SG60 campaign launches celebrating Singapore's nation-building journey

The Ministry of Digital Development and Information (MDDI) has collaborated with independent agency GOVT Singapore to launch an integrated campaign to commemorate the nation's 60th birthday this year.  The campaign aims to celebrate Singapore's nation-building journey and reflect on the shared values of multiculturalism, boldness, and resilience that have united Singaporeans over the past 60 years. 

Collaborating with veteran director Roslee Yusof of Freeflow Productions, the campaign's film tells the story of a refreshed spirit rising among Singapore as citizens move forwards together. The video aims to reflect Singapore's growth into the vibrant and diverse country that it is today, and rally Singaporeans to give back to the community, while contributing ideas to build the nation for the future. 

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“The celebration of our nation’s 60th birthday is an opportunity to build on the Forward Singapore exercise in refreshing our social compact. In commemorating SG60 together, we hope that Singaporeans can step forward and partner with one another to make the lives of fellow Singaporeans better. Let’s contribute to building a stronger Singapore together as we chart the journey of our future Singapore together," said Aaron Lye, director of campaigns and production department at MDDI. 

In addition to the campaign video, four key visuals featuring Singaporeans across all walks of life are set to be released. They include multicultural band yIN Harmony, founder of community volunteer group Kampung Kakis’, Mae Tan, inclusive fashion designer Elisa Lim of Will & Well, an artist with disabilities Gary Chong, founder of local start-up Commenhers, Nuryanee Anisah, and mental health and disability advocates Lino Felix and Zoe Zora. Viewers will also have the opportunity to hear their story through interview videos. 

"As the country celebrates its 60th birthday, we wanted the work to be a reflection of a Singapore that has evolved towards a new chapter of togetherness, boldness and progress," said Tim Chan, executive creative director at GOVT Singapore. 

MARKETING-INTERACTIVE has reached out to GOVT Singapore for more information. 

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