Klook — The Bucket List

This campaign was led by The Smalls, the award-winning creative agency behind the strategy and the creative idea. Listed Creative was their production partner in Singapore — we shot it and cut it.

The challenge

Singapore had an image problem with Gen Z travellers. According to Klook’s Travel Pulse survey, fewer than 20% of young travellers had Singapore on their wish lists — they wanted off-the-beaten-path adventures in Seoul or Tokyo, and they were sceptical of overt advertising and polished influencer content.

Two problems in one brief: shift perceptions of an “established” destination, in a format a wary audience would actually watch.

The idea

Rather than reaching for a standard influencer campaign, The Smalls built the concept on three consumer insights: Gen Z trusts genuine, UGC-style content over polished promotion; they value shared travel experiences with people they love; and senior citizens had quietly become some of social media’s most beloved figures.

The result was The Bucket List — five real grandparent–grandchild pairs, drawn from Klook’s micro-influencer community and chosen for authentic family dynamics rather than follower counts, co-creating itineraries that mixed the grandkids’ adventure with the grandparents’ tradition.

The execution

We produced it. That meant shooting reality-TV style across Singapore — chasing genuine moments rather than scripted beats, with real families rather than professional talent, which is its own discipline. Everything was framed vertically for TikTok and Instagram Reels, then cut into the many versions a social campaign of this kind needs.

The craft brief was unusual and we enjoyed it: the production had to be good enough to be invisible. Any hint of gloss would have undermined the entire premise. Getting unforced, funny, genuinely warm footage out of five families, on schedule, is where our work went.

Each pair carried unique promo codes embedded in their videos, so bookings were trackable and creators were compensated on the revenue they generated.

The results

• 7× higher engagement than industry average
• Watch time doubled on ads featuring the grandparents; cost-per-click down by a third
• +34% campaign sales and +10% searches for Singapore activities
• 10× the ROI of Klook’s previous big-budget influencer campaigns
• Gold at The Drum Awards for Marketing APAC 2024, plus two Silvers at Hashtag Asia 2025

Why we show this one

Because a lot of our best work happens this way — a strong agency brings the idea, we bring the execution. If you’re an agency looking for a production partner in Singapore or across APAC, this is the seat we’re very happy to sit in.