SINGAPORE FOOD FESTIVAL
Digital campaign for the Singapore Food Festival, transforming Singapore’s flagship food festival into an online experience during the COVID-19 pandemic.
When Covid restrictions forced the cancellation of the Singapore Food Festival, foodies were devastated.
It meant no more food tours through Singapore’s iconic foodie neighbourhoods, no more savouring the best dishes from around Southeast Asia, and no more interactive cooking lessons with the region’s renowned chefs.
That is, until we took it all online.
First, we had to cook up a concept to hold everything together.
This gave foodies a reason to come to the online festival. Here they could refamiliarise themselves with all their old favourites, discover some new ones, and be ready to hit the restaurants as soon as Covid restrictions lifted.
It was also a natural extension of other campaigns that Singapore Tourism Board was running – Rediscover Singapore and Reimagine Singapore.
Virtual food tours let foodies follow their tastebuds, as a series of web videos let them navigate their own path through two iconic Singapore food districts.
The food tour intro
From the intro, foodies could choose a neighbourhood, and navigate their own way through a series of 18 tasty destinations.
Each short film featured an iconic restaurant, stories, recipes and of course, amazing food.
Three mini documentaries let foodies go deeper, and discover local innovations in food production. This one is about a very thoughtful bloke who can turn your bread into beer.
For foodies who love to cook, both local and internationally, we served up 15 live masterclasses with some of the best chefs in Asia.
