Total Defence Day 2020
#creative writing #copywriting #campaign adaptation #creative direction #graphic design
#visual branding #interactive ui/ux design and programming #exhibition design
The year is 2032, and you’re witnessing a dystopian future where Singapore now lay in ruins. It’s up to you to find out what went wrong and restore our future…
For Total Defence Day 2020, Singapore Discovery Centre (SDC) wanted to curate a special exhibition. The goal was to spread tales of the 6 Total Defence pillars (Military Defence, Civil Defence, Economic Defence, Social Defence, Digital Defence and Psychological Defence). We need to captivate and remind the visitors that Total Defence only works because we are united.
The story ends with an impactful reminder that every one of us can do something personally or with friends, agencies, and organisations to overcome challenges. When we play our part, we keep ourselves and our country secure.
The unthinkable has happened, and it's time to go on a journey to restore the future.
How it went down
Our storytelling takes the form of an exhibition where we juxtapose two possible futures we might face. A dark dystopian where we’ve neglected our part and the promised future where everyone contributes to Total Defence and safeguard our homeland for generations to come.
We delivered an immersive storytelling experience by integrating an ‘escape room’ experience with the exhibition. We kept engagement levels up through quest-based activities that were either tactile or digital interactive. What we achieved was a riveting method of imposing each visitor as the hero of our story.