This is a simulated project for the National Heritage Board. The brief was to encourage people to take greater interest in heritage and how it contributes to individual and collective livelihoods and wellbeing, as well as place-making.
After some research, it became known that the annual Singapore Heritage Festival is an existing platform that had a lot of potential and did not get enough attention from the public for it to be effective.
Hence, to encourage people to take greater interest in heritage, the campaign for Singapore Heritage Festival 2018 was created to engage Singaporeans in a unique and memorable way. The campaign uses devices from the past that stored "memory" as the main visual element as a play on the word, while also invoking a sense of nostalgia among the consumers.