ASIA-PACIFIC – SINGAPORE, AUGUST 3, 2012: BBH Asia Pacific and Mentos launched a new campaign that gives a fun fresh take on Singapore National Day Celebrations.
The special edition Mentos packs wear the “I Love SG” badge proudly. This iconic brand is on a mission to prove how truly, madly and deeply it loves this little red dot.
How? By using the fresh thinking Mentos is famous for, Mentos encourages every proud, financially secure adult in a stable, committed long-term relationship in Singapore, to get fresh and ‘do their duty’ on National Night – and give a patriotic boost to Singapore’s population.
Music, the ultimate language of love, is the official campaign medium. The specially composed ‘National Night’ rap will air on a variety of channels from August 1 – including Youtube, Sound Cloud, and social media sites.
The song, lyrics and chords will be available for download while the ‘National Night’ rap will be taught to and played by local cover bands around Singapore leading up to the big night.
At 10:30pm on August 9 – when the parade is over, the planes have flown by and the fireworks are long gone, – the ‘National Night’ rap will be played to signal the time for couples to… begin their duty. Hear and download the National night rap at www.nationalnight.sg
To further demonstrate their love for the nation and its annual National Day celebration, Mentos is giving away thousands of these specially designed packs bearing the “I Love SG” badge at Changi Airport, GRCs and music venues around the city.
Credits:
Business Director – David Webster
Account Director – Midori Watanabe
Account Executive – Bernice Ooi
Engagement Planning Director – James Sowden
Engagement Planner – Rachel Filer
Executive Creative Director – Scott McClelland
Creative Director – Maurice Wee
Art Director – Adrian Chan
Copywriters – Douglas Hamilton, Paul Edmonds
Designers – Marcus Yuen, Uni Lee, Ronald Bunaidi
TV Producer – Charmaine Wong
Print Producer – Brell Chen
Digital Producer – Nicolyn Marino
Music Production – Fuse, Adventure In Audio
Character Illustration – Walter Teoh
Retouching – Wellcom
Digital Production – Avantworks
Music Clip Editor – Elena Ho
