Watch ‘Working Class Heroes’, Flamingo’s MRSS prize-winning video
Three Flamingo teams entered the 2016 Market Research Society Singapore (MRSS) Illuminator competition, the country's first market and social research challenge designed to connect and inspire young talent. All three teams were shortlisted for prizes.
Judges from General Motors, UL Oral Care, research firm Ipsos and the Singaporean government awarded the Grand Prix to ‘Working Class Heroes’, an ethnographic short film produced by Flamingo’s Jiaman Mok, Nigel Lim, Yunjing Koh and Freddie Luchterhand-Dare.
The creators spoke to millennials working in Singapore’s famous hawker centres, or food courts, to find out more about their attitudes to work. In the process, they took on myths that millennials lack drive, lack purpose and are afraid of hard work.
According to Luchterhand-Dare, the project was motivated by “a determination to learn more about the place we live in and the people that call it home.”
“Given the theme for the competition was Changing Tides (post SG50), we thought it important to find a lens through which to approach our theme of millennials at work that could both speak to Singapore's socio-cultural history and also its future. A hawker centre does this perfectly.”