Sophie Chen
Aug 2, 2013

StarHub sings it loud, and in Singlish, for Singapore National Day

SINGAPORE - In celebration of National Day 2013, StarHub, Singapore’s info-communications provider, has partnered with DDB Singapore and the celebrity blogger Mr Brown to invite Singaporeans to share what makes them proud to be Singaporean—up to and including speaking 'Singlish'.

wide player in 16:9 format. Used on article page for Campaign.

From now until noon on 8 August, Singaporeans can visit StarHub’s Facebook or Mr Brown’s blog to share what makes them so uniquely Singaporean, or tweet their comments with the hashtag #singaporeanness.

On the 8th, Mr Brown will compile selected comments into one unofficial National Day song. The music video will be available for viewing on StarHub’s Facebook and YouTube channels.

“There are many facets that make us Singaporean,” said Wang Li-Na, head of consumer marketing at StarHub. “Regardless of race, religion or even language in this multicultural melting pot, there are numerous unique Singaporean traits that make us one united people.” It’s timely to celebrate National Day in the form of one song that will bring out the true flavour of Singaporean-ness, she added.

In a tribute to the nation’s 48th birthday, StarHub has produced a series of birthday greetings that celebrate Singapore’s unique qualities and culture, including one official version using proper English, available on StarHub TV channels, in GV cinemas and during the National Day Parade, as well as four unofficial versions in Singlish, which can be viewed on a microsite (one is included above).



Chief creative officer Neil Johnson
Creative director Khalid Osman
Associate creative director Lester Lee
Senior copywriter Mahesan M
Art directors Chris Soh, Wu Yang Wei
Managing director Rowena Bhagchandani
Group account director Bernard Lee
Account manager Xindy Wang


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