Singapore's FairPrice Group is making good on building out its 'Every Day, Made a Little Better' brand proposition with its latest campaign celebrating the small joys of grocery shopping trips.
The integrated work involving out-of-home posters, social ads, along with a series of three films and shorts, is careful to strike the right tone. In particular, the short film series directed by Tan Hui Er through Little Red Ants Creative Studio has the right sounds and scenes to make the viewer feel like they are in a store.
The films depict relatable moments like kids being sent on a mission to find special items for others, or how all family members try to sneak in their favourite treats into the grocery cart. Even the third film (seen above), which begins on a close-up of a date scenario with a couple at a candlelit and clothed table, which no grocery store will have, pulls out to reveal their actual setting amidst a busy store with limited time before family duties call. Singaporeans will know that some FairPrice stores do actually offer a wine and oyster, and an appetiser for this very purpose.
“After last year’s successful Every Day, Made A Little Better launch, we’re taking the story further by spotlighting the power of ‘&’—how FairPrice Group strives to deliver both value and quality, innovation and care, convenience and connection," FairPrice Group chief customer and marketing officer Alvin Neo explains. "This new campaign brings humour and heart to everyday family life, showing how a simple trip to FairPrice can help make every day a little brighter.”
Campaign's take: In a world of loud retail advertisements featuring exaggerated reactions at discounts and buying experiences, it's nice to find ads that dial back the fake hype to become more relatable. This series does so by not hiding the fact that shopping can be a drag, yet shines the light on the little bright moments among the chaos of a busy retail marketplace. As such, it gives shoppers the feeling that entering a FairPrice store to do a regular chore can have its little joys as well. This delivers exactly what FairPrice's brand proposition has on its grocery list.
CREDITS
FairPrice Group
Alvin Neo, Chief Customer and Marketing Officer (CCMO), FairPrice Group
Ruth Yap, Director & Head of Customer Strategy, Insights and Branding
Hui Shan Chin, Lead, Consumer Branding, FairPrice Group
Melissa Lim, Manager, Consumer Branding, FairPrice Group
BBH Singapore
Executive Creative Directors: Khairul Mondzi / Janson Choo
Associate Creative Director: Selena Soh
Senior Art Director: Christine Frances Lim
Copywriter: Gwendolyn Lee
Head of Strategy: Amanda Lim
Strategist: Silas Low
Head of Client Service: David Anson
Account Director: Rachel Tan, Nabliah Razak
Account Manager: Rina Lim
Account Executive: Debra Soh
Head of Production: Wendi Chong
Producer: Isabelle Lee, Nadira BMZ
Little Red Ants Creative Studio
Executive Producer - Giorel Aron Baldueza-Castro
Producers - Seet Yan Shan, Sera Joy Wee
Director - Tan Hui Er
Assistant Director - Lee Yi Xuan Callie
Production Manager - Heng Hui Xin Vanessa
Production Runner - Samuel Phua Yan Min
Production Assistants - Kok Lei Peng Xena, Janellia Kwan Rui Wen, Bellerin Ng, Mysha Arissa Binte Abbas Khaliq
Director of Photography - Lau Chong Wai
Camera Assistants - Andrew Poh Joon Di, Yak Chin Hue
DIT - Munesh Varadaraju
Cinebot Ops - Ahmad Rifa'ie Bin Amrun, Gan Thiam Aik
Gaffer - Teaw Zhi Qiang (Ben)
Best Boy - Ho Hui Hoa Aylwin
Grip - Lennard Lee, Lim Guo Yang Gabriel
Junior Grip - Claralyn Chew Lay Peng, Vivienne Chong
Key Grip - Dickson Chua Choon Ming
Key Grip Assistant - Ridhwan Sim Abdullah (Leslie)
Art Director - Yoo Seung Gi
Art Assistants - Koh Hui Jun Grace, Koh Kay See, Gracie, Nur Binte Abdul Rahman, Adli Roslan, Erica Foo Suz Yen, Zephine Law Ling En
Sound Recordist - Toh Jie Hao Julius
Wardrobe Stylist - Rena Kok Wan Qi
Wardrobe Assistant - Young Tze Kia
HMUA - Leong Soo Harn (Hana)
HMUA Assistant - Chua Wen Min Erin
Casting - Nurin Hadirah
Casting Assistants - Siti Fadillah Binte Ali, Oh Jia Xuan
Photographer: Vincent Ng
Photographer Assistants - Xie Fengmao, Muhammad Halid Bin Ibrahim, Toh Guo Ying Joellyn
Post Producer - Doralynn Tan Qian Wen
Offline - Jasmine Seo Li Juan, Jovontae Simon Kusuma
Motion Graphics - Mervyn, Ng Keyuan
Colourist - fmlik @ ixagon
Composer and sound design - FVSE
