The Lion City is officially a diamond. Singapore turns 60 this year, and brands across the island are in full celebratory swing, from nostalgic nods to national icons, to tongue-in-cheek tributes that riff on local quirks.
While the main event happens on August 9 when the National Day Parade returns to its historic roots at The Padang with fireworks, a 1,000-strong choir and some ambitious AR, marketers aren’t waiting for the marching orders. They're jumping in with campaigns that channel pride, play, and just the right dose of sentimentality.
Here are some of the standout SG60 campaigns catching our eye. Take a read.
Campaign: Retro Reimagined
Brand: Carlsberg
Carlsberg kicked off its SG60 tribute at Sneaker Con SEA earlier this year with a pop-up kopitiam that mashed heartland culture with streetwear cool. Its broader campaign, Retro Reimagined, leans hard into intergenerational nostalgia — with a video series featuring creator-grandma duos and Gen Z throwbacks that somehow make beer feel... sentimental.
Campaign: We Live in Singapore
Brand: SGAG
SGAG has teamed up with local theatre legend Hossan Leong to rework a beloved jingle into a cheeky music video that captures everyday Singaporean absurdities covering heartland hang-ups to HDB lift politics and everything in between. It’s already making the rounds on Instagram and TikTok.
Campaign: Dream Big, Singapore
Brand: McCann Singapore
Digging deep into the archives, McCann unearthed a long-lost lyric from Singapore’s past and turned it into a new National Day anthem. Written with original songwriter Hugh Harrison, Dream Big is part tribute, part time capsule and a pretty savvy play on emotional branding.
Campaign: Nothing Comes By Chance
Brand: Marina Bay Sands
MBS dropped a moody, cinematic tribute to Singapore told through everyday characters at personal crossroads. It's part love letter, part brand flex and a gentle reminder that the hotel and the country have grown up together.
Campaign: Refreshed Spirit
Brand: Ministry of Digital Development and Information (MDDI)
In a bid to spotlight national values like multiculturalism and resilience, MDDI released a film directed by Roslee Yusof that leans into hope and forward momentum with a call to help shape Singapore’s next chapter.
Campaign: Unthinkables
Brand: BBH Singapore
For Singapore’s 60th birthday, BBH Singapore invites you to chew on something Unthinkable: “chewing gum” from the land that banned chewing gum.
Campaign: SG Amplified
Brand: TikTok
@tiktoksg Celebrating SG60 with some of the incredible voices from our SG Amplified series ✨ Here’s their birthday wish to Singapore! ������ #TikTokSGAmplified #SG60 ♬ original sound - TikTok Singapore
TikTok went big with a year-round SG60 campaign highlighting Culture, Community, and Commerce. They teamed up with six local food spots for creator-led menus, showcased 60 inspiring local creators in a special video series, and sponsored the National Day Parade. With livestreams and partnerships supporting local businesses, TikTok’s campaign captures the entrepreneurial spirit and vibrant diversity of Singapore.
Campaign: How Do You Want to Grow Old?
Brand: Synapxe
Synapxe, the national HealthTech agency, invited Singaporeans to rethink ageing with a heartfelt campaign. Featuring an interactive video where kids shared how they imagine growing old, it encouraged everyone to consider a healthier future.
Campaign: Limited Edition Loaves & Heritage Video
Brand: Gardenia
Singapore’s beloved bread brand introduced two tasty limited editions: Thick Toast Brioche and Chocolate Royale to celebrate SG60. Alongside these, they shared a warm, nostalgic video starring their famous bread mascot exploring the sights and flavours that make Singapore home.
Campaign: Celebrating with Singapore
Brand: Singapore Airlines (SIA) Group
Brand: Singapore Airlines (SIA) Group
SIA’s SG60 campaign runs from April to December 2025 and is packed with perks, from special flight deals and bonus miles to exclusive Singapore-themed in-flight meals. The airline is also raising $2.6 million for social services and hosting an open house for community groups, highlighting their commitment to giving back and connecting people.
Campaign: Pushing Boundaries, Connecting Generations
Brand: Scoot
Scoot marked SG60 with a campaign encouraging meaningful travel and family connections. Working with local creators, they organised trips to culturally rich destinations like Ipoh, Perth, and Shantou. The campaign celebrates the pioneering spirit of Singaporeans by bringing generations together through shared experiences.
Campaign: Shiok Together
Brand: Starbucks
Starbucks celebrates SG60 with a nostalgic campaign featuring local artist collabs, special merch, and Singapore-only drinks like the Shiok-Ah-Ccino Yuan Yang Frappuccino. They’ve also revived the bring-your-own-tumbler discount to promote sustainability alongside national pride.
SG60 Celebration Campaign
Brand: Agoda
Agoda’s SG60 campaign runs from August 1–15, offering up to 20% off flights and hotels. The travel sale encourages Singaporeans to explore new places while celebrating the nation’s global spirit.
Campaign: Legacy of Growth
Brand: Frasers Property
Frasers Property took a moment to reflect on growing alongside Singapore for 60 years. Their campaign honours the spaces and communities they’ve helped build, mirroring the nation’s own story of progress and partnership.
Campaign: SG60 Picnic Sets
Brand: Caltex
Caltex’s limited-edition SG60 picnic sets add a fun twist to National Day celebrations. Designed to turn simple outdoor moments into memories, the sets invite everyone to share in the festive spirit and joy of this milestone year.
Campaign: Hyperlocal Collaboration
Brand: Adidas x Milo
Adidas teamed up with Milo for a special SG60 collection featuring tees, pins, charms, and even a sachet kit. The campaign taps into nostalgic Singaporean moments and Singlish quirks, celebrating the unique local culture and the connections that span generations.
Campaign: Curry Puff Socks
Brand: Old Chang Kee
Brand: Old Chang Kee
Old Chang Kee’s SG60 campaign is all about celebrating Singapore’s food culture with a nostalgic twist. From quirky curry puff socks to themed collaborations, they’re embracing the beloved local flavours that bring people together and represent Singapore’s shared heritage.
Campaign: Souvenir Jacket
Brand: PropertyGuru x Mr. Sabotage
To commemorate SG60, PropertyGuru has partnered with streetwear icon Mark Ong, known as Mr Sabotage, to create a reversible jacket that celebrates contemporary Singapore. One side features sleek pinstripes, embodying modern sophistication, while the reverse is a bold red adorned with intricate embroidery inspired by Singapore’s rich local culture and heritage.
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