“EH SORRY HOR, I only date guys who drive Mercedes-Benz.”
The Singaporean Dream idea came to life when I had a female friend say this very quote to me when we were at dinner. Though she said it jokingly, I knew it was partially true. Many Singaporeans have had this extremely materialistic mindset of being the best. We chase that cookie-cutter Singaporean Dream, to go to University, to get married, to have a BTO.
But really, is this all there is to life in Singapore?
The Singaporean Dream Editorial
An editorial where I bring the viewer through my own experience growing up in Singapore, and posit that chasing this material life that all Singaporeans seem to follow might not lead to happiness. Instead one needs to dig deep and ask what is it they truly want in this short time we call life.
The book is 3.5' x 5.8' and staple bound. The cover is iridescent dual coated, to provide a 'Singaporean Shine' and the inside pages are thin glossy.
Tissue Pack Collateral
Tissue Paper packets for the Kiasu who CHOPE their seats! Comes with quotes from the average Kiasu Singaporean.
Tote Bag Collateral
Tote Bag for the students to bring around. Maybe Mum will see it and recognise her very own voice.
Umbrella Collateral
For the CBD Workers, come rain or shine. Gotta get that bread.
Stickers
For the University Students to flex their GPAs!
Project designed in Adobe Illustrator, InDesign & Photoshop
Product photography done by me