The Garden City Fund (GCF) is a charity organisation that depends on donations to champion green spaces in Singapore.It wanted to raise funds as part of its 50th anniversary celebrations. And encourage Singaporeans to add more greenery into their lives.
How do we raise funds for a cause that hardly anyone knows about?
More importantly, how do we get the average Singaporean – who’s either too busy or too lazy – to be interested in plant growing?
While it’s difficult to grow new trees in land-scarce Singapore, there’s nothing stopping us from growing potted plants at home. All we need is a little motivation. So we tapped into Singaporeans’ favourite pastime – the lottery.
Illustrations for web
Chief Creative Officer: Neil Johnson | Group Executive Creative Director: Joji Jacob | Head of Tribal: Jeff Cheong | Creative Director: Vinod Savio | Creative Group Head: Lydia Lim | Art Directors: Sid Lim, Lydia Lim | Copywriters: Vinod Savio, Kevin Poh | Illustrators: Vernnie Chong, Sid Lim | Animator: Winfred Kang | Production: The Momentum | Producer: Jackie They | Managing Director: Rowena Bhagchandani | Associate Account Director: James Tan | Account Executive: Amanda Chen | Tech Director: Yeo Wee Lee | Experience Planner : Rosslyn Chay | Developers: Loy Yoke How, Loh Chian Li, Alfred Lee, Andrew Candraditya | Associate Project Director: Leslie Goh | Project Manager: Zhuo Fangru | Project Executive: Lynn Goh