SG60 National Day Parade picks creative agency

Integrated creative agency DSTNCT has been named lead branding and publicity agency for Singapore’s National Day Parade 2025 (NDP 2025), marking a major milestone as the nation gears up to celebrate its 60th year of independence.

Appointed by the Ministry of Defence (MINDEF) after a competitive pitch, DSTNCT will lead the creative direction, branding and publicity efforts for NDP 2025. The campaign will culminate in August and is expected to be both deeply symbolic and widely unifying.

DSTNCT’s remit includes crafting the SG60 brand identity and theme, leading creative campaigns across digital, print and experiential platforms, coordinating publicity for the theme song, and driving multi-generational engagement across social media and on-ground activations.

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Known for its work with government bodies, social causes and youth-oriented campaigns, DSTNCT’s appointment adds to its growing reputation as a next-generation agency with cultural edge and storytelling flair.

“This appointment is both an honour and a responsibility,” said Alexandria Yeo, business director at DSTNCT. “NDP 2025 represents more than the parade—it reflects our Singapore story and identity as a nation. Our objective is to allow every Singaporean to celebrate in their own way.”

“Many Singaporeans are closet patriots, and by resonating with every generation we hope to galvanise participation through multi-touchpoint engagements that actively celebrate and contribute to the spirit of National Day,” she added.

The win follows DSTNCT's recent selection as one of 66 agencies appointed to the Whole of Government (WOG) creative panel by Singapore’s Ministry of Communications & Information. The panel was finalised after a pitch involving 141 agencies.

Prominent agencies that have made the cut include Edelman Singapore, Grey Group, DSTNCT, Germs Digital, BLKJ Havas, Waggener Edstrom, McCann Worldgroup, Ogilvy, Accenture, PICO, The GOVT, Formul8, TSLA, APRW, So Drama! Entertainment amongst others.

The contract is for a period of 36 months, with the option of extension for one or more periods up to a maximum of 24 months.

This will be under its “master contract panel” to carry out the services under the whole of government (WOG) period contract and framework agreement for creative services, MARKETING-INTERACTIVE earlier reported. The master contract will be made available to all government ministries, statutory boards, departments or Organs of State, the National University of Singapore, and Nanyang Technological University of Singapore.

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