solution for the issue.

Project involvement:
Conceptualisation + Art direction

Completed at The Secret Little Agency.