Campaign Spotlight

Campaign Spotlight: Art and dance collide in new campaign by National Arts Council and Singapore Tourism Board, created by TBWA\Singapore

SINGAPORE — Following last year’s ‘Dance to a New Beat’ campaign, National Arts Council has partnered with Singapore Tourism Board for the second time to launch ‘Be Drawn In’, a new film flaunting the vibrancy and colour that live within the city’s walls, while showcasing Singapore’s diverse precincts.

The film features more than 30 local dancers performing at various artistic locations across the city – from murals in Chinatown and Little India, to the bright bold colours of the historic House of Tan Teng Niah and the electric atmosphere along Bussorah Street – each paired with a different style of dance to complement the theme of the location. Managed by local dance company O School, the styles stretch across Hip Hop, Street Jazz, Contemporary and various other Street styles.


Created by TBWA\Singapore, ‘Be Drawn In’ is part of the SingapoReimagine and #SGCultureAnywhere campaigns to excite and invite international audiences to connect with the different sides of Singapore and uncover new possibilities, as well as encourage the discovery of Singapore through the arts and heritage – this time showcasing the multiculturalism and diversity that Singapore has to offer.

“This is the second of a trilogy of dance films that we hope will inspire everyone to explore the many hidden gems of Singapore,” said Serene Lim, Director (Performing Arts) at National Arts Council, Singapore. “This piece celebrates the beauty of rhythm and movement in visual synchronicity through dance, and shows how the arts can be captivating, fun and uplifting. Our partnership with the Singapore Tourism Board that resulted in this series will add to the diversity and vibrancy of our arts landscape, made possible by our artists.”

“The arts community plays an important role in Singapore’s tourism sector – inspiring new possibilities and a greater appreciation for the city around us,” said Ms Georgina Koh, Director, Digital and Content at Singapore Tourism Board. “In particular, our vibrant arts scene and our colourful neighbourhoods are a perfect match. Through our long-standing collaboration with the National Arts Council, we hope to showcase more of our destination to global audiences, while inspiring greater interest and engagement in Singapore’s arts.”

This film ignites travel inspiration in a unique and energetic way, drawing people in by highlighting the breadth of art we have hidden around Singapore,” said Pete Callaghan, creative director at TBWA\Singapore. “It was equally important to provide a global stage for our local dancers to showcase the amazing talent, enthusiasm, and appreciation for the performing arts scene in Singapore.”

Singapore is recognised as one of the world’s most multicultural cities, home to a wide range of cultures, ethnicities, and religions. Diversity is Singapore’s strength, and ‘Be Drawn In’ is a celebration of the breadth of art and culture Singapore can offer international audiences.

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