As Singapore Prepares to Open Back up, Campaign Asks ‘What is Normal’

As Singapore readies itself for an ease on Circuit Breaker restrictions tomorrow, retail supermarket chain NTUC FairPrice has launched a campaign calling on all Singaporeans to make a “Fresh Start” by continuing the values they discovered over the past two months.

The COVID-19 policies forced everyone to adapt and become more resilient, says the campaign and it is not just the new normal, it is a new beginning and the campaign hopes to encourage people to build on the positive behaviors that have emerged from these difficult times.

“The Circuit Breaker has been a trying time for everyone and people are yearning to take the first baby steps towards some semblance of normality,” said Ed Cheong, Executive Creative Director at Iris Singapore.


“But it is also the right moment in our history to put this so-called normality under the spotlight and question – was it really normal the way we’ve led our lives before? Fresh Start is not about resuming what once was, but starting afresh with the second chance at life that we are lucky to have.”

The “Fresh Start” campaign was developed by Iris Singapore, which won NTUC FairPrice’s creative business in April this year following a multi-agency pitch. With this win, Iris is tasked to lead Creative and Strategy for FairPrice’s retail businesses.


“In every crisis there is an opportunity. The Circuit Breaker has given us all a unique chance to connect and spend time with our loved ones,” said Alvin Neo, Chief Customer and Marketing Officer, FairPrice Group. “Fresh Start is a reminder to each family and individual not to lose the precious lessons learned and recalibrate our lives.”


Regional CEO: Luke Nathans
Managing Director: Andy Cairns
Executive Creative Director: Ed Cheong
Creative Director: Cheng Shu Yau
Senior Art Director: Uni Lee
Art Director: Carmen Ang
Copywriter: Darren Tan
Planning Director: James Honda-Pinder
Planner: Rui Si Lim
Group Account Director: Gurmit Singh

Head of Integrated Production: Denise Decruz
Head of TV Production: Michelle Tan
Producer: Caroline Frances
Editor: Pamella Ang
Head of PR: Rahat Kapur
Lead PR Consultant: Madhavi Tumkur


Havas Media

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