Ministry of Culture, Community and Youth (MCCY)
In 2017, MCCY asked for a film to launch SG Cares, a nationwide campaign aimed at fostering a more caring society. So we set out to tell the story of Tony Tay - about how his mother’s simple acts of generosity inspired him to start Willing Hearts, an NGO that provides free meals to thousands of underprivileged Singapore weekly. Since the film was released, over 1.1 million Singaporeans have pledged their time towards acts of care like volunteering at a home, sheltering a homeless stranger, teaching art to special needs children and so on.
Kind acts often go unrewarded. Even unnoticed. But they always make a difference in people’s lives.
Even if we don't realise it.
Even if we don't realise it.
#SGCares
Agency: DDB Singapore
Creative Directors: Thomas Yang, Pradeep D'Souza
Head of Art: Thomas Yang
Art Directors: Sid Lim, Marvin Liang
Copywriter: Michael Chin
Directors: Henry & Song (LuckySparks)