For Singapore’s 50th birthday Havas Village Singapore and NTUC FairPrice salute heroes

In conjunction with Singapore’s 50th birthday, homegrown retailer NTUC FairPrice has tapped on Havas Village’s group expertise to conceptualise and launch their latest campaign that aims to celebrate the everyday heroes in our lives.

To kick off the campaign, FairPrice has collaborated with four Singaporean personalities in a video series showcasing how their heroes have inspired and helped them through their lives.

The teaser videos will be running across digital, TVC and OOH, with the full version showcased on the campaign website.

‘For the Heroes in Our Lives’ campaign invites individuals to contribute and share a story about people who inspire their everyday lives. The stories will be collated towards creating a huge virtual cake hosted on the campaign website. Visitors to the site will then be able to navigate through the virtual cake to read about the other nominated everyday heroes of Singaporeans from end May onwards.

Several avenues across different communication platforms have been set up to facilitate story collection: via the campaign website, using the hashtag #fortheheroesinourlives on social media platforms, outdoor interviews conducted across the island, as well as dialing in to a toll-free radio line.

An interactive birthday cake will also be installed at The Atrium of CityLink Mall in end July as part of the campaign, where the public will be able to submit birthday wishes for Singapore.

“We are extremely delighted to be a part of FairPrice’s SG50 celebrations as they have been an iconic homegrown brand that has grown alongside Singaporeans. We believe that every Singaporean has their own unique story to share and we hope to highlight the heroes present in their daily lives through this campaign,” said Levent Guenes, Havas Creative Group’s COO for Southeast Asia.

“Having provided quality essentials at affordable prices for the past 40 years, FairPrice has made it a corporate mission to moderate the cost of living in Singapore, and to look after the needs of the community it serves. In celebration of all the people who have made a difference to our lives, we are proud to be working with FairPrice and embark on a nation-wide SG50 campaign to show appreciation for Singapore’s “Unsung Heroes,” said Melvin Lim, CEO of Havas Media for Singapore and Malaysia.