Shot entirely in LiJiang in Yunan province of China, the TVC juxtaposed the natural methods used to cultivate the rice with the unique way it is supposed to be cooked. A heartwarming film, it shows the honesty and sincerity of the people growing the crop, further reinforcing the natural goodness the end product provides.
Agency: BBDO Singapore
Creative Director: Lim Sau Hoong
Art Director: Thomas Yang
Copywriter: James Lim
Head of Broadcast: Boon Choo
Director: Steve Yuen
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