FOOD IS LOVE

TitleFOOD IS LOVE
BrandNATIONAL ENVIRONMENT AGENCY
Product / ServiceFOOD WASTE REDUCTION
CategoryA07. Not-for-profit / Charity / Government
EntrantDDB SINGAPORE, SINGAPORE
Idea Creation DDB SINGAPORE, SINGAPORE
Production FREEFLOW PRODUCTIONS Singapore, SINGAPORE
Post Production FREEFLOW PRODUCTIONS Singapore, SINGAPORE

Credits

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

Write a short summary of what happens in the film

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.”

Cultural / Context information for the jury

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.