Made with Passion

Singaporeans love shopping. But shopping for local brands - less so.

To change that, the Singapore Brand Office and the Singapore Tourism Board created the Made With Passion campaign - a marketing campaign to drive consumer awareness about the merits of our local lifestyle brands.

Armed with a new brand mark and powerful brand stories, Tate Anzur strove for widespread publicity through strategic outreach to media and key opinion leaders to uplift the industry by increasing prestige and consumer preference. We also kicked up excitement around Made With Passion by facilitating and promoting unique brand collaborations, as well as interactive experiences for the public to discover their passion stories.

This created a groundswell of positive organic conversations about merits of our local brands, and more importantly a deeper appreciation of our local lifestyle brands with four in five Singaporeans agreeing post-event that they are worthy of our support.