Inspired by the local flavours of salted egg, sambal prawn, hei bi hiam and chili crab, 4 uniquely Singaporean dishes were specially created by PastaMania Singapore to commemorate the nation's 50th birthday.

The TVC brief was to highlight these promotional dishes and communicate to the public that their pasta are freshly made at every restaurant, through a 90 seconds TVC that aims to evoke a sense of pride and charm for the brand among the target audiences.

The creative rationale of the storyboard is inspired by how growing up in Singapore exposes us to a rich variety of food. Through 4 short stories, told in the voices of the young chefs, this TVC explores how being Singaporean can be defined by the food and flavours that we love.

To date, this TVC has received many positive feedbacks and garnered more than 47,000 views on YouTube.

Coupled with various social media contests as well as in-store promotion, this campaign was successful in driving good sales and brand loyalty as seen from the huge increase of more than 8000 unique Likes on its Facebook account, and more than 1000 unique followers on its Instagram account.