The 24th SEA Games rallying campaign has kicked off in a BIG bang yesterday, with support from PM Lee Hsien Loong and his Parliament Members, who each took a 2.4km run to cheer for our athletes. MILO® is once again proud to be the official sponsor to rally on Team Singapore in their drive towards winning more gold medals. AdWOW! wasted no time in developing the communications for MILO®'s enthusiasm since April this year.

Insightfully reflecting the fighting spirit, national pride and teamwork of what Team Singapore stands for, the visual identity was crafted to deliver an unstoppable impact in the spirit of jubilation and confidence to succeed. "We want to seamlessly boost the perception towards MILO® and the athletes. We aim to gain greater support by stirring up positive emotions for both the brand and event," commented George Heng, Creative Group Head of AdWOW!. Till Team Singapore head off to Thailand in December, look out for even more AdWOW!-created publicity items to power up this campaign!

Thousands of locals and foreigners has taken this historical opportunity to cheer for Team Singapore with our esteemed Guest of Honour, PM Lee and his members of Parliament. Visitors even had the chance to go head-to-head with Team Singapore athletes in specially arranged games, such as 5-a-side Soccer, Lawn Bowling as well as Sepak Takraw. Also no stranger to the sports arena, Mr Teo Ser Luck (Parliamentary Secretary for Community Development, Youth and Sports (MCYS) has graced the celebrations to express his support.

Read more in the next WOWNews Special Edition on the coverage of the event as AdWOW! cheers on Team Singapore with MILO®!

Organised by Ang Mo Kio/ Yio Chu Kang CSC, this massive carnival held last Sunday (15 July, 8.30am) at the field opposite Blk 318B Seng Kang East Way, has attracted more than 5,000 people. The main sponsor, MILO® along with supporters, including Singapore Sports Council, People's Association, NTUC Fairprice and more, has prepared a series of such well wishing promotions in the coming months to rally the nation to support our athletes.