SG’s Nat Icons 60th Anniversary
Making national icons all the hype.
How did we manage the impossible - make our youths take interest and feel a sense of pride in our national icons?
We created a campaign that didn’t take our icons too seriously, and went a little wild with it.
4 Mil+ in reach
National Crest
National Flag
National Anthem (Composed by Zubir Said)
We made our icons desirable, through style, fashion, and photography that’s all the rage in the Instagram age in 2019.
By carefully balancing rules and rebellion, we made the nation’s sacred icons accessible to local designers to create collectibles.
Our local designers: Supermama, David’s Daughter, Lully Selb, Pew Pew Patches, Temasek Clothing
To launch our collection of hype pieces, we shot them in the same parliament room where these state symbols were presented to the legislative assembly, 11 Nov 1959 - 60 years ago.
We housed all our limited edition collectibles on site that sold out within 2 weeks.
Over on our socials, youths were claiming the goods fast, giving us over 4 million in reach in under a month
Art direction,
Social Content Direction