APPLE'S FIRST DOCUMENTARY & ORIGINAL CONTENT FOR APAC REGION
_SHOT ON iPHONE
Food is the heart of culture in Singapore. Singaporeans don’t just love to eat it, they share it, compare it, line up for it. The saying “the camera must eat first” couldn’t be more true. And when Singapore’s hawker culture was recognized by UNESCO to be protected in December 2020, we knew we had to do something about it.
As the first Shot on iPhone film for Southeast Asia, we put the spotlight on the deceivingly simple national dish – Chicken Rice – and the hard work, courage, and conviction of the chefs behind it.
'POACHED 有鸡可趁' A SHOT ON iPHONE DOCUMENTARY
Our short documentary-style film 'Poached 有鸡可趁' tells the dramatic tale of the ongoing chicken rice war between two hawker chefs as they compete to be the best in the country.
And who better to enlist to tell this tension-filled story, but the legendary David Gelb, director of Jiro Dreams of Sushi and creator of Chef’s Table.
THE MAKING OF 'POACHED 有鸡可趁'
_BEHIND THE SCENES
Between the chefs in the film, they share a story as old (or young) as Singapore itself – a story that represents everything this nation is proud to be: pragmatic, straightforward and bound by tradition.
This seemingly simple dish becomes a proxy for the Singaporean dilemma: should one stick to traditional roots or push for progress and modernization?
The campaign consisted of two hero films, the main film and the behind the scenes film, one trailer, three 15s ads teaching viewers how to achieve the shots with iPhone's key features, a billboard, digital banners and in-store displays.
Shortlist in Culture & Context - Cultural Insight (2023)
Shortlist in Branded Content & Entertainment - Film (2023)