SG60 campaigns that remind us why this is home, truly

If there are two things Singaporeans love, it’s complaining about Singapore and celebrating it in the most over-the-top ways.

This SG60, brands have pulled out all the stops to mark the nation’s 60th year of independence with creative, quirky, and heartwarming tributes - from cheeky nods to classic Singaporean habits, to heartland homages, and yes, an unexpected amount of singing.

Here are some of our favourite SG60 campaigns that remind us why this is home, truly.

Don't miss: These SG60 collabs made our hearts go 'Bedok Bedok'

1. adidas - Rep your hood 

While most tourists know Singapore for its iconic skyline from the towering Marina Bay Sands to the durian-shaped Esplanade, few venture beyond to explore the city’s eclectic neighbourhoods.

For SG60, adidas dropped six fresh designs as part of its “Rep your hood” collection, paying tribute to Bukit Timah, Chinatown, East Coast, Jalan Besar, Kampung Glam, and Little India. Each design captures the essence of these districts, from cheeky monkeys in Bukit Timah to the vibrant shophouses of Little India.

Instead of spotlighting the usual landmarks, we love how it celebrates the places Singaporeans actually hang out at, whether it’s sipping 'teh' ('tea') at Kampung Glam and cycling down East Coast wondering, "What is the real East Coast plan?". 

Read more here. 

2. Archie comics & Chiral Comics 

To celebrate SG60, Singapore-based art studio Chiral Comics teamed up with Archie Comics for a special localised variant of Betty & Veronica: Summer Fun in the Sun #1. The cover features the Riverdale gang exploring Gardens by the Bay, with Archie proudly wearing an “I love SG” shirt and Jughead chomping on - what else - a durian.

This collab quite literally puts Singapore on the (comic book) map. Many of us grew up with Archie, so seeing this all-American classic give our city a shoutout? Unreal.

Read more here. 

3. Lazada - The good old days 

This SG60, Lazada Singapore is serving up a cheeky slice of nostalgia, blending throwback storytelling with jaw-dropping flash deals that nod to the days when kopi cost mere cents and hand-painted ads lined the streets.

Running from 7 to 10 August at 8PM daily on the Lazada app, “The good old days” flash sale features deals going for just 10¢, 20¢, and 60¢. Seriously, are we even Singaporean if we don’t love a good deal? Add in a virtual queue, and we’re all in. Catch us waiting for 8PM sharp to snag those sweet, sweet savings.

Read more here.  

4. Momolato - SingaPop 

Ever wondered what the Merlion tastes like? According to Momolato, it might just be chocolate. Or strawberry.

This SG60, homegrown gelato pioneer Momolato is turning up the heat (and cooling us down) with “SingaPop”, a new line of handcrafted popsicles shaped after Singapore’s most iconic landmarks. Blending heritage, design, and flavour, the collection features edible tributes to the Merlion, Marina Bay Sands, Botanic Gardens, and Kampong Gelam. Each pop comes in thoughtfully designed packaging that shares the story behind the monument, adding a delicious dash of culture to every bite.

Food is the fastest way to a Singaporean’s heart and food that tastes good and beats the heat? Even better. We’ve never seen our landmarks reimagined like this, and the fact that it comes from a local brand makes it all the more sweet.

Read more here.

5. PUB - Our water makes every moment count 

National water agency PUB, in partnership with Grey Singapore, has unveiled its annual water conservation campaign, “Our water makes every moment count,” to remind Singaporeans of water’s vital role in life’s most meaningful moments.

As a tribute to SG60, the campaign film is set to the beloved National Day classic Home, tapping into a deep sense of nostalgia and national pride. Through intimate scenes such as cooking with grandma, skateboarding with friends and a baby’s first bath, the film shows how water quietly connects the moments that make Singapore home.

Ask any Singaporean what their favourite NDP song is, and odds are they’ll say Home by Kit Chan. Pair that with slice-of-life scenes we can all relate to? It’s an emotional gut punch and a powerful reminder to treasure the little things (and the water that makes them possible).

Read more here. 

6. SGAG & Hossan Leong - We live in Singapura 

We live in Singapura, it's not perfect living, but at least it's interesting indeed. 

SGAG has teamed up with beloved local entertainer Hossan Leong to reboot his iconic comedic anthem with “We Live in Singapura (2025)”, a rapid-fire, nostalgia-loaded music video that zips through two decades of Singaporean pop culture, chaos, and headlines.

Set to a refreshed beat and brimming with blink-and-you’ll-miss-it moments, the video strikes the perfect balance between comedy and commentary. It pokes fun at everything from CDC vouchers and general elections to leopard preens and million-dollar flats. The lyrics hit way too close to home and the song itself is nostalgic, cheeky, and just so damn catchy. Psst, Hossan Leong, teach us your secrets to looking this young. 

Read more here. 

7. UOB - UOB Plaza 1 light up 

UOB is lighting up SG60, quite literally. The bank has transformed UOB Plaza 1 into the world’s tallest, brightest, and longest projection mapping canvas, setting a Guinness World Record in the process.

The 280-metre-tall tower now beams a series of dazzling projection shows that celebrate both UOB’s legacy and Singapore’s journey, blending tech, culture, and community into one jaw-dropping visual spectacle.

The initiative electrifies the already iconic Marina Bay skyline. You can spot it from miles away, and it’s impossible to look away. The visuals are stunning, the scale is massive, and the national pride? It just went up 280 metres. 

Read more here. 

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