{"id":9689,"date":"2026-01-14T06:43:24","date_gmt":"2026-01-14T06:43:24","guid":{"rendered":"https:\/\/www.vccp.com\/singapore\/?post_type=work&#038;p=9689"},"modified":"2026-05-07T15:55:58","modified_gmt":"2026-05-07T14:55:58","slug":"stadio-palermo","status":"publish","type":"work","link":"https:\/\/www.vccp.com\/singapore\/work\/puma\/stadio-palermo","title":{"rendered":"Puma Palermo: a forever classic"},"content":{"rendered":"<div class=\"lazyblock-text-full-width-Z2m63BP wp-block-lazyblock-text-full-width\"><section class=\"fullwidth text-center\" data-aos=\"fade-up\">\n  <div class=\"container\">\n    \n    \n    <p style=\"text-align: left;\">Having previously worked with PUMA on major regional activations such as the Standard Chartered Singapore Marathon in 2023, they came to us with a new challenge, to re-introduce and celebrate the return of the PUMA Palermo as a \u201cforever classic\u201d.<\/p>\n<p style=\"text-align: left;\">As a Singapore\u2011based agency with deep experience across SEA markets, we were able to bridge PUMA\u2019s regional brief with local nuances in Thailand, including production, craft partnerships and communications across Singapore and Thailand.<\/p>\n<p style=\"text-align: left;\">So we got to work, and created The Palermo Pop-up store, an immersive, larger\u2011than\u2011life experience, reconnecting consumers with the sneaker\u2019s Italian heritage and terrace\u2011culture roots.<\/p>\n  <\/div>\n<\/section><\/div>\n\n<div class=\"lazyblock-video-Z27Y9KC wp-block-lazyblock-video\"><section class=\"fullwidth\">\r\n  <div class=\"container\">\r\n    <div class=\"embed-responsive embed-responsive-16by9 \" data-component=\"video\">\r\n      <iframe data-src=\"https:\/\/player.vimeo.com\/video\/1154079377?title=0&amp;byline=0&amp;portrait=0&amp;color=6cbef1&amp;playsinline=0&amp;h=adff6f2706\" class=\"lazyload\" allowfullscreen title=\"\"><\/iframe>          <\/div>\r\n  <\/div>\r\n<\/section><\/div>\n\n<div class=\"lazyblock-two-column-images-1KedgV wp-block-lazyblock-two-column-images\"><section class=\"fullwidth\">\n  <div class=\"container container--spaced-sm\">\n\n    <div class=\"row\" data-aos=\"fade-up\">\n      \n            <div class=\"col-md-6\">\n        <div class=\"grid-item grid-item--square\">\n\n          <picture>\n            <source data-srcset=\"https:\/\/www.vccp.com\/singapore\/wp-content\/uploads\/sites\/7\/2026\/01\/Website-image-01-4.jpg 768w\">\n            <img data-src=\"https:\/\/www.vccp.com\/singapore\/wp-content\/uploads\/sites\/7\/2026\/01\/Website-image-01-4.jpg\" alt=\"\" class=\"lazyload img-fluid grid-item-img\">\n          <\/picture>\n\n        <\/div>\n      <\/div>\n            <div class=\"col-md-6\">\n        <div class=\"grid-item grid-item--square\">\n\n          <picture>\n            <source data-srcset=\"https:\/\/www.vccp.com\/singapore\/wp-content\/uploads\/sites\/7\/2026\/01\/Website-image-03-5.jpg 768w\">\n            <img data-src=\"https:\/\/www.vccp.com\/singapore\/wp-content\/uploads\/sites\/7\/2026\/01\/Website-image-03-5.jpg\" alt=\"\" class=\"lazyload img-fluid grid-item-img\">\n          <\/picture>\n\n        <\/div>\n      <\/div>\n            \n    <\/div>\n\n  <\/div>\n<\/section>\n<\/div>\n\n<div class=\"lazyblock-text-full-width-2lpXrn wp-block-lazyblock-text-full-width\"><section class=\"fullwidth text-center\" data-aos=\"fade-up\">\n  <div class=\"container\">\n    \n    \n    <p style=\"text-align: left;\">The campaign came to life through multiple installations, including a 13 ft PUMA Palermo sneaker that took over 5 Thai craftsmen over 300 hours to meticulously create. A functional life-sized foosball court sat alongside a tiered terrace &#8211; synonymous with the terrace culture that the PUMA Palermo was made famous by. The double-storeyed Stadio Palermo also housed a shoe customisation workshop, where visitors could have their Palermo sneakers customized by Thai artist Silapa Chantararat. All the activations were designed to drive emotional connection through experience, positioning the Palermo not just as a product, but as a cultural icon.<br \/><br \/>The installations served as a portal into the vibrant and effortlessly playful universe of PUMA Palermo. Stepping into the space, guests were transported onto a journey that evoked the essence of Palermo while paying homage to the coastal capital of Sicily in which the Palermo was proudly named after.The experience lasted a week and welcomed 15,000 guests including members of the Media, Key Opinion Leaders, Trade Partners, and celebrities from Thailand, Singapore, Indonesia, Malaysia and the Philippines. The campaign had over 82,000,000 impressions, appeared in over 350 media publications, and sold thousands of Palermo shoes.<br \/><br \/>\u201c<em>I was thrilled to unveil our inaugural PUMA Palermo pop-up in Bangkok, marking a historic first for Southeast Asia. With the pop-up, we didn\u2019t just bring back Palermo; we created a timeless, experiential journey celebrating its status as a forever classic.<\/em>&#8221; &#8211; <strong>Eleanor Wang, director of marketing at PUMA Southeast Asia<\/strong>.<\/p>\n  <\/div>\n<\/section><\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":77,"template":"","class_list":["post-9689","work","type-work","status-publish","hentry"],"acf":{"capability_ids":["988"],"client_id":"9675","hero_video":"","hero_image":{"ID":9692,"id":9692,"title":"Artboard 2","filename":"Artboard-2-1.jpg","filesize":859512,"url":"https:\/\/www.vccp.com\/singapore\/wp-content\/uploads\/sites\/7\/2026\/01\/Artboard-2-1.jpg","link":"https:\/\/www.vccp.com\/singapore\/work\/puma\/stadio-palermo\/attachment\/artboard-2-2","alt":"","author":"77","description":"","caption":"","name":"artboard-2-2","status":"inherit","uploaded_to":9689,"date":"2026-01-13 20:00:39","modified":"2026-01-13 20:00:39","menu_order":0,"mime_type":"image\/jpeg","type":"image","subtype":"jpeg","icon":"https:\/\/www.vccp.com\/singapore\/wp-includes\/images\/media\/default.png","width":1920,"height":720,"sizes":{"thumbnail":"https:\/\/www.vccp.com\/singapore\/wp-content\/uploads\/sites\/7\/2026\/01\/Artboard-2-1-150x150.jpg","thumbnail-width":150,"thumbnail-height":150,"medium":"https:\/\/www.vccp.com\/singapore\/wp-content\/uploads\/sites\/7\/2026\/01\/Artboard-2-1-300x113.jpg","medium-width":300,"medium-height":113,"medium_large":"https:\/\/www.vccp.com\/singapore\/wp-content\/uploads\/sites\/7\/2026\/01\/Artboard-2-1-768x288.jpg","medium_large-width":640,"medium_large-height":240,"large":"https:\/\/www.vccp.com\/singapore\/wp-content\/uploads\/sites\/7\/2026\/01\/Artboard-2-1-1024x384.jpg","large-width":640,"large-height":240,"1536x1536":"https:\/\/www.vccp.com\/singapore\/wp-content\/uploads\/sites\/7\/2026\/01\/Artboard-2-1-1536x576.jpg","1536x1536-width":1536,"1536x1536-height":576,"2048x2048":"https:\/\/www.vccp.com\/singapore\/wp-content\/uploads\/sites\/7\/2026\/01\/Artboard-2-1.jpg","2048x2048-width":1920,"2048x2048-height":720,"Header":"https:\/\/www.vccp.com\/singapore\/wp-content\/uploads\/sites\/7\/2026\/01\/Artboard-2-1.jpg","Header-width":1920,"Header-height":720,"Wide":"https:\/\/www.vccp.com\/singapore\/wp-content\/uploads\/sites\/7\/2026\/01\/Artboard-2-1.jpg","Wide-width":1920,"Wide-height":720,"Square":"https:\/\/www.vccp.com\/singapore\/wp-content\/uploads\/sites\/7\/2026\/01\/Artboard-2-1-768x720.jpg","Square-width":768,"Square-height":720,"Tall":"https:\/\/www.vccp.com\/singapore\/wp-content\/uploads\/sites\/7\/2026\/01\/Artboard-2-1-307x615.jpg","Tall-width":307,"Tall-height":615,"Mobile":"https:\/\/www.vccp.com\/singapore\/wp-content\/uploads\/sites\/7\/2026\/01\/Artboard-2-1-768x720.jpg","Mobile-width":768,"Mobile-height":720,"Facebook":"https:\/\/www.vccp.com\/singapore\/wp-content\/uploads\/sites\/7\/2026\/01\/Artboard-2-1-1200x630.jpg","Facebook-width":1200,"Facebook-height":630,"Grid-Item-Square":"https:\/\/www.vccp.com\/singapore\/wp-content\/uploads\/sites\/7\/2026\/01\/Artboard-2-1-768x720.jpg","Grid-Item-Square-width":768,"Grid-Item-Square-height":720,"Grid-Item-Wide":"https:\/\/www.vccp.com\/singapore\/wp-content\/uploads\/sites\/7\/2026\/01\/Artboard-2-1-768x384.jpg","Grid-Item-Wide-width":768,"Grid-Item-Wide-height":384,"Grid-Item-Tall":"https:\/\/www.vccp.com\/singapore\/wp-content\/uploads\/sites\/7\/2026\/01\/Artboard-2-1-307x615.jpg","Grid-Item-Tall-width":307,"Grid-Item-Tall-height":615}},"meta-title":"Puma Palermo: a forever classic","meta-description":"PUMA launched its first ever PUMA Palermo Pop-up store in Southeast Asia in Bangkok, located at centralwOrld.","social-media-image":"https:\/\/www.vccp.com\/singapore\/wp-content\/uploads\/sites\/7\/2026\/01\/Social-media-image-6.jpg","relateditems":[{"relateditem":{"ID":9674,"post_author":"77","post_date":"2026-01-14 06:43:36","post_date_gmt":"2026-01-14 06:43:36","post_content":"<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003cp style=\\u0022text-align: left;\\u0022\\u003ePUMA Southeast Asia faced a clear challenge. The dominant perception in running culture is that you\u2019re only considered a \u201cgood\u201d runner if you meet elite standards such as pace, distance, or finish times. This mindset often excluded the majority of everyday runners in the region, especially in Southeast Asia where running culture is still developing and heavily shaped by performance comparison rather than personal progress.\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003eSo PUMA needed to redefine what it means to be a \u201cgood runner\u201d and reposition running as an inclusive, judgment-free experience, while supporting the launch of the new Deviate NITRO 3 and strengthening PUMA\u2019s connection with everyday runners across the region.\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003eWith the help of GOVT VCCP and our established track record of community-driven and human-centred storytelling for PUMA, the agency was tasked with developing a campaign that could shift focus away from elite athleticism and instead celebrate real, relatable running journeys. The approach centred on capturing the emotional truth of running in Southeast Asia, where environmental conditions like extreme humidity and a lack of established running infrastructure present unique challenges.\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003eThe result was \u201cSee the run like we do\u201d, PUMA\u2019s first-ever running commercial in Southeast Asia. The 90-second film takes a bold and unconventional approach, initially confronting viewers with the idea that they are \u201cnot a good runner\u201d, pointing out perceived flaws such as poor form, inconsistent pace, and lack of direction. However, this narrative is deliberately flipped. Instead of reinforcing judgement, the film reframes these imperfections as part of what makes running authentic, ending with a powerful message that being \u201cnot a good runner\u201d is exactly what makes someone true to themselves.\\u003c\/p\\u003e\",\"blockId\":\"Z2m63BP\",\"blockUniqueClass\":\"lazyblock-text-full-width-Z2m63BP\"} \/-->\n\n<!-- wp:lazyblock\/video {\"video-id\":\"1154073170\",\"vimeo-unlisted-video-hash-value\":\"7b982af71e\",\"blockId\":\"Z27Y9KC\",\"blockUniqueClass\":\"lazyblock-video-Z27Y9KC\"} \/-->\n\n<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003cp style=\\u0022text-align: left;\\u0022\\u003eThe campaign shifts the spotlight away from elite athletes and podium finishes, instead celebrating everyday runners and their personal victories, whether that is improving health, building resilience, or simply showing up. Alongside the film, PUMA also launched the Deviate NITRO 3 and expanded its regional community initiatives, including the PUMA NITRO Run Club across Malaysia, Singapore, Indonesia, Thailand, Philippines, and Vietnam, reinforcing its commitment to building a more inclusive running ecosystem.\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003eThe campaign was distributed across YouTube, TikTok, Instagram, and in-store screens across Southeast Asia, ensuring strong regional visibility at both digital and retail touchpoints. It resonated strongly with audiences, with viewers and runners responding positively to its inclusive tone and emotional honesty. Social conversations highlighted how refreshing it was to see \u201cnon-elite\u201d runners represented in a major sports campaign, with many feeling personally seen and included in the narrative. Within the broader product ecosystem, the campaign also helped reinforce PUMA\u2019s positioning as an approachable, community-driven running brand in Southeast Asia.\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cstrong\\u003eEleanor Wang, Marketing Director at PUMA Southeast Asia, said\\u003c\/strong\\u003e: \u201c\\u003cem\\u003eWe created this film to resonate with everyday runners, not just the elite. At PUMA, we believe running is for everyone, and we\u2019re committed to celebrating and supporting the diverse running community across Southeast Asia. We aim to inspire more people to embrace their own running journey as a joyful, inclusive, and judgment-free experience by focusing on real everyday runners and their unique stories.\\u003c\/em\\u003e\u201d\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cstrong\\u003eKevin Poh, Group Creative Director at GOVT VCCP, added\\u003c\/strong\\u003e: \u201c\\u003cem\\u003eWe wanted to make a film that resonates with everyday runners. That meant going beyond the tropes of performance and professional athletes breaking their limits so often seen in sports commercials. Instead, we celebrate everyone and anyone who\u2019s ever thought they weren\u2019t made to run. We want to encourage the running community to embrace the \u2018bad\u2019 runners in them and engage with running the way it should be enjoyed, inclusively, joyfully, and without judgment.\\u003c\/em\\u003e\u201d\\u003c\/p\\u003e\",\"blockId\":\"2lpXrn\",\"blockUniqueClass\":\"lazyblock-text-full-width-2lpXrn\"} \/-->\n\n<!-- wp:lazyblock\/two-column-images {\"items\":\"%5B%7B%22image-768x768%22:%7B%22alt%22:%22%22,%22title%22:%22Website%20image%2002%22,%22caption%22:%22%22,%22description%22:%22%22,%22id%22:9678,%22link%22:%22https:\/\/www.vccp.com\/singapore\/?attachment_id=9678%22,%22url%22:%22https:\/\/www.vccp.com\/singapore\/wp-content\/uploads\/sites\/7\/2026\/01\/Website-image-02-2.jpg%22,%22sizes%22:%7B%22thumbnail%22:%7B%22height%22:150,%22width%22:150,%22url%22:%22https:\/\/www.vccp.com\/singapore\/wp-content\/uploads\/sites\/7\/2026\/01\/Website-image-02-2-150x150.jpg%22,%22orientation%22:%22landscape%22%7D,%22medium%22:%7B%22height%22:200,%22width%22:300,%22url%22:%22https:\/\/www.vccp.com\/singapore\/wp-content\/uploads\/sites\/7\/2026\/01\/Website-image-02-2-300x200.jpg%22,%22orientation%22:%22landscape%22%7D,%22large%22:%7B%22height%22:427,%22width%22:640,%22url%22:%22https:\/\/www.vccp.com\/singapore\/wp-content\/uploads\/sites\/7\/2026\/01\/Website-image-02-2-1024x683.jpg%22,%22orientation%22:%22landscape%22%7D,%22full%22:%7B%22url%22:%22https:\/\/www.vccp.com\/singapore\/wp-content\/uploads\/sites\/7\/2026\/01\/Website-image-02-2.jpg%22,%22height%22:720,%22width%22:1080,%22orientation%22:%22landscape%22%7D%7D%7D%7D,%7B%22image-768x768%22:%7B%22alt%22:%22%22,%22title%22:%22Website%20image%2001%22,%22caption%22:%22%22,%22description%22:%22%22,%22id%22:9677,%22link%22:%22https:\/\/www.vccp.com\/singapore\/?attachment_id=9677%22,%22url%22:%22https:\/\/www.vccp.com\/singapore\/wp-content\/uploads\/sites\/7\/2026\/01\/Website-image-01-2.jpg%22,%22sizes%22:%7B%22thumbnail%22:%7B%22height%22:150,%22width%22:150,%22url%22:%22https:\/\/www.vccp.com\/singapore\/wp-content\/uploads\/sites\/7\/2026\/01\/Website-image-01-2-150x150.jpg%22,%22orientation%22:%22landscape%22%7D,%22medium%22:%7B%22height%22:200,%22width%22:300,%22url%22:%22https:\/\/www.vccp.com\/singapore\/wp-content\/uploads\/sites\/7\/2026\/01\/Website-image-01-2-300x200.jpg%22,%22orientation%22:%22landscape%22%7D,%22large%22:%7B%22height%22:427,%22width%22:640,%22url%22:%22https:\/\/www.vccp.com\/singapore\/wp-content\/uploads\/sites\/7\/2026\/01\/Website-image-01-2-1024x683.jpg%22,%22orientation%22:%22landscape%22%7D,%22full%22:%7B%22url%22:%22https:\/\/www.vccp.com\/singapore\/wp-content\/uploads\/sites\/7\/2026\/01\/Website-image-01-2.jpg%22,%22height%22:720,%22width%22:1080,%22orientation%22:%22landscape%22%7D%7D%7D%7D%5D\",\"blockId\":\"1KedgV\",\"blockUniqueClass\":\"lazyblock-two-column-images-1KedgV\"} \/-->","post_title":"Reframing running for Puma","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"deviate-nitro-3","to_ping":"","pinged":"","post_modified":"2026-05-07 15:56:10","post_modified_gmt":"2026-05-07 14:56:10","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/singapore\/?post_type=work&#038;p=9674","menu_order":0,"post_type":"work","post_mime_type":"","comment_count":"0","filter":"raw"}},{"relateditem":{"ID":9645,"post_author":"77","post_date":"2026-01-14 06:43:42","post_date_gmt":"2026-01-14 06:43:42","post_content":"<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003cp style=\\u0022text-align: left;\\u0022\\u003eSentosa Development Corporation came to us with a perception issue. Despite being one of Singapore\u2019s most well-known leisure destinations, the island was still largely perceived as a place for entertainment and short-term escapism rather than a meaningful space for emotional restoration. In a time when Singapore consistently ranks among the world\u2019s most stressed cities, there was a growing need to reposition Sentosa beyond fun and attractions, and towards something more enduring and relevant to modern wellbeing.\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003eThe goal: To reframe Sentosa as a restorative, nature-led sanctuary where visitors could slow down, reconnect, and experience \u201cmicro-restorations\u201d through everyday interactions with sun, sea, sand, and biodiversity, while strengthening its long-term brand promise of \u201cWhere Discovery Never Ends\u201d.\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003eThat\u2019s when GOVT VCCP stepped in. Building on an ongoing partnership with Sentosa which has been in place since 2021, the agency was tasked with evolving the island\u2019s brand narrative into a more emotionally resonant and culturally relevant direction. The approach focused on shifting perceptions from a high-energy leisure destination to an accessible sanctuary for emotional reset, designed for both time-poor Singaporeans and regional travellers.\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003eThe result was \u201cDiscover Your Element in Ours\u201d, a 360\u00b0 campaign that repositions Sentosa as a natural antidote to modern anxiety. At the heart of the campaign is a 90-second wordless brand film directed by Liz Murphy of The Sweetshop Films. The film acts as a visual manifesto, capturing unscripted human reactions as visitors immerse themselves in Sentosa\u2019s natural environment. Without dialogue or narration, it focuses entirely on instinctive emotional responses, allowing the island\u2019s sun, sea, and landscapes to tell the story.\\u003c\/p\\u003e\",\"blockId\":\"Z2m63BP\",\"blockUniqueClass\":\"lazyblock-text-full-width-Z2m63BP\"} \/-->\n\n<!-- wp:lazyblock\/video {\"video-id\":\"1153957725\",\"vimeo-unlisted-video-hash-value\":\"3d8da9bd9a\",\"blockId\":\"Z27Y9KC\",\"blockUniqueClass\":\"lazyblock-video-Z27Y9KC\"} \/-->\n\n<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003cp style=\\u0022text-align: left;\\u0022\\u003eThis narrative is extended through a series of key visuals that pair raw human emotion with elemental moments from the island, such as the glow of the sunset or the rhythm of the ocean. The campaign was deployed across Out-of-Home, digital, social platforms, and regional adaptations including China, as well as transport and inflight media such as buses, trains, malls, and Singapore Airlines. The execution deliberately avoids traditional promotional cues, instead leaning into a pared-down, sensory storytelling style designed to feel organic and reflective.\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003eThe impact was significant. The campaign achieved 123 million earned reach, surpassing major seasonal events without relying on a physical activation, and generated 3.2 million earned social reach with 92% positive sentiment. Brand perception shifted meaningfully, with top-of-mind awareness increasing to 27% (up from 19%), island visitation consideration rising to 68% (up from 61%), and actual visitation increasing to 44% over the past 12 months. Social engagement also surged, with a 15x increase in mentions of #discoversentosa and #sentosaisland during the campaign period.\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cstrong\\u003eChris Pok, Divisional Director, Marketing \\u0026amp; Guest Experience at Sentosa Development Corporation, said\\u003c\/strong\\u003e: \u201c\\u003cem\\u003eThis is not wellness tourism in the sense of spa treatments and yoga retreats. It\u2019s about making restoration part of everyday life, and being in nature, which is almost a fundamental human need. Sentosa offers a space for regular micro-restorations that sustain our guests, long after they leave.\u201d He added: \u201cSingaporeans are increasingly seeking opportunities to slow down and reconnect. Here at Sentosa, the experience begins once our guests step foot in the island, where they can experience a physical and mental reset, and feel alive as they immerse themselves in our natural island elements.\\u003c\/em\\u003e\u201d\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cstrong\\u003eKevin Poh, Executive Creative Director at GOVT VCCP, said\\u003c\/strong\\u003e: \u201c\\u003cem\\u003eLife today moves at a post-human speed. With this campaign, we wanted to offer the opposite, a chance to breathe. We kept the work deliberately pared-down and elemental, capturing emotions rather than staging them, and crafting something more organic and dream-like than promotional. If there\u2019s one reaction that makes it all worthwhile, it\u2019s people saying: this feels like a Sentosa we\u2019ve never seen before.\\u003c\/em\\u003e\u201d\\u003c\/p\\u003e\",\"blockId\":\"2lpXrn\",\"blockUniqueClass\":\"lazyblock-text-full-width-2lpXrn\"} \/-->\n\n<!-- wp:lazyblock\/two-column-images {\"items\":\"%5B%7B%22image-768x768%22:%7B%22alt%22:%22%22,%22title%22:%22Sentosa_campaign_poster_02%22,%22caption%22:%22%22,%22description%22:%7B%22raw%22:%22%22,%22rendered%22:%22%3Cp%20class=%5C%22attachment%5C%22%3E%3Ca%20href='https:\/\/www.vccp.com\/singapore\/wp-content\/uploads\/sites\/7\/2026\/01\/Sentosa_campaign_poster_02.jpg'%3E%3Cimg%20loading=%5C%22lazy%5C%22%20decoding=%5C%22async%5C%22%20width=%5C%22240%5C%22%20height=%5C%22300%5C%22%20src=%5C%22https:\/\/www.vccp.com\/singapore\/wp-content\/uploads\/sites\/7\/2026\/01\/Sentosa_campaign_poster_02-240x300.jpg%5C%22%20class=%5C%22attachment-medium%20size-medium%5C%22%20alt=%5C%22%5C%22%20srcset=%5C%22https:\/\/www.vccp.com\/singapore\/wp-content\/uploads\/sites\/7\/2026\/01\/Sentosa_campaign_poster_02-240x300.jpg%20240w,%20https:\/\/www.vccp.com\/singapore\/wp-content\/uploads\/sites\/7\/2026\/01\/Sentosa_campaign_poster_02.jpg%20720w%5C%22%20sizes=%5C%22auto,%20(max-width:%20240px)%20100vw,%20240px%5C%22%20\/%3E%3C\/a%3E%3C\/p%3E%5Cn%22%7D,%22id%22:9646,%22link%22:%22https:\/\/www.vccp.com\/singapore\/?attachment_id=9646%22,%22url%22:%22https:\/\/www.vccp.com\/singapore\/wp-content\/uploads\/sites\/7\/2026\/01\/Sentosa_campaign_poster_02.jpg%22,%22sizes%22:%22%22%7D%7D,%7B%22image-768x768%22:%7B%22alt%22:%22%22,%22title%22:%22Sentosa_campaign_poster_01%22,%22caption%22:%22%22,%22description%22:%7B%22raw%22:%22%22,%22rendered%22:%22%3Cp%20class=%5C%22attachment%5C%22%3E%3Ca%20href='https:\/\/www.vccp.com\/singapore\/wp-content\/uploads\/sites\/7\/2026\/01\/Sentosa_campaign_poster_01.jpg'%3E%3Cimg%20loading=%5C%22lazy%5C%22%20decoding=%5C%22async%5C%22%20width=%5C%22240%5C%22%20height=%5C%22300%5C%22%20src=%5C%22https:\/\/www.vccp.com\/singapore\/wp-content\/uploads\/sites\/7\/2026\/01\/Sentosa_campaign_poster_01-240x300.jpg%5C%22%20class=%5C%22attachment-medium%20size-medium%5C%22%20alt=%5C%22%5C%22%20srcset=%5C%22https:\/\/www.vccp.com\/singapore\/wp-content\/uploads\/sites\/7\/2026\/01\/Sentosa_campaign_poster_01-240x300.jpg%20240w,%20https:\/\/www.vccp.com\/singapore\/wp-content\/uploads\/sites\/7\/2026\/01\/Sentosa_campaign_poster_01.jpg%20720w%5C%22%20sizes=%5C%22auto,%20(max-width:%20240px)%20100vw,%20240px%5C%22%20\/%3E%3C\/a%3E%3C\/p%3E%5Cn%22%7D,%22id%22:9647,%22link%22:%22https:\/\/www.vccp.com\/singapore\/?attachment_id=9647%22,%22url%22:%22https:\/\/www.vccp.com\/singapore\/wp-content\/uploads\/sites\/7\/2026\/01\/Sentosa_campaign_poster_01.jpg%22,%22sizes%22:%22%22%7D%7D%5D\",\"blockId\":\"1KedgV\",\"blockUniqueClass\":\"lazyblock-two-column-images-1KedgV\"} \/-->","post_title":"Discovering the elements with Sentosa","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"discover-your-element-in-ours","to_ping":"","pinged":"","post_modified":"2026-05-07 15:56:14","post_modified_gmt":"2026-05-07 14:56:14","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/singapore\/?post_type=work&#038;p=9645","menu_order":0,"post_type":"work","post_mime_type":"","comment_count":"0","filter":"raw"}},{"relateditem":{"ID":9682,"post_author":"77","post_date":"2026-01-14 06:43:18","post_date_gmt":"2026-01-14 06:43:18","post_content":"<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003cp style=\\u0022text-align: left;\\u0022\\u003eThe Ministry of Culture, Community and Youth (MCCY) faced a challenge - keeping a long-standing national symbol meaningful in a fast-changing society. Its national anthem video, last updated over a decade ago, no longer resonated with younger Singaporeans in a more diverse and digitally connected country. To address this, MCCY needed to refresh Majulah Singapura in a way that felt modern, inclusive, and emotionally engaging while preserving its core meaning, reinforcing its relevance as a unifying cultural touchpoint.\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003eThat\u2019s when GOVT VCCP stepped in to help. Together we created 2 new films, titled \u2018Bersatu\u2019 (Unite) and \u2018Majulah\u2019 (Onward) highlighting different aspects of the nation\u2019s story. \u2018Bersatu\u2019 celebrates Singaporeans racial and religious harmony as well as their intergenerational connection. \u2018Majulah\u2019 highlights their national achievements, and the coming together of one people to build a future we all aspire towards.\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003eThe goal: To resonate with as many Singaporeans as possible, and to chart a collective path towards a progressive future.\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003eThe films featured personalities never seen in previous national anthem films, like a female firefighter as well as a blind dragon boater, embracing the new younger and much more diverse Singaporean population. They also include new iconic landmarks such as Gardens by the Bay, Jewel Changi Airport and Sentosa Sensoryscape - landmarks Singaporeans are proud of. Footage was built from scratch allowing the scenarios and stories portrayed to be current, inclusive and authentic; a nod to the changing times of Singapore and Singaporeans today.\\u003c\/p\\u003e\",\"blockId\":\"Z2m63BP\",\"blockUniqueClass\":\"lazyblock-text-full-width-Z2m63BP\"} \/-->\n\n<!-- wp:lazyblock\/video {\"video-id\":\"1154074342\",\"vimeo-unlisted-video-hash-value\":\"3a04081f46\",\"blockId\":\"Z27Y9KC\",\"blockUniqueClass\":\"lazyblock-video-Z27Y9KC\"} \/-->\n\n<!-- wp:lazyblock\/video {\"video-id\":\"1154078067\",\"vimeo-unlisted-video-hash-value\":\"89ec7ebd94\",\"blockId\":\"Zs8KeH\",\"blockUniqueClass\":\"lazyblock-video-Zs8KeH\"} \/-->\n\n<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cstrong\\u003eAaron Koh, Creative Lead on both films, said\\u003c\/strong\\u003e: \u201c\\u003cem\\u003eHaving grow up as a kid singing the national anthem, this is by far the most sentimental piece of work I\u2019ve done and I\u2019m extremely proud I did it with a team that pulled in the same direction.\\u003c\/em\\u003e\u201d\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left;\\u0022\\u003e\\u003cstrong\\u003eLeroy Lim, co-director of the films, said\\u003c\/strong\\u003e: \u201c\\u003cem\\u003eWe wanted the two films to be a celebration of progress. But more importantly, of a sense of connection between our people, communities and nation. Just like the lyrics of the anthem: \u201cLet us unite in a new spirit (Dengan semangat yang baru),\u201d we hope that these films will be a rallying cry and inspiration for all Singaporeans, now and in the years to come.\\u003c\/em\\u003e\u201d\\u003c\/p\\u003e\",\"blockId\":\"2lpXrn\",\"blockUniqueClass\":\"lazyblock-text-full-width-2lpXrn\"} \/-->\n\n<!-- wp:lazyblock\/two-column-images {\"items\":\"%5B%7B%22image-768x768%22:%7B%22alt%22:%22%22,%22title%22:%22Website%20image%2002%22,%22caption%22:%22%22,%22description%22:%22%22,%22id%22:9687,%22link%22:%22https:\/\/www.vccp.com\/singapore\/?attachment_id=9687%22,%22url%22:%22https:\/\/www.vccp.com\/singapore\/wp-content\/uploads\/sites\/7\/2026\/01\/Website-image-02-3.jpg%22,%22sizes%22:%7B%22thumbnail%22:%7B%22height%22:150,%22width%22:150,%22url%22:%22https:\/\/www.vccp.com\/singapore\/wp-content\/uploads\/sites\/7\/2026\/01\/Website-image-02-3-150x150.jpg%22,%22orientation%22:%22landscape%22%7D,%22medium%22:%7B%22height%22:200,%22width%22:300,%22url%22:%22https:\/\/www.vccp.com\/singapore\/wp-content\/uploads\/sites\/7\/2026\/01\/Website-image-02-3-300x200.jpg%22,%22orientation%22:%22landscape%22%7D,%22large%22:%7B%22height%22:427,%22width%22:640,%22url%22:%22https:\/\/www.vccp.com\/singapore\/wp-content\/uploads\/sites\/7\/2026\/01\/Website-image-02-3-1024x683.jpg%22,%22orientation%22:%22landscape%22%7D,%22full%22:%7B%22url%22:%22https:\/\/www.vccp.com\/singapore\/wp-content\/uploads\/sites\/7\/2026\/01\/Website-image-02-3.jpg%22,%22height%22:720,%22width%22:1080,%22orientation%22:%22landscape%22%7D%7D%7D%7D,%7B%22image-768x768%22:%7B%22alt%22:%22%22,%22title%22:%22Website%20image%2003%22,%22caption%22:%22%22,%22description%22:%22%22,%22id%22:9688,%22link%22:%22https:\/\/www.vccp.com\/singapore\/?attachment_id=9688%22,%22url%22:%22https:\/\/www.vccp.com\/singapore\/wp-content\/uploads\/sites\/7\/2026\/01\/Website-image-03-4.jpg%22,%22sizes%22:%7B%22thumbnail%22:%7B%22height%22:150,%22width%22:150,%22url%22:%22https:\/\/www.vccp.com\/singapore\/wp-content\/uploads\/sites\/7\/2026\/01\/Website-image-03-4-150x150.jpg%22,%22orientation%22:%22landscape%22%7D,%22medium%22:%7B%22height%22:200,%22width%22:300,%22url%22:%22https:\/\/www.vccp.com\/singapore\/wp-content\/uploads\/sites\/7\/2026\/01\/Website-image-03-4-300x200.jpg%22,%22orientation%22:%22landscape%22%7D,%22large%22:%7B%22height%22:427,%22width%22:640,%22url%22:%22https:\/\/www.vccp.com\/singapore\/wp-content\/uploads\/sites\/7\/2026\/01\/Website-image-03-4-1024x683.jpg%22,%22orientation%22:%22landscape%22%7D,%22full%22:%7B%22url%22:%22https:\/\/www.vccp.com\/singapore\/wp-content\/uploads\/sites\/7\/2026\/01\/Website-image-03-4.jpg%22,%22height%22:720,%22width%22:1080,%22orientation%22:%22landscape%22%7D%7D%7D%7D%5D\",\"blockId\":\"1KedgV\",\"blockUniqueClass\":\"lazyblock-two-column-images-1KedgV\"} \/-->","post_title":"A New National Anthem","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"mccy-national-anthem","to_ping":"","pinged":"","post_modified":"2026-05-07 15:58:31","post_modified_gmt":"2026-05-07 14:58:31","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/singapore\/?post_type=work&#038;p=9682","menu_order":0,"post_type":"work","post_mime_type":"","comment_count":"0","filter":"raw"}}],"related_content_title":"You may also like","hide_related_items":[],"visible_on_home_page":["1"]},"_links":{"self":[{"href":"https:\/\/www.vccp.com\/singapore\/wp-json\/wp\/v2\/work\/9689","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.vccp.com\/singapore\/wp-json\/wp\/v2\/work"}],"about":[{"href":"https:\/\/www.vccp.com\/singapore\/wp-json\/wp\/v2\/types\/work"}],"author":[{"embeddable":true,"href":"https:\/\/www.vccp.com\/singapore\/wp-json\/wp\/v2\/users\/77"}],"wp:attachment":[{"href":"https:\/\/www.vccp.com\/singapore\/wp-json\/wp\/v2\/media?parent=9689"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}