SINGAPORE — Singaporean charity TOUCH Community Services has released a heartwarming film about the power of the human touch, produced by creative agency BBH Singapore.
The “touching” film is set in the future and tells the story of Alfie, a robot assistant, who learns about the human touch from the family and community it interacts with.
Accompanied by an acoustic arrangement of the classic hit “Human” written by The Killers, the campaign film embodies TOUCH’s commitment to inspire hope and transform lives through the power of human connection, both in the present and the future.
Directed by acclaimed director Roslee Yusof, the 30th-anniversary film depicts a vision that while the future advances new technology to improve lives, it will also be a future that will incorporate elements of TOUCH’s humanity and heart in serving the community.
BBH Singapore Executive Creative Director Khairul Mondzi commented, “We’re so honored to be able to commemorate TOUCH’s 30th anniversary with this film. Beyond a celebration, we hope this film inspires people to join TOUCH in uplifting fellow Singaporeans by volunteering, donating, and more, now and in the future. To us, the human touch is empathy, compassion, and genuine care for someone else. It’s all in having the heart to help. It’s not grand gestures, but the human touch that can transform somebody else’s life.”
Director Roslee added, “While working on the film, I had the pleasure of meeting the TOUCH volunteers who helped us as cast on the film. I have mad respect for the work they do and the lives they change. I’ve always thought only amazing people volunteer, but after meeting them, I believe volunteering makes them amazing.”
CREDITS
Agency: BBH Singapore
Managing Director: Sid Tuli
Chief Creative Officer: Sascha Kuntze
Executive Creative Director: Khairul Mondzi
Art Director: Grace Wong
Copywriter: Gwendolyn Lee
Account Director: Shu Li Tan
Account Manager: Isabel Ong
Strategy Director: Amanda Lim
Agency Producer: Chun Yi Kwek
Film Production Company: The P Film Co
Film Director: Roslee Yusof
Post Production Company: KRAFTW5RKZ
Audio Production: Fuse Adventures in Audio
