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Group745
Group745
Group745
Group745
Group745
Group745

MENTOS NATIONAL NIGHT

11/03/2015
Advertising Agency
Singapore, Singapore
364
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Credits
When BBH Asia Pacific was tasked to come up with a campaign to launch a special edition Mentos candy bar for Singapore’s National Day, little did they know about making front page of the Wall Street Journal’s US print edition, being talked about on CNN news, go completely viral on social media sites, make hundreds of more international headlines, receive 350,000 hits on YouTube and headline every national newspaper in Singapore. With the help of BBH, Mentos, in keeping with their brand truth of “fresh thinking” decided to show some love and do something radical for Singapore to celebrate National Day. Instead of just rah rah-ing national pride, BBH tackled a pressing social problem: Singapore’s declining birth rate. BBH devised the Mentos National Night campaign – a rap song – that called for all Singaporeans to do their ‘National Duty” on the night of August 9th. That’s right. BBH called on Singapore to make love to help boost the nation’s birthrate. Music, the ultimate language of love, was the official campaign medium. The specially composed ‘National Night’ rap was aired on a variety of channels including YouTube, Sound Cloud, and social media sites. The song, lyrics and chords were available for download while the rap was taught to and played by local cover bands around Singapore leading up to the big night!
About BBH Singapore

What it’s like to be a blacksheep or a client.

Join us as a blacksheep and you’ll find yourself part of a tight-knit band of people committed to doing the very best work they can for their clients.

While we abhor the ‘yes man’ mentality of some agency cultures, you’ll also discover that we don’t subscribe to the cult of self-indulgent creativity either.

Instead, we see creativity as one of the most powerful levers available to the brands we work on. We’re not much interested in scam or ‘initiative work’ – we want to do the big stuff, that has a genuine impact. Work that gets noticed in the real world.
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Work with us as a client and we hope your business will benefit profoundly from this culture. 

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You’ll find a bunch of opinionated, energetic people from all disciplines who want to work closely with you to achieve the ambitions you have for your brand.