BBH Singapore and The Shophouse @ Publicis have moved outside the usual tourism video to take three quintessentially Singapore experiences “directly” to major cities in the world through the power of digital OOH. The campaign’s 3D out-of-home billboards for the Singapore Tourism Board (STB) present a whimsical take on Singapore experiences in Times Square New York City, Piccadilly Circus in London, Shanghai, Mumbai and Jakarta.

True to STB’s Passion Made Possible destination brand, the global Made in Singapore campaign, invites the world to Singapore, where the ordinary is made extraordinary.

“This ‘global tour’ unveils to the world the essence of Singapore through a collection of experiences, iconic and lesser known alike, in an unexpected, surprising way. Forget what you know about gardens, window shopping and performance art: STB’s new 3D billboards might surprise you in ways beyond the ordinary,” explained Khairul Mondzi, executive creative director at BBH Singapore.

Choo Huei Miin, director, brand, Singapore Tourism Board, added, “Leveraging these immersive 3D out-of-home billboards, our aim was to capture the imagination of our travellers through transforming everyday moments into unique experiences Singapore has to offer to inspire travel. We hope this visual treat showcases the best of destination Singapore to the world and captivates audiences in key target markets with our vibrant culture, food, nature, and show-stopping futuristic landscapes.”