Singtel has released its first major National Day video to commemorate the nation's 52nd independence day. The video, which comes a day after 9 August, aims to inspire Singaporeans to "press on and keep up the Majulah spirit" beyond the National Day celebrations.
Narrated by veteran actor Lim Kay Tong, the video was produced in-house and will be executed across Singtel TV channels and on social media. The two-minute film pays tribute to the resilience and can-do spirit of Singaporeans, which has driven the country from third world to first.
The film is part of the telco's month-long National Day campaign, which also features a photo series captured by photographer Chia Aik Beng. The series showcases a range of Singaporeans expressing their aspirations for the country, and was rolled out on banners and posters at bus stops nationwide, as well as on social media. Creative agency BBH worked with Singtel to co-develop the photo series.
“It may seem counter-intuitive and even a little belated but it’s not. We hope the adrenaline rush that we all got from yesterday’s celebrations will have as long a tail as possible," Lian Pek, VP for group strategic communications and brand at Singtel, said.
"Hopefully, this little film will help keep the momentum of National Day going, prolong that sense of national pride and wanting to do more for ourselves and our country beyond the birthday party," she added.
Singtel will launch the second part of its month-long National Day campaign, the "Power On" campaign, in a week's time. It is designed to boost the morale of Singapore's athletes as they compete in the upcoming SEA Games and also aims to inspire citizens to do the country proud.
The "Power On" campaign features six partner athletes - Joseph Schooling, Loh Zhi Zhi, Mark Leong, Nur Alfian, Shanti Pereira and Shayna Ng - and will be executed on social media, TV and out-of-home channels.
"When we caught up with our SEA Games athletes, not a day goes by it seems, without them thinking about winning for Singapore. That’s what keeps them motivated despite the gruelling hours of training. We will be sharing their heartfelt thoughts on representing Singapore as ultimately, Team Singapore includes all of us," Pek added.
Last month, Singtel renewed its partnership with the Singapore National Olympic Council for five years. Under the renewed partnership, Singtel will fund the training of Team Singapore athletes competing in various sporting events. This includes the 2017 SEA Games, the Gold Coast 2018 Commonwealth Games and the 2020 Tokyo Olympics. The telco will also provide support through its mobile plans for Team Singapore. This will be on top of other fringe benefits to ensure that all sports officials and athletes are well supported and connected during the games.