A Look at How Brands Are Celebrating Singapore’s 60th

Singapore is marking 60 years, and brands are joining the celebration with a wave of campaigns. From heartfelt tributes to playful nods to the nation’s culture, these initiatives all set out with the goal of capturing the pride, history, and spirit of the milestone.

‘Nothing Comes by Chance’ – Via YouTube

We’ve rounded up some of the work from across the industry. Happy Birthday, Singapore!

Majulah Singapura – Singtel

Singtel launched its annual National Day film, titled “Majulah Singapura” or “Onward Singapore,” to commemorate Singapore’s 60th year of independence. Titled after the national anthem, the film serves as a rallying cry for all citizens to move forward into the future together.

Dream Big, Singapore – McCann Worldgroup

The song reunites the agency with former McCann Creative Director Hugh Harrison, who penned some of Singapore’s enduring National Day songs, including “Count on Me Singapore”, “Stand Up for Singapore”, and “We Are Singapore”.

Building Our Singapore Together – Audi Singapore

Image via Audi Singapore

Audi Singapore is celebrating SG60 with a campaign themed ‘Building Our Singapore Together.’

In partnership with Mediacorp’s ‘Design Pompipi’ contest, the brand will transform its House of Progress immersive lifestyle destination into a public art showcase from August 2 to 10.

SG60 Picnic Sets – Caltex

A Refreshed Spirit – Ministry of Digital Development and Information (MDDI)

This campaign celebrates Singapore’s nation-building journey, reflecting on the shared values of multiculturalism, boldness, and resilience that have united the nation and fueled its progress over the past 60 years.

Free Ice Cream – Income Insurance

Income Insurance is collaborating with participating ice cream uncles and aunties over the National Day weekend (9 and 10 August), to serve free ice cream to the public across six locations including the heartlands: Punggol, Bishan, Clementi, Tampines, Eunos and Orchard.

Limited Edition Jacket – PropertyGuru and Mr. Sabotage

The streetwear jacket, inspired by property agents who keep Singapore moving by day and pursue their passions by night—reflecting the spirit of Singaporeans everywhere.

Building our Singapore together, creating places for good – Frasers Property

As Singapore marks 60 years of independence, Frasers Property reflects on a legacy shaped alongside the nation’s growth—celebrating its heritage, as well as the partnerships, spaces, and communities.

Nothing Comes By Chance – Marina Bay Sands

‘Nothing Comes by Chance’ is a cinematic ode to Singapore’s journey, shaped by resilience, transformation, and the everyday moments that define its shared story.

SHIOK-ah-ccino – Starbucks

Starbucks Singapore, inspired by the rich kopi culture and enduring sense of community, has created a Singapore-exclusive Yuan Yang Coffee Frappuccino to celebrate the nation’s 60th anniversary.

Hyperlocal Nostalgia – Adidas x Milo

Adidas is celebrating Singapore’s 60th birthday with a hyperlocal tie-up with MILO, uniting two iconic names to stir nostalgia and ignite brand love across generations.

Yeo’s Special Edition Drinks, IG Contest, and Kampong Games

In celebration of Singapore’s 60th birthday, Yeo Hiap Seng (Yeo’s) is embracing the kampong spirit this August with festive activities, community initiatives, and special-edition beverages crafted for every generation of Singaporeans, under the theme “Nourishing Our Nation.”

Celebrating with Singapore – Singapore Airlines

The Singapore Airlines (SIA) Group is marking Singapore’s 60th year of independence with a series of SG60-themed initiatives running from April to December 2025 under its Celebrating with Singapore campaign.

Highlights include special SG60 fare deals on Singapore Airlines and Scoot flights, bonus miles accrual on Scoot services, and additional discounts during KrisFlyer’s upcoming Spontaneous Escapes promotions.

How Do You Want to Grow Old? – Synapxe

Synapxe, the national HealthTech agency, is celebrating SG60 with a campaign and event activation that invites Singaporeans to reimagine ageing by reframing the question ‘what do you want to be when you grow up?’ to ‘how do you want to grow old?’.

Limited Edition Loaves & Heritage Video – Gardenia

A journey across the little red dot through the eyes of Gardenia’s bread mascot, from bustling kopitiams to iconic landmarks.

Unthinkables – BBH Singapore

To celebrate Singapore’s 60th birthday, BBH Singapore has created what may be the nation’s first legal chewing gum alternative. Titled Unthinkables!, a chewable treat that looks, tastes, and chews like traditional gum.

Pushing Boundaries, Connecting Generations – Scoot

In celebration of Singapore’s 60th year of independence in 2025, Scoot, the low-cost subsidiary of Singapore Airlines (SIA), has launched the third edition of its annual National Day campaign. This year’s theme, “Pushing Boundaries, Connecting Generations,” aligns with the broader SG60 narrative of nation-building

SG Amplified – TikTok

History with heart 🇸🇬✨ Wee Liang is preserving Singapore’s stories one video at a time on SG Amplified – a series spotlighting 60 inspiring changemakers. #TikTokSGAmplified #SG60 @ngweeliang_

♬ original sound – TikTok Singapore – TikTok Singapore

TikTok describes the ambitious celebration as “a series highlighting extraordinary individuals transforming Singapore through grit, creativity, and empathy.”

If there is anything we missed that you think should be shared here, let us know.