marketing interactive

Mediacorp has unveiled a multilingual musical tribute film titled “Steady like one gang” as part of its SG60 celebrations, spotlighting everyday Singaporeans through a vibrant medley of song and dance. Set against familiar heartland scenes such as coffeeshops and bus rides, the joyful video brings together people from all walks of life in a show of unity, groove, and national pride. The tribute is available now on mewatch and YouTube and serves as the emotional centerpiece of a broader campaign aimed at celebrating Singapore’s 60th year of independence. Don’t miss: 7 SG60 films that stuck to us like kopi on a white tee Anchored on five pillars – keeping Singapore connected, celebrating heroes, championing abilities, connecting communities, and rallying the nation forward – Mediacorp’s SG60 initiative spans both screen and ground, with a content slate designed to honour resilience, heritage and identity. Among the highlights is On the red dot: Museum of U & me, an English-language docuseries featuring hosts Gurmit Singh and Oon Shu An as they explore the personal stories behind everyday items found in Singapore homes. The project will culminate in a pop-up exhibition at the National Museum lawn from October to December. Other key titles include Find me a Singaporean, a Chinese reality series profiling citizens making an impact abroad; Shaping tomorrow, a CNA docuseries spotlighting local brands shaping the nation’s future; and First frames: SG60, a collection of English and Chinese microdramas offering fresh takes on modern Singapore life. Audiences can also look forward to Fixing fate, a Chinese drama exploring time travel and the ripple effect of personal choices; ‘Sandamarutham’ (‘Fierce storm’), a Tamil drama set in Singapore’s final colonial days; and ‘Gerisik hati di Greece’ (Heartbreak in Greece), a Malay telemovie about a baker’s emotional journey to reconnect with her estranged son. These efforts were also brought to life at the Gardens by the Bay and Mediacorp National Day Concert on 3 August. Held at The Meadow, the family-friendly event featured carnival activities, fireworks, and performances by Kit Chan, Taufik Batisah, Hady Mirza, Yung Raja and more. Sports fans can tune in to the World Aquatics Championships, held in Southeast Asia for the first time, where over 2,500 world-class athletes will compete, including Singapore’s largest-ever contingent of 72 athletes. Mediacorp will also broadcast the Toyota World Para Swimming Championships from 21 to 27 September, featuring over 600 para swimmers from more than 60 countries, including Singapore’s own Yip Pin Xiu. Earlier SG60 titles such as Emerald hill, a Chinese drama continuation of The Little Nyonya, and the documentary Born in 1965, reborn at 60, are still available to stream on mewatch, CNA, and Mediacorp’s YouTube channels. Beyond programming, public participation has played a key role in Mediacorp’s SG60 campaign. The “SG60 design Pompipi” initiative invited the public to express their vision of Singapore through design, resulting in over 2,000 submissions and 18,000 public votes. The top designs have been turned into limited-edition SG60 partner merchandise. Meanwhile, the “SG60 makan culture” campaign brought foodies together to vote for their favourite hawker dishes, culminating in a curated guide celebrating Singapore’s rich culinary heritage. On social media, the #ThisIsOurSG series captures what “home” means to different members of society, from doctors and police officers to migrant workers and athletes, through short-form interviews and visual stories on TikTok and Instagram. Mediacorp isn’t the only brand tapping into music this SG60. McCann Singapore has also channelled the nation’s collective spirit with a new National Day anthem, Dream Big, Singapore. The track reunites the agency with Hugh Harrison, its former creative director and the songwriter behind iconic NDP hits such as Count on me Singapore, Stand up for Singapore, and We are Singapore. Notably, Dream big, Singapore revives a lyric originally written for Count on me Singapore but scrapped back in 1986: “We have a dream, we have a dream”. At the time, it was swapped out for the more pragmatic “We can achieve,” in line with the era’s economic realities. Now, nearly four decades later, that hopeful refrain makes a comeback, a fitting echo for a nation still dreaming big at 60. Accelerate your brand’s growth with AI-first strategies, emerging tech and data-driven experiences. Join 500+ marketing leaders at Digital Marketing Asia 2025 Singapore on 24–25 September to uncover transformative trends, real-world wins and powerful ideas for 2025 and beyond.  Related articles: RHB Singapore banks new television partnership with Mediacorp   Is your SG60 brand film a one-hit wonder?       IMDA partners local media to spotlight Singapore’s history this SG60   source

Helen Lee has stepped down from her role at LinkedIn Singapore, where she led agency partnership and development for the past three years. In a heartfelt LinkedIn post, Lee described her time at the company as both a career and life-changing chapter.  “This journey has been transformational, not just in what I do but in who I have become. I have grown as a leader, deepened my sense of purpose, and learned what it truly means to be generous, collaborative, and mission-driven,” said Lee.  Don’t miss: Shangri-La Singapore names new director of marketing  Lee joined LinkedIn in August 2022 where she played a pivotal role in driving high-growth partnership initiatives with leading global and regional ad agencies. In her role, Lee was responsible for building and executing strategic partnership programs with the ‘Big Six’ holding companies and key independent agencies across the region. She collaborated closely with cross-functional teams to ensure alignment with LinkedIn’s business objectives, while keeping pace with fast-evolving industry trends, according to her LinkedIn.  Lee spearheaded a suite of initiatives designed to elevate LinkedIn’s agency partners, encompassing marketing strategy, product enablement, talent development, thought leadership, and commercial collaboration. Her approach combined strong business acumen, attentive listening, and a deep understanding of industry data and technological advancements to unlock new growth opportunities for both LinkedIn and its partners. Her contributions were widely recognised across the business. She was awarded the global agency team’s “Change maker” accolade, ranked among the top two globally for the “MVP” award, and placed in the top five across all LinkedIn Business Organisation (GBO) units for the “Leverage” award. In conversation with MARKETING-INTERACTIVE, Lee said that she was personally proud of the breakthroughs her team achieved in driving LinkedIn’s strategy partnerships with leading agency holding companies. “These breakthroughs are possible due to a strong shared vision we have across the ‘Agency & Education’ team at LinkedIn,” she added.  Before joining LinkedIn, Lee was the SVP, monetisation strategy and ad product marketing at Singapore Press Holding where she led the development go to market strategy for media products and omni-channel platforms with the goal of monetising audience, content and data.  Lee also collaborated with programmatic and adtech partners to improve monetisation of digital ad producs and solutions, spearheaded migration to first party audience solutions and managed the media agency channel to develop joint business partnership plans with the ‘Big Six’ advertising holding companies.  Lee has also held senior leadership positions at agencies including managing director of Zenith and associated director of Starcom. “I will miss the wefies, the heart-to-heart chats, the team calls, and all the passionate conversations about B2B and agencies,” she said in her farewell post, adding that:  Some chapters change your career. Others change your life. This was both. Accelerate your brand’s growth with AI-first strategies, emerging tech and data-driven experiences. Join 500+ marketing leaders at Digital Marketing Asia 2025 Singapore on 24–25 September to uncover transformative trends, real-world wins and powerful ideas for 2025 and beyond.  Related articles:   Standard Chartered names new global corporate coverage marketing director CHAGEE nabs Subway APAC head of marketing to lead social and digital Exit interview: Coca-Cola’s regional director of marketing, emerging brands bids farewell  source

Pasta brand Barilla is marking Singapore’s SG60 and Malaysia’s Merdeka Day with twin campaigns tapping into national pride, local flavour, and a love of carbs. In Singapore, the Italian pasta maker has teamed up with three homegrown F&B brands, COLLIN’S, PastaMania, and Twyst, for a National Day campaign spotlighting “Local pasta champions”. The tie-up aims to celebrate Singapore’s diverse dining culture while reinforcing Barilla’s positioning as the go-to brand for authentic Italian flavours. COLLIN’S, which began as a one-man hawker stall helmed by Chef Collin, now ranks among Singapore’s leading Western restaurant chains. PastaMania, founded in 1998, has grown into the country’s largest Italian casual dining chain. Twyst, launched in 2021 by local trio Lester Goh, Koh Wei Chong and Han Zhongchou, offers over 200 customisable pasta combinations using Barilla pasta across 13 outlets. Don’t miss: What Barilla’s Formula 1 move means for sports advertising beyond the Super Bowl From now until 10 August, shoppers who purchase any Barilla products at FairPrice, Cold Storage, or RedMart can redeem a SG60 “Local pasta champions” dining voucher pack, featuring deals from all three restaurant partners. Over in Malaysia, Barilla is celebrating Merdeka by merging fashion and food in a collab with iconic handbag designer Christy Ng. Known for her sophisticated design sensibility, Ng has created a limited-edition premium tote bag inspired by Malaysia’s multicultural identity and culinary heritage. The campaign blends Barilla’s Italian roots with Malaysian artistry in a move that aims to deepen brand resonance through lifestyle relevance. The exclusive tote will roll out from 14 July at selected retailers including AEON, Isetan, Jaya Grocer, Lotus’s, Mercato, and Village Grocer, bundled with select Barilla products. “For over 145 years, Barilla has brought families together around the dinner table. As we celebrate the upcoming festivities in Malaysia and Singapore, we are bringing the spotlight to our partners who are helping us bring communities together,” said Melissa Chin, head of categories and marketing, Barilla South & Southeast Asia. She added, “We are dedicated to supporting those who, like us, believe in delivering authentic, high-quality experiences that unite people around the shared love of food.” These regional campaigns follow hot on the heels of Barilla’s recent announcement that it has joined Formula 1 as an official partner in a multi-year deal. As part of the partnership, Barilla will operate pasta bars around the paddock and in the exclusive Paddock Club, while also activating trackside signage, digital promotions, and branded experiences for fans worldwide. Accelerate your brand’s growth with AI-first strategies, emerging tech and data-driven experiences. Join 500+ marketing leaders at Digital Marketing Asia 2025 Singapore on 24–25 September to uncover transformative trends, real-world wins and powerful ideas for 2025 and beyond.  Related articles: Laksa donuts? TikTok bites into SG’s food scene with creator collabs    foodpanda crowns local foodie favourites in SG60 hall of fame     Gen Z perspectives: GYG goes local and our favourite SG60 campaigns source

The Singapore Tourism Board (STB) and superapp Grab have teamed up to elevate visitor experiences and strengthen Singapore’s position as a top travel destination. Through a newly signed Memorandum of Understanding (MoU), both parties aim to attract more international travellers and boost tourism spend by combining STB’s destination marketing expertise with Grab’s technology and insights into dining and commuting trends. Central to the partnership is the sharing of data to better understand evolving traveller behaviour and uncover meaningful experiences, in line with STB’s Tourism 2040 roadmap. This collaboration empowers travellers to explore Singapore’s diverse precincts with greater ease and relevance, ensuring they get maximum value from their visits. Don’t miss: STB partners OpenAI to boost innovation in tourism  STB will serve as a gateway to connect Grab with tourism partners across the island, driving closer collaboration and leveraging Grab’s demand generation tools and marketing capabilities to increase footfall and tourism spending. A key highlight is the enhancement of the Grab travel pass, which bundles discounted transport and services for international visitors, simplifying travel planning and improving on-ground mobility while supporting tourism partners. The partnership also taps into Singapore’s reputation as a hub for global and regional events, with Grab working alongside STB and event organisers to elevate experiences through its mobility, food, and financial services, popular among both leisure and business travellers. Food remains a major draw for tourists, with Singapore’s culinary landscape, from Michelin-starred restaurants to local hawker stalls, continuing to gain momentum. In 2024, food and beverage contributed 14% to tourism receipts, marking a 6.3% increase from the previous year and a 73% jump compared to pre-pandemic levels. Features such as Grab’s dine-out discovery, which uses mapping and food reviews to surface highly rated eateries, assist visitors to venture beyond the usual spots and discover hidden gems in neighbourhood enclaves. By increasing the visibility of local eateries, heritage hawker stalls, and family-run businesses, the partnership aims to support a wider ecosystem of small businesses and channels tourism dollars beyond the city centre to retail shops and everyday dining experiences across Singapore’s precincts. “Visitors today seek good value and unforgettable experiences when they travel – and Singapore is a compact, yet exciting destination that delivers on both. Together with Grab, we hope to inspire more travellers to consider Singapore, and when they are here, to make every ride an adventure,” said Terrence Voon, executive director for Southeast Asia at STB. He added, “Grab’s extensive reach and capabilities, coupled with STB’s destination know-how, will help us understand our customers better, while making it easier for them to discover more, and get the most out of every moment in Singapore.” In tandem, Alejandro Osorio, managing director of Grab Singapore said, “One of Singapore’s greatest charms lies in the richness of its everyday experiences, from its distinctive neighbourhoods to the hawker centres and small eateries that define its culinary identity. “Through our partnership with STB, we hope to help travellers uncover these authentic moments, showcasing Singapore’s heritage and encouraging deeper exploration of its diverse precincts. In doing so, we not only enrich the visitor experience but also support local businesses by connecting them with a broader international audience,” he added.  The partnership comes on the heels of STB’s recent appointment of Ebiquity as its marketing agency consultancy partner, following a competitive tender. Over two years, Ebiquity will work closely with STB’s marketing group and regional offices to refine and optimise agency partnerships across key markets. The consultancy is expected to provide strategic guidance on agency performance, governance, and operational frameworks, ensuring STB remains agile and future-fit amid rapid technological change and growing scrutiny over media investments. Accelerate your brand’s growth with AI-first strategies, emerging tech and data-driven experiences. Join 500+ marketing leaders at Digital Marketing Asia 2025 Singapore on 24–25 September to uncover transformative trends, real-world wins and powerful ideas for 2025 and beyond.  Related articles: Grab launches AI Centre of Excellence to drive SEA innovation     How STB is grabbing attention in the age of endless scrolling  Grab serves up Sanrio cuteness in latest Signatures push source

In this new Marketing Connected podcast series “In conversation”, MARKETING-INTERACTIVE will be diving into conversations with experts and brilliant minds in the advertising, marketing, and media industries. This second episode features Manisha Seewal, group president of Redhill, a global communications agency. Seewal’s entry into public relations wasn’t traditional. She began her career on the media agency side before moving into client-side roles across tech and startups. It was during an interview for a head of marketing position at Tokio Marine Insurance (Asia) that she was told she needed PR experience. She took on the challenge, learning the ropes under the guidance of her mentor, former Edelman CEO Amanda. She later went on to lead marketing at Carro, a company which scaled up into a unicorn. After helping scale the automotive marketplace company, Seewal began exploring her next move, and Redhill came calling. A strong connection with founder Jacob Puthenparambil and the agency’s rapid regional expansion made the decision to join an easy one. Don’t miss: Women who lead: ‘I’m in the business of serving clients,” says Publicis Groupe’s Amrita Randhawa Since stepping into her role in 2023, Seewal has been focused on helping Redhill evolve from fast growth into structured, sustainable business. That includes ambitious targets including a potential IPO, as well as possible expansions into new regions such as Eastern Europe and Mongolia. However, growth at that pace doesn’t come without structural strain. Bringing alignment across markets, teams, and leadership styles has required difficult decisions, especially for a company that scaled quickly, and sometimes, unevenly. When Seewal joined Redhill, one of the first things she noticed was a disconnect in internal communication. Despite being a communications agency, the company had grown so fast that many of its systems hadn’t kept up. She implemented regular one-on-ones and regional catch-ups, supported by templates that prompted leaders to reflect on what really mattered. “It sounds simple, but it wasn’t,” she shared. “When a company’s in hypergrowth mode, everyone’s chasing top-line revenue. That’s where all the attention goes.” For Seewal, that wasn’t enough. She wanted teams to think beyond revenue and consider margins, sustainability, and long-term value creation. To make that happen, she restructured the senior management’s compensation framework, tying it directly to profitability, not just growth. She added: I was brought in to make the agency growth sustainable, and always focusing on the top line is not going to make it sustainable. It wasn’t a popular move at first. “Some aligned, some didn’t,” she said plainly. Nevertheless, the outcome has been positive. Today, Seewal says the agency is in a healthier position than when she first stepped in. Part of her approach is driven by clarity of purpose. She sees herself as a steward of the company’s future, not someone there to appease. “I’m not here to make friends. I’m here to make the right decisions for the business. If I can look back three years from now and still believe it was the right call, then I know I’m on the right track.” The bigger vision, however, goes beyond just day-to-day performance. With better margins, Seewal sees opportunities to invest in training and sending staff overseas for development. She said, that Redhill might even explore building new products, possibly with AI, but it all starts with having the financial breathing room to do so. As Redhill continues to chart new markets and deepen its regional footprint, Seewal’s approach blends ambition with operational rigour. While the goals are bold, the path forward is being built with intention and structure. Tune into the rest of this conversation on your favourite podcast platforms, by searching up Marketing Connected. For all the visual people out there, we’ve got your back as well, with our vodcasts on YouTube. Join us on 20 August at PR Asia 2025 and take charge of the new era of PR. Tackle trust head-on, stay ahead of shifting policies, and harness AI to power up your comms game. Get inspired, get connected, and get future-ready.  Related articles: Redhill appoints new regional senior director for SEA and India #IWD2025: Redhill’s Windy Anindya Putri on leading with trust and confidence PR agency Redhill turns its focus on Malaysia market with new senior hire source

Singapore may be turning 60, but it’s clearly ageing like fine kopi (coffee)  — full of flavour, character, and a knack for making people smile. This year’s SG60 films have served everything from nostalgia-drenched memories to heart-tugging tributes and a dash of humour for good measure. Whether they’re celebrating our hawker heritage, neighbourhood quirks, or the uniquely Singaporean way we say “okay lah”, these films are a reminder that national pride can be as warm and comforting as kaya on toast. Here are a few of our favourites from 2025’s SG60 celebrations. Don’t miss: Is your SG60 brand film a one-hit wonder? 1. Agency for Integrated Care (AIC) Who says ageing means slowing down? AIC’s SG60 film flips the narrative with seniors who are anything but retired from life’s adventures. From cycling and baking to hitting the books for university graduation, the one-minute “Celebrating life” video captures the spirit of staying active, curious, and unstoppable. This film is more than just feel-good moments, it’s part of AIC’s broader campaign encouraging positive attitudes towards ageing and boosting awareness of Age Well SG programmes. It’s a timely reminder that getting older doesn’t mean giving up but embracing new opportunities with energy and purpose. Read more here.  2. DesignSingapore Council Can you really design a nation? DesignSingapore Council’s SG60 film doesn’t just ask the question, it shows how design has quietly shaped Singapore’s success story for six decades. Developed with Kinetic Singapore, the film reframes design beyond pretty visuals, positioning it as a mindset of intentionality that’s influenced everything from city planning to identity and future-readiness. It’s a bold take that challenges viewers to see design as the invisible hand behind the systems and spaces that make Singapore tick. The campaign is a smart reminder that good design isn’t just about looking nice, it’s about building a nation that works for everyone, today and tomorrow. Read more here.  3. Ministry of Culture, Community and Youth (MCCY) What stood out about MCCY’s SG60 film series is how it celebrates multiculturalism through the quiet power of everyday moments. Across three 75-second films, we see Singaporeans from different backgrounds working side by side, whether it’s learning new skills or sharing simple tasks, showing harmony in action rather than just words. This isn’t about big ceremonies or speeches, but real-life exchanges where diverse cultures blend effortlessly, sparking fresh ideas and building mutual respect. It’s a subtle yet powerful snapshot of how Singapore’s social fabric is woven together through daily collaboration and shared purpose. Read more here.  4. Ministry of Digital Development and Information (MDDI) Directed by veteran filmmaker Roslee Yusof, MDDI’s SG60 film feels like flipping through a living scrapbook of Singapore’s past six decades, each page layered with stories of multiculturalism, bold choices, and sheer resilience. But what we like is that it doesn’t stop at nostalgia. Instead, it pivots to the future, nudging Singaporeans to think about what comes next. The call to “give back” and “share ideas” isn’t framed as homework; it’s an open invitation to be part of writing the next chapter. It’s a reminder that nation-building isn’t a spectator sport, and that the baton is always being passed, whether we notice it or not. Read more here.  5. National Council of Social Service (NCSS) NCSS’ SG60 film is basically a love letter to resilience and community spirit, wrapped in a cinematic hug. Set to A million dreams from The Greatest Showman, it pairs the soaring voices of the Voices of Singapore Children’s Choir and Starlight Voices with vignettes of people chasing big goals and overcoming obstacles, from earning a drone sponsorship to running alongside the visually impaired. What we liked most is how it doesn’t just stop at the “aww” moments. Each story feels grounded in reality, showing the grit it takes to get from point A to point B, and the people who quietly help along the way. It’s the kind of film that reminds you our dreams don’t exist in isolation, they’re built together, in little acts of support and encouragement. Read more here.  6. Singtel  Singtel’s SG60 film is a time machine with a data plan. Opening with grainy black-and-white footage of the first National Day Parade — think Yusof Ishak, Lee Kuan Yew, and streets lined with waving crowds — it fast-forwards to today’s celebrations, where the view is just as spectacular but framed through phone screens, livestreams, and social feeds. It’s a clever way of showing how far we’ve come, not just as a nation but in how we connect with each other. The shift from simply witnessing history to instantly sharing it says a lot about the role of technology in shaping our collective memory. Plus, with group CEO Yuen Kuan Moon front and centre, it’s also Singtel quietly staking its claim as part of that journey. Read more here.  7. Singapore Kindness Movement (SKM) The Singapore Kindness Movement’s SG60 trilogy is proof that kindness ages well, and looks pretty cinematic, too. Shot entirely in single takes, each short film moves through a different era, starting in 1966 and leaping to a speculative 2025, all threaded together by three themes: care, connection, and contribution. What makes it pop is the recurring “Singa girl”, a masked, almost mythical figure who appears just long enough to nudge someone into doing the right thing. It’s subtle, not preachy, and the use of SKM’s own term “Greatitude” (a mash-up of “be greater” and gratitude) gives it a rallying cry feel. It’s the kind of series that makes you reflect on how small, everyday acts of grace have quietly built the Singapore we know, and how they’ll shape the one we haven’t seen yet. Read more here.  Accelerate your brand’s growth with AI-first strategies, emerging tech and data-driven experiences. Join 500+ marketing leaders at Digital Marketing Asia 2025 Singapore on 24–25 September to uncover transformative trends, real-world wins and powerful ideas for 2025 and beyond.  Related articles: Gen Z perspectives: GYG goes local and our favourite SG60 campaigns     SG60 National Day Parade picks creative agency    IMDA partners

Roblox has appointed Papri Dev as its new head of communications for Asia Pacific, as the platform continues to deepen its engagement with regional communities and creators. In a LinkedIn post announcing the move, Dev said she was “excited to be on a new journey reimagining the way people come together.” “Each day, millions of people come to Roblox to create, play and connect with each other in experiences built by a global community of creators. Can’t wait to create magic and momentum in APAC with the team here,” she added. Don’t miss: Roblox opens the IP floodgates for creators and brands Dev’s appointment comes several months after she exited Tinder, where she served as vice president of communications for APAC. She was the dating app’s first employee in Singapore when she joined in 2019 and played a key role in shaping its brand voice and reputation across the region. At Tinder, Dev built and scaled the communications team and agency network from the ground up. She led integrated marketing and comms programmes that elevated the brand’s cultural relevance, while strengthening its equity in key markets such as Japan, Korea, Southeast Asia, South Asia and ANZ. Prior to her time at Tinder, Dev was with Zeno Group where she held several senior roles including chief client officer, managing director of client strategy and regional operations, and managing director of India. Her move to Roblox comes at a time when the platform is ramping up its presence in APAC, particularly as it explores partnerships in entertainment, fashion, and branded experiences to connect with younger digital-native audiences. Recently, Essence cosmetics doubled down on immersive gaming to connect with Gen Z and Gen Alpha on Roblox, expanding its “Kingdom of essentia” experience with a new summer island and its first monetised emote.  Meanwhile, in June, the Singapore Repertory Theatre (SRT) launched its first-ever immersive theatre experience on Roblox, inviting a new generation of audiences to engage with Shakespeare’s Macbeth in a virtual world. Part of the National Arts Council (NAC)’s Project Arts Metaverse (PAM), this digital reinterpretation of Macbeth lets players step into the mind of the tragic hero in a stylised sci-fi world. Accelerate your brand’s growth with AI-first strategies, emerging tech and data-driven experiences. Join 500+ marketing leaders at Digital Marketing Asia 2025 Singapore on 24–25 September to uncover transformative trends, real-world wins and powerful ideas for 2025 and beyond.  Related articles:    Tinder APAC VP of comms Papri Dev departs after five years essence levels up its glam game with new Roblox experience Singapore Repertory Theatre reimagines Macbeth in the metaverse through Roblox collaboration  source

Chewing gum has been famously banned in Singapore since 1992, a move aimed at curbing vandalism in public spaces. But as Singapore marks its 60th birthday, BBH Singapore is introducing what could be the country’s first legal chewing gum, without technically being gum. Called “Unthinkables!”, the product mimics the look, taste and chew of traditional gum but contains no gum base, making it water-soluble and legally permissible under Singapore’s strict regulations. The chew was developed in collaboration with Irene Chan, founder of Oni Cupcakes, and BBH’s Innovation Lab. The team tested over 60 flavour and texture combinations before finalising a hyper-chewy, flavoured candy that offers the full gum experience without breaching the law. Don’t miss: GOODSTUPH turns schoolyard slurs into pride keychains for Pink Dot 2025 “Unthinkables!” is more than just a novelty product. It’s a clever marketing statement that embodies BBH’s appetite for “impossible ideas.” Each piece contains a QR code linking to some of the agency’s most ambitious campaigns, such as “Heinekicks”, a viral initiative that turned sneakers into beer-filled art, and Trapped, a horror film created to launch a travel insurance product. “It’s unthinkable to launch a chewing gum in Singapore. Just like it was unthinkable to design a puffer jacket for the tropics to launch an extra-refreshing beer. But that’s the point. Creativity lets us solve problems by making the impossible possible,” said Sascha Kuntze, chief creative officer at BBH Singapore. Currently not available in stores, “Unthinkables!” can be requested directly from BBH Singapore, who invite brands and marketers to reach out for their own unthinkable ideas. BBH Singapore has built a reputation for conceptual products and campaigns that tap deeply into cultural moments and industry truths. Prior to “Unthinkables!”, the agency launched “Rinse & Repeat”, a conceptual soap bar blending personal catharsis with a satirical tribute to the creative grind. Styled as an actual soap made from organic ingredients and cheeky elements such as “lightly-salted tears” and “empathetic nods,” Rinse & Repeat metaphorically explores the emotional toll of agency life. The project was born from the lived experiences of BBH’s own creative team and accompanied by a poetic manifesto — an inner monologue of the creative journey’s cycle of ideation, rejection, and breakthrough. Accelerate your brand’s growth with AI-first strategies, emerging tech and data-driven experiences. Join 500+ marketing leaders at Digital Marketing Asia 2025 Singapore on 24–25 September to uncover transformative trends, real-world wins and powerful ideas for 2025 and beyond.  Related articles: Have you ever seen burnout turned into bar soap?   Havas Play rolls out 60 free social media audits for SG60 Creativity leads to sales: Tiger beer’s latest fashion statement is a cool beer-filled puffer jacket source

Lazada Singapore is serving up a cheeky slice of nostalgia for SG60, blending creative storytelling with jaw-dropping flash deals that harken back to Singapore’s early days when kopi cost cents and hand-painted ads ruled the streets. At the heart of its National Day campaign is a retro-inspired creative direction that pays tribute to vintage advertising, reimagined for the digital age. Spearheaded by local artist Tiffany Lovage, known for her heritage-style illustrations, the campaign visual mimics the warmth and whimsy of old-school poster art, complete with throwback typography, charming hand-drawn motifs, and a colour palette straight out of a 1960s kopi shop. While the final visuals were digitally crafted using iPad and iMac, Lovage embraced traditional methods in spirit. These visuals won’t just live online as they’re making their way into Golden Village theatres across Singapore, bringing a touch of nostalgia to cinema lobbies with eye-catching contrasts between retro visuals and contemporary backdrops. Don’t miss: ‘Heritage must evolve’: Ya Kun’s director of branding on keeping kopitiam culture fresh “I’ve always had a soft spot for vintage hand-painted posters — there’s no school like the old school. This Lazada collab was the perfect chance to bring that charm into the digital age, where the old meets the new,” said Lovage.  Meanwhile, a spokesperson from Lazada said that the campaign is “more than just a sale. It’s a playful nod to our past.”  “We wanted to honour the creative storytelling of vintage advertising, while bringing back the joy of small indulgences — especially at a time when prices usually only go one way,” the spokesperson added.  The campaign also delivers on the deal front. Running from 7 to 10 August at 8PM daily on the Lazada app, “The good old days” flash sale drops feature deals priced at just 10¢, 20¢, and 60¢ as a nod to the nation’s 60th birthday and the nostalgic price points of yesteryear. Items on offer include an Apple iPhone 16 for 10¢ from its retail S$1,299, a Nintendo Switch 2 console for 50¢ down from S$769 and an Ecovacs Deebot mini robot vacuum cleaner for 10¢. In addition, a MILO gao kosong powder 3-pack for 20¢ and Tefal IXEO and Garment Steamer for 10¢.  As Singapore turns 60, brands are tapping onto nostalgia for their national day campaigns. Starbucks Singapore, for example, released a limited-edition collection inspired by childhood memories and iconic local motifs. The T-shirt from the collection features a whimsical and heartfelt illustration that reimagines Starbucks as how it might appear 60 years ago, nestled in a traditional two-storey shophouse.  Similarly, Singtel unveiled a film titled “Majulah Singapura” highlighting how far Singapore and its people have come. The film brings viewers back in time through archival black and white footage of the national day parade and included scenes of first president Yusof Ishak and founding prime minister Lee Kuan Yew.  Accelerate your brand’s growth with AI-first strategies, emerging tech and data-driven experiences. Join 500+ marketing leaders at Digital Marketing Asia 2025 Singapore on 24–25 September to uncover transformative trends, real-world wins and powerful ideas for 2025 and beyond.  Related articles:  Nostalgia is not enough: How brands can get the rising trend right   adidas brews up hyperlocal nostalgia with MILO for SG60  Starbucks brews nostalgia and pride for national day source

Rachelle The Rabbit Distillery, one of Singapore’s most inventive spirit makers, is ushering in a bold new era with a full-scale rebrand that reflects a decade of transformation, experimentation and growth. Marking its 10th anniversary, the homegrown brand has officially dropped its former Compendium Spirits portfolio and unified its identity under a refreshed name, Rachelle The Rabbit Distillery, alongside a playful new sub-brand, Coju Bunnies, aimed squarely at the next generation of drinkers. Central to this milestone is the opening of its new facility at 6 Chin Bee Crescent, now Singapore’s largest distillery. Spanning over 23,000 square feet across two floors, the standalone space significantly expands the brand’s production capabilities, while doubling down on its commitment to locally crafted spirits that celebrate Southeast Asia’s ingredients and heritage. But the rebrand goes far beyond just a new name and location. Don’t miss: Carlsberg creates retro streets and vibes with Jalan Carlsberg “For us, rebranding to Rachelle The Rabbit Distillery is both a homecoming and a step forward,” said Simon Zhao, founder and master distiller. “It’s a reaffirmation of who we are and where we’re going. Our new home is a space for creativity, for pushing boundaries and for honouring the incredible diversity of Asia through every bottle we make, as we look to bring Singapore’s spirited identity to a broader global stage.” From its beginnings in 2015 as Singapore’s first licensed meadery to becoming the country’s first producer of locally distilled rice whiskey in 2021, the distillery has long been known for its unconventional approach to spirit-making. Its identity has always leaned into Southeast Asia’s botanical richness, using ingredients such as honey, coconut and rice, and combining them with Western techniques to craft bold, culturally resonant spirits. Now, this spirit of innovation takes on a more defined, brand-forward form. Every part of the distillery’s process, from sourcing and fermentation to distillation, bottling and labelling remains proudly in-house. This uncompromising, independent approach is not just a mark of quality control, but a core brand value. Visually, the new brand identity brings together whimsical storytelling with Southeast Asian visual motifs, particularly inspired by Peranakan culture. The redesigned bottles serve as visual canvases that reflect flavour, culture, and narrative. Adding further marketing punch is the launch of Coju Bunnies, a sub-brand built around the distillery’s Coconut Soju (Coju) series. Geared towards younger, more experimental consumers, Coju Bunnies combines tropical flair with a cheeky bunny mascot serving as a nod to Rachelle the Rabbit. Designed with fun-loving drinkers in mind, the first Coju Bunnies flavours include ‘Bandung’ (‘Rose milk’) and Ondeh Ondeh (‘chewy dough balls’), inspired by nostalgic regional desserts. Alongside its brand refresh, Rachelle The Rabbit Distillery is also eyeing global recognition with expanded capabilities and partnerships. The hiring of Japanese whiskey veteran Kenji Hariu as production consultant signals an elevated focus on technical mastery. With decades of experience at prestigious names such as Karuizawa and Fuji Gotemba, Hariu brings invaluable expertise as the distillery moves into traditional malt whiskey production and begins releasing private casks matured since 2021. Following a decade at the frontier of Singapore’s craft distilling scene, Rachelle The Rabbit Distillery’s journey echoes the path of other local trailblazers such as Brass Lion Distillery. Similarly, the homegrown spirit brand underwent a major brand refresh to more distinctly reflect its Singaporean roots and tropical storytelling roots. Originally launched as a local gin maker using native botanicals, Brass Lion partnered with branding agency Somewhere Else to elevate its visual identity, shifting from generic colonial motifs to a brighter, cleaner, and distinctly local aesthetic packed with botanical illustrations inspired by Southeast Asia. The revamp included a new tagline, refined packaging, and a visual system that brings the tropics front and center. This strategic reboot was designed to help Brass Lion stand out in the growing craft spirits scene, moving beyond Singapore-inspired messaging toward a more purposeful and differentiating brand identity.  Accelerate your brand’s growth with AI-first strategies, emerging tech and data-driven experiences. Join 500+ marketing leaders at Digital Marketing Asia 2025 Singapore on 24–25 September to uncover transformative trends, real-world wins and powerful ideas for 2025 and beyond.  Related articles:     Tiger Beer unveils striking new visual identity Under the influence How is Diageo keeping up as consumers drink less? Heineken taps the senses with multisensory ‘Ahhh-fterwork’ campaign in Indonesia source