Background
In support of Singapore’s 2030 Green Plan, Singapore Food Agency launched a certification programme to certify local produce. The programme aims to promote and encourage consumption of local produce amongst Singaporeans.
Three characters — Seabasstian Water, Eggs Benedette C and Caixinderella, were launched to introduce the badges.
Brief
In Phase 3, research has shown that Singaporeans were still unfamiliar with the three badges. The task was to help more Singaporeans differentiate the three badges, and develop a stronger preference for local produce.
So we did a fun music video to educate Singaporeans about the differences between the 3 badges:
Main Video
Cutdown: 1-Star Badge
Cutdown: 2-Star Badge
Cutdown: 3-Star Badge
Key Visuals
Four different key visuals were created and took over bus stop ads around Singapore.
Social
Executive Creative Director
Benson Toh
Creative Director
Louis Ang
Creative Group Head
Tytan Chang
Art Director
WanWen Tan
Copywriter
Joel Lim
Production
Crave.FX