Ministry of Manpower | Lifetime Achievers | Singapore

Creative agency Dentsu Singapore has found four real-life people to represent this ‘silver segment’. Many employers have forgotten that experience comes with age. Employing an older worker also means gaining a lifetime of experience for the business.

“The potential of the silver industry is often under-rated. But when you look at someone like Mr. Kunalan (former sprint champ), you are immediately drawn to his air of confidence, wisdom and purpose which is very inspirational,” said Fred Eng, group business director at Dentsu Singapore.

This year-long campaign tags on to the Government enacting a re-employment legislation due to be approved in January 2012.

Dentsu was appointed for this project with MOM in January this year.


Minsawi:


Angie:


Kunalan:



Credits:
Project Lifetime Achievers
Client The Ministry of Manpower, Singapore
Creative agency Dentsu Singapore
Creative team Chris Yap, Cheok Boon Keng, Karine Tan, Ong Beng Wee, Adam Yeo
Account servicing Fred Eng, Michelle Sng, Catherine Ann Francis, Joshua Lee
Production Agnes Soon, Yvonne Lim, Adele Huang
MOM's team Priscilla Maran, Sim Li Chuan, Joanna Chia, Ng Poey Eng
Exposure Television, print, radio, outdoor, online, direct marketing, PR