SG60: Icons of Home
Ministry of Culture, Community and Youth
GOVT Singapore Pte Ltd
What’s Up?
The Challenge
SG60 was happening everywhere.
With activations taking place across different ministries, partners and events, the challenge was to make the celebrations feel like one connected story rather than a logo appearing across different touchpoints.
How could we turn a national milestone into something Singaporeans would want to take part in, return to, and remember?
Idea?
Collect a little piece of home. We tapped into something familiar to Singaporeans: the joy of collecting.
Icons of Home was a series of six collectible enamel pins, each celebrating a different slice of Singapore life. Created with local artists Hafizah Jainal, Dale Lam and Natasha Hassan, the illustrations drew from the traditions, objects and everyday experiences that make Singapore feel like home.Individually, each icon told a small story. Together, they formed a portrait of Singapore at 60.
Execution
Six Months. Six Icons. One Finale.
Rather than releasing the entire collection at once, a new Icon of Home was introduced every month from July to December 2025.
Each release corresponded with a different SG60 theme:
July
Cohesion & Unity
August
Red & White
September
Sports
October
Family, Seniors & Inclusivity
November
Future of Singapore
December
Giving Back
The monthly drops turned the pins into more than commemorative merchandise. Each new release created anticipation and gave people another reason to return to SG60 activations throughout the year.
The illustrations also became part of the wider campaign system, extending across print, OOH, digital, social and event touchpoints.
Impact
What began as a series of enamel pins quickly became something much bigger.
People queued to collect them, returned to multiple events to complete the set, and shared stories about the objects each illustration represented. Conversations naturally unfolded between generations. Parents pointed out things from their childhood, while younger Singaporeans discovered pieces of local culture they had never experienced before.
For me, that's what made the campaign successful. We weren't just creating collectibles. We were creating small moments of connection. In the end, Icons of Home turned SG60's message of Care. Connect. Contribute. Building Our Singapore Together. into something people could hold onto long after the celebrations were over.
Bringing the Campaign to Social
Once the visual system was established, the next step was bringing it to where most Singaporeans would experience it first: social media.
For social, I developed a system that could carry the campaign across all six months while still giving each theme its own moment.
Instead of treating every post as a standalone asset, the content followed the rhythm of the monthly pin drops.
Teasing the crowd
With each monthly activation, social media became a way to keep the campaign alive between events. The content was split into two formats: Event Highlights and Teaser Videos.
Event Highlights Event Highlights looked back. After each activation, social content captured the people, activities and moments from the event.
Teaser Videos looked forward. Before each activation, short videos revealed glimpses of the next Icon of Home and invited people to discover the upcoming release.
One built anticipation. The other kept the celebration moving.
Together, they helped six monthly activations feel like one continuous campaign.
From Campaign to Collectible
By December, Singaporeans had followed the Icons of Home journey across six months of releases. To close the campaign, we introduced one final social activation: a chance to win the ultimate full set of all six Icons of Home.
Using a custom Instagram filter, people were invited to create and share their own SG60 moments for a chance to receive the complete collection. It gave the campaign a clear final payoff.
After months of discovering and collecting the individual icons, December offered one last opportunity to complete the entire set.
The activation encouraged people to create and share their own SG60 moments while extending the campaign beyond physical events. Instead of simply collecting the pins, audiences became part of the story, contributing their own memories and celebrations to the campaign.
Icons of Home created a simple recurring behaviour:
Discover. Collect. Return. Complete the set.
Each monthly release gave Singaporeans another reason to come back, while the December finale brought the collecting journey to its conclusion with the chance to win the ultimate full set.
What began as six individual enamel pins became a year-long collecting experience that turned SG60 into something tangible.
Not just something Singaporeans could see.