Title | FOOD IS LOVE |
Brand | NATIONAL ENVIRONMENT AGENCY |
Product / Service | FOOD WASTE REDUCTION |
Category | A07. Not-for-profit / Charity / Government |
Entrant | DDB SINGAPORE, SINGAPORE |
Idea Creation | DDB SINGAPORE, SINGAPORE |
Production | FREEFLOW PRODUCTIONS Singapore, SINGAPORE |
Post Production | FREEFLOW PRODUCTIONS Singapore, SINGAPORE |
Name | Company | Position |
---|---|---|
Neil Johnson | DDB Group Singapore | Executive Chairman |
Thomas Yang | DDB Group Singapore | Executive Creative Director |
Benson Toh | Tribal Worldwide, Singapore | Executive Creative Director |
Malhaar Rao | DDB Group Singapore | Creative Group Head |
Edwin Leong | DDB Group Singapore | Creative Group Head |
Natalie Magness | DDB Group Singapore | Copywriter |
Candice Tang | DDB Group Singapore | Art Director |
Lon Fung Soon | DDB Group Singapore | Art Director |
We tell the story of a mother who lovingly prepares food for her wasteful son, who doesn’t appreciate the love and care that goes into it. When he realises what his mother has been doing for him since childhood, he understands the campaign message: “Food is love. Don’t waste it.”
It’s generally uncommon to express affection openly in traditional Asian cultures, so food is often a way to show love when it’s hard to find the right words. To convey Singapore’s food waste problem in a way that resonates with the nation, the film attaches an emotional significance to the food we eat.