THE MENU

TitleTHE MENU
BrandDBS BANK LTD
Product / ServiceDBS
CategoryE01. Non-Standard Indoor Advertising
EntrantSWEET BY SPH Singapore, SINGAPORE
Idea Creation SWEET BY SPH Singapore, SINGAPORE

Credits

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

Write a short summary of what happens in the ambient or digital execution or campaign.

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.

Cultural/Context information for the jury

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.