To reignite interest in Singapore among early-career travellers, Scoot and the Singapore Tourism Board set out to reframe the city beyond its most over-photographed icon — the Merlion.

By leveraging its cultural familiarity, we transformed the Merlion into Singapore’s biggest influencer. We launched a classic rock-inspired music video with Merlion taking the centre stage, urging viewers to go beyond the obvious and see Singapore through fresh lenses, in turn allowing him a well-deserved break.

The campaign extends into a creator-led social challenge: #MerlionMadeMeDoIt. Influencers in each market kick off the challenge as they respond to the Merlion’s plea to “pose somewhere else”. In turn, they invite the public to propose the next viral photo-op moment in Singapore that does not involve the Merlion.

Rolled out across five markets, the campaign sustained engagement through creators, culture and co-creation — shifting Singapore from a place you visit, to one you actively play with.