Life's Supermart
Campaign
Life’s Supermart is a roving exhibition that turns a routine supermarket trip into an active act of self-discovery. Visitors begin with what matters most: health, family, growth. Each grocery item reflects a specific life value, prompting visitors to consider priorities that shape a meaningful life. A personalised receipt at checkout creates relatability by linking chosen values to CPF policies that support those priorities. Warm colours, playful names and recipe style information humanise CPFB, revealing a caring ally beside Singaporeans through life’s choices, especially workers in their 30s-50s who often delay planning and taking action.
Client / ManufacturerDesign
Central Provident Fund Board
Singapore, SGPLUS Collaboratives
Singapore, SGMervin Tan, Cheryl Sim, Crystal Koo, Rene FooDate of Launch
2024
Target Regions
Asia
Target Groups
Consumers / Users, "The primary audience is Singaporean workers in their 30s and 40s, especially those from heartland."