A sunbed and a pool umbrella make their way through exquisite gardens to the METT hotel in Singapore – and once inside they explore the place. Intrigued? That’s the idea.

Forsman & Bodenfors Singapore has created the entirely unexpected in its campaign film that marks the opening of the METT Singapore. The campaign is called Simply Magnetic. The premise is Some Places You Discover, Others Draw You In. The film describes the hotel’s drawcard features more evocatively than words could.

An Instagram campaign supporting the campaign film launched just before, giving audiences a peak into the launch campaign with sightings of the sunbed and umbrella, moving through popular spots in Singapore from Tiong Bahru to Lau Pa Sat, prefacing the idea of the METT’s magnetic energy.

“As we open our doors today, we wanted to capture the special energy, warmth and magnetic draw of our METT brand for its arrival into Singapore and Asia. METT Singapore is bringing a laid-back luxury hotel experience to the city and this film reflects the spirit of connection, effortless style and the vibrant soul that defines METT,” stated Christophe Hobeika, Sunset Hospitality Group executive director hotels & resorts.

 Michelle Co, creative director, Forsman & Bodenfors Singapore, added, “To us, METT Singapore is more than a place to stay. We approached this film the way we would a luxury brand, something that evoked a feeling. In a world where advertising delves into inauthentic scenarios and CGI, we wanted to create a real moment. That meant tapping into creativity that was magnetic, memorable and effortlessly METT.”

Joshua Tan, senior producer, Forsman & Bodenfors Singapore, noted, “To truly capture a feeling of authenticity and real world charm; we doubled-down on classic human-powered technological craft. We created custom built motorised chassis for our sunbed and pool umbrella, which were operated via three remote control units. No driving licence required.”

Credits
Creative Agency: Forsman & Bodenfors
ECD: Firrdaus Yusoff
Creative Director: Michelle Co
Strategist: Charinee Chairasmisak
Client Director: Julia Thibeault
Head of PR: Deborah Abraham
Producers: Amanda Tan & Joshua Tan
Interns: Ling Ying Tai & Germaine Lim

Production: F&B Studios
Director & Editor: Jason Feng
Director of Photography: Allan Yeo
Camera Assistant: Yen Wee

Production Designer: Ping T
Props Master: Dong L
Art Assistant: Meghan Chong
Drone Pilot: Victor Wan Yi
Drone Assistant: Andy Ong
Line Producer: Emily Teng
Production Assistants: Eunice Chua, Renie Wong,  Jonathan Yap & Qi Rui
Audio Post Production Partner: FVSE

Client: METT Hotels & Resorts
Client Team: Christophe Hoibeka, Nathalie Everard, Marcel Li & Philipp Knuepfer