RedMan: Just Bake It, 4

14 December 2023, Thursday, Singapore – This festive season, The Secret Little Agency seeks to redefine what thoughtful, meaningful gifts should look like in a new campaign for RedMan, the flagship brand of Phoon Huat Pte Ltd and a culinary cornerstone in Singapore for decades. Rooted in the spirit of the season, the campaign aims to encourage Singaporeans to #JustBakeIt, embracing the warmth and sincerity of baked goods as the ultimate gift for anyone. Gifting during the holiday season has long been a source of stress and, at times, an echo of insincere consumerism. RedMan, a brand deeply embedded in Singaporean baking culture, launches its Christmas campaign to shift the narrative. The campaign positions baked goods as not just gifts but as a means to foster deeper connections and authenticity with every bite. Through a series of witty, cheeky and provocative key visuals, the campaign playfully parodies the visual language of luxury, tech, and electronic appliance brands, designed to make Singaporeans think twice about the value of a gift. Strategically placed along the bustling Orchard Road, these ads find a home in the heart of Singapore's iconic shopping district in OOH, as well as on social and digital, to catch the crowd going about their holiday shopping.