For its latest National Day campaign, Singtel has come up with a film featuring an original song – ‘In Return’ – specifically commissioned by the telecom firm.
Created in-house by Singtel together with longtime collaborator Akanga Films and director K Rajagopal, the video features national para-swimmer Toh Wei Soong, theatre arts scholar and practitioner Shaza Ishak and orthopaedic surgeon and medical volunteer Dr Kumaran Rasappan.
Speaking about its choice of stars, Singtel said: “Wei Soong, Shaza and Kumaran’s desire to give back has inadvertently meant time away from home, competing on the world stage, learning new skills to be applied back home and helping those who are less fortunate.
“Interestingly, it is through stepping away that one appreciates home even more. This theme of following one’s dreams while being firmly rooted to home is captured in the film and its original score, In Return, the first National Day song commissioned by Singtel to mark Singapore’s bicentennial and also Singtel’s 140th anniversary.”
The song was composed by Ting Si Hao, with lyrics by Marc Nair and performed as a duet by siblings Benjamin Kheng and Narelle Kheng, from Singaporean band The Sam Willows.
As a part of the campaign, three films featuring interviews with Toh, Ishak and Rasappan will be released next week.
Speaking about the campaign, Singtel’s vice president for group strategic communications and brand Lian Pek said: “This year, we pay tribute to Singaporeans who exemplify the Singaporean spirit of giving back – whether it’s speaking up for our differently-able, our ethnic minorities or helping the less fortunate.
“Singapore is known for its progress and punching above its weight but we need to keep including and looking out for those who find themselves on the fringes of society.”
“Singaporeans are no longer just internationals working and living overseas. They’re global citizens who are contributing to society at home and abroad.
“As the nation marks its bicentennial, we also wanted to capture this growing sense of global citizenship and the shared understanding that Singaporeans – no matter where they are in the world – always know how it feels and what it means to come home.”
Singtel’s previous campaigns for National Day include The Drive Home and its first ever campaign to mark the occasion, National Day After.
The telecom company has also created themed campaigns around Chinese New Year and Christmas.
source: http://www.mumbrella.asia
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