Cannes Lions

SG HEART MAP

BLACK, Singapore / HOUSING AND DEVELOPMENT BOARD / 2016

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Overview

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Credits

OVERVIEW

Description

The SG Heart Map initiative was an opportunity for Singapore residents to reflect and connect based on the special moments and shared memories of these places which define what Home means to us.

Stage 1: Collaborate – The community was engaged to set the framework for Stage 2 via a series of workshops. Through following dialogues and collaborations, we gathered constructive insights from various perspectives and set a strong foundation for the project. The contribution form's questions was created from the workshops.

Stage 2: Connect – Carried out over a period of 9 months, SG Heart Map volunteers and leaders actively engaged with the public to collect their stories.

Stage 3: Celebrate – Singapore residents got together to celebrate our collective memories in curated community events and exhibitions held throughout the year. It all culminated in a finale festival held on the Marina Bay Floating Platform, where all 7 art forms were brought together in a mega showcase of contributions.

Execution

The data collected informed and shaped the community events and co-creation art projects for the SG Heart Map project.

The 50 most popular places were also planned into a SG Heart Map Bus Tour with different routes planned for the participants to learn and share stories about the place

7 lead artists co-created art forms with the public.

Singaporean filmmaker Royston Tan directed a short film 50 First Kisses, which captured 50 couples sharing their ‘first kiss’ at the place of their memories.

Kenny Leck selected 10 writers who wrote poems/prose inspired by selected Childhood contributions and weaved in their personal childhood memories.

Sound artist Zul Mahmod collected 100 sounds of interviews with locals and recordings of local sounds.

Illustrator Mindflyer led a team of 100 students and together envisioned the future landscape of Singapore.

Gwen Lee led 5 photographers and the Raffles Girls School Photography Club to create photos series that explored

Outcome

The end results were beyond the working team's targetted end goal. At the Finale Festival that closed the project, there was a record of 125,000 visitors coming to the festival over a span of four days.

SG Heart Map were published in many news articles throughout its run over a year and discussed the collaborations between the community and the artists.

The SG Heart Map was eventually named one of the most important celebrations of SG50 (Singapore's 50th Golden Jubilee). It garnered over 100,000 story contributions and 400,000 public participants were engaged.

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