GIC plants bold sustainability vision by installing urban farms at bus stops

To mark its 40th anniversary, GIC has launched living installations of urban farms at bus stops featuring crops of butterhead lettuce, and Chinese broccoli, as a statement of the sovereign wealth fund’s bold future vision for the future of sustainability. The idea was conceptualised by 72andSunny Singapore, which developed the green bus stops in partnership with local urban farmer Gardens with Purpose. The latter brought in gardening enthusiasts from the community to grow and maintain the crops over the month-long activation.

The installation is part of GIC's 40th-anniversary campaign which launched in October. 72andSunny retold the story of GIC’s formation through a series of intriguing historical objects across out of home, digital, social and spotify touchpoints, together with the release of a commemorative book. Klive Asia and Clear Channel Singapore were also involved in the OOH activation. 

GIC's head of corporate communications, Mah Lay Choon, said the Bold Vision campaign was planned to engender an understanding of GIC’s history as well as its commitment to Singapore’s future, which will include tackling sustainability challenges. "We wish for these urban farms to spark ideas on more ways to incorporate growing fresh vegetables at home or in the community," Mah said.

Meanwhile, 72andSunny's APAC ECD, Johnny Tan, explained that today, consumers are often inundated with sustainability messages by various brands. "There’s a risk of white noise. We wanted to help GIC show up in a surprising, modern way and effectively inspire people to picture the possibilities of growing food in the least expected of places," he said.

Owner of Gardens with Purpose, Joanne Ng, also chimed in, adding that the company has been creating awareness of urban farming through classes with members of the public and students. "We are very excited to work on this as I believe it will get people to reimagine urban farming and how they too might start growing their favourite vegetables," Ng said.

Last month, 72andSunny Singapore added to its team with the hiring of group brand director Judy Ang. Following 11/11, the agency partnered with Carousell for "Remorse Fest", fashioning comedian Hirzi Zulkiflie as a new-age karang guni (rag and bone man) to get people selling excessive buys on Carousell.

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