Klook

Klook’s award-winning Bucket List campaign is a social-first storytelling initiative designed to inspire intergenerational travel and strengthen connections between younger travellers and their parents and grandparents. I worked on its creative development.

Rooted in authenticity, humour and human connection, the campaign challenged traditional travel narratives by bringing together Gen Z and Millennial content creators with their older family members to experience Singapore in unexpected ways.

The creative approach centred on genuine, unscripted storytelling, capturing the spontaneous moments, emotional connections and playful dynamics that emerged as each generation introduced the other to new experiences. From adrenaline-filled adventures to quieter moments of discovery, the films celebrated the joy of shared experiences and the relationships that make travel meaningful.

Working with a documentary-inspired, reality TV aesthetic, the content embraced natural reactions and unfiltered interactions over heavily scripted narratives, creating an engaging and relatable social campaign.

The result was a heartwarming collection of films that challenged perceptions of ageing, celebrated family connections and demonstrated the power of authentic storytelling.

Awards & Recognition

• The Drum Awards 2024 – Gold, Travel
• The Drum Awards 2024 – Bronze, Social Content
• Hashtag Asia Awards 2025 – Silver, Best Use of Storytelling in a Social Media Campaign