Storyboard Proposal for

SMRT bus advertisement

By:Catherine Ann B. Pan

Individual frames

Frames in detail

Overview• This concept has been created in line of the news published about a poll

survey ranking Singapore as one of the least emotional nation in the world and the unhappy one as well (The Straits Times).

• When this news has been published, there were mixed emotions – some strongly agreeing while others not. From observing, we can tell that people appear emotionless simply because people don’t smile often, looked stressed and hurrying most of the time. In places like transportation vehicles, everyone is busy doing their own thing like reading or checking out their gadgets.

• The aim of this concept is to highlight the fact that even though locals may appear as emotionless and may not seem to care about others, they are willing to help in times of need. We want to evoke feelings of happiness that Singaporeans still have through the means of helping. We would want to show that happiness can’t only be shown in the number of smiles but also in the heart. On top of that, using SMRT as a medium for advertisement, we would like to raise awareness on people to look out not only for themselves but also on others as well.

Target Audience:Commuters - locals, foreigners and everyone

staying in Singapore

Proposed advertising media:Since it’s targeting all commuters, we proposed

it to be advertised on TV screens among bus interchanges and MRT stations.

Concept AppealBenefits:

“Faith in humanity restored” – Prominent in social media, it’s a tag line mostly commented as to how the audience feel whenever a good deed has been done and shared for everyone to see. We would like to evoke the same feeling towards the people be it locals, foreigners and everyone staying in Singapore that such good things still occur especially to those who believed that Singapore is indeed an unhappy country.

Another benefit were looking for is at the hope that audience will feel the spirit of kindness towards others not only in times of need but also in day to day activities especially when commuting. We all know that it’s very tough to commute especially during rush hours. And because of the climate and crowd, such things can possibly happen. We would like to raise awareness on people to look out not only for themselves but also on others as well.

Believable:

Stating the fact that this is based from a true story makes this concept realistic. The setting and scenes of the story is executed in a way that is very relatable to the target audience.

Concept Appeal

Message Execution: – Slice of life– Mood or Image

Tone: A mix of negative and positive tone

Slogans:“Happiness often sneaks in a door you did not think was open”

It is interpreted as:The door pertains to the image of unhappiness and emotionless

among people. We may think that this door is intact and there’s no way that we can budge them. Only to find out that it is still possible, and that happiness as portrayed in the story can still happen when you least expect it.