Find Your Financial Calm
In 2024, financial stress was everywhere. Living costs was up. Mental health was down. And with the CPF Special Account closure, Singaporeans were more anxious than ever about retirement. Financial advice (usually touted as the answer) wasn’t helping. Because when people are stressed, they don’t want charts or complicated instructions.
They want clarity and calm.
The Campaign
Introducing Find Your Financial Calm. A campaign that reimagined how peaceful financial advice could feel, with every touchpoint designed to feel like self-care.
How did we create a calming experience?
We began with sound. Each film was tuned to 432 Hz (also known as the calm frequency) and layered with calming audio textures, turning every ad into a meditative moment of pause.
Next came colour. Using chromatherapy principles, we designed calming visuals for each CPF pillar to create an environment of trust and reflection.
At the heart of everything was the CPF Hub, a digital sanctuary with tools, guides and editorial stories that allowed people to plan at their own pace.
With reflections from real Singaporeans and content grounded in intention, the experience helped users reconnect with what truly matters and showed that financial calm is within reach.
Results
Audiences engaged with the campaign not just as financial advice but as a much-needed pause from the noise of everyday life.
