National Day Parade 2026 wraps creative pitch

Singapore’s National Day Parade (NDP) 2026 organising committee has appointed DSTNCT as its creative agency to lead its nationwide branding and publicity campaign. 

DSTNCT will oversee the strategic development, creative execution and publicity management for NDP 2026. The contract will run until 31 August 2026, MARKETING-INTERACTIVE understands. 

“We’re incredibly honoured to be entrusted with the National Day Parade for a second year running. Last year marked a shift from NDP as a single-day spectacle to something Singaporeans could see themselves in and actively participate in," said Alexandria Yeo, business director and partner, DSTNCT. 

"This year builds on that momentum. With a new venue and format, we see an opportunity to take that even further. Reimagining NDP as a broader, more immersive experience for all Singaporeans. We’re excited to continue working alongside this year’s committee to shape the next chapter of the NDP brand," Yeo added. 

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The scope of work includes two key components covering branding and publicity. Under the branding component, the agency will be responsible for developing an integrated branding and publicity campaign strategy, including providing strategic direction and coordinating campaign execution across partners, production houses, media agencies and government stakeholders. DSTNCT will also develop public engagement campaigns and ensure alignment with NDP 2026’s communications objectives.

In addition, the agency will be tasked with creating the parade’s brand identity. This includes developing the brand concept and narrative, tone of voice, taglines and slogans, as well as integrating NDP’s mascot, August, into campaign executions.

For the publicity component, DSTNCT will handle the design and production of branded collaterals across digital and physical touchpoints. These include corporate identity materials, merchandise, event assets, signage, transport wraps and out-of-home advertisements. The agency will also develop the official NDP 2026 logo and brand guide, ensuring consistent visual standards across platforms.

Additionally, the agency will lead public relations and media outreach efforts, including developing a media engagement roadmap, securing partnerships with media owners and key opinion leaders, and producing publicity materials such as media kits and event backdrops.

DSTNCT will also be responsible for monitoring social media engagement.

This appointment continues DSTNCT’s partnership with NDP. Last year, the agency led the creative direction, branding, and publicity for NDP 2025, including the development of the SG60 brand identity and theme.

The win also expands DSTNCT’s portfolio, which already includes the Ministry of Digital Development and Information (MDDI). A recent project for MDDI was the Hari Raya festive film 'Kisah Musim Raya' ('A Raya tale), which highlights the importance of being present with loved ones during the celebrations. The film features Suria actress Nur Sabrina Nasir as Aisyah, alongside Pesta Perdana winners Siti Hajar and Izzat Yusoff.

Photo courtesy of Mediacorp, YouTube. 

Be part of #Content360 Singapore, 22–23 April 2026, where creativity and culture collide. Explore how AI-driven storytelling is shaping the future of content, gain practical insights, discover new tactics, and learn how the best in Asia are creating campaigns that truly resonate. 

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