SINGAPORE — “Life. Better with the Arts” by the National Arts Council is a multi-year campaign developed in partnership with TBWA\Singapore. Running from 9 December 2025 through 31 January 2026, the campaign positions the arts as a creative spark for personal growth and everyday betterment. The campaign is rolled out across social media, digital platforms and digital out-of-home (DOOH) touchpoints across Singapore.
Rooted in the cultural truth that Singaporeans are constantly seeking ways to improve themselves, the campaign demonstrates how engagement with local arts can unlock new perspectives, build confidence, and help individuals get ahead in their personal and professional lives. It tells a story of how the arts can transform everyday lives with real, tangible improvements.
The campaign launches with two short films designed for audiences who tend to overlook the role and impact of the arts in their busy lives: working professionals motivated by career progression, and parents driven to provide their children with meaningful enrichment. The films show how small, simple encounters with the arts can support their life ambitions—from adding creativity to a workday, to boosting a child’s confidence through participation.
“Who’s the New Aida?” follows a busy office worker who discovers newfound confidence, curiosity, and creative energy through the arts. These qualities ripple into her everyday conversations at work, giving her a competitive edge and opening doors to new opportunities.
“Who’s the New Ethan?” explores a young child finding his voice and building confidence through creative expression. The film celebrates how the arts help children discover their capabilities and express themselves freely—valuable skills that extend far beyond the stage.
Beyond the films, the campaign extends across social media and out-of-home touchpoints with relatable #OurSGArts stories profiling local artists and arts groups. This integrated strategy ensures the message reaches audiences at multiple moments, reinforcing the idea that the arts are woven into the fabric of everyday life.
“Life. Better with the Arts is built on the consumer insight that Singaporeans are always striving to be the best version of themselves. At NAC, we believe that the arts can play a meaningful role in this endeavour—the creative spark found through the arts is one of the most powerful ways to unlock new perspectives and enrich lives,” said Lynette Pang, Deputy Chief Executive Officer of the National Arts Council.
“The arts aren’t a separate world. They’re a springboard for growth, confidence, and better living,” said Gustavo Figueiredo, Group Creative Director, TBWA\Singapore. “This campaign invites Singaporeans to see the arts not as something distant, but as something essential and accessible.”
The campaign invites Singaporeans to discover how engagement with the local arts scene can enrich their lives. Audiences can watch the films on NAC’s YouTube channel, follow @nacsingapore for regular updates, and visit the NAC website to explore the full #LifeBetterWithTheArts initiative.
Credits
Client: National Arts Council
Creative Agency: TBWA\Singapore
Production Agency: Epitome Productions Pte. Ltd.
