Problem / Hawker food culture is a proud Singaporean tradition. With rapid globalisation, this once thriving trade, along with its rich history and heritage, is fast disappearing. How can we help conserve and nurture this uniquely Singaporean tradition?
Solution / Through The Hawker Flame campaign, we positioned hawker food as Singapore’s very own comfort food. We targeted Singaporeans who were living abroad and leveraged on their cravings to showcase how easily we take our local food for granted. This highlighted the significance of hawker food, which represents our shared heritage, history and culture. The campaign resulted in heightened awareness and ignited a Hawker Flame in the hearts of all Singaporeans.
Role / Overall Art Direction, website design, illustration & copywriting.
A collaboration with Khoo Zhi Hao
Role / Overall Art Direction, website design, illustration & copywriting.
A collaboration with Khoo Zhi Hao
