National Arts Council spotlights creativity as a catalyst for confidence and curiosity

The National Arts Council (NAC) has launched a new multi-year brand campaign, “Life. Better with the arts”, developed in partnership with TBWA\Singapore, aimed at encouraging Singaporeans to see the arts as part of everyday self-improvement.

Running from 9 December 2025 to 31 January 2026, the campaign will roll out across social media, digital platforms and digital out-of-home (DOOH) touchpoints nationwide. It positions engagement with the local arts scene as a catalyst for personal growth, confidence-building and everyday betterment.

Rooted in the insight that Singaporeans are constantly seeking ways to improve themselves, the campaign highlights how small encounters with the arts can unlock new perspectives and tangible life skills, both personally and professionally.

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The campaign launches with two short films targeting audiences who may overlook the role of the arts in their busy lives. These include working professionals focused on career progression, and parents looking to provide meaningful enrichment for their children.

One film, “Who’s the new Aida?”, follows a busy office worker who gains confidence, curiosity and creative energy through her engagement with the arts, with these qualities spilling into her workplace interactions. In the 30-second clip, Aida is shown chatting with a colleague while showcasing various artworks in her office cubicle.

Another, “Who’s the new Ethan?”, centres on a young child who finds his voice and builds confidence through creative expression. The short clip shows Ethan performing confidently in a play, underscoring how skills gained through the arts extend beyond the stage.

Beyond film, the campaign will extend across social media and out-of-home placements through #OurSGArts stories, which profile local artists and arts groups. According to NAC, the integrated approach is designed to reach audiences across multiple touchpoints and reinforce the idea that the arts are embedded in everyday life.

“'Life. Better with the arts' is built on the consumer insight that Singaporeans are always striving to be the best version of themselves. At NAC, we believe that the arts can play a meaningful role in this endeavour - the creative spark found through the arts is one of the most powerful ways to unlock new perspectives and enrich lives.” said Lynette Pang, deputy chief executive officer of NAC. 

In tandem, Gustavo Figueiredo, group creative director, TBWA\Singapore, said, "The arts aren't a separate world. They're a springboard for growth, confidence, and better living. This campaign invites Singaporeans to see the arts not as something distant, but as something essential and accessible."

The campaign follows other recent national initiatives highlighting the role of creativity in everyday life. In June last year, DesignSingapore Council (Dsg) launched “Nation by design”, a national campaign positioning design as a core driver of Singapore’s progress.

Developed with Kinetic Singapore, the campaign reframed design as a mindset of intentionality shaping the city-state’s systems, identity and future-readiness. Anchored by a brand film asking “Can a nation be designed?”, the initiative also featured “60 on 60”, a series sharing perspectives from 60 Singaporeans across generations and industries, released progressively on Dsg’s website and social channels.

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