Campaign SpotlightPress Release

BBH Singapore and The Shophouse @ Publicis bring Singapore to iconic cities around the world

SINGAPORE — BBH Singapore and The Shophouse @ Publicis are bringing quintessentially Singapore experiences to major cities around the world, from New York City in Times Square to London in Piccadilly Circus, in 3D out-of-home billboards for the Singapore Tourism Board (STB.)

True to STB’s “Passion Made Possible” destination brand, the “Made in Singapore” campaign, a global campaign created by The Shophouse @ Publicis, invites the world to Singapore, where the ordinary is made extraordinary.

The 3D out-of-home billboard highlights some of the country’s unique and multifaceted offerings. It provides a whimsical take on three iconic Singapore experiences brought to life in New York, London, Shanghai, Mumbai, and Jakarta.


“This ‘global tour’ unveils to the world the essence of Singapore through a collection of experiences, iconic and lesser known alike, in an unexpected, surprising way. Forget what you know about gardens, window shopping, and performance art: STB’s new 3D billboards might surprise you in ways beyond the ordinary,” explained Khairul Mondzi, Executive Creative Director at BBH Singapore.

Choo Huei Miin, Brand Director at Singapore Tourism Board, added, “Leveraging these immersive 3D out-of-home billboards, we aimed to capture the imagination of our travelers through transforming everyday moments into unique experiences Singapore has to offer to inspire travel. We hope this visual treat showcases the best of destination Singapore to the world and captivates audiences in key target markets with our vibrant culture, food, nature, and show-stopping futuristic landscapes.”

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