Campaign Spotlight

Campaign Spotlight: Grey Group has formalized a new Sustainability Practice & launches a new Singapore Food Agency campaign

SINGAPORE – Grey Group has formalised a new Sustainability Practice under – a priority practice that will focus on ideas that help brands and NGOs further their sustainability goals. 

The Practice will have three key focus areas: 

  1. Defining Brand Purposes that are truly built on the 3P’s
  2. Creating Movements that make the world a better place
  3. Driving Behaviour Change across all stakeholders

Grey has globally created some of the most impactful work, for example, the “People’s Seat” in partnership with the UN, as well as the “Plastic Diet”, which created the largest public action in WWF’s history. Importantly, Grey is also partnering with its key global clients to contribute towards the UN’s Sustainable Development Goals: Volvo’s “Living Seawall” in Australia is just one of many joint projects across regions that demonstrate the commitment on both sides.


“The last six months have shown how important it is for us to reflect on what impact we want to have on the world, and the answer was clearly that the impact had to be across profits, planet and people. I would like to think of us as the triple-bottom-line agency” says Konstantin Popovic, CEO of Grey Group Singapore, who will also lead the Practice in Singapore.

In Singapore, Grey has just recently launched a new campaign for the Singapore Food Agency (SFA). The campaign, called From SG to SG, aims to drive awareness of the freshness and quality of local produce. 

Most Singaporeans have only experienced the relationship between the global climate crisis and local food security this year. Currently, locally grown leafy vegetables, local eggs and fish account for less than 10% of Singapore’s nutritional needs. With Singapore’s “30 by 30” goal, the SFA aims to achieve 30% of nutritional needs grown locally by 2030. 

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“Climate change has the potential to significantly disrupt the global food supply chain, which leaves Singapore vulnerable, so this is why we created a campaign to be rolled out in phases that is not just about awareness but also about taking action.” says Aaron Phua, ECD at Grey.

The integrated end-to-end campaign includes a new logo to help identify local produce, a digital campaign, a dedicated website as well as in-store activities and social media.

SFA’s Dr. Choo Li Nah adds: “Our campaign is the beginning of a long journey towards our ‘30 by 30’ goal, and the spark of a nationwide movement. As demand for local produce rises, local farmers will be incentivised to increase production and broaden choices. Which, in turn, will be good for our people and the planet.


Campaign Name:From SG to SG
Client: Singapore Food Agency
Creative Agency: Grey Singapore
Chief Executive Officer: Konstantin Popovic
Executive Creative Director: Aaron Phua
Seniors Creatives: Dawn Koh, Eugene Ng
Creatives: Eslyn Heng, Zach Lim
Senior Account Director: Ellen Tan
Senior Account Manager: Sheryl Cai
Senior Planner: Chin Hui Shan
Production Company: atypicalfilms 
Director: Jacky Lee
Executive Producer: Yee Zhiyun
Producer: Denise Koh 
DOP: Sng Ye Xiang
Photographer: Brayden Lim
Food Stylist: Almanda Teo
Post Production Company: Hogarth Worldwide (SG)
Producers: Rienaldy Achadiyat, Eddy Lam
Editors: Azhar Ismon, Bobby Aguila
Colourist: Tsu Jin Ng
Motion Graphic Artists: Zarifah Rejap
Online Artists: Richard Ramos
Audio Producer/Engineer: Christopher Cheah
Print Producer: Ikram Alkhabir
Senior Account Manager: Glenn Chan
Senior Account Executive: Beverly Quek

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