EDB campaign pitches Singapore as the city for people who ‘love to prove the world wrong’

A campaign from the Singapore Economic Development Board (EDB) positions Singapore as the perfect location to start and grow a business.

Titled ‘Impossible SG’, the campaign from local indie The Secret Little Agency goes all the way back to the creation of Singapore, describing a nation that developed against the odds.

The campaign also highlights the contributions and accomplishments of several local achievers like Grab founder Anthony Tan, One Championship founder Chatri Sidyodtong and The Asian Scientist Magazine editor-in-chief Juliana Chan.

The campaign aims to position Singapore as a destination for people who ‘love proving the world wrong.’

Chairman of the EDB Beh Swan Gin said: “The campaign shines the light on Singapore as the place where entrepreneurs and businesses defy the odds to achieve success and progress in their fields.

“This is very much the story of how Singapore went from the third world to first when few gave the country much chance of survival. The campaign is an invitation to like-minded individuals and companies all around the world to discover new possibilities in, and with, Singapore.”

TSLA partner and executive creative director Hanyi Lee added: “As a country with humble beginnings, Singapore has harnessed an infinite resource of passion, tenacity, and ambition to achieve what many others thought was simply impossible.

“This campaign is a true coming-of-age story and a huge source of pride for a Singapore-founded agency like ours.”


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