Finest Festival 2013
Singapore is an example of a city that has succeeded in integrating different ethnicities into a multi-cultural and unified society. This could not have been accomplished without the spirit of openness that locals displayed in their efforts to understand each other better. And now, with a growing number of foreigners venturing into the country, it is an opportune time to remind Singaporeans of how we first learnt to accept each other and celebrate our differences.
In FairPrice Finest, we see customers who are a little different from the ones we see in FairPrice or FairPrice Xtra. They are more discerning, more travelled. We come across local Singaporeans whose tastes occasionally veer towards what international selections can offer. We encounter localised expatriates, who attempt to whip up their personal favourite Singaporean dishes at home. FairPrice Finest is the point where they meet.
In any part of the world, food brings people together. We share our lives through the stories we tell and the conversations we hold over a meal. This is what makes a good time, which is what FairPrice Finest is all about.
Open Table Project
As an initiative that encourages people from different walks of life to come together and share their food and culture, it highlights the international selections available at FairPrice Finest. It also lets customers experience for themselves what FairPrice Finest is all about. At the end of the day, we are not what we eat, but who we eat with.
In FairPrice Finest, we see customers who are a little different from the ones we see in FairPrice or FairPrice Xtra. They are more discerning, more travelled. We come across local Singaporeans whose tastes occasionally veer towards what international selections can offer. We encounter localised expatriates, who attempt to whip up their personal favourite Singaporean dishes at home. FairPrice Finest is the point where they meet.
In any part of the world, food brings people together. We share our lives through the stories we tell and the conversations we hold over a meal. This is what makes a good time, which is what FairPrice Finest is all about.
Open Table Project
As an initiative that encourages people from different walks of life to come together and share their food and culture, it highlights the international selections available at FairPrice Finest. It also lets customers experience for themselves what FairPrice Finest is all about. At the end of the day, we are not what we eat, but who we eat with.
Agency: DDB Singapore
Chief Creative Officer: Victor Ng
Associate Creative Director: Kelvin Lim
Art Director: Jeanie Lee
Copywriter: Stefanie Conceicao
Project Manager: Dawn Chong
Production: Surround/Abundant Studios
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Finest Festival 2013 -
Finest Festival 2013 -
Open Table Project
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Our first volunteers -
A German couple living in Singapore:
Dana and Stefan
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Our second volunteer -
A French chef working in Singapore:
Olivier
Our second volunteer -
A French chef working in Singapore:
Olivier
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Our third group of volunteers -
A group of italian friends working and living in Singapore:
Vincenzo, Alessia and Antonio
Our third group of volunteers -
A group of italian friends working and living in Singapore:
Vincenzo, Alessia and Antonio
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Our last volunteer -
A Japanese language school teacher living in Singapore:
Ayumi
Our last volunteer -
A Japanese language school teacher living in Singapore:
Ayumi
