As part of a campaign to market the opening of a new Caltex station in Singapore’s Jurong West, a 2.5 metre-high inflatable fruit was rolled around the island. A Hokkien tradition exists where residents bless a new home by rolling a pineapple into the house, and this campaign was intended as an iteration of the ritual.
The fruit made its way through Tampines Central, Changi City Point, and East Coast Park before passing through Singapore’s CBD (Central business district) via the Helix Bridge past Marina Bay Sands, through to Raffles Green, Bugis Street and Orchard Road. Throughout its 24-hour journey, the fruit raked in more than 170,000 views and 32,500 likes via social media.
The agency was VMLY&R.
Ad Nut trusts that the pineapple-rolling crew kept an eye out for unsuspecting woodland creatures in the fruit's path.
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