StarHub has launched a new campaign to celebrate Singapore's unity in diversity and encourage all to unite as one people, regardless of race, language or religion. Titled "#RegardlessofColour", the video is part of a series of annual National Day campaigns, and will run for four weeks on StarHub's social media platforms as well as on StarHub TV and GV cinemas.
Blk J DDB and Freeflow Productions were involved in the making of this campaign.
"#RegardlessofColour" recalls the day-to-day realities which are familiar to Singaporeans, by juxtaposing parts of Martin Luther King, Jr.'s "I Have a Dream" speech with monochromatic snippets of people enjoying the bond of racial and religious harmony.
The latest video comes after StarHub's released two popular videos in the past two years, in a bid to promote togetherness in Singapore - "Majulah Moms", a music video featuring 51 Singaporean mothers; and "Home by Homes" starring talents from nine voluntary welfare organisations.
“This year, we want to pay tribute to everyone for working tirelessly to build and safeguard our way of life. This video, graded in black and white, is our way of encouraging all to unite as #OneNationTogether, regardless of race, language or religion," Howie Lau, chief marketing officer, StarHub, said.
“I feel happy to be featured in a video that celebrates racial harmony because I have always felt fortunate to be born in a place where we can be friends and family, regardless of race, language or religion. I can’t wait for my grandchildren to see grandma’s video," Suparti Bte Sukari, who was featured in the video and has a daughter-in-law of Chinese descent, said.
“The National Day video for StarHub is a love project for us. As a homegrown company, we are humbled to be given an opportunity every year to tell stories that define and celebrate the Singapore spirit. We hope Singapore enjoys it as much as we did making it," Rowena Bhagchandani, CEO and co-founder of Blk J DDB, StarHub’s creative agency, said.