Singapore Polytechnic

Different pathways of success

Client

Singapore Polytechnic

Year 2024
Scope
  • Art Direction
  • Campaign
  • Content Strategy
  • Digital
  • Moving Image
  • Motion

Singapore Polytechnic (SP), the nation’s first and namesake polytechnic, predates the nation’s independence. Synonymous with applied education in Singapore, SP is known for its rigorous curriculum—a standard that has stood the test of time.

Engaged to conceptualise their 2024 recruitment campaign, we found that SP has consistently embraced a progressive and holistic approach to education, adapting to societal and technological shifts. The flexibility of a polytechnic education creates diverse pathways to success, whether in careers or further studies. Even after graduation, SP’s alumni continue to value the opportunities and possibilities the institution has unlocked for them.

Real stories from real people
SP’s existing communications also support this narrative. Their tagline, “It’s So Possible”, hints at an understanding that there are many versions of success. A quick glance at other polytechnics’ recruitment campaigns further displayed a heavy reliance on AI-generated content, with glossy visuals that overlooked the importance of human connection and authenticity. In response, we pushed SP to stand out, not blend in. And what better way to showcase the power of real stories than straight from SP’s diverse and accomplished alumni—from doctors to entrepreneurs to architects. 

Watch in full with audio here

Define your possible
With a story-led approach, we collaborated with creative production studio AMOK to bring this vision to life. Using a distinctly editorial style for videos and out-of-home advertisements, we set an intimate and aspirational tone, emphasising the real-life achievements of SP’s alumni. Snappy and eye-catching, the campaign brings potential students and their parents closer to the assurance that SP offers—one that inspires ambition for a fulfilling future, no matter the path taken.

Practice Theory