360 ADVERTISING CAMPAIGN

We looked to our 700-year old history and story that resonates with every Singaporean.

In conjunction with Singapore’s bicentennial, we looked to our past and used it to inspire music that is uniquely Singapore. The campaign hero – the Spin Player, mashed up sounds of iconic Singaporean historical eras and modern music genres.

It launched on our website and on ground. Singaporeans got an immersive DJ experience and played a part in the campaign with the mashups they made.

Top mashups went to 10 aspiring music acts. Through a webisode series, we followed their song-writing journey. 10 original Singapore songs debuted on Spotify and in a Showcase Concert.