Aside from the Formula One Night Race, Singapore is not typically associated with heart-pounding adrenaline. Our challenge was to find a way to frame Singapore’s thrill-seeker offering, making it appealing to a broad range of travelers, while still keeping it authentic.
Our idea was to use kids as our ambassadors. They embody the spirit of our Action Seeker tribe – curious, determined, optimistic, unstoppable. No fear of failure, or embarrassment. Only a love of sport and adventure. And even though they may be small, when you see them in action you realise nothing is out of their reach.
We extended our Action Seekers tribe film with short content videos called Tiny Trainers. Using Singapore's up-and-coming sports stars teaching world-renowned athletes about the city's wealth of adrenaline-fueled activities.