Last year, BBH and Mentos encouraged Singaporeans to contribute to solving the island nation's meager birth rate by "getting it on" on the occasion of Singapore's National Day.
This year -- the country itself gets flirtatious, in National Day Proposal -- a cheeky name that also bears the same initials as NDP, more familiarly associated with "National Day Parade," the glitzy, opulent and free show that takes place on Aug. 9 every year to celebrate Singapore's nationhood. The "proposal" comes from Singapore to Finland, a nation where the air-conditioning is always on and land is plentiful, two things Singapore lacks. So why not marry the two? As of May, Singapore's population was just over 5.4 million, while Finland's was the same. The difference is in landmass: Singapore's a meager 687 km-squared, and Findland's is 338,424 km-squared.
"Fingapore" certainly isn't a bad name at all. A snippet from the music video accompanying the campaign:"I'm filling up fast, it's getting too cramped/I need to expand, put some load in your land. My permanent summer be perfect for your winter/ Let's get together, mix it up like NEWater." (NEWater, by the way is the branded name for the country's reclaimed water--more precisely, treated sewage water, which also happens to be potable and apparently, tastes GREAT!)