THE BRIEF
Redman a.k.a Phoon Huat is a beloved homegrown baking brand that wanted to reignite Singaporeans’ love for baking again, post-pandemic. How could we make baking relevant to the festive season?
THE CAMPAIGN
“Thoughtful Gifting This Christmas”
Redman challenged mindless consumerism at Christmas by getting people to realise that the best gifts are not measured by cost, but by heart.
The festive campaign launched with a series of 4 key visuals that were inspired by superbrands: Chanel, Hermes, Dyson and Apple. Our luxury brand spoofs intercepted thoughtless gift buying by appearing in all the right places: Orchard Road, Chanelm the Apple store. Even Footlocker was no match for our message.
To spread even more awareness, we created a Redman parody of (now cancelled) Instagram account @dudewithsign. Our own @Redmanwithsign made surprise appearances along Orchard Road and The Star Vista for two weekends, encouraging shoppers to reconsider gift-buying and #JustBakeIt.
Client: Redman Phoon Huat
Creative Director: Mavis Neo
Senior Art Director: Kimberly Ang
Senior Copywriter: Joyce Arriola
Art Director: Christy Qiao
Producer: Xiao Yu, Charmaine Seah-Ong
Photographer: Gabe Chen