Hyphen BB presents The Non Season

‘The Non Season’ curated and presented by creative collective Hyphen BB led by May Leong,  Becca D’Bus and Bobby Luo is a public art and lifestyle activation at Design Orchard supported by NAC and STB. Featuring over 20 Singaporean/ Singapore-based artists and designers including the likes of Mike Chang, Divaagar, Aki Hassan, Marla Bendini and Kristal Melson taking over the interiors and exteriors of the Design Orchard building with visually impactful, humorous and topical art activations during the period of 17 Feb – 10 April 2022, these installations were complemented by a series of multi-disciplinary programmes including workshops, panel discussions, live performances and heritage tours.

 

STB has also partnered with the Textile and Fashion Federation (TaFF) to feature exclusive fashion and lifestyle merchandise – developed in collaboration with artists and local brands –that were retailed at Design Orchard during this period.

 

The Non Season encourages a rethinking of Orchard Road precinct’s history and legacy, spurring renewed interest and curiosity in the area and its past.

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WHAT WE DID

For a 3-month campaign, we served as an extension of the team, as their marketing team:

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• Development and execution of overall digital marketing strategy in the areas of social media management and paid media amplification 

• Development and production of The Non Season's teaser and post-event video 

• Coordination and facilitation of event photography 

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RESULTS

• We garnered a total reach of 1.64 million and 4,283 engagements across Facebook and Instagram

• We saw an increase of 47667% in the total reach (684.5K+) on Instagram and a 671,816% increase in the total reach (960.8k) on Facebook

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