18: CRAFT (Music (original & licensed))

See What Nursing Is Really About - Healthcare - CareToGoBeyond JPG
See What Nursing Is Really About - Healthcare - CareToGoBeyond MP4 1m:00s

See What Nursing Is Really About - CareToGoBeyond
Healthcare

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See What Nursing Is Really About - CareToGoBeyond - Healthcare

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Title of Entry: See What Nursing Is Really About
Brand: CareToGoBeyond
Product/Service: Healthcare
Client: MOH Holdings
Entrant Company: BBDO Singapore Pte Ltd
Creative Agency: BBDO Singapore Pte Ltd
Craft Leader(s): Malcolm Wee/Imran Chaudhry
Creative Director: Mateusz Mroszczak/Malcolm Wee
Copywriter: Imran Chaudhry
Account Executive: Dave Wong
Sector: 45054
Account Manager: Natalie Tung
Producer: Eunice Simbar
Date of Release: 2019-11-28
Notes: The nursing profession is not seen as an aspirational career. And the Ministry of Health needed to reinspire, and instil the pride back in them, giving them something more to sing about for a change. So we created a tribute to nurses through a song. An anthem dedicated to one of the most selfless professions. Composed from scratch, we paid special attention to every lyric to pull at all the right heart strings. We chose the genre of soul to uplift their spirits. All to create the perfect symphony of inspiration, emotion and celebration. And we launched it together with a film that raised the profile of nurses. It was music to the ears to nurses across the country. Putting the rhythm back in their step, giving them so much more to sing about and solidifying their status as the true healers and keepers of the nation.
URL Link (optional): https://www.youtube.com/watch?v=_4g9ovrkzJo
Other Credits: Account Director - Rachel Tan
Other Credits: Planning Director - Kelly Togashi