the challenge
in singapore, neighbourly love isn’t just nice — it’s necessary. but let’s be real: noise complaints and messy corridors still top the drama charts. our mission: crank up the call for kindness and gracious living to build a resilient, harmonious, and flourishing singapore.

the approach
we built a movement — not just a message. through the b-greater music video, narrative-driven campaigns, short films, immersive community activations, and bold ooh, we reached people on three levels: emotionally, physically, and digitally.

the experience
city hall mrt transformed into a living reminder of kindness with large-format posters, digital displays, and lyrical excerpts from the b-greater anthem brightening commuters’ journeys.

the message then travelled into the heartlands through project heartlands, a series of exhibition booths designed to look like hdb doors, inviting singaporeans to quite literally open up to kindness. through artful, hands-on experiences, the activation turned everyday spaces into gentle reminders that kindness starts right at your doorstep.