BBH turns to food for Singapore Tourism Board global campaign

Print ads and outdoor elements focus on the familiar colourful restaurant lightboxes that dot the country, rather than the food itself. 

BBH explains that it utilised the most eye-catching element of Singapore's late-night supper scene to form the shape of the island nation, and placed the ad in strategic locations along busy streets that play host to restaurants.

This marks the fifth phase of STB's global rebranding campaign that was first launched in March 2010. Then, it scrapped its old tagline of 'Uniquely Singapore' and adopted the new slogan 'YourSingapore'. The campaign saw the launch of a new website, along with blogger engagement, search marketing, mobile, social media and travel e-commerce elements.

"We have always been huge fans of light boxes, like moths to a flame, and we are proud to have Serial Cut onboard with us to deliver this showcase," noted Shawn Loo, creative director at BBH Asia-Pacific referring to the Madrid-based image maker.