GIC had always kept a low profile — no consumer products, no public presence, no reason to shout. For its 40th anniversary, we asked a different question: what if the story was worth telling?
The answer was hiding in plain sight — in the everyday objects that had quietly witnessed history. A piece of land. A torn-dollar bill. A gold bar. Each object became a doorway into a lesser-known story about the boldness that built GIC and, by extension, Singapore’s financial future.
Working with 72andSunny, the campaign ran across digital, out-of-home, TikTok and Spotify — GIC’s first 360° campaign targeted at mass Singaporean audiences. Ads were seen over 38 million times.
A commemorative book, Bold Vision, was published by Epigram. An audiobook on Spotify reached the top 5 Singapore podcast chart within two weeks, with 13,500 downloads. Bold Stories brought the campaign to Instagram — animated shorts distilling the boldest anecdotes for younger audiences.
Bold Grows Our Future
A second phase, Bold Grows Our Future, brought the bold vision into the present — something tangible, visible, and rooted in the community. Seven bus stop advertising panels were transformed into working urban farms, growing crops tended by community gardeners and donated to Willing Hearts, a community kitchen serving thousands of families.
The activation was covered independently by The Straits Times, CNA, Lianhe Zaobao and Mothership — and drove 488,000 visits to the campaign site.
madeofbold.sg received 660,000 visits across the full campaign.
