Singaporean charity TOUCH Community Services has released a new film about the power of the human touch, created by BBH Singapore, to celebrate their 30th anniversary.
The ‘touching’ film is set in the future and tells the story of Alfie, a robot assistant, who learns about the human touch from the family and community it interacts with.
Accompanied by an acoustic arrangement of the classic hit, Human, written by The Killers, the campaign film embodies TOUCH’s commitment to inspire hope and transform lives through the power of human connection, both in the present and the future.
Directed by acclaimed director Roslee Yusof, the 30th anniversary film depicts a vision – that while the future advances new technology to improve lives, it will also be a future which will incorporate elements of TOUCH’s humanity and heart in serving the community.
Khairul Mondzi, Executive Creative Director at BBH Singapore, said: “We’re so honoured to be able to commemorate TOUCH’s 30th anniversary with this film. Beyond a celebration, we hope this film inspires people to join TOUCH in uplifting fellow Singaporeans by volunteering, donating, and more, now and in the future. To us, the human touch is empathy, compassion, and genuine care for someone else. It’s all in having the heart to help. It’s not grand gestures, but the human touch that can transform somebody else’s life.”
Yusof said: “While working on the film, I had the pleasure of meeting the TOUCH volunteers who helped us as cast on the film. I have mad respect for the work they do and the lives they change. I’ve always thought only amazing people volunteer, but after meeting them, I believe volunteering makes them amazing.”
Executive Creative Director
Chief Creative Officer
Chun Yi Kwek
Managing Director: Sid Tuli
Account Director: Shu Li Tan
Account Manager: Isabel Ong
Strategy Director: Amanda Lim
Post Production Company: KRAFTW5RKZ
Audio Production: Fuse Adventures in Audio