Marketing

Toggle

Article

Singtel and StarHub get patriotic with National Day campaigns

To commemorate Singapore’s bicentennial year and the nation’s 54th birthday, StarHub has unveiled a music video titled #WeWillGetThere. The video is the first in a series of real-life stories on people and organisations that embody the spirit of togetherness – regardless of race, language, religion, gender, class and ability.

Paying homage to the early-day heroines, the spot features the legacy of three change makers who went beyond the call of duty and became champions of change in shaping Singapore to where it is today. The two-minute film, which also includes a remake of 2002 National Day tune ‘We Will Get There’, shows students and teachers from three primary schools culminating works of art to showcase the three individuals.

This includes a PVC banner of politician and teacher Elizabeth Choy, a wall mural of philanthropist Hajjah Fatimah and a sculpture of social worker and lecturer Checha Davies. According to StarHub, these women were committed to their causes and are among many others as symbols of courage and selflessness.

Released by the telco on Facebook an hour ago, the video has already garnered over 1,400 views. The music video will run on StarHub’s social media platforms and air on StarHub TV channels and Golden Village screens starting next week.

This year’s campaign was conceptualised with StarHub’s creative agency BLKJ. This is the sixth instalment by StarHub. Some of its earlier viral hits include #TogetherWeCan, a collection of Singaporeans’ stories of resilience, Majulah Moms, a heartfelt rendition of “Majulah Singapura” performed by mothers, and Home by Homes, starring talents from voluntary welfare organisations.

Mei Cheong, vice president of brand and marketing communications, StarHub, said the ideals behind this year’s ‘Our Singapore’ theme resonates with the telco as it is pushing to be the change and build Singapore for the generations of tomorrow, today.

Rowena Bhagchandani, chief executive officer and co-founder, BLKJ said the Singapore Bicentennial is a stage for the team to remember and honour all the founding heroes and heroines.

“So, we are extremely privileged to be given the opportunity to partner StarHub with the National Heritage Board and Singapore Council of Women’s Organisations to create a campaign that celebrates today’s pioneers – and hopefully, will inspire tomorrow’s too,” she added.

Meanwhile, Singtel is also celebrating the Singaporean spirit of diversity, inclusivity and paying it forward in its new National Day film. The film features the first National Day song titled “In Return” commissioned by the telco to mark Singapore’s bicentennial and Singtel’s 140th anniversary.

Showcasing national para-swimmer Toh Wei Soong, theatre arts scholar and practitioner Shaza Ishak and orthopaedic surgeon and medical volunteer Dr Kumaran Rasappan, the film focuses on their shared dream of paying it forward. The tagline, “Follow your dream and always know your way home”, is played out in the video with the protagonists finding a renewed sense of purpose and belonging every time they return to Singapore. According to Singtel, the theme of following one’s dreams while being firmly rooted to home is captured in the film and its original score.

The video shows Toh, Shaza and Rasappan’s desire to give back has inadvertently meant time away from home, competing on the world stage, learning new skills to be applied back home and helping those who are less fortunate. Additionally, three short films featuring extended interviews with the three individuals will be released next week. Conceptualised and produced in-house in collaboration with Akanga Film Asia, and directed by K. Rajagopal, the video airs on Singtel TV and social media channels from 19 July to 13 August. Ting Si Hao, Marc Nair and siblings Benjamin Kheng and Narelle Kheng were involved in the song production.

Singtel’s VP for group strategic communications and brand, Lian Pek, said while Singapore is known for its progress and punching above its weight, it also needs to keep including and looking out for those who find themselves on the fringes of society.

“Singaporeans are no longer just internationals working and living overseas. They’re global citizens who are contributing to society at home and abroad. As the nation marks its bicentennial, we also wanted to capture this growing sense of global citizenship and the shared understanding that Singaporeans – no matter where they are in the world, always know how it feels and what it means to come home,” she added.

(Photo courtesy: 123RF)

Read More News

in Malaysia by

Meet JWT’s Nicole Tan

Tan's journey reads much like Peggy Olsen's in Mad Men: starting out as a secretary in the company and reaching the top ranks of t..

Trending