Understanding Raffles:
Rediscovering a Founding Father
#UnderstandEverything is the new brand platform for the Asian Civilisation Museums which we conceptualised in 2019.
Everything the museum puts forth thereafter helps the people #UnderstandEverything by explaining current affairs with history. This is the first campaign that aligns to the new brand platform.

Was Raffles a scholar, a statesman, a plagiariser, or a pioneer?
To mark Singapore's bicentennial year, Asian Civilisations Museum (ACM) curated a special exhibition of Raffles to bring to light these different narratives to help the audience better understand Singapore's founding father.

We literally brought Raffles to life as a living statue and asked people to weigh in on various different perspectives.




We amplified the campaign and continued to spark conversations through social posts and OOH media.




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