M1 ode to everyday people embracing individuality and passions
Here’s to You, Being You.
The 'Be' campaign was an integral part of the M1 brand refresh, unveiling the new Made-to-Measure brand promise with Bespoke mobile plans. Rather than creating the usual telco ad, we focused on empowering individuals, showcasing stories of everyday people pursuing their passions. It highlighted the freedom and confidence to 'Be' yourself, supported by M1, a brand that meets every need. Fun fact — the sound logo for the TV spot and contents was crafted by the director using his guitar for the campaign.
The highlights of this campaign were meeting and getting to know these passionate individuals and their inspiring stories. 'Be Stories' delves into each person's unique narrative.
Tan Wei Tian Teenage Teochew opera artist
Kate Yeo Global greenfluencer
Surendran Chandramohan Migrant-turned national cricketer
Jian Yang World’s second largest Barbie dolls collector
Shariff Abdullah Singapore blade runner
Mary Ho Rocker grandma
Lilith Tan Singapore youngest tattoo artist (unpublished)
Malik Mazlan Chinese calligraphy artist
M1 unveiled its latest Bespoke mobile plans – Bespoke Flexi, Bespoke Contract, and Bespoke SIM-only – tailored to individual needs as part of its brand refresh. We crafted micro-stories around the Be’s profiles, enabling users to experience firsthand what the new plans offer.
Kate Bespoke Flexi
Wei Tian Bespoke Flexi
Lilith Bespoke Contract
Surendran Bespoke Sim-only
Malik Bespoke Flexi (Data)
Jian Yang Bespoke Flexi (Custom)
Mary IDD Saver
Shariff Data Passport