SINGAPORE — The Land Transport Authority (LTA) and The Secret Little Agency have partnered with renowned Singaporean filmmaker Jack Neo for the final installment of a three-part series of films, a collaboration aimed at revolutionizing Electric Vehicle (EV) awareness in Singapore. This partnership marks a significant milestone in utilizing the power of cinema to boost public understanding and readiness for EV adoption in the country.
While awareness of electric vehicles is high amongst Singaporeans, the campaign, launched in December last year, seeks to educate Singaporeans about the ready infrastructure supporting the adoption of electric vehicles that exist today and into the near future through the use of cinematic films. The three films use storytelling surprisingly, playing on typical genre tropes familiar to all movie lovers to land tactical messaging on the nation’s electric future.
The first film touched on the longevity of a full charge of an average electric vehicle through an action-packed film, and the second used a Romeo/Juliet-esque romance musical to bring to life the ease and convenience of switching to an EV through comprehensive charging infrastructure networks across the country.
The third and final installment, starring iconic Singaporean actor Henry Thia, aims to share the electrification of public transportation driving environmental benefits. The heart-wrenching drama follows Ah Hui on his journey to keep his promise to his departed love and live more sustainably, culminating in realizing that sustainable transportation is readily available through our buses.
The decision to collaborate with Jack Neo, one of Singapore’s most celebrated filmmakers, was strategic. Leveraging his unparalleled ability to connect with Singaporeans through his unique brand of humor and storytelling, the final film lands the message that all generations are already experiencing Singapore in its EV readiness with the electrification of bus fleets; all Singaporeans, not just vehicle drivers, have a part to play in driving our switch to electric initiatives forward.
“We wanted this final iteration to speak to the hearts of Singaporeans, young and old. Neo’s brand of storytelling brings a fun, familiar, deeply resonant twist to our series. We saw the opportunity to bridge the knowledge gaps between generations, through highlighting the diverse ways in which Singaporeans of all ages contribute, shape, and experience Singapore’s EV-future, as part of the collective action towards a sustainable future,” said Nicholas Ye and Mavis Neo, Co-Chief Creative Officers at The Secret Little Agency.
The films run across digital and OOH until mid-2024.
