Singtel has launched a month-long campaign to pay tribute to Singaporeans from all walks of life who have, in their own ways, contributed to the making of the nation.
This integrated multimedia campaign will feature Singaporeans from different backgrounds coming together as one nation to seize opportunities, overcome challenges and keep on striving.
Jointly developed with BBH, the Singtel campaign will roll out 12 print ads in the run up to 9 August, featuring portraits of Singaporeans and their aspirations on banners and posters at bus stops across the island and on social media.
Well-known photographer and instagrammer Chia Aik Beng was enlisted to capture a representative spectrum of society and their different hopes for the country.
A customized National Day frame (https://www.facebook.com/profilepicframes) will also be made available on Facebook for users to download and partake in the celebratory greetings. Singtel will also release a video, dedicated to Singaporeans’ go-getting spirit.
“National Day is a celebration of our progress as one people every 9 August when Singaporeans fill up with national pride and patriotism,” said Lian Pek, Vice President of Group Strategic Communications and Brand. “But often times, the spirit of National Day tends to fizzle out shortly after. We hope our campaign will serve as an awareness ribbon of sorts to gently remind ourselves to keep flying the Singapore flag even after the birthday party.”
Powering On Sports
The second part of this month-long campaign will feature Singapore’s athletes heading to the SEA Games in Kuala Lumpur from August 19 to 30.
“There’s nothing like having our athletes represent Singapore at regional or international sporting meets to bring Singaporeans together,” said Pek. “We see the Games as a natural extension of our National Day campaign as ultimately, it’s a very tangible reminder that we all have to raise our game to keep Singapore ahead of the pack.”
The 'Power On' campaign will feature six partner athletes in content that aims to promote a sporting culture and inspire Singaporeans during major athletic events.
They are: Joseph Schooling (Swimming), Loh Zhi (Water Polo), Mark Leong (Water Ski), Nur Alfian (Silat), Shanti Pereira (Track and Field) and Shayna Ng (Bowling).