URBN.SENI
URBN.SENI is a triennial Malaysia-Singapore Cultural Showcase presented by the Ministry of Culture, Community & Youth with the support of Singapore Tourism Board and Ministry of Tourism, Arts and Culture Malaysia in conjunction with the Urbanscapes Festival 2019. This event brought together both local and foreign festival goers for a memorable art fiesta.
A Common Ground.
The challenge was to showcase the vibrancy, dynamism and rich heritage shared between the Singaporean and Malaysian creative communities. We wanted to bring pockets of urban culture from two cities into one space to celebrate the shared passion towards art, music, film and design. The result? The name URBN.SENI was born. A brand to capture the essence of a showcase covering 9 days of music, art, film, theatre, design, and of course food.
Integrated.
This is one of the biggest integrated projects we’ve had in 2019 where all of our teams – Creative, PR, Brand Marketing and Activation played a part in this. Every aspect of the campaign matters – from the conception and planning stages to what happens on the day and post-event follow up. We created the pre-event communication campaign in order to create buzz and drive awareness. We also created collateral creatives such as The M guide which was aimed at driving relevance of Singapore as a destination with inspiring travel ideas and the URBN.SENI festival guide which provided a programme schedule and artist bios, each dedicated to a specific aspect of the event. Key to this is also our close collaboration with Freeform, the festival creator of URBANSCAPES to deliver marketing results to Destination Singapore.
Connecting two cities.
On the festival ground, we activated the STB space to include the mobile truck, the claw machine, banners and Wall of Two Cities with the objective of showcasing Destination Singapore to festival-goers. All in all to offer a creative, memorable and immersive event space for the event audiences.
