Restaurant Association of Singapore Sector Rebrand Campaign
Restaurant Association of Singapore Sector Rebrand Campaign
Client: BBDO & Six Toes
Project Type: Rebrand Campaign / Talent Attraction Video
Project Scope
Script and Concept Development, Production, Post-Production
Project
We worked with TBWA for a series of videos as part of a sector rebranding campaign for the Restaurant Association of Singapore.
Objective
We were tasked to create a series of authentic profile-driven videos of passionate individuals, which would excite and inspire others into building a career in F&B.
Challenge
In an industry where celebrity chefs have already been featured time and again, and the voices of the less well-known don't garner as much attention, our challenge was in drawing out the "so what" of each person's story. How do we approach the story of a celebrity chef with a new lens? How would we make people relate to the story of the everyday people in Singapore's F&B scene?
Our Approach
The agency entrusted us to develop most of the series, following a set of rough talking points that they envisioned for each profile. We didn't want a typical interview-style or a Q&A, so we got our host Prem to engage in real conversations with our profiles as they went about the kitchen, drawing out candid, unguarded responses from our profiles.
