Gillette has partnered with the Singapore Armed Forces to launch the #GilletteSalutes campaign. The campaign aims to commemorate 50 years of National Service in Singapore, and recognise and thank generations of National Servicemen, past and present, for their dedication and contributions to Singapore’s defence. It is also meant to celebrate Procter & Gamble’s (P&G) 30th year in Singapore.
The campaign included an official launch event that unveiled a National Service tribute short film, “Gillette Salutes the NSman in You”, directed by Jack Neo.
Gillette also announced the launch of ten limited edition NS50 razor designs inspired by the Army, Navy, Air Force, Civil Defence Force and Police Force that Singaporeans can get at the mega roadshow from 19 to 21 May and 10 islandwide in-store roadshows from May until July.
The “Gillette Salutes the NSman in You” Campaign is one of the largest ever P&G multi-brand campaign in Singapore. The concept of the campaign is deeply-rooted to Singapore identity – with 1 million National Servicemen till date. The campaign aims to be a meaningful way for P&G to give back to the community by contributing to the NS50 celebrations in recognition of the contributions from past and present NSmen.
The #GilletteSalutes campaign will end with P&G hosting the SAF Day Combined Rededication Ceremony 2017 for the Central Business District & South Zones on SAF Day, 30 June.
From 19 to 21 May, Gillette will be holding the Gillette ProShield Challenge at Plaza Singapura, where members of the public can experience firsthand what NSmen undergo as part of their Individual Physical Proficiency Test. The obstacles are designed to cater to members of the public of all fitness levels.