Advertising, Commercial
StarHub and the Ministry of Education published a commercial “Grades Before the Grades”, in a bid to bring families closer over the PSLE period and show that an exam result does not determine a child’s worth.

BLK J was involved in the conceptualisation and production of “Grades Before the Grades”, which garnered over 158k views, 2.2k reactions, 1,864 shares and 111 comments on Facebook at the time of writing. In the video, the parents of Huamin Primary School students were asked to show their children how amazing they truly are, by grading them on attributes that matter most. These include selflessness, honesty and sense of wonder. The grades were then presented to the children an hour before the release of their PSLE grades.

“Grades Before the Grades” is a social extension of StarHub’s #LoveNoMatterWhat festive campaign, and the latter is the first campaign to adopt StarHub’s new vision and mission – creating happiness, inspiring change.

Agency: BLKJ - DDB Group Singapore
Creative Director: Khalid Osman & Lester Lee
Creative Group Head & Copywriter: Paolo Agulto
Senior Art Director: Marvin Liang
Junior Art Director: Kezia Gabriella