Retirement campaign warns young Singaporeans ‘the future is closer than you think’

Saatchi & Saatchi has created a retirement campaign for the Central Provident Fund that warns Singaporeans of their impending old age.

Using the slogan ‘the future is closer than you think‘, a 30-second ad depicts a man presenting the gift of a retirement plan to his partner, much to her glee.

The ad is designed to illustrate that retirement planning should start sooner rather than later.

The campaign, which will run until November, features digital, social and and out-of-home. The CPF will also run retirement-planning roadshows.

Saatchi & Saatchi won the tender to create the campaign earlier this year.


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