Video Campaign: SkillsFuture Singapore
With the objective of driving awareness for the importance of up-skilling, When I Grow Up is a video campaign where we ask Singaporeans age 40 - 65 from all walks of life a question they wouldn’t commonly receive: “What do you want to be when you grow up?”
The concept for the video campaign was developed behind a simple and yet incredibly powerful insight— as humans, we all have dreams and goals we want to pursue in our life. Choosing to up-skill is the vehicle that takes us closer to bringing that dream into reality.
We specifically chose an older demographic for the video to help Singaporeans realise that age is not the perceived hindrance of unfulfilled dreams. There is still time to “Grow Up”.
