ION Orchard invites you to reflect on your special times

Singapore

IN A fast-paced city like Singapore, ION Orchard is encouraging shoppers to take a moment and ponder the significance of time.

In its latest campaign themed "What is Time?", the upmarket lifestyle mall on Orchard Road wants shoppers to reflect on how far they have come in the journey of life, and to celebrate their defining moments.

The campaign kicks off this Friday on SPH Digital, which includes The Business Times, The Straits Times, Zaobao.com.sg and Zaobao.sg, as well as on social media and the ION Orchard website. The centrepiece of the campaign will be a two-minute video, supported by a four-page cover wrap in The Business Times on Friday.

The cinematic video shows the innermost thoughts of its protagonist as he mulls over the nature of time on his wedding anniversary. His monologue is a dignified celebration of the heartfelt moments that make up "time". ION Orchard chief executive Yeo Mui Hong said she hopes the clip will hit a chord with audiences and encourage them to make time to celebrate their special moments.

"As the mall that houses the most number of luxury watch and jewellery brands along Singapore's famed shopping district, we invite our shoppers and viewers to take a step back from their daily time-starved routines to reflect on moments that really matter in their lives. Indeed, time and tide wait for no one, but we hope to invoke an emotional chord with viewers by asking them to think about what is significant in their lives and celebrate those milestones and moments."

The video is the result of a collaboration between SPH's Sweet Creative and production house Rolla. On the concept behind the video, Sweet Creative director Tommy Lin said: "Time is such a profound subject, a journey artfully and simply defined by some of the most beautiful timepieces. Yet, a timepiece is not just an object; it's a connection with a moment, bearing its own heart and soul. We want our audience to immortalise those moments, as chronicled by time."

Rolla film director Jake Name described the choice to swap between colour and black and white as an effort to visually capture time and life's moments "differently, although they exist as one".

He added: "The coloured scenes represent life with time, while the black-and-white scenes showcase the moments we imagine to be larger than that - dream-like and limitless."