Fresh Start
Brand Advertising Strategy
On June 2nd, Singapore lifted its nationwide lockdown after close to 60 days of trying to flatten the curve. With emotions at an all-time high with people raring to resume the lifestyles they once had, we launched the new brand expression for the nation's largest supermarket chain - on June 1st, the final day of the lockdown.
On this day, we questioned what was so normal about the lifestyles we've led before. And compared our old attitudes with our newfound spirit as communities, families and individuals during the Pandemic.
Perhaps it isn't about us returning to what's normal. But a second chance at a Fresh Start.
The humble film produced under lockdown made Top 2 of the week on Adforum globally. For the first time, FairPrice bagged three Gold at the 2020 Marketing Excellence Awards.
Client
Specialisms involved
On June 2nd, Singapore lifted its nationwide lockdown after close to 60 days of trying to flatten the curve. With emotions at an all-time high with people raring to resume the lifestyles they once had, we launched the new brand expression for the nation's largest supermarket chain - on June 1st, the final day of the lockdown.
On this day, we questioned what was so normal about the lifestyles we've led before. And compared our old attitudes with our newfound spirit as communities, families and individuals during the Pandemic.
Perhaps it isn't about us returning to what's normal. But a second chance at a Fresh Start.
The humble film produced under lockdown made Top 2 of the week on Adforum globally. For the first time, FairPrice bagged three Gold at the 2020 Marketing Excellence Awards.
