PUB revives iconic National Day 'Home' track as part of marketing splash

National water agency PUB, in collaboration with Grey Singapore, has launched its annual water conservation campaign, “Our water makes every moment count.” The campaign aims to underscore how water is central in every cherished moment. It also highlights how far Singapore has come in forging a shared water journey together as a nation.

As a nod to the SG60 celebrations, the campaign film features the popular national day soundtrack "Home", to evoke the importance of water in making home feel like home.

Through heartwarming and authentic moments shared between loved ones, the film tugs at the emotional heartstrings of Singaporeans and further reinforces the crucial role water plays in everyday moments, further encouraging Singaporeans to cherish and conserve water.

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The film showcases family and friends across the nation taking part in various activities, such as cooking and sightseeing. The characters in the film partake in these activities while singing "Home", further highlighting the message of connection. 

"Our water flows through the life we build, let's cherish it and make every moment count," the video's caption said. 

The campaign was officially available to the public on 6 March, across several platforms, including digital and social media, OOH, and TV broadcasts. Singapore World Water Day (SWWD) was also celebrated over 8 and 9 March, which saw community and corporate partners coming together to commemorate Singapore’s water story, and to encourage Singaporeans to reflect on Singapore’s water journey and contribute to water sustainability.

Cindy Keng, director of PUB's 3P network department, said, "Over the past 60 years, water has played a significant role in charting our journey in nation-building. As our water story continues to evolve, now is the right moment for us to reflect on how far water has brought us, not just as a nation, but also as individuals and communities."

"Water flows through everything we’ve built, and it remains a precious resource that will sustain our growth and prosperity. Let us cherish it and continue to make every moment count," she added. 

In tandem, Graham Drew, chief creative officer for Grey Singapore, said, "Sometimes, all it takes is seeing something familiar in a new light to realise how much it matters. We all know how important water is, but we rarely feel it. That’s exactly what we hope to do — to remind people why caring for our water that sustains the activities that we love, matters now more than ever.”

Rohit Nair, managing director of Grey Singapore, said, "What a privilege to work on this campaign with PUB who are so passionate about the work they do, our job simply was to showcase this commitment to the nation." 

The film follows PUB's campaign in November last year titled "FLASH" to get Singaporeans flood ready. The campaign came amid frequent and extreme rain events due to climate change as well as sudden and intense storms resulting in flash floods. 

"While PUB's flood management measures have alleviated flood risks in Singapore over the years, it is impossible to eliminate floods entirely. As weather patterns become more erratic, your response matters," said PUB in a statement seen by MARKETING-INTERACTIVE at the time. As part of the campaign, PUB has released a short titled "Get flood-wise in a F.L.A.S.H.". 

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