SECOND
SERVINGS
September 2023
Client: Mediacorp x Accenture Song
Client: Mediacorp x Accenture Song
Hawkers are Singapore’s pride, joy, and identity, with UNESCO naming it an intangible cultural heritage. But as technology changes the F&B scene, the hawkers – whose average age is 60 – have struggled to keep up.
For them to survive, we didn’t just need to help them evolve –we needed to make evolution easy for them.
We created Second Servings, a suite of easily accessible tech, branding, and e-commerce solutions that give hawkers the tools that they need to start their second chapter, in just a few taps. To inspire elderly hawkers everywhere to use it, we captured the journey of three participating hawkers and turned it into a documentary that was aired in our audience’s favourite TV channels, as well as cinemas and streaming services.
We created Second Servings, a suite of easily accessible tech, branding, and e-commerce solutions that give hawkers the tools that they need to start their second chapter, in just a few taps. To inspire elderly hawkers everywhere to use it, we captured the journey of three participating hawkers and turned it into a documentary that was aired in our audience’s favourite TV channels, as well as cinemas and streaming services.
Documentary Trailer:
Marketing and rebranding tools, for those who needed to reach new customers:
E-commerce and franchising solutions, for those who needed to expand:
AI-powered successors, so elderly hawkers can immortalise and profit from their signature dishes even after they retire:
Credits:
Chief Creative Officer: Johnny Tan
Executive Creative Director: Daniel Koh
Creative Directors: Paolo Agulto, Joseph Chan, Selena Soh, Marvin Liang
Creative Technologist: Shabana Joseph
Production House: IFA Media
Producers: Adam Lim, Katherine Kirana