• by Fern Siegel , October 24, 2024

The Singapore Tourism Board launched the “Made in Singapore”global campaign to highlight the country’s culinary options.

The social-first push invites visitors to sample Singapore's gastronomic offerings. Running on Facebook, YouTube, TikTok and Instagram, the 30-second spot will be followed by several 15-second social clips showcasing Singapore’s culinary scene.

Created by BBH Singapore, Zenith Media, and Digitas of The Shophouse @ Publicis, the work targets travelers in Australia, the U.S., Indonesia, India and China.

The ad features the song “What Do I Eat First?” It's led by Paddy Ong, lead vocalist of Singapore’s popular indie band Club Mild, and touts everything from traditional foods to new fusion cuisine.

The spots are also accompanied by templates from TikTok’s CapCut and Instagram Reels, which allow content creators to create their own user-generated content using the song as a soundtrack for their culinary pursuits in Singapore.