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#FRESHDROPFRIDAY
It's a common misconception that anything related to sustainability, even though essential, isn't very cool or hype. So we tasked ourselves to create products that celebrated DBS LiveFresh's 87% recycled plastic credit cards that screams ‘fashion’. For its #FRESHDROPFRIDAY drop, we released uniquely designed cruisers and bicycles that fit squarely within the hype streetwear realm. We also made social content using images that you could find in any streetwear look-book.
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OF
PROJECT
ART DIRECTION
DBS BANK
AGENCY: THE SECRET LITTLE AGENCY ® SINGAPORE
PHOTOGRAPHER: STEFAN KHOO
PRODUCTION HOUSE: AMANACLIQ
For the photoshoot, we wanted to juxtapose the alternate carbon zero travel means by setting the scene in a junkyard filled with broken and old gas guzzling vehicles. The overgrown vegetation symbolises the perseverance of nature and its victory over the environmental crisis.
We designed the cruiser board back with the help of the talented designer Lutfi. The concept behind the design tries to communicate that the answer to the puzzle of a greener earth is by travelling using carbon zero means.
For the second drop, i designed decals on a bike that DBS customers stood a chance to win by travelling in more carbon neutral ways.
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