People's Association PAYM

Client: People's Association



Gold Plaque
Community Relations
41st INTERCOM Awards, Chicago International Film Festival

The People's Association (PA) is the leading government agency promoting social cohesion and racial harmony.

Under the umbrella of the PA, PAYM is the largest youth organization in Singapore.
PAYM commissioned 'For the Youths by the Youths' corporate video to convey the message of inter-racial harmony to the youth, general public and VIPs.

The challenge was to create a video that was not only visually appealing but also relevant to a wider target audience. Our creative ideas and rationality met midway, opting for a fun yet sincere approach to convey PAYM objectives.

Feedback was positive and we were lauded for the clever use of graphics that blended seamlessly with the interviews and re-enactments.