MCCY unites cultures from the canvas to the kitchen in SG60 campaign

The Ministry of Culture, Community and Youth (MCCY), in collaboration with DDB Group Singapore has unveiled a series of films as part of SG60 celebrations. The campaign aims to celebrate the shared values that have united Singaporeans and enabled the nation to thrive against the odds over the past six decades.

The three-part series aims to highlight multiculturalism as a key pillar of the country’s social cohesion and urges Singaporeans to preserve and expand common spaces and mutual understanding with people of different cultures and backgrounds.

Titled "There is beauty in harmony", each 75-second film captures an authentic exchange between two Singaporeans, leaning into the country’s diversity to learn new skills and spark innovation. The first film follows the interaction between homegrown artists Kamal and Cun Jiang as they both bring their distinct style together to create a work of art. 

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The Batik artist and the Chinese ink artist discuss how each culture brings a layer of depth to the piece, touching on Singaporeans' ability to pick up various skills. At the end of the video, the two artists showcase their collaborated work, further emphasising the message of multiculturalism. 

In the second film, homegrown chefs Mandy and Ganesh come together to create a fusion dish of 'rasam' ('spicy South Indian soup') and chicken dumplings. Similar to the first film, the two discuss their various backgrounds and Singapore being a multicultural food destination. 

In the final film, local musicians Kumaran and Juraimi come together to demonstrate the power of music to unite. Kumaran showcases his skills on the 'tabla' (Indian hand drums), while Juraimi exhibits his abilities using the 'gambus' ('Malay stringed instrument'). Tying back into the message of multiculturalism, the two attempt to play the instruments from each other's culture.  

"Throughout time, food, art, and music have served as powerful bridges, uniting diverse communities through a shared passion. As we celebrate our nation’s 60th anniversary, it is vital to cherish these intrinsic values that propel us forward as one," said Jeff Cheong, chief executive office of DDB Group Singapore. 

"The campaign taps into these shared emotions to demonstrate we have so much more in common than we think and everything to gain from working and playing together," he added. 

The campaign launched on YouTube earlier this year and was supported by in-article placements and assets on social media, broadcast TV, and radio.

This follows MCCY's latest digital campaign titled "Every support counts", released in March. The campaign was designed to highlight the crucial role that various support networks play in the success of Singaporean athletes, underscoring the importance of collaboration in helping athletes meet their objectives.

At the heart of the campaign is a feature film focusing on three prominent athletes from Singapore. The film explores a variety of support systems including sports nutrition, psychology, physiology, biomechanics, strength and conditioning, along with essential emotional and practical support from family and friends, all of which are vital in overcoming challenges faced by athletes.

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