Trend Spotting (STB)

In December 2019, the world was shocked to learn that an art piece at Miami's Art Basel – a banana taped to the wall – was sold for $120,000. What was even more incredulous, was that another artist then ate the banana in a performance art piece of his own,.

Naturally, we had to react, and we chose to create our own artwork using a widely-loved snack found in Singapore and Southeast Asia, the goreng pisang (deep fried banana).

When Animal Crossing took the world by storm in March 2020, we saw it as an opportunity to promote our island city of Singapore in the game, which centres around building an island for yourself and your neighbours. The post involved us designing special in-game items that users would be able to download for their characters, all centering around Singaorean icons, food and culture.

When the film adaptation of Crazy Rich Asians came out in 2018, Singapore was thrown into the spotlight, along with the landmarks that the film featured – including Newton Food Centre. We rode that wave, highlighting other hawker centres that tourists might be able to check out, if they come to Singapore.

(Work done while at TBWA\ Singapore)