BBH Asia-Pacific wants you to grab a Mentos and do your bit to boost Singapore’s birth rate

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Mentos I Love SG.jpgNationalDay.jpgUPDATED STORY – EXPECT SINGAPORE’S BIRTHRATE TO JUMP 9 MONTHS FROM TONIGHT: BBH Asia Pacific has launched a new campaign for Mentos that gives a fun fresh take on Singapore National Day Celebrations. Like a good citizen, these special edition Mentos packs wear their “I Love SG” badge proudly.

Mentos is encouraging every proud, financially secure adult in a stable, committed long-term relationship in Singapore, to get fresh and ‘do their duty’ on National Night – and give a patriotic boost to Singapore’s population.

Music, the ultimate language of love, is the official campaign medium.

 

The specially composed ‘National Night’ rap will air on a variety of channels from August 1st – including Youtube, Sound Cloud, and social media sites.

 

The song, lyrics and chords will be available for download while the ‘National Night’ rap will be taught to and played by local cover bands around Singapore leading up to the big night.

At 10:30pm on August 9th, – when the parade is over, the planes have flown by and the fireworks are long gone, – the ‘National Night’ rap will be played to signal the time for couples to… begin their duty.

The ‘National Night’ rap lyrics:

“You ready?  Leh-go!


The parade is long gone, the kids are in bed…


Let’s not watch fireworks, let’s makem’ instead…


It’s National Night, and I want a baby boo


I know you want it, so duz the SDU…

It’s National Night, so let’s make some fireworks ignite.

It’s National Night, let’s make Singapore’s birthrate spike.

To further demonstrate their love for the nation and its annual National Day celebration, Mentos is giving away thousands of these specially designed packs bearing the “I Love SG” badge at Changi Airport, GRCs and music venues around the city.

Credits

Business Director – David Webster


Account Director – Midori Watanabe


Account Executive – Bernice Ooi



Engagement Planning Director – James Sowden

Engagement Planner – Rachel Filer



Executive Creative Director – Scott McClelland

Creative Director – Maurice Wee


Art Director – Adrian Chan

Copywriters – Douglas Hamilton, Paul Edmonds 


Designers – Marcus Yuen, Uni Lee, Ronald Bunaidi


TV Producer – Charmaine Wong

Print Producer – Brell Chen
Digital Producer – Nicolyn Marino



Music Production – Fuse, Adventure In Audio


Character Illustration – Walter Teoh

Retouching – Wellcom


Digital Production – Avantworks

Music Clip Editor – Elena Ho