FairPrice:
Fresh Start

Tomorrow isn’t about going back to what’s normal.

It’s a Fresh Start to us living together.

When we took over FairPrice, Singapore’s largest grocery retail store, we were in the midst of the world’s craziest pandemic. Singapore, like many other countries, went into lockdown for 2 months. But instead of pausing communication and come to a standstill, we embrace the lifestyle shift and seize the opportunity to create a brand new platform - Fresh Start. One that focuses on values in life, instead of the traditional price value. And On the eve of the circuit breaker, as the brand that has been tirelessly providing the essentials for the nation during this time, remind Singaporean not to leave behind the values we’ve picked up and head back to ‘normal’. This is our first piece of work for our new partner. A very personal piece that I’m grateful to have pulled off with the team, family, friends, and even strangers, who have shared their slice of precious life with us. But it is just the start, as we continue to drive the spirit of Fresh Start throughout 2020, making influencing beyond campaigns and inspire plans within the organization. Witin a year, we've turned FairPrice into #1 in Local Top Brand, at the same time took over Singapore Airlines and become the Most Talked About Brand in Singapore.

3x Marketing Excellence Gold | AdForum Top 5 Best ads of the week, second to Nike's Don't Do It.