FILM / BTS / OOH
Apple
Poached
Singapore's chicken rice war, documented on iPhone.
Big ambitions clash in tiny kitchens, all in the name of Singapore’s beloved local dish — chicken rice.
To celebrate Singapore's UNESCO Heritage hawker culture, we enlisted the creator of Chef's Table and director of Jiro Dreams of Sushi, David Gelb, to tell the story of Poached 有鸡可趁, a dramatic tale of the ongoing war between two hawker chefs as they compete for the perfect recipe.
A commentary on Singapore's food culture & constant battle between tradition vs. modernity.
The story centers around the rivalry between famous chicken rice stall Tian Tian and the stall just two doors down, Ah Tai Chicken, opened by Tian Tian's former chef of 20 years.
The two chefs' ethos to creating this well-loved dish reflects the Singaporean dilemma: should one stick to traditional roots or push for progress and modernization?
iPhone, the behind-the-scenes hero.
Shot in the hot, cramped kitchens of open-air food courts known as hawker centers in Singapore, we showcased iPhone 13 Pro camera features, such as Cinematic mode, macro and time-lapse.
Awards
Spikes Asia
Shortlist in Culture & Context - Cultural Insight (2023)
Shortlist in Branded Content & Entertainment - Film (2023)
Credits
Client — Apple / Agency — TBWA\Media Arts Lab Singapore
Director — David Gelb / Director of Photography — Chloe Weaver
© Pimwadee Lai