It’s about time – the first major work by SPH’s rebranded content marketing studio Sweet

The rebranded content marketing arm of Singapore Press Holdings, Sweet, has revealed some of its first and “most cinematic” work.

The two-and-a-half minute film, which will run on SPH’s digital media assets, social media and out of home at Ion Orchard shopping centre, is said to be a deep reflection on the concept of time celebrating “this year’s watch and jewellery season”.

Produced in partnership with production house Rolla, the film is among the first work created since the rebranding in July. Previously called ContentStudio, then BrandInsider before getting the label of SPH Content Lab in May 2017 – the division is now known simply as Sweet.

A spokesman for SPH told Mumbrella it was “the most cinematic work” by Sweet to date, adding: “The video explores the event’s theme through artistic and stunning cinematography. It takes the audience through the protagonist’s thoughts as he reflects on the meaning of time on his wedding anniversary by penning significant milestones worthy of celebration from past to present.”

And Ion Orchard chief executive officer Yeo Mui Hong said: “As the mall that houses the most number of luxury watch and jewellery brands along Singapore’s famed shopping district, we invite our shoppers and viewers to take a step back from their daily time-starved routines to reflect on moments that really matter in their lives.

“Indeed time and tide wait for no one, but we hope to invoke an emotional cord with viewers by asking them to think about what is significant in their lives and celebrate those milestones and moments.”

The man behind the concept, Sweet creative director Tommy Lim added: “Time is such a profound subject, a journey artfully and simply defined by some of the most beautiful timepieces.

“Yet, a timepiece is not just an object, it’s a connection with a moment, bearing its own heart and soul. We want our audience to immortalise those moments, as chronicled by time.”

Meanwhile, Rolla film director Jake Nam said: “Time is given so we can chase these fleeting moments in life. The idea is to visually capture these two things differently although they exist as one.

“The coloured scenes represent life with time, while the black and white scenes showcase the moments we imagine to be larger than that –  dreamlike and limitless.”

The campaign was launched on August 17. There was also a four-page cover wrap on The Business Times newspaper on that day to kick-off the activation.

Sweet will look after existing clients as well as looking to attract new business both from brands and agencies by providing “top-of-class client solutions”. The team at Sweet includes 125 people and SPH said there had been no job losses as a result of the restructuring.

Half of the 125 Sweet staff are said to be advertising creatives and the remainder is made up of planners, strategists, inbound marketing specialists, the leadership team and others.

Outlining the inspiration for the new name, the spokesman told this website it came from: “The Sweet taste of success – the essence of great marketing.”



Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella Asia newsletter now.



Sign up to our free daily update to get the latest in media and marketing