Tag: Installation

Singapore – The Health Promotion Board (HPB), in collaboration with Publicis Singapore, has unveiled its latest integrated campaign, “For the Love of Taste,” encouraging Singapore residents to reduce their sodium intake to preserve their sense of taste and fully enjoy the natural flavours of their food.

The campaign is part of HPB’s nationwide #LessSaltMoreTaste movement, which promotes reducing salt consumption to help Singapore residents lower their sodium intake and improve their overall health.

At the heart of the campaign is ‘The Art of Taste’, an experiential installation developed by TMRRW, a Singapore-based art and motion studio. This interactive generative art project—HPB’s first of its kind—invites the public to transform iconic local dishes into vibrant visual masterpieces. Using cutting-edge generative technology, the installation vividly represents the explosion of natural flavours that can be savoured more fully when not overshadowed by excessive salt.

The installation is at Dhoby Ghaut MRT station B2 Concourse, which is now running until 5th December. 

Supporting the campaign is a cinematic film by acclaimed director Royston Tan. Set in the 1960s and starring Pierre Png, the story depicts a strained dinner between a man and his wife, with salt symbolising the barrier between them. When the man puts down the salt shaker, he rekindles his connection with the meal—and with his wife.

With Wong Kar Wai-inspired visuals and a captivating rendition of the local song ‘Singapura Permai’, the film has resonated with audiences, amassing millions of views since its launch. 

Beyond the installation and film, the #LessSaltMoreTaste message is also spread through social media, online banners, and public spaces. Each piece of the campaign highlights Singapore’s rich culinary heritage, celebrating natural flavours at the heart of local dishes.

“Using generative technology to explore what once seemed impossible has unlocked new, impactful ways to connect with consumers. By showing, rather than telling, that less salt doesn’t mean less flavour, we’re inspiring people to discover a new appreciation for the richness of natural flavours, which often go unnoticed,” said Pei Ling Ho, executive creative director at Publicis Singapore. 

‘For the Love of Taste’ builds on the success of HPB’s previous ‘Trust No Tongue’ campaign, further emphasising practical steps to reduce sodium intake in daily life. The initiative encourages using less salt, sauces, and gravy, choosing lower-sodium products, and making healthier dining choices.

After all, the love of taste is timeless—and with a few small changes, we can keep that love alive for years to come.

Seoul, South Korea – McDonald’s Korea has partnered with global advertising agency Leo Burnett Korea to create its latest campaign that shines light on the living conditions mothers and other caregivers undergo when their child is hospitalised. 

Titled ‘Mom’s Bed’, the campaign puts a spotlight on the hundreds of thousands of mothers in South Korea that live in cramped, uncomfortable conditions on tiny caregiver beds for days, weeks, months—sometimes years—on end just to take care of their hospitalised children. 

McDonald’s and Leo Burnett Korea’s ‘Mom’s Bed’ campaign film depicts this very struggle that carers face, showing just how cramped and uncomfortable caregiver beds are. 

In South Korea, most hospitals regulate that legal guardians must accompany their sick children when they are hospitalized. However, the unique caregiving culture is often taken for granted, and the struggles faced by mothers or guardians are neglected. 

Furthermore, South Korea has only one RMHC (Ronald McDonald House Charities) in Yangsan, which is approximately 388 km away from Seoul, where most children’s hospitals are situated. 

As a partner of RMHC, McDonald’s wanted to highlight the need for an RMHC House in Seoul. Each RMCH house can support families with sick children by providing them with a home away from home and a more comfortable place to stay as they look after their child. One RMHC house will have around 100 rooms, a kitchen, a play room, and a learning space to accommodate up to 100 families. 

As part of the campaign, dozens of installations appeared overnight in locations around Seoul, highlighting how the city’s ubiquitous tiny benches are no bigger than parents’ hospital beds. Further, on streets, landmarks, shopping malls, and McDonald’s restaurants, the installations compare the actual size of ‘mom’s bed’ with universal bed sizes, each inscribed with a real mother’s name, while QR codes link to genuine stories to inspire change and invite donations.

Following a massive ‘Mom’s Bed’ installation in Goyang Starfield, one of Seoul’s largest shopping malls, influencers and ambassadors also took part and shared photos of themselves, further emphasising how unacceptable and uncomfortable caregiver beds are. This movement led to record-breaking donations to make RMHC possible. 

With this support, plans for a second Ronald McDonald House in Seoul are being discussed to help more families with sick children.

Haeyeon Lee, chief marketing officer at McDonald’s Korea, said, “With ‘Mom’s Bed’, we wanted to raise awareness of the desperate need for a RMH in Seoul.”

Also speaking on the campaign, SooHee Yang, chief creative officer at Publicis Groupe Korea, shared, “Learning about the hardships faced by so many parents was an incredibly humbling experience. We hope that more parents will sleep a little easier, ready to face whatever challenges might lie ahead, as a result of this campaign.”

Mumbai, India – Marriott Bonvoy, a travel programme and marketplace under Marriott International, has brought its ‘Here’ campaign videos alive, with an immersive anamorphic installation at Cyber Hub, Gurugram, and Phoenix Mills (Palladium) in Mumbai until 26 September 2022. This installation was created by Inventech, a Laqshya Media Group company.

The ‘Here‘ campaign, which was created in collaboration with Singapore-based creative company, The Secret Little Agency, and was launched last August 2022, builds on Marriott Bonvoy‘s global tagline ‘Where Can We Take You’, with ‘Here’ as an expression for revelling the authentic, relatable little moments missed by travellers. These videos celebrate the power of travel with moments everyone can relate to; from trips to beach destinations or mountains, the local videos capture cities such as Chennai, Bengaluru, Mussoorie, Gurgaon, Kochi, and Goa.

Khushnooma Kapadia, Marriott International’s senior area director of marketing for South Asia, noted that as an organisation, they are constantly innovating to find new-age communication vehicles customised for an audience that has the appetite to consume narratives that appeal to their evolved sensibilities. 

“Our members are now eager to travel and get back on the road, and with this immersive activation, we want to help them discover all the places and experiences our hotels have to offer. This is an attempt to engage with our audience in a high-impact visible format with the travel content we have developed,” said Kapadia.

Meanwhile, Sommnath Sengupta, CEO of Inventech, a Laqshya Media Group company, shared that the 3D DOOH format is extremely dynamic and engaging, and it changes the relationship with the recipient as it is impossible to go by without noticing it, as well as it is changing the way people interact with advertisements – it’s futuristic. 

“With the right amalgamation of art, science, and technology, our super-skilled, experienced, passionate team has created this best-in-the-class user experience for Marriott Bonvoy TG. Our immersive content ideas and interactive storytelling solutions for our clients with cutting-edge, next-generation technology differentiate us from the others,” said Sengupta.

Singapore – The upscale hotel brand of IHG Hotels & Resorts – voco Hotels – has recently officially unveiled its first-ever location in Southeast Asia in Singapore. To mark the milestone, the brand recently mounted a pop-up along Orchard Road in January to showcase the refreshed hospitality brand to consumers. 

The new opening follows the rebrand of voco Orchard Singapore which was launched at the beginning of the year. IHG said that it aims to introduce guests to a new and refreshed dining and stay experience this 2022 which promises to be “charming, unstuffy, and playful.” 

In January 2022, two activations were located outside ION Orchard and voco Orchard Singapore. The pop-ups brought to life voco’s said charming and unstuffy character and aimed to reinforce its essence of “always staying interesting, but being reliably different.” 

IHG said voco Hotels are meant to be bold, contemporary and inviting, with playful touches throughout. The pop-up introduced highlights of a typical voco Hotel room – which features plush bedding and a cosy nook, encouraging guests to indulge in ‘Me Time’. 

Furthermore, the pop-ups’ experience were augmented with interactive brand and creative-led content to further create buzz and hype at the time of the installation’s viewing. 

“The vibrancy and playfulness of voco Hotels attract guests who are confident to be themselves,” said IHG. 

In line with this philosophy, voco Hotels invited local creatives and brands to spend time inside the hotel room, doing what they do best, and present to be ‘unapologetically themselves’, and use the room to create, unwind, and showcase their passions. 

Participated by Campari brand ambassador David Yeung, movement and mindfulness coach Brandon Chong, local lego artist Jeffrey Kong, as well as sustainable loungewear brand Rawbought, and local design label Peachier Studios; voco Hotels engaged consumers with a range of interactive lifestyle activities such as masterclasses, yoga sessions, and photoshoots, which were all held at the latter part of January.

In example, David Yeung conducted a live cocktail masterclass, walking viewers through the cocktail conceptualisation process of one of voco Orchard Singapore’s Signature Cocktails. Meanwhile, Jeffrey Kong, the founder of Artisan Bricks, which offers Lego sculptures and workshops to clients across Singapore, spent his time in the voco Hotels pop-up room creating an exclusive voco Orchard Singapore Lego sculpture, modelling the architecture of the newly-opened property.

In addition, the pop-up was made an opportunity to introduce for the first time in Singapore, voco Hotels bedding, which makes use of over 150 recycled plastic bottles, turning plastic waste into a sustainable sleep. 

IHG shared that another three hotels under the brand are set to open in the coming months which include voco Bonnington Dubai, voco Johannesburg Rosebank, and voco Seoul Gangnam. 

Singapore – GIC, Singapore’s sovereign wealth fund, has released a new campaign for its 40th anniversary, and this time, turning bus stops island-wide into bumper crops of urban farms. 

In October, GIC has already launched its flagship digital campaign in celebrating its anniversary, created with creative agency 72andSunny Singapore, which assigns innocuous symbols meanings to retell the sovereign fund’s long history.

Similarly developed with the agency, the living installations transform bus stops into flourishing crops of butterhead lettuce, and Chinese broccoli (kai lan), as a statement of the sovereign wealth fund’s bold future vision for the future of sustainability.

GIC turns bus stops into urban farms for 40th anniversary

72andSunny developed the green bus stops in partnership with local urban farmer Gardens with Purpose, which brought in gardening enthusiasts from the community to grow and maintain the crops over the month-long activation. Harvested vegetables, expected to weigh over 100kg, will also be donated to Willing Hearts, a community kitchen, that delivers meals to thousands of needy families.

Mah Lay Choon, GIC’s head of corporate communications, said that the Bold Vision campaign was planned to engender an understanding of GIC’s history as well as its commitment to Singapore’s future, which will include tackling sustainability challenges. 

“We wish for these urban farms to spark ideas on more ways to incorporate growing fresh vegetables at home or in the community,” said Choon. 

Johnny Tan, 72andSunny’s ECD for APAC, shared that the agency considered today’s saturated sustainability communications, and developed the campaign in a way that would diminish the risk of white noise.

“We wanted to help GIC show up in a surprising, modern way and effectively inspire people to picture the possibilities of growing food in the least expected of place,” said Tan.

Meanwhile, Joanne Ng, owner of Gardens with Purpose, commented, ”We have been creating awareness of urban farming through classes with members of the public and students. We are very excited to work on this as I believe it will get people to reimagine urban farming and how they too might start growing their favorite vegetables.”