DBS 5 Million Hawker Meals

Role: Lead Designer (Concept & Execution)
Tools: Photoshop and After Effects

“5 Million Hawker Meals” was a purpose-driven campaign by DBS to help Singaporeans cope with rising living costs by subsidising everyday meals at local hawker centres. I led the full creative development — from crafting the key visual to adapting it across OOH, digital, and social platforms. The design direction was grounded in approachability and heartland relevance, visually reinforcing the campaign’s message: banking should create meaningful impact for the community.

Originally planned as a year-long initiative, the campaign resonated so strongly with the public — driving both business and social impact — that it was extended beyond its initial run.

Impact:

• Over 1 million meals subsidised in just 3 months

• Reached key segments: seniors (12%) and lower-income individuals (24% earning < SGD 2,500)

• Hawkers experienced a 15–25% boost in weekly sales

• Transactions climbed to 60,000 ($401K spend), 1.9x/1.5x vs. the previous week

• Contributed to user growth: 896 new acquisitions and 5,262 reactivations

• Campaign extended due to overwhelming response and success