MERDEKA 5 FOR LIFE

How can MCI launch the Merdeka Generation Package in a way that celebrates the significant contributions of its recipients?

Through a series of music videos, we tapped into the emotional power of music, creating a meaningful and enjoyable experience that reinforces our commitment to honoring and supporting our Merdeka generation.

How it workED

Timeless classics were carefully selected to create an emotional connection with our audience, honoring their resilience and contributions to Singapore’s growth in a way that resonated deeply.

With these popular songs from the cherished yesteryears, we aimed to demonstrate the five distinct benefits of the Merdeka Generation Package while ensuring that the content remains equally engaging and enjoyable. Through vibrant visuals, heartfelt storytelling, and familiar melodies, we sought to make the information more accessible, helping seniors and their families better understand the support available to them.

More than just an awareness campaign, this initiative was a tribute—an expression of appreciation for the Merdeka Generation’s resilience, sacrifices, and role in shaping Singapore’s progress. By blending entertainment with meaningful messaging, we celebrated our appreciation for the Merdeka Generation in a way that brings a sense of joy and recognition to their lives.