In the weeks leading up to Singapore’s 50th year of independence, we rolled out a series of microvideos on OSIM’s Youtube and Facebook accounts. These clips featured short stories of the Pioneer Generation and how their hands helped build the nation. This strategy broke away from the sales and festive shoutouts that brands normally do during this period, and created a meaningful place for consumers to reflect on Singapore's milestones. OSIM’s campaign culminated in a Facebook Activation activity where users paid tribute to their parents, elders, teachers, and basically anyone whom they thought made contributions to build a world-class nation.