Mon, 20 Jul 2020 08:43:20 GMT
DDB Group Singapore’s annual LampPost Project upcycles National Day banners and flags into colourful tote bags so Singaporeans can carry their national pride all year long. Given how challenging and uncertain the year has proven to be, National Day 2020 presents an opportunity to reflect on the grit and resilience shown by Singaporeans over the past six months. The initiative creates an opportunity to support and give back to those in need.
In 2020, the project is proud to introduce a limited-edition Singapore Shoulder Sling. Each bag is individually cut and hand-sewn by seniors and less privileged Singaporeans from the banners and flags collected, sorted, and cleaned after National Day. Carrying the unaltered original prints, the jovial bags are colourful and exceptionally versatile. Sold on the website from 22nd July 2020, all funds collected will be donated to the Singapore Association for Mental Health (SAMH). The organisation helps Singaporeans with mental illness reintegrate into society.
“This has been such a poignant year,” said Sharon Goh, creative director at DDB Group Singapore. “We are incredibly proud of the way Singaporeans have pulled together to pull through. This year’s range will forever be a reminder of the camaraderie shown by Singaporeans during Covid-19. We have proven that we are in fact stronger together.”
For the first time this year, the LampPost Project is joining hands with Fashion Makerspace to teach Singaporeans how to sew their very own Singapore Shoulder Sling. Taught through both online and in-person workshops, participants can opt to keep their unique creations or donate them to the shop in their name.
The team are also planning to bring back last year’s hugely popular reversible totes with a brand new design. Upcycled, adjustable masks will further expand the growing range of National Day commemorative projects in 2020.
Since its launch, the LampPost Project has rallied nation-wide support from Singaporeans and local business leaders. “There is nothing not to love about the LampPost Project. It’s responsible, it’s patriotic, and it raises funds for an incredible charity,” added Goh.
DDB Asia, Mon, 20 Jul 2020 08:43:20 GMT