B-Greater

In vibrant, multicultural Singapore fostering strong bonds between neighbours goes beyond mere politeness— it’s a key ingredient for societal harmony and collective well-being. Unfortunately, neighbourly disputes are rife— especially over noise and messy common areas.
Our mission was clear: Amp up the call for kindness and gracious living to build a resilient, harmonious and flourishing Singapore.
Our solution: Music.
Led by a one-of-a-kind hip hop music video featuring homegrown talents, this tradition-breaking approach to public communications leverages the dynamic combination of music and art. SKM also tapped into the vibrant Singaporean art scene, collaborating with local artists to bring the message to life, making it a truly made by Singaporean, for Singaporeans project.
With an integrated online to offline approach, we let kindness take centre stage with a three pronged campaign dubbed “B-Greater”.
Firstly, the campaign comprises of “B-Greater” Song and Music Video. Using rhythm, rap and soul, the “B-Greater” song rallies listeners to reflect and strive to be greater versions of themselves in the context of neighbourliness and the video conveys the idea that kindness is not only essential but also captivating.
Next, in a move to infuse the heart of Singapore with kindness, “The Great Jams Catalogue” took over City Hall with a spectacular out-of-home advertising event featuring clever album spoofs, each reimagined to deliver powerful messages of kindness and community spirit. The initiative aimed to accompany Singaporeans on their morning commute by merging popular music with the celebration of kindness.
Last but not least, we have Project HeARTlands, a thought-provoking art exhibition in the heartlands of Singapore— in Limbang, Admiralty, Punggol and Toa Payoh. The immersive experience prompted residents to consider their roles in creating a positive and supportive community. Showcasing 4 exhibition booths with doors mimicking those of a HDB, we try to provoke a rekindling of memories— that of the good old days of “kampung spirit” in Singapore. Doors clad in full yellow prompted attendees to open up the doors and metaphorically “open up” to kindness, raising awareness about the significance of kindness in neighbourhoods.