Samsung's National Day 'Power to Progress' campaign strikes a chord with Singaporeans

Samsung_Singapore National Day.jpgSamsung has released a new Singapore National Day campaign to celebrate Singapore's remarkable success and empowering the society through engaging and connecting with the nation's pioneers to achieve a common goal for the future.

The 'Power to Progress' campaign launched via Cheil Singapore and since its release, the video has garnered more than 750,000 views.


"Samsung is no stranger to progress, in fact, it is an integral part of our belief system; at the heart of all we do. This commitment to progress is evident with each innovation we create," said Juisiang Lee, Managing Director of Samsung Singapore.
With each product, the brand seeks to empower its consumers to take on life's challenges, and succeed--from homemakers keeping track of their family's busy schedules, to entrepreneurs making plans to expand beyond Singapore.
 
Kicking off the campaign is a tribute video to Singapore's own success. With a single stroke, and a larger-than-life canvas, Singaporean artist and illustrator Dawn Ang outlines each of the nation's achievements, over the last 200 years.
 
The single stroke represents an unbroken society, in spite of its diversity. As each milestone appears on the canvas - in areas such as healthcare, education, amenities, defence, housing, transport and a growing economy - we are reminded how hard the generations before us fought to overcome different challenges. The result: Remarkable progress. As the next generation tasked to take over from the last, we can be sure that what comes next holds similar possibilities. As the impressive mural comes together piece by piece, we realise that we too must come together, to achieve a common vision for the future.
 
Samsung_Singapore National Day1.jpgSamsung_Singapore National Day2.jpgSamsung_Singapore National Day3.jpg"All we've achieved was built by different people, with a single focus. Similarly, today, while we are diverse in our views, cultures, and traditions, we're also united in a common goal. And if people are at the heart of progress, then we want to find ways to empower them," explained Larry Lim, Creative Group Head at Cheil Singapore.
 
And there's no better place to start empowering society than with the generations who came before, and struggled hard for the progress we see around us today. A collaborative effort with The Social Co., a Singaporean think tank that seeks to solve social issues, will see various changemakers use technology to engage and connect with Singapore's pioneers.
 
For example, Esther Quek, Editor-in-Chief of Buro 24/7 Singapore, is working with Irene Ong of True Blue Cuisine, a Nonya restaurant located within the Peranakan Museum, to put her age-old recipes on social media for all to enjoy. Divian Nair, TV host, actor, radio presenter and director, will use Virtual Reality (VR) to bring new experiences to the elderly, without them having to leave their homes. Toh D-Jin and Chua Yuxuan, both creatives at SGAG, will be using mobile games to connect with the elderly - because no one's too old to play.

 
Singaporeans can show their support for this cause, and thus, Singapore's pioneers by simply signing a pledge at www.powertoprogress.sg.
 
Moving forward, Samsung hopes to power more social causes, and therein, the progress of Singapore and all in its society.

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