Nescafe, Grey revive the kampong spirit with SG Doorbell Day
Singapore is a country known for its efficiency and fast development amongst many other positive traits. As Singapore continues to grow into a global powerhouse, the country has started losing its ‘neighbourliness’ as everyone goes about their busy lives.
This year, Singapore celebrates its 50th year of independence, creating the perfect opportunity to once again bring back the kampong spirit that has brought Singaporeans together in achieving 50 years of peace, prosperity and friendship.
Introducing the SG Doorbell Day, an initiative presented by NESCAFE and led by Grey Group Singapore’s newly-formed philanthropic arm, Grey for Good. This initiative is rolled out under NESCAFE’s Creating Friendships campaign which also targets the importance of ‘neighbourliness’. The initiative is further supported by Let’s Makan.
The first step is usually the hardest therefore the initiative aims to bring Singaporeans together through the simple act of pressing the doorbell to say hello! Snacks and gifts can be brought along to share with their neighbours while getting to know them. People can then snap a photo with their neighbors and upload them to social media with #SGDoorbellDay.
“Coffee has always been an enabler to start conversations, bringing people together. NESCAFE ‘Creating Friendships’ campaign that started last November, has brought neighbours together through two cups of coffee. The SG Doorbell Day movement is an extension of the campaign as it continues to foster neighbourliness amongst Singaporeans,” said Lynnette Teo, Nestle Group Brand Manager – Beverages.
“Doorbell Day is a fantastic initiative by NESCAFE and Grey Group Singapore to break down barriers between neighbours. Simple acts like sharing snacks or doing small favours for each other are great ways to break the ice and kick-start blossoming friendships. These little interactions build up a sense of kinship within the community that makes our neighbourhoods a better place to come home to,” added Dr. William Wan, General Secretary, Singapore Kindness Movement.
“Many of us do not know our neighbours, yet they are the people living closest to us. We live in harmony with a collage of race, language and religion, it is this very spirit that brings us together and it’s not a new concept. It is time we brought it back,” commented Ali Shabaz, Chief Creative Officer of Grey Group Singapore.
Credits
Chief Creative Officer – Ali Shabaz
Executive Creative Director – Low Jun Jek
Jr Copywriter – Nicholas Goh
Jr Art Director – Darren Leong
Digital Art Director – Puah Ser Young
Head of Social – Gavin Tan
Account Director – Juhi Manwani
Senior Account Manager – Khoo Suat Ling
Photography – Frame By Frame
Regional Director, PR & Corporate Communications – Huma Qureshi
Regional Corporate Communications Executive – Pang Yanrong
