In celebration of Mickey Mouse’s 90th anniversary and Singapore’s 53rd National Day, Raffles City Singapore is collaborating with The Walt Disney Company (Southeast Asia) to launch the first “Mickey Go Local” campaign. Part of Raffles City Singapore’s long-running Arts in the City programme, the month-long campaign features a host of activities, including a public exhibition of 90 Mickey Mouse figurines designed in Singapore style by individuals from different walks of life, including President Halimah Yacob.
The campaign was launched today by President Halimah Yacob in the company of Mr Lim Ming Yan, President & Group CEO of CapitaLand Group and Director of CapitaLand Hope Foundation and Mr Daniel Tan, Executive Director, Marketing, The Walt Disney Company Singapore and Malaysia.
“Mickey Go Local” in Singapore
Binding generations together, Mickey Mouse reminds people of all ages the benefits of laughter, optimism and hope. The year 2018 marks 90 years since the beloved mouse made its first appearance in American animated short film Steamboat Willie on 18 November 1928. To commemorate this milestone, a series of world-wide celebrations has been lined-up.
Kicking off the celebrations in Singapore is Disney’s “Mickey Go Local” campaign at Raffles City Singapore, which aims to connect the iconic character with Singaporeans and tourists in a surprising and fun manner. Specially-created “Mickey Go Local” products, including household items, fashion merchandise and accessories, feature Mickey Mouse in uniquely Singaporean settings that showcase local heritage, customs, language and delicacies. Over 80 of these products will debut at the “Mickey Go Local” pop-up store at Raffles City Singapore, and a larger range will be made available later at all major retailers.
“For 90 years, Mickey Mouse has brought laughter, optimism and hope to millions of fans all over the world. As part of the global celebrations of our beloved icon’s 90th anniversary, Disney Singapore is pleased to launch “Mickey Go Local” at Raffles City. The campaign will engage fans of all ages in a locally relevant and fun manner, providing more ways for people to celebrate with their favourite Disney character,” said Amit Malhotra, Country Manager, The Walt Disney Company Singapore and Malaysia
Ms Margaret Khoo, General Manager of Raffles City Singapore, said: “Mickey Mouse is an endearing global icon, which has crossed boundaries to touch lives around the world through his optimism and happiness. The same can be said for the universal language of art and its power to bring joy to communities. Raffles City Singapore is delighted to showcase unique expressions of our Singaporean way of life through this familiar icon for this year’s Arts in the City programme. Collaborating with individuals from different walks of life on this exhibition makes this uniquely Singapore showcase even more meaningful as we mark the nation’s 53rd birthday in August.”
Singapore through the lens of Mickey Mouse
Disney’s “Mickey Go Local” campaign celebrates the character’s 90th anniversary while paying homage to Singapore’s rich heritage and culture. In all, 90 pieces of 60-centimetre-tall Mickey Mouse figurines have been decorated with creative and thoughtful designs by individuals from different walks of life.
They include President Halimah Yacob; Mr Lim Ming Yan, President & Group CEO of CapitaLand Group and Director of CapitaLand Hope Foundation; Mr Amit Malhotra, Country Manager, The Walt Disney Company Singapore and Malaysia; popular artistes JJ Lin, Nathan Hartono, Kit Chan, Li Nanxing and Felicia Chin; film director K Rajagopal; as well as athletes, media creatives and many more. The uniquely Singapore Mickey Mouse figurines will be displayed at Raffles City Singapore from 1 to 29 August 2018.
Giving back through art
In conjunction with the campaign, CapitaLand has pledged to donate S$300,000 through its philanthropic arm, CapitaLand Hope Foundation (CHF), to the President’s Challenge 2018.
To date, CHF has committed S$10,000 for the completed artwork by President Halimah Yacob, and S$2,000 per completed artwork by notable Singaporean personalities and individuals from different walks of life as well as the top ten designs submitted by Raffles City Singapore’s Design Your Version of Disney’s Mickey Mouse participants.
Held from 13 to 22 July 2018, the design competition was opened to all Singaporeans to style Mickey Mouse in the most quintessential local motifs, such as food, customs, heritage, architecture and language. The top 10 designs are part of the exhibition at Raffles City Singapore.
For every photo taken by members of the public with the Mickey Mouse figurines and uploaded onto Instagram with hashtags: #RCSArtsinthecityPC, #Mickey90, #MickeyGoLocal, #CapitaLand and #CHFPC, CHF will donate S$10 per hashtag to President’s Challenge.
Raffles City: Disney’s “Mickey Go Local” Exhibition
Date: 1 August to 29 August 2018
Time: 10am – 10pm
Venue: Level 1, Raffles City Singapore, 252 North Bridge Road