GIC manages Singapore’s foreign reserves — investing globally so the nation’s financial future stays secure. But for most Singaporeans, that story was invisible. The returns don’t come back as a cheque. They become part of the reserves that fund Singapore’s budget, generation after generation. We needed to close that distance.
“Invested in” is a platform built to flex. For Singaporeans: Invested in Our Future. For partners: Invested in a Global Future. For social impact: Invested in Good. One commitment, expressed differently depending on who’s listening.
The platform seeded on social from August 2025, with Invested in Good content establishing the brand voice ahead of the hero film. In November, the main film launched — timed to Singapore’s 60th year of independence. Working with BBH Singapore, it traces GIC’s shared history with the nation: the boldness of the founding vision, the resilience through crisis, and the quiet conviction of doing what’s right over what’s easy.
The campaign ran across digital channels, with a dedicated landing page taking audiences through GIC’s story decade by decade.
116 million impressions. 24.9 million views. 47% brand recall. Audience understanding of GIC’s role lifted by up to 22 percentage points across all segments. 90% recognised the ads as GIC’s. 86% responded positively to the film.
