BACKGROUND
The Garden City Fund (GCF) is a charity organisation that depends on donations to champion green spaces in Singapore.It wanted to raise funds as part of its 50th anniversary celebrations. And encourage Singaporeans to add more greenery into their lives.
The Garden City Fund (GCF) is a charity organisation that depends on donations to champion green spaces in Singapore.It wanted to raise funds as part of its 50th anniversary celebrations. And encourage Singaporeans to add more greenery into their lives.
CHALLENGE
How do we raise funds for a cause that hardly anyone knows about?
How do we raise funds for a cause that hardly anyone knows about?
More importantly, how do we get the average Singaporean – who’s either too busy or too lazy – to be interested in plant growing?
SOLUTION
While it’s difficult to grow new trees in land-scarce Singapore, there’s nothing stopping us from growing potted plants at home. All we need is a little motivation. So we tapped into Singaporeans’ favourite pastime – the lottery.
While it’s difficult to grow new trees in land-scarce Singapore, there’s nothing stopping us from growing potted plants at home. All we need is a little motivation. So we tapped into Singaporeans’ favourite pastime – the lottery.
Illustration for Web
CREDITS
Chief Creative Officer: Neil Johnson | Group Executive Creative Director: Joji Jacob | Head of Tribal: Jeff Cheong
Creative Director: Vinod Savio | Creative Group Head: Lydia Lim | Art Directors: Sid Lim, Lydia Lim
Chief Creative Officer: Neil Johnson | Group Executive Creative Director: Joji Jacob | Head of Tribal: Jeff Cheong
Creative Director: Vinod Savio | Creative Group Head: Lydia Lim | Art Directors: Sid Lim, Lydia Lim
Copywriters: Vinod Savio, Kevin Poh | Illustrators: Sid Lim, Vernnie Chong | Animator: Winfred Kang
Production: The Momentum
