Title | THE MENU |
Brand | DBS BANK LTD |
Product / Service | DBS |
Category | E01. Non-Standard Indoor Advertising |
Entrant | SWEET BY SPH Singapore, SINGAPORE |
Idea Creation | SWEET BY SPH Singapore, SINGAPORE |
Name | Company | Position |
---|---|---|
Tommy Lim | SWEET | Creative Director |
Caroline Chew | SWEET | Senior Writer |
Tammy Huang | SWEET | Assistant Art Director |
Ahmad Sadali | SWEET | Art Director |
Rachel Lye | SWEET | Assistant Art Director |
Amran Mael | SWEET | Senior Designer |
Byron Yap | SPH Ltd | Senior Account Manager |
How do we best target our audience on the subject of sustainability? In particular the usage of plastic bottles and straw and food waste management. By speaking to them when they are having their meal in foodcourts and coffeeshops where straws, plastics bottles and cutlery are most commonly used, and food waste is is a common issue. When a diner sits down, he will be greeted by a menu on the table that looks like a listing of food in the coffeeshop or foodcourt. On closer reading, it reveals sustainability issues Singapore is facing.
Coffee shops, hawker centers and food courts are a part of Singapore food culture, 100% of Singaporeans will have their meals there at least once a day. These places consist of a multitude of stalls and flavours. However, despite the variety of stalls, none of these premises offers a Menu, diners will have to go stall to stall to look at the offering. For the first time ever, we are offering diners a menu on the table. However, when a diner excitedly read the menu, it revealed a host of sustainability messages in regards to food waste, plastics bottle and straws.