Singtel makes an emotional appeal for SME Week

Ad Nut half expected a dull, boring video for Singtel's movement to support local small and medium (SME) businesses, but was pleasantly surprised to see this heartwarming piece of work. 

The agency says that its goal was to "humanize the abbreviation" by using unsung local businesspeople, with no artificial posing or marketing. Ad Nut wipes a tear. 

CREDITS

Project title: 99% SME
Client: Singtel
Creative agency: Ogilvy & Mather Singapore
Chief Creative Officer: Eugene Cheong
Executive Creative Director: Melvyn Lim
Creative Directors: Stephen Kyriakou, Shawnn Lai
Art Directors: Andrey Danilov, Sean Liu, Diana Lee, Catherine Chow, Errol Workman
Senior Copywriters: Roger Yong, Grace Tan
Account Management: Lee Yee Hew, Andrew Boggs, Angela Chan
Production house: The Prosecution
Producers: Dan Li Lok, Alain Tan
Director: Roslee Yusof