National Day campaigns and activations we loved in 2023

The small but mighty nation of Singapore celebrates its independence on 9 August every year with voucher filled goodie bags to residents, an elaborate parade and a dazzling display of fireworks. This year's theme "Onward as One", calls upon Singaporeans to look forward confidently and move onward together in building a shared future as one united people, according to a statement on the NDP website.

As Singaporeans decorate themselves with National Day inspired temporary tattoos and wear red pieces of clothing to show their patriotism to the country that they call home, brands too have donned their red caps and have come up with creative ways to honour the country on its birthday.

From Google to Yeo's, here are some of MARKETING-INTERACTIVE's favorite brand campaigns and activations in Singapore this National Day.

Don't miss: NDP roundup: How are SG brands and agencies flexing their creative muscles?

1. Google

Hawker culture is arguably a key pillar in the Singaporean identity, which is why, this National Day, Google is allowing users to take on the role of a hawker through a new in-app mini-game called Hawker Pals to celebrate Singapore’s love for food.

From 8 to 20 August, users can feed four visiting friends, Meow Shanwang, Orh Lua and Orh nee, Merina Baey and a mystery customer by completing different payment actions to stand a chance to collect scratch cards with cashback totalling up to $105.

Google Pay is also bringing back its Hawker Scanner which uses image recognition technology to reward users that scan items people expect to see at a hawker centre.

2. KFC

KFC Singapore has partnered with local streetwear designer Amos Yeo, better known as Amos Ananda, to bring Singaporeans exclusive merchandise to celebrate the nation’s birthday.

The KFC x AMOS ANANDA collection comprises two unique reversible bucket hats with designs showcasing Amos’ interpretation of his upbringing in Singapore. The limited-edition pieces include KFC’s signature red and white stripes on the reverse side of the bucket hats.

Infused with Amos’ signature style, the designs will also see the artist's take on Singapore’s iconic Toa Payoh playground and ice cream pushcart blended seamlessly with KFC’s renowned fried chicken, another childhood favourite of his, according to a statement by the company.

5. Porsche

In celebration of Singapore’s 58th birthday, automobile brand Porsche Singapore has curated a 34km scenic driving route called the Porsche Colour Cruise that features vibrant landmarks in Singapore.

The campaign showcases the Porsche 718 Cayman GTS 4.0 in a bold Carmine Red colour as it makes an appearance on the various stops on the cruise such as the National Museum of Singapore and the Buddha Tooth Relic Temple.

Porsche Colour Cruise also begins at the Porsche NOW pop-up where consumers can fuel up at a coffee bar before starting on their scenic drive.

4. POSB

This National Day, POSB highlights Singapore’s tight-knit culture by reminding Singapore to acknowledge the neighbors and neighborhoods that make Singapore what it is today in a film titled ‘Just Next Door’.

The film was inspired by the life of Florence Ang, a POSB employee, who dedicates her time to helping her neighbors and community. The story begins with a boy named Ryan who is seen going door to door to ask his neighbors for ingredients to make rojak for his mother.

The film then flashes forward to when Ryan has become a working adult who finds difficulty balancing work and taking care of his mother who has dementia. In their lowest moments, they are helped by members of their community in a heart-warming full-circle moment. 

5. SHEIN

SHEIN has collaborated with educational institution Nanyang Academy of Fine Arts (NAFA) to launch a capsule collection that seeks to reflect the essence of Singapore’s cultural identity through a Gen Z perspective in celebration of Singapore’s 58th birthday.

For the collaboration, groups of students from NAFA’s Fashion Business and Management course worked on outfits along with SHEIN mentors and NAFA Fashion Studies lecturers.

The 12-piece SHEIN X NAFA capsule collection includes dresses, skirts and tops that feature local elements such as the ArtScience Museum and the Singapore flag.

In conjunction with Singapore’s birthday, SHEIN hopes to provide individuals with the opportunity to express their individuality by creating designs inspired by the vibrant tapestry of Singapore’s identity, said Leonard Lin, global head of public affairs and general manager of SHEIN Singapore.

6. Singtel

In honour of Singapore's 58th birthday, local telco Singtel has released a short film that also commemorates founding prime minister Lee Kuan Yew's 100th birth anniversary.

Titled 'From Mudflats to Smart Nation', the film aims to reference Lee’s famous quote from Singapore’s first year of independence in 1965 when he spoke of turning Singapore from mudflats into a metropolis.

Structured in three acts, the documentary traces the build-up of Singapore’s communications infrastructure in the post-independence years, to nationwide computerisation in the eighties, and the subsequent adoption of Information Communications Technology with the advent of the internet, right up to today.

7. Yeo’s

Beverage company Yeo Hiap Seng, better known as Yeo’s, has partnered with local content creator Anette Lee on a cheeky jingle that references Yeo’s canned drinks in a National Day Song.

The jingle begins with Anette poking fun at the songs that have been written for National Day that usually emphasise friends, family and unity as she says the phrase that summarises all of them is “we can”.

To usher in excitement for the nation’s birthday and the collaboration, customers can stand a chance to win cash prizes and a stay at the Fullerton Hotel when they submit their video entries singing the jingle.

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