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.
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![](https://cdn.myportfolio.com/6a88917bba21f59014e46dc91442b1db/ff4a2dc5-593f-4f43-96f1-b5d89c1a850c_rw_600.gif?h=0f50f412bfb06436503ca91684491371)
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Agency: BBDO Singapore
Creative Director: Lim Sau Hoong
Art Director: Thomas Yang
Copywriter: James Lim
Head of Broadcast: Boon Choo
Director: Steve Yuen