Gen Z perspectives: Are SG60 films built to last?

Happy Friday, MARKETING-INTERACTIVE readers and welcome back to Gen Z Perspectives, your go-to feature where we unpack the week’s top stories and trending topics through the eyes of Gen Z. From the biggest industry moves to viral moments and marketing controversies worth dissecting, we’re bringing the heat with authenticity, awareness and probably a few unfiltered takes.

From SG60 brand films to FairPrice’s limited-edition chips, we binged it all this week and questioned whether these National Day campaigns go beyond feel-good to drive real-world impact.

Roll credits? Not even close. Keep reading.

Don't miss: Gen Z perspectives: Astronomer's bet on Gwyneth Paltrow & TikTok's SG60 food collabs

1. MCCY unites cultures from the canvas to the kitchen in SG60 campaign

The Ministry of Culture, Community and Youth (MCCY), in collaboration with DDB Group Singapore has unveiled a series of films as part of SG60 celebrations. The campaign aims to celebrate the shared values that have united Singaporeans and enabled the nation to thrive against the odds over the past six decades.

The three-part series aims to highlight multiculturalism as a key pillar of the country’s social cohesion and urges Singaporeans to preserve and expand common spaces and mutual understanding with people of different cultures and backgrounds.

Read more here. 

2. Singtel marches down National Day Parade memory lane in SG60 film

Singtel is marking Singapore’s 60th year of independence with a film titled "Majulah Singapura", named after the national anthem and a rallying cry for citizens to move forward together.

The film illustrates how much the iconic National Day Parade has changed over six short decades and in doing so, highlights how far Singapore and its people have come. It also showcased how communications technology has been instrumental in driving that progress.

Read more here. 

3. Is your SG60 brand film a one-hit wonder?

Singapore’s 60th birthday has sparked a wave of emotionally charged brand films, and not just from the usual private sector suspects. This year, government-linked organisations have taken the lead, tapping into national nostalgia with polished storytelling, cinematic flair, and heartstring-pulling narratives.

But for all the emotional payoff, a question lingers: Can these SG60 brand films really be more than just symbolic gestures? Would they drive real world behavioural change?

Read more here. 

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