MAJULAH
MOMS
July 2016
Client: StarHub
Client: StarHub
What makes us a Singaporean?
Perhaps the answer has always been etched within our anthem.
As Singapore steps into their next milestone of 51 years as a nation, StarHub launched a new rendition of the national anthem, “Majulah Singapura” to remind us of the essence that makes us Singaporeans.
The film features 51 Singaporean mothers of diverse backgrounds, origins and ethnicities but united by a common journey.
Perhaps the answer has always been etched within our anthem.
As Singapore steps into their next milestone of 51 years as a nation, StarHub launched a new rendition of the national anthem, “Majulah Singapura” to remind us of the essence that makes us Singaporeans.
The film features 51 Singaporean mothers of diverse backgrounds, origins and ethnicities but united by a common journey.
Notes:
The original ambition was to feature 51 pregnant mothers to represent the nation’s birthday. Casting 51 pregnant mothers would have been too risky of a production endeavor, since we had very little time and budget to work with.
The next logical move was to widen the casting net to include mothers from all walks of life. Even though there was a representation of motherhood across various milestones, they are all grounded by the same hope for the next generation.
The original ambition was to feature 51 pregnant mothers to represent the nation’s birthday. Casting 51 pregnant mothers would have been too risky of a production endeavor, since we had very little time and budget to work with.
The next logical move was to widen the casting net to include mothers from all walks of life. Even though there was a representation of motherhood across various milestones, they are all grounded by the same hope for the next generation.
Film:
Behind the scenes:
Creative Circle Awards 2016
Cyber Category - Bronze
IAS Hall of Fame 2016
Contenting Marketing Idea of the Year - Silver
For Good Award - Silver
Credits:
Creative Directors: Khalid Osman, Lester Lee
Senior Art Directors: Marvin Liang, Sid Lim
Copywriter: Michael Chin
Production: Freeflow Productions
Audio: Fuse