Mentos Proposes to Finland on Behalf of Singapore

Celebrates National Day By Trying to Solve Singapore's Land Problem

Published On
Aug 02, 2013

Editor's Pick

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!)

Credits

Date
Aug 02, 2013
Brand :
Mentos
Client :
Mentos
Agency :
BBH-Asia Pacific
Creative Director :
Maurice Wee
Executive Creative Director :
Scott McClelland
Senior Art Director :
Janson Choo
Senior Copywriter :
Khairul Mondzi
Art Director :
Kooichi Chee
Social Media Curator :
Dominique Rowe
Head of Film :
Daphne Ng
Producer :
Wendi Chong
Digital Producer :
Philip Dabrowski
Music Composition and Production :
Fuse Adventures in Audio
Typo Illustration :
ONO Creates
Digital Production :
Avantworks
Animation/Character Design :
Persistent Peril
Animator :
Ginny Jones
Animator :
Garth Jones
Animator :
Jonny Clapham
Animator :
Rich Gladman
Producer :
Sam Bourner
Intro and Outro Animation :
Elena Ho

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Project Type