FairPrice - That's My FairPrice

THE BIG QUESTION

How does one of Singapore’s iconic brands celebrate the country’s 50th Anniversary of Independence? How can you accumulate all those 50 years in one campaign and make it relevant to the voice of modern Singapore?

THE BIG IDEA

The everyday stories of people make up the fabric of modern Singapore. These people from all walks of life are the teachers, the grocer, the architects, the builders, the neighbourhood uncle serving coffee at a nearby Kopitiam. They are also the unsung heroes that continue to hold the fabric of modern Singapore. It is this big idea that #fortheheroesinourlives campaign was born.

Havas Media's Content & Strategy team commissioned our team, the Havas Media Design + Tech team to work on this campaign. The Big Idea revolves around the concept of the “SG 50 Cake” as the visual symbol and element central to the campaign.

THE CAMPAIGN IS DIVIDED IN 4 PARTS:

The Cake Customiser - "Share Your Story"

Our D+T team designed and built a digital cake customiser that enables the user to create their own virtual cake from a pre-set of cake elements. The users are then asked to write their dedications and post images of the person that they want to honour. Users are encouraged to share their virtual cake and messages on social media and use the hashtag, #fortheheroesinourlives.

The Collected Stories - "Meet The Heroes"

The virtual cake serves as the repository of all stories collected from various channels used in the campaign. These includes the online story submission through the Cake Customiser platform, stories shared on Facebook, Twitter and Instagram using #fortheheroesinourlives hashtag.Stories were also collected from campaign road shows and recorded audio testimonials promoted in a radio show.

We have created a 3D cake made up of thousands of dots. These dots represent all the submitted stories, and clicking the dot would show each story, letter or dedication that was submitted during the campaign.

The Exhibition

All the stories collected were printed and rolled into paper tubes. These are put-up as an art installation made of rolled-up papers that is shaped into 3-tiered cake shape. This was exhibited at the The Atrium of CityLink Mall.

CHALLENGES AND SOLUTION

The team worked on a very tight project timeline of 4 months. The design and build goes also hand-in-hand with the production of the content. Creating the 3D cake in html5 posed as a major challenge especially to our developers. We came up with the solution of rendering the cake in 3D and saved it as an object file. Our tech team converted this object file into 3js file that makes it possible to run on html5.

CAMPAIGN CASE STUDY VIDEO