Early adminission advertisment with unconventional highlights on SMU's unique and revolutionary education

In this series of admissions advertisements launched by Singapore Management University (SMU) in 2003, prospective students are invited to embrace an unconventional, intriguing, and undaunted learning journey under the tagline “Experiencing the SMU Spirit.” Created to foreground what distinguished SMU from more traditional institutions, the campaign deliberately shifted attention away from the usual markers of university prestige—grades, rankings, and academic accolades—and toward something more immediate and human: the confidence, enthusiasm, and mindset of SMU students. In doing so, the students themselves became the campaign’s most compelling evidence of SMU’s unique and progressive educational approach. The advertisements also crystallised four core qualities the university sought to cultivate: a heart grounded in empathy and support for the less privileged; a deep appreciation for life; spirit and soul expressed through generosity and sharing; and passion that fuels persistence and achievement. These ideals were voiced through individual student testimonies as a vivid embodiment of the values the campaign championed — Ms Jenny Foo (Heart); Mr Tan Chee Wee (Life); Mr Joven Lai (Life); Mr Jeremy Nguee (Soul); Mr Richard Ho (Passion) and Johnny Tay (Passion).