The oldest museum in one of the world’s youngest nations is facing a decline in interest and engagement. Not only was the National Museum of Singapore (NMS) perceived as “dated”, it was also regarded as “boring”. Singaporeans are disengaged from history because they are more interested in the future than the past. We get Singapore talking about history again, by rewriting it with an AI campaign.
We reimagined Singapore's history through a careful selection of the museum's artefacts and stories - the Singapore stone from the pre-colonial era, to contemporary issues like land reclamation and housing. All to drive conversation, interest and visit to the National Museum of Singapore. All by asking "WHAT IF"?
We reimagined Singapore's history through a careful selection of the museum's artefacts and stories - the Singapore stone from the pre-colonial era, to contemporary issues like land reclamation and housing. All to drive conversation, interest and visit to the National Museum of Singapore. All by asking "WHAT IF"?
As with all stories, there will always be a side that’s unheard of. We interpreted alternate perspectives through lesser-known protagonists, and also bridged gaps of Singaporean history to portray what could have actually happened. Relying heavier on storytelling, we produced 2 short-form videos using AI, with AI-generated voiceovers to create a more immersive experience and to facilitate engaging with narratives on a deeper level.
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THE MOST SUCCESSFUL SOCIAL MEDIA CAMPAIGN
IN THE HISTORY OF THE MUSEUM
THE MOST SUCCESSFUL SOCIAL MEDIA CAMPAIGN
IN THE HISTORY OF THE MUSEUM
