MCCY partners with GOVT Singapore to create new Singaporean national anthem campaign
The Ministry of Culture, Community and Youth (MCCY) has released two new official music videos for Majulah Singapura, the national anthem of Singapore. Led by GOVT Singapore, the films were created with Freeflow Productions, and co-directed by Roslee Bin Yusof and Leroy Lim.
Broadcasted on free-to-air channels every morning, the previous version of the film was created in 2011. This marks its first change in over a decade.
The two new films, titled ‘Bersatu’ (Unite) and ‘Majulah’ (Onward), focus on different aspects of the nation’s story. While ‘Bersatu’ celebrates Singaporeans racial and religious harmony as well as their intergenerational rapport, ‘Majulah’ highlights their national achievements, and the coming together of one people to build a future we all aspire towards.
The two films were a result of discussions and planning that began in late 2023. The goal: To resonate with as many Singaporeans as possible, and to chart a collective path towards a progressive future.
Together, they share a common creative vision to build the films from scratch, and not rely entirely on archival footages. This allows the scenarios and stories portrayed in the work to be current, inclusive and authentic; a nod to the changing times of Singapore— and Singaporeans—today.
To that end, the films feature personalities never before seen in previous national anthem films, like a female firefighter as well as a blind dragon boater. It also includes new iconic landmarks such as Gardens by the Bay, Jewel Changi Airport and Sentosa Sensoryscape.
Aaron Koh, co-founder of GOVT and creative lead on both films, said: “Growing up as a kid singing the national anthem, this has to be by far the most sentimental piece of work I’ve done and I’m extremely proud I did it with a team that pulled in the same direction.
“The new renditions build upon the timeless melody composed by Zubir Said while bringing a fresh, contemporary perspective through everyday triumphs, resilience and hopes for generations to come.”
Leroy Lim, co-director of the films, said: “We wanted the two pieces of film to be a celebration of progress. But more importantly, of a sense of connection between our people, communities and nation. Just like the lyrics of the anthem: “Let us unite in a new spirit (Dengan semangat yang baru),” we hope that these films will be a rallying cry and inspiration for all Singaporeans, now and in the years to come.”
The film is set to the re-recording of the National Anthem, performed and released by the Singapore Symphony Orchestra on 3 December 2019.
Credits
Agency: GOVT
Foong Min Mei, Business Director
Aaron Koh, Chief Creative Officer
Kevin Poh, Group Creative Director
Andy Lim, Creative Group Head
Kristian Pineda, Copywriter
Jolene Mok, Senior Integrated Producer
Production: Freeflow Productions
Roslee Yusof and Leroy Lim, Co- Directors
Jill Soong, Executive Producer
Ong Tze Ni, Producer
Emma Liang, Producer
