Singapore’s National Icon 60th Anniversary
MAKING NATIONAL ICONS ALL THE HYPE
Creative Direction, Creative Strategy, Art Direction, UIUX, Team Management, Project Management, Brand Partnership Sourcing, Presentation & Sell
CREATIVE STRATEGY: DON’T TAKE IT SO SERIOUSLY.
2019 marks the 60th anniversary of Singapore’s national icons: National Anthem, National Crest, and National Flag
To remind citizens, and especially foster in our youths, a sense of pride and remembrance of our independence, we had to create a campaign that doesn’t take it so seriously.
To make youths take notice of our campaign, we made it desirable, through style, fashion, and photography that’s all the rage in this Instagram age.
On top of that, we created controversy by making the nation’s sacred icons fun and accessible, by letting our local designers use them as a base to go wild with their creations.
We brought on Pew Pew Patches, Supermama, David’s Daughter, Lully Selb, and Temasek Clothing.
OUR SHOOT WAS DONE IN THE SAME ROOM WHERE THE STATE SYMBOLS WERE PRESENTED TO THE LEGISLATIVE ASSEMBLY IN 11 NOV 1959.
We housed all our limited edition merch on a microsite that sold out within 2 weeks. Over on social, youths were claiming the goods by commenting on our posts.
WE HIT 4,000,000+ IN REACH
Watch all our films on Youtube
