Title | DISPOSABLE CHINA |
Brand | THE LOCAL SHOP |
Product / Service | DISPOSABLE PARTY WARE |
Category | A06. Promotional Items |
Entrant | THE LOCAL Singapore, SINGAPORE |
Entrant Company | THE LOCAL Singapore, SINGAPORE |
Advertising Agency | THE LOCAL Singapore, SINGAPORE |
Name | Company | Position |
---|---|---|
Kirsten Ackland | The Local Pte Ltd | Executive Creative Director |
Shaun Quek | The Local Pte Ltd | Business Director |
Selina Chua | The Local Pte Ltd | Art Director |
Collette Pereira | The Local Pte Ltd | Copywriter |
Cheryl Khong | Saffron Communications | Pr Director |
Ho Peck Kheng | The Local Pte Ltd | Business Director |
Many companies were repackaging old school games and vintage toys from Singapore’s 80s. However, The Local Shop wanted to produce an item that celebrates Asian culture while simultaneously answering modern-day needs. Given Singapore’s immensely diverse ethnic makeup, we needed to create a product that was not only culturally sensitive but also functional cross-sectionally. Singapore is the most religiously diverse country in the world, according to a recent study by the Pew Research Center.
Dedicated to encapsulating the quintessential Singapore story, The Local Shop aims to create products that are practical and relevant with a local cultural twist. The brief was to come up with products that integrated a practical function with a quirky Asian design sensibility.
Modern Singapore households were so busy dealing with day-to-day demands, many were using disposable ware for convenience’s sake (during gatherings and parties). The only disposable wares available were both thin and often unable to hold the heavy gravy of local cuisines, as well as plain and aesthetically uninspiring (supermarket house brands). But we believed that neither form nor function should be sacrificed. By infusing our inspiration with a little humour, we created The Local Shop’s first product collection: Disposable China. Finally, disposable ware didn’t have to dispose of culture.
For once, we had disposable ware that dished up a cultural legacy: Over $200,000 PR value in press, weeklies, and monthlies 192k followers on Facebook and Instagram 3 additional major retail channels 22% overall sales in 4 months