The Overview
This was my first campaign after joining OgilvyOne as the Digital Creative Director. I came in late on the project and working jointly with BBDO, took it through to a highly awarded finish line.

Michelin Star Chicken Rice Please
Singapore is a small country with a big appetite for food and an unshakeable belief that their local dishes are world class (I was a believer after eating Song Fa Bak Kut Teh for the first time). With SingTel’s help, we decided to prove it.

We challenged Michelin star chef Gordon Ramsay to a cook off against the best local Singaporean chefs, which he accepted in a video response on YouTube. With the fires of competition stoked and the locals screaming for blood and fried kway teow, we then let the people of Singapore choose their favourite local heroes to battle against Ramsay … and a range of resident food experts and bloggers to judge. To make things even more interesting, the challenge dishes were all local too.

And just like the amount of 328 Katong Laksa sold after the event, the results were unprecedented for a campaign in Singapore. 2.5 million votes were received online choosing the local hawker heroes, the Hawker Heroes YouTube videos were watched more than half a million times, and over four thousand people attended the live cook-off finale (with many thousands more turned away)

The Awards (Jointly With BBDO)
Spikes Asia – Branded Content & Entertainment Silver 2013
Spikes Asia – Integrated Campaign Bronze 2013
Bronze Spike – Integrated Campaign 2013
Gongs Creative Circle – Best Integrated Campaign 2013
Gold Gong x2 – Entertainment & Branded Content 2013
Silver Gong – Digital Campaign 2013
Silver Gong x2 – Integrated 2013
Best Of Category – Entertainment & Branded Content 2013