This campaign by Grey Group Singapore for Weber Grills aims to convince Singaporeans to partake in 'Sky grilling'—cooking copious chunks of meat (and maybe a few token veggies) with one's family members among "a sea of window panes" on the balcony of one's high-rise apartment building.
Ad Nut, of course, is more familiar with grilling in the wilderness, using real charcoal rather than a gas-powered appliance. But in crowded Asia, you get your semi-burnt animal muscles where you can get them, and of course a gas grill is much safer than breaking out the lighter fluid and matches.
Would be sky-grillers are advised to check with their building management all the same, and to put on a few extra servings so that when the neighbors whose flats get filled with your smoke come calling, you can placate them with some carnivore treats.
The campaign includes a series of films appearing on the brand's Facebook page, which aim to "inspire more people to put on the aprons and take up the tongs”, according to Tim Cheng, the agency's chief creative officer.
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