Tag: anniversary campaign

Hong Kong – To mark its 160th anniversary, HSBC has partnered with Omnicom Media Group (OMG) Hong Kong and its creative arm Fuse to unveil a bespoke Rube Goldberg Machine installation at the iconic HSBC Main Building.

For the campaign, OMG Hong Kong enlisted local kinetic mechanism artist Joseph Chan to realise the concept, resulting in an interactive installation that traces HSBC’s 160-year legacy through a sequence of mechanical movements and visual storytelling.

The experience begins with a ball set in motion past the desk of founder Thomas Sutherland and the bank’s iconic bronze lions, Stephen and Stitt—named after senior executives of the era.

From there, the machine transitions to key visual milestones, including the creation of HSBC’s hexagonal logo by designer Henry Steiner and the symbolic lighting of the main building. It then moves through the bank’s early involvement in shipping services, representing its foundational role in trade and communication. This phase is followed by a timeline of financial instruments—from historical banknotes displayed on a rotating ring track to chequebooks and the evolution of credit cards.

Vintage HSBC commercials play on a retro television set before shifting to a screen that signals the arrival of the mobile banking app—marking the bank’s entry into the digital age.

The installation culminates in a segment featuring PayMeow, the mascot of HSBC’s PayMe app, highlighting the bank’s digital transformation. The journey ends with a piano tribute to the composer of the HSBC theme song, closing the loop on the bank’s long-standing narrative of innovation and heritage.

Chilai Howard, creative director of Fuse at OMG Hong Kong, shared, “Our vision is to seamlessly integrate art into brand experiences. In this project, we draw inspiration from a Rube Goldberg machine, using it as a dynamic timeline to narrate HSBC’s rich history. This interactive installation invites audiences to explore its depths, revealing hidden details and fostering discovery. By engaging the senses and sparking curiosity, we transform observers into active participants in this immersive journey.”

“We are honoured to collaborate with HSBC in celebrating their remarkable history. We believe in the power of creativity to tell compelling stories, and these groundbreaking installations showcase HSBC’s past in a way that adds even more meaning to their present journey,” added Natalie Yu, content & communication director at OMG Hong Kong.

The installation positions itself as more than a promotional effort, aiming to offer a culturally engaging experience that merges elements of art, history, and technology. Designed to educate and entertain, it has also become a visually compelling attraction for visitors.

Supporting the installation is a 30-second video released on 4 March, offering a glimpse into the Rube Goldberg sequence and encouraging audiences to explore HSBC’s historical milestones remotely. A longer-form version documenting the full experience was released on 8 April.

In addition to the Rube Goldberg Machine, Fuse collaborated with HSBC on two other installations. One is an immersive time tunnel that walks visitors through key moments and developments in the bank’s history. The other, a large-scale birthday cake display, serves as a visual marker of the bank’s 160th anniversary.

“We are pleased to unveil this Rube Goldberg Machine Installation to kickstart our year-long 160th anniversary celebration. This innovative installation is designed to transform archival elements into modern, interactive and dynamic exhibits that connect us with diverse customer segments. We are delighted to see Hongkongers visiting and capturing moments with the installation—exactly as we envisioned, enhancing their connection to our brand experience,” said Cheuk Shum, head of marketing, wealth and personal banking, Hong Kong at HSBC.

Hong Kong – McDonald’s Hong Kong has partnered with DDB Group Hong Kong to launch a nostalgic 50th-anniversary campaign, featuring the iconic Ronald McDonald benches popping up at 50 locations citywide, kicking off a year-long celebration of the brand’s enduring legacy.

As part of the campaign, DDB Group HK and McDonald’s HK have launched a citywide treasure hunt spotlighting 50 beloved Ronald McDonald benches. The hunt extends online via social media and the McDonald’s app, where participants can scan QR codes at each bench to register their finds and unlock fun facts, along with access to over 500,000 giveaways, including menu items and downloadable digital assets.

The treasure hunt’s grand prize offers a free Big Mac meal every day for a year, awarded to the first 50 participants who successfully collect all 50 stamps.

Additionally, a video featuring Softhard, the iconic Hong Kong rap duo associated with McDonald’s in the early 90s, showcases the pair placing benches in iconic locations across the city, serving as a captivating invitation for Hongkongers to join the treasure hunt. Complementing this, eight shorter videos will be released daily during the first week of the year, each spotlighting the historical significance of these locations while promoting a special daily value menu offer for customers.

As part of the anniversary celebrations, beloved McDonald’s characters like Grimace, Birdie, and Hamburglar will also make a grand return, appearing prominently across major outdoor media throughout the city. Adding to the festivities, a special Star Ferry wrapped in the campaign’s iconic imagery offered free rides to all passengers on the launch day, further amplifying the celebratory spirit.

Speaking on the campaign, Tina Chao, chief marketing and digital experience officer, said, “We are so excited to be celebrating 50 years in Hong Kong in a way that we hope will provide both some comfort of the past and optimism for the future. The fun treasure hunt will be a great way to kickstart our celebration. I’m really looking forward to everyone experiencing what we have planned for further festivities; it’s going to be a fantastic year!”

Andreas Krasser, CEO at DDB Group Hong Kong, added, “This is a very important milestone for one of Hong Kong’s most beloved brands, and we wanted to do something that really connected emotionally with customers. We know from social listening that for many Hong Kongers, the Ronald McDonald bench is somewhat like a time machine, allowing them to walk down memory lane. So, it was a no-brainer to start the 50th anniversary celebration with the bench.”

The Ronald McDonald bench, a globally recognised icon, embodies the cherished familiarity McDonald’s holds in the hearts of its customers. The treasure hunt and anniversary launch campaign will run until February 5th, spanning outdoor, TVC, print, in-store, social, and online media. 

Japan – To celebrate the 12th anniversary of the popular tower defence mobile game The ‘Battle Cats,’ creative innovation company R/GA and game developer PONOS have reimagined the experience for players by blending cinematic art and gameplay inspired by Japan’s Sengoku period.

Titled ‘The Way of the Cat,’ the campaign takes inspiration from Japan’s Sengoku period, a time of tactical mastery and conflict. By combining art, gameplay, and storytelling, it showcases the game’s strategic depth, transforming The Battle Cats from a quirky, cute title into a rich, strategy-driven experience.

R/GA brought the vision to life with the Sengoku concept, a centrepiece showcasing the game’s intricate battles and strategies. Enhancing this, the modern Byobu serves as a striking visual element, seamlessly linking in-game artistry with the campaign’s narrative.

This cohesive approach launched a Sengoku-themed in-game event, allowing players to dive into the game’s rich storytelling. Complementing this, social media tactics encourage players to explore and engage with its strategic depth.

As part of the anniversary campaign, two cinematic films inspired by classic Samurai cinema were also released to celebrate the game’s milestone.

Seiichiro Sano, managing director and COO of PONOS, said, “As we celebrate 12 years of The Battle Cats, we’re excited to challenge perceptions and showcase the game’s strategic depth. This collaboration with R/GA honours our heritage while inviting new players to experience the thrill of tactical gameplay in a fresh way.” 

Masaya Nakade, executive creative director at R/GA Japan, added, “Our aim was to elevate the perception of The Battle Cats by weaving together art and strategy to capture the game’s true essence. Through Sengoku-inspired storytelling and high-calibre visuals, we’ve crafted an experience that celebrates the game’s unique creativity and challenges players to appreciate its depth.”

India – British Airways has launched a new TV advertisement and brand campaign tailored for the Indian market, featuring India-based colleagues as the stars, in celebration of its 100th anniversary of flying between India and the UK this month.

Titled ‘Family in the Skies,’ the campaign highlights British Airways’ passion and commitment to delivering exceptional service through its most valuable asset—its people. Developed in collaboration with British Airways’ UK-based agency Uncommon Creative Studio and its network of Uncommon Minds in India, the campaign features 25 colleagues prominently.

Additionally, an out-of-home campaign will showcase 78 more colleagues, reflecting the airline’s extensive team. The campaign was collaboratively designed by Indian and British creative directors Tushar Menon and Kate Lloyd, emphasising the strong partnership between the two creative communities.

The campaign film follows a young woman on a solo journey to the UK as she heads to the airport, supported by her community and family. When her van breaks down, panic sets in until a British Airways bus arrives. A crew member invites her and her family on board, where they share stories, food, and laughter, turning a stressful situation into a memorable experience. After an emotional farewell at the airport, the woman is taken under the crew’s wing as she continues her journey.

Through this poignant narrative, British Airways seeks to demonstrate its steadfast commitment to passenger care, highlighting the crew’s dedication to going above and beyond to foster familiarity and ensure that every journey is both comfortable and enjoyable.

The campaign film is further enhanced by an out-of-home initiative featuring 78 Indian-based colleagues, including cabin crew, airport staff, engineers, and Call BA customer care representatives. Gathered on the tarmac in front of a British Airways plane, they share smiles and laughter with customers, creating the warmth of a large family portrait.

Calum Laming, chief customer officer at British Airways, said, “We are so proud to have more than 2,500 Indian-based colleagues—making India our largest colleague base outside of the UK—and we are proud that more than 100 of them feature in this campaign. It showcases the huge amount of talent we are so lucky to have within our British Airways family, and we could not be more thrilled to show this on a national scale in India.”

“Not only does the campaign tell a story, but it shows who we really are. It’s important to us to shine a light on each of our colleagues’ originality, as this is British Airways at its most authentic: your family in the skies,” Laming added. 

This campaign, the first in India since 2016, showcases an impressive lineup of acclaimed Indian creative talent, including renowned filmmaker Prakash Varma, award-winning casting director Romil Modi, celebrated Bollywood acting coach Chandan Kumar from the National School of Drama, and emerging photographer Avani Rai.

With local media planning by OMD India and support from British Airways’ London-based team at MG OMD, the “Family in the Skies” TV ad will launch across India on November 1. Following positive test screenings, versions will also be released in the UK, US, and Canada, with placements across cinema, YouTube, connected TV, and social media. The OOH campaign will launch on November 9 and will run in all five Indian cities served by British Airways.

Japan – Creative innovation agency R/GA and the tower defence game The Battle Cats have officially revealed the double agent behind the chaos of the game’s 10th anniversary celebrations, introducing a captivating new twist to its already quirky storyline.

The mission began when the 10th anniversary festivities were delayed due to sabotage, prompting players to hunt for the elusive Spy Cat. As Cat Intelligence Agents (CIAs), players explored clues in-game and on social media to solve the mystery, investigate 10 suspicious cats, eliminate suspects, and earn rare tickets as rewards.

Co-created by PONOS and R/GA, the second chapter of the ‘Mission Impawsible’ campaign maintains the thrill of espionage to attract new players. Following players’ accusations against 10 potential suspects, the true identity of the spy was finally unveiled.

Players who participated in the hunt encountered the sneaky saboteur—none other than Doge, the sworn enemy. As the mask is removed, Mohawk Cat is discovered safe and sound, lounging in the hotel refrigerator. Players received their rewards for correct accusations directly in their in-game mailbox.

In the game’s second edition, Projector Cat announces a final mission inviting players to participate in the Best of the Best Festival. During this event, players can win the new Uber Rare character, Trixi, through the fixed capsule machine. With the double agent captured and the machines repaired, The Battle Cats officially celebrate their 10th year anniversary. 

Seiichiro Sano, managing director of PONOS, said, “We wanted to make The Battle Cats’ 10th anniversary truly special, and ‘Mission Impawsible’ captures the quirky, unpredictable essence of the game. Spy Cat brings a new layer of excitement, and it’s been incredible to see gamers fully engage with the mystery. The positive response shows just how much they love diving into this global spy adventure.” 

Ari Halper, global head of creative excellence at R/GA, added, “Working with PONOS on Mission Impawsible was about pushing creative boundaries for a mobile game’s anniversary promotion. By tapping into the incredibly popular espionage/thriller genre, we were able to lure new audiences to the game while staying true to the Battle Cat’s unique charm. All while entertaining current, returning, and new players alike. And seeing players not only engage but truly love the experience has been hugely rewarding—it’s a testament to the power of combining storytelling with gameplay and promotion.” 

The Battle Cats’ ‘Mission Impawsible’ campaign was developed by R/GA’s global teams from Japan, the US, Argentina, Singapore, and Australia. Running across social media, paid media, and influencer channels in English-speaking regions during September and October, the campaign attracted over 2 million new users, reactivated 1.1 million lapsed users, and received 80,000 total votes.

Malaysia – In celebration of its 140th anniversary, HSBC Malaysia has teamed up with Ogilvy Malaysia to launch an emotionally charged campaign that honours the enduring strength of family, legacy, and the human spirit.

Titled ‘Legacy Lives,’ the campaign goes beyond traditional financial ads, featuring a film that follows a Malaysian family’s journey across three generations—from a father’s humble beginnings and education abroad to his daughter’s self-discovery, deepening his commitment to build a lasting legacy.

Crafted by Ogilvy Malaysia and director Nicholas Lam, the film uses a multi-generational narrative to forge a deep connection between HSBC and its audience, subtly illustrating the bank’s constant support in helping families realise their dreams and aspirations. It also vividly brings each era to life, from the vibrant 1950s to the tech-driven 1990s, culminating in the present day. 

By showcasing authentic stories of resilience, hard work, and family, the campaign underscores that legacy and family values are at the core of the HSBC experience.

Adrian Miller, chief creative officer at Ogilvy Malaysia, said, “This film is more than just a celebration of HSBC’s 140 years—it’s a celebration of the families and values that have shaped generations. From the very beginning, we set out to create something different. No clichéd bank visuals, no product shots—just a genuine, human story.” 

“By telling a narrative that spans three generations, we’ve captured the essence of what legacy truly means. It’s about more than what we inherit; it’s about what we pass on, and HSBC is proud to be part of that journey,” Miller added. 

HSBC’s campaign serves as a tribute for its long-standing and loyal customers, celebrating significant milestones through an emotionally engaging film inspired by real stories. It highlights the company’s 140-year commitment to helping families build intergenerational wealth, staying resilient through challenges, and bridging opportunities across borders since 1884 in Penang.

The campaign will run from September 21 to December 31, 2024, across multiple platforms, including digital, TV, cinema, social media, and in-branch POSM.

Japan –  Video game company PONOS has launched a thrilling spy-themed campaign to celebrate the 10th anniversary of the English edition of its hit tower defence mobile game, ‘The Battle Cats,’ inviting players to uncover a mysterious double agent and save the celebration.

Titled ‘Mission Impawsible,’ the campaign’s storyline thrusts players into action as a double agent sabotages capsule machines built for the 10th anniversary festivities, forcing the postponement of the highly anticipated Best of the Best festival. As the hunt for the Spy Cat begins, every cat is a suspect. Players are invited to join the investigation, defend the Cat Base, and expose the double agent in this thrilling game of cat and mouse to bring justice once and for all. 

Seiichiro Sano, managing director of PONOS, said, “Who doesn’t love a good spy thriller? From James Bond to Mr. and Mrs. Smith to The Bourne Identity, espionage stories capture our imagination. Typically, campaigns are built outside of the game, but once again PONOS and R/GA’s global team collaborated to integrate the voting system directly within the game, engaging core players.” 

Ari Halper, global head of creative excellence at R/GA, added, “There is a great irony in the gaming world: while games are meant to entertain us, their promotions and celebrations typically fall back on the same retail tactics and sales clichés. But why not extend the entertainment into the promotions and celebrations themselves?” 

The ‘Mission Impawsible’ campaign, featuring social media, paid media, and influencer content, will roll out across English-speaking regions throughout September and October. Players can make their final suspect accusation between October 7th and 14th. 

Since its original release for the Japanese market in 2012 and the English version in 2014, The Battle Cats has become a widely acclaimed tower defence strategy game, amassing over 92 million downloads and continuing to grow.

Indonesia – Lifebuoy, Unilever’s iconic hygiene soap brand, has enlisted the expertise of creative agencies MullenLowe Singapore, MullenLowe Lintas India, and MullenLowe Lintas Indonesia for its 90th anniversary campaign, which honours Indonesia’s rich history and celebrates everyday heroes.

Coinciding with Indonesia’s 79th Independence Day celebrations, Lifebuoy’s campaign presents a heartfelt film that pays tribute to the nation by featuring real-life national and everyday heroes, including Indonesia’s first Olympic Gold medallist Susy Susanti, the country’s first world boxing champion Ellyas Pical, ‘Disability Womenpreneur’ Nicky Clara, and sculptor Fransisca Ardiyusanti.

The campaign is part of Lifebuoy’s celebration of 90 years of protecting the dreams of generations of Indonesians. By shining a spotlight on the country’s national icons, the campaign aims to inspire Indonesians with the stories of fellow citizens who have pursued their dreams. 

The campaign film weaves in the powerful message that no dream is realised in a day but must be nurtured and protected daily—starting with maintaining a healthy body and safeguarding ourselves from illness.

Khim Yin Poh, global vice president at Lifebuoy, said, “Lifebuoy has been serving generations of Indonesians by helping them stay protected from illness since 1934. Our 90th anniversary milestone was the perfect occasion to not only reaffirm Lifebuoy’s commitment to protecting people’s good health and dreams in Indonesia for now and for the next 90 years, but also to express our gratitude to thank Indonesians for the privilege of being a part of their lives for many years. 

“We wanted to feature renowned individuals who have achieved greatness, who are also real people with real aspirations and families behind them. Some of the featured celebrities also turned out to be long-term Lifebuoy users, bringing in a sense of their own family’s history with the brand, which enriched the campaign further,” Poh added. 

As part of the campaign, Lifebuoy hosted a press conference featuring Susy Susanti and Nickly Clara, both of whom are highlighted in the film, as speakers. The campaign received further amplification through mainstream media coverage and social media content shared by influencers and celebrities. Additionally, 30-second versions of the video were created and distributed across various digital and e-commerce platforms, including TikTok.

Vinay Vinayak, global business director of MullenLowe Singapore, said, “Lifebuoy is a pioneer for the prevention of illness through a germ protection soap. In its 90th year in Indonesia, we thought it would be fitting to create a heartfelt reminder for people with the message that dreams are not realised in a day, but in fact they need to be nurtured and protected every day, just like good health. Preventing the outbreak of infectious diseases is becoming more important than ever, but we know that dry statistics are usually not very compelling in helping people proactively adopt good hygiene habits, so we wanted to find an emotional way to get Lifebuoy’s message of hygiene across. Early reactions to the campaign have been positive, and we believe this trajectory will continue over the coming months.”

Malaysia – To celebrate its 30th anniversary, Watsons Malaysia has launched its first-ever branded airplane in collaboration with AirAsia, taking its health and beauty offerings to the skies.

The Watsons-branded airplane will start serving passengers from mid-July onwards at Kuala Lumpur International Airport Terminal 2 and will feature Watsons’ branding, in-flight shopping opportunities, and various in-flight engagement activities. 

As part of its 30th anniversary celebrations, Watsons Malaysia will introduce a series of initiatives to share joy with its customers and enhance the shopping experience. 

The in-flight shopping experience features key product categories, including travel and health essentials, on-the-go beauty products, exclusive brands, and Watsons Brand items. Passengers can easily view and scan QR codes for these products before take-off and conveniently collect their purchases at any Watsons stores in Malaysia upon arrival.

Watsons members can also enjoy region-wide privileges with the Asia One Pass, available in 10 markets. This allows members to access local offers while travelling and earn points not only in their home market but across all Watsons markets in Asia.

Loyalty members who spend at least RM100 in a single transaction, either offline or online, will have the chance to win prizes such as AirAsia flight tickets, AirAsia MOVE hotel stays, AirAsia MOVE points, and Watsons e-vouchers.

Dr. Malina Ngai, group CEO of AS Watson Group, said, “Today, I’m excited to officiate the launch of our partnership with AirAsia to have our first-ever Watsons-branded airplane as a special initiative for the 30th anniversary. What led us to this partnership is our shared belief that ‘Sky is Not the Limit’—our passion to serve our customers has no limits, and anything is possible for us.” 

Ngai added, “Watsons has been at the forefront of revolutionising the in-store environment for customers, and over these two years, we’re innovating customer experiences in Asia, including Malaysia, and investing USD250 million in 6,000 new and upgraded stores. This means 75% of the store portfolio in Asia will provide a more innovative and enhanced experience for our customers.” 

Caryn Loh, managing director of Watsons Malaysia and regional exclusives director at Watsons International, said, “As customers’ expectations for a seamless and pleasant shopping experience have been rising for over two years, Watsons Malaysia is opening and upgrading 300 O+O stores and enhancing its shopping experience, making its stores the preferred destinations for interactive experiences as the No. 1 personal care and beauty retail brand in Asia.” 

Watsons Malaysia is committed to elevating the shopping experience with innovative and immersive offerings that help customers “look good, do good, and feel great.” Central to its business is the dedication to providing a wide range of high-quality products at great value, ensuring a pleasant shopping experience. As one of the fastest-growing markets in Asia, Watsons Malaysia now operates over 700 stores and offers 12,000 products online and offline.

Philippines – For its 18th anniversary, Lay Bare Waxing Salon has partnered with Boost Advertising Agency to launch its new digital commercial campaign, ‘Napapa-Uy’, that underscores the brand’s commitment to inclusivity. 

Lay Bare’s ‘Napapa-Uy’ digital commercial features a specially written song of the same title that captures the funny antics and leaves a lasting impression on everyone who listens and watches. 

Created by Boost Advertising Agency, the commercial captures Lay Bare’s commitment to offering beauty beyond aesthetics, promoting hair-free confidence and hygiene for clients of all ages and genders. It highlights creativity, fun, and engagement with a unique Pinoy flair, serving as a fitting tribute to the brand’s enduring legacy of excellence and innovation.

Paolo Hilario, president of Lay Bare Waxing Philippines Inc., said, “Our journey began 18 years ago with a simple vision: to provide exceptional hair removal services in a comfortable and welcoming environment. Today, we celebrate our growth and evolution with a campaign that highlights our dedication to inclusivity and quality service for everyone.”

Darlene Epino, head of marketing at Lay Bare Waxing Philippines Inc., added, “Working with Boost Advertising Agency has allowed us to capture the essence of our brand while emphasising the inclusivity of our services. Our Brazilian waxing service is designed for all genders and ages, reinforcing our commitment to cater to a diverse market.”

The digital commercial can be viewed on Lay Bare’s official social media pages. 

Since its inception in 2006, Lay Bare has established itself as a sanctuary for quality hair removal services, utilising natural ingredients like honey, sugar, and calamansi in its cold waxing technique. The brand has also introduced a mobile app for seamless booking, featuring enhancements like a referral programme to further enhance the client experience.