Mentos celebrates Singapore’s birthday with a proposal: “Finland, will you marry me?”
Singapore is proposing to Finland this National Day. Following on from last year’s Singapore National Night campaign, which rallied Singaporeans to address a national issue of the country’s declining birthrate by ‘doing their duty’ on national night, Mentos is this year out to get Singapore more land.
In celebration of National Day in Singapore, the Mentos ‘NDP’ coincides with the launch of the Mentos ‘I Love SG’ commemorative pack for the second year running.
BBH Asia Pacific has released a music video with a proposal to Finland – will you marry me? It’s another fresh take on the national day celebrations by drawing attention to an important social issue: Singapore’s increasing land and space constraints.
Which is why Mentos is giving our small island a tongue-in-cheek over- the top music video proposal to Finland that gives new meaning to the initials NDP.
As of May 2013, Singapore’s population was at 5,460,302 and its landmass 687 km² while Finland’s population was at 5,432,305 million with a landmass of 338,424 km².
Said Maurice Wee (left), Creative Director, BBH Asia Pacific: “The National Day Proposal is an epic plan to get Singapore more land by asking Finland to marry us. Why Finland? We have so much in common. We’re both rich and both well educated; And we’d like some of that land. I think Fingapore rolls off the tongue quite nicely.”
Credits:
Executive Creative Director – Scott Mcclelland
Creative Director – Maurice Wee
Senior Art Director – Janson Choo
Senior Copywriter – Khairul Mondzi
Art Director – Kooichi Chee
Business Director – David Webster
Account Director – Midori Watanabe
Account Manager – Bernice Ooi
Engagement Planning Director – James Sowden
Social Media Strategist – Josie Khng
Social Media Curator – Dominique Rowe
Head of Film: Daphne Ng
Producer: Wendi Chong
Digital Producer: Philip Dabrowski
Music Composition and Production: Fuse Adventures in Audio
Typo Illustration: ONO Creates
Digital Production: Avantworks
Animation & character design: Persistent Peril
Animators: Ginny Jones, Garth Jones, Jonny Clapham, Rich Gladman
Producer for PP: Sam Bourner
Intro & Outro Animation: Elena Ho
5 Comments
Could someone tell me who sings in the National Day Proposal (especially in the chorus part) ? It reminds me of someone…
Justin hawkins
Embarassing work. Last year they plead to increase its population, now they are running out of space? Next year, complain about expensive flight tickets? Finland is far far away from Singapore, why Finland?? Why insisting Finland is a she when Finland actually mean Fatherland. BBH is Badly Brutally needing Help.
Oh, Finland is called a fatherland, but personification of Finland is a barefoot young woman in her mid-twenties with often braided blonde hair, blue eyes, wearing a blue and white national costume or a white dress.
It’s cute.
What would Singapore do if Finland says “yes”?