VCCP & SPH celebrate National Day in ‘Every Shade of Red’

For Singapore’s 59th birthday, Singapore Press Holdings (SPH)  wanted to celebrate Singapore and its people, fostering community connection and maintaining cultural  relevance. Facing the challenge of potentially waning national enthusiasm, our task was to find a way to effectively reignite the spark for National Day, leveraging SPH’s platform to create meaningful engagement around this key national moment.

Our strategy stemmed from the insight that authentic local stories were often overlooked amidst dominant foreign media and narratives. Our strategic big idea:  “Little red dot, big stories” looked to remind Singaporeans that it is these local stories that make up the true heart and soul of Singapore.  From heartwarming panda cub births to the occasional "What in the Yishun?!" absurdity, our local narratives hold immense texture and value. For SG59, SPH wanted to celebrate all our authentic, diverse stories – the lighthearted, the serious, the quintessentially Singaporean.