MACHAS

Never Stop Learning: Jonathan Calugi x Singapore’s LifeLong Learn Campaign

Singapore’s government is very serious about education and they have developed a selection of free courses aimed at different age groups: whether you are a young family with children or a senior citizen it’s never too late to embark on a new career path or to learn a new skill. Sounds good but quite serious? Not at all! Learning can be fun and it is better if it is shared together!

Based on this concept, Y&R Singapore indentified Jonathan Calugi’s style as the perfect fit to capture in beautifully simple and playful images both the message as well as the broad range of courses available.

Jonathan used his one line style to create a series of images in which all the characters are connected and joyously share the same experience, learning together and having fun.

The campaign was developed into a integrated campaign that included ATL, BTL, digital and of course events and Jonathan’s characters were spotted everywhere in Singapore from billboards to cut outs at the actual event, on the internet as well as on brochures.

See more of Jonathan’s work here.