Digital Marketing Asia 2024 Singapore
marketing interactive Digital Marketing Asia Singapore 2024 Digital Marketing Asia Singapore 2024
MCCY celebrates SG's uniqueness in heartwarming national anthem music videos

MCCY celebrates SG's uniqueness in heartwarming national anthem music videos

share on

The ministry of culture, community and youth (MCCY) has released two new official music videos for 'Majulah Singapura', the national anthem of Singapore. 

This marks its first change in over a decade, with the previous version of the film created in 2011. The two films were a result of discussions and planning that began in late 2023, with a goal to resonate with as many Singaporeans as possible, and to chart a collective path towards a progressive future.

The two new films, titled ‘Bersatu’ ('Unite') and ‘Majulah’ ('Onward'), focus on different aspects of the nation’s story.

Don't miss: Nathan Hartono’s plan to divide Singapore foiled in dramatic new MHA music video

In addition, the films feature personalities never before seen in previous national anthem films, including a female firefighter as well as a blind dragon boater. It also includes new iconic landmarks such as Gardens by the Bay, Jewel Changi Airport and Sentosa Sensoryscape.  

Bersatu’ celebrates the nation's racial and religious harmony and intergenerational rapport. It starts with a baby taking her first steps, a mother dropping off her child at kindergarten and children playing at the playground. 

The video later features a family having a picnic at Botanic Gardens, a group of volunteers cleaning up the beach, men completing their National Service, students graduating, couples getting married, and a man returning home from his travels. 

The music video ends with a mother giving birth to her baby. 

Majulah’, on the other hand, highlights Singapore's achievements, and the coming together of one people to build a future we all aspire towards.

The music video showcases Singaporeans working hand-in-hand to realise their dreams and collective aspirations including climbing a rock wall, dancing, playing sports and other inspirational scenes such as a nurse cheering up a sick child in hospital, fighting a fire and more. 

Led by GOVT, the films were jointly conceptualised with Freeflow Productions, and co-directed by Roslee Bin Yusof and Leroy Lim. The project represents the coming together of two homegrown independent creative companies for a single national cause.

“Growing up as a kid singing the national anthem, this has to be by far the most sentimental piece of work I’ve done and I’m extremely proud I did it with a team that pulled in the same direction,” says Aaron Koh, co-founder of GOVT and creative lead on both films.

“The new renditions build upon the timeless melody composed by Zubir Said while bringing a fresh, contemporary perspective through everyday triumphs, resilience and hopes for generations to come," added Koh. 

Both Koh and Lim share a common creative vision to build the films from scratch, and not rely entirely on archival footages. This allows the scenarios and stories portrayed in the work to be current, inclusive and authentic - a nod to the changing times of Singapore and Singaporeans today, the agency added in a statement. 

“We wanted the two pieces of film to be a celebration of progress but more importantly, of a sense of connection between our people, communities and nation," said Lim.

"Just like the lyrics of the anthem 'Let us unite in a new spirit'(Dengan semangat yang baru), we hope that these films will be a rallying cry and inspiration for all Singaporeans, now and in the years to come," added Lim. 

The film is set to the re-recording of the National Anthem, performed and released by the Singapore Symphony Orchestra on 3 December 2019

Similarly, the ministry of digital development and information (MDDI) teamed up with four local directors for its "Together for better" campaign, in support of the Forward Singapore exercise. 

Released in late July, the campaign saw four local directors - Royston Tan, Kirsten Tan, K Rajagopal and Tariq Mansor - producing a series of moving and thought-provoking films centered on four Singaporean families. 

The films showcase stories of tenacity and resilience of everyday Singaporeans as they work towards achieving their aspirations and improving their circumstances. 

Explore transformative trends to empower your brand for sustainable growth. Join 500+ marketing minds at Digital Marketing Asia 2024 Singapore on 1-2 October and uncover transformative trends to empower your brand, network with industry leaders and collaborate across industries, and discover real-life marketing wins and powerful ideas. 

Related articles: 
IKEA taps on uniquely Singaporean humour in hilarious National Day post
Scoot brings Singapore to Japan in heartwarming National Day campaign

Jetstar brand sentiments soar following Singapore National Day song

share on

Follow us on our Telegram channel for the latest updates in the marketing and advertising scene.
Follow

Free newsletter

Get the daily lowdown on Asia's top marketing stories.

We break down the big and messy topics of the day so you're updated on the most important developments in Asia's marketing development – for free.

subscribe now open in new window