Tag: Brand experience

Kuala Lumpur, Malaysia – AirAsia has recently joined forces with video game companies SEGA and ATLUS to bring the ‘Sonic the Hedgehog’ and ‘Persona 5’ franchises to life through custom aircraft liveries and immersive in-flight experiences. Said partnership is in conjunction with the larger ‘The Colour Of Connection’ campaign by AirAsia brand co. (Abc.), the brand management arm of Capital A.

The two aircraft will fly routes across AirAsia’s network of over 100 destinations including major cities in Southeast Asia and Asia Pacific like Bangkok, Tokyo, Seoul, Taipei, Shanghai, and Sydney, bringing the thrill of popular gaming culture and lifestyle to many guests and fans around Asean and beyond.

In addition, Santan in-flight catering will offer a special treat inspired by Sonic the Hedgehog – the Sonic’s Golden Ring Cakes. These zesty mango and lemon-flavoured golden ring cakes, reminiscent of Sonic’s iconic golden rings, are available for pre-booking on all AirAsia Malaysia (flight code: AK) and AirAsia X Malaysia (flight code: D7) flights. Priced at RM13, the combo includes a Fizzy Iced Yuzu drink and a free Sonic-themed sticker with each purchase. 

Lastly, AirAsia will introduce exclusive Sonic the Hedgehog and Persona 5 merchandise, available for purchase starting in the first quarter of 2025 on all AirAsia Malaysia and AirAsia X flights, as well as on AirAsia MOVE Duty-Free, allowing fans to take home a piece of this collaboration.

“Through the aim of building an immersive experience, guests can fly on these planes emblazoned with the universes from SEGA and Atlus. From the livery design, to little in-flight touches, a Sonic the Hedgehog-themed meal and more, you’ll feel like you stepped into these iconic universes–not forgetting that the collaboration also includes exclusive merchandise,” Rudy Khaw, Chief Executive Officer of AirAsia brand co. (Abc.) said in an exclusive interview with MARKETECH APAC.

Rudy also notes that as part of AirAsia’s ongoing evolution into a well-rounded brand across travel, lifestyle and beyond, these collaborations reflect their focus on offering guests and brand enthusiasts transformative experiences, making the journey itself as exciting as the destination.

“By weaving in elements of these iconic franchises, we’re connecting our guests to their passions and fandoms while reinforcing AirAsia’s role as a leading Asean brand focused on inclusivity, accessibility and cultural relevance,” he added.

Collaborations to connect with audiences

It is worth noting that special liveries for AirAsia have been focused on commercial ones as part of their AirAsia Media offering, which includes partnering with Watsons, Genting Malaysia, and more recently with the Singapore Tourism Board (STB), Gardens by the Bay and Mandai Wildlife Group for its ‘Love, Singapore’ campaign.

However, Rudy notes that this special collaboration with SEGA and ATLUS is meant to forge a deeper relationship of customers to the brand, as it aims to develop itself into a full-grown brand beyond travel and lifestyle.

“While past partnerships like Watsons and Genting Malaysia were rooted in commercial engagement, our partnerships with Persona 5 and Sonic the Hedgehog stand out for their deeper emotional resonance. These franchises have passionate fan bases across the globe, and by incorporating their world-building into the travel experience, AirAsia isn’t just advertising a brand—it’s facilitating cultural connection,” he said.

Rudy added, “This is in line with our role as Asean’s creative incubator, where we focus on amplifying cultural narratives and tapping into the emotional aspects of the customer experience, further positioning AirAsia as a creative trailblazer in the region.”

Experiences beyond traditional platforms

Rudy notes that as the AirAsia brand has evolved to represent a dynamic travel and lifestyle platform that transcends industries—from aviation to digital and creative ventures–so does too their ways of promoting brand experiences for customers.

“While this initiative is driven by Abc., the strategic importance lies in how we position brands within a multi-faceted experience, moving beyond traditional media platforms,” he said.

A key highlight of this collaboration is to expand AirAsia’s reach into new verticals like gaming, anime, and pop culture, while showcasing Asean’s creative potential. 

“By aligning with cultural and entertainment franchises like Persona 5 and Sonic the Hedgehog, we are able to leverage our platform to push boundaries, creating authentic, emotionally resonant experiences that go beyond advertising,” he said.

When asked about what advice other similar brands or franchises can take from this collaboration, Rudy emphasises the importance of authenticity and cultural resonance. For him, AirAsia isn’t just about brand visibility–and more about building meaningful connections, both physically and emotionally.

“With a presence in aviation, travel, logistics, and fintech, we offer a unique platform for brands to engage with a diverse, culturally rich Asean audience. Brands should focus on how they can align their narrative with Asean’s spirit of diversity, community, and creativity. It’s crucial to think about how your story can elevate and inspire these communities, while also providing consumers with new, transformative experiences through our well-rounded media ecosystem,” he concluded.

Singapore – Erika Cleo Foo, formerly the vice president of communications at Singlife, has recently been named the new vice president of communications and brand experience for Asia-Pacific at ING. In an exclusive conversation with MARKETECH APAC, Foo shared that she will report to Christine Kam, head of communications and brand experience for ING APAC.

“Working closely with regional and country teams to ensure consistent messaging and positioning throughout the Asia-Pacific region, as well as ensuring the alignment and effectiveness of communications initiatives, will be crucial aspects of my role,” she said.

When asked about her strategies in her new role, she stated that she aims to focus on executing effective communication strategies to position ING as a regional leader in sustainable finance.

“ING has a strong foundation in APAC, and I’m eager to leverage that to elevate our position as a leader in sustainable finance. This is a crucial area for the future of the financial services industry, and ING’s expertise aligns perfectly with the growing demand for environmentally and socially conscious solutions across the region,” she said.

Prior to joining ING, Foo was with Singlife for two years, where she managed the company’s strategic communications plans in alignment with business objectives and brand identity.

She previously spent over five years with the National Heritage Board, handling various roles related to marketing communications and programming efforts.

“My experiences at Singlife and the National Heritage Board have taught me the importance of balancing innovation with tradition. From Singlife, I bring a strong understanding of digital-first strategies and the importance of integrating technology into customer experiences,” she said.

Foo added, “At the National Heritage Board, I learned the value of storytelling and creating emotionally engaging brand experiences. I believe these learnings have helped me create compelling and innovative brand experiences, leveraging both technology and storytelling to connect with audiences.”

When asked about specific brand experience challenges the banking and insurance industries face, she highlighted navigating the increasing regulatory landscape while maintaining a seamless customer experience, as well as ensuring data privacy and security in an era of digital transformation.

“On the opportunity side, the rapid adoption of digital technologies provides a chance to enhance customer engagement through personalized and convenient services. Additionally, there is a growing opportunity to build trust and loyalty by demonstrating a commitment to sustainability and social responsibility, which are increasingly important to customers,” she said.

Discussing the opportunities the industry may see this year, she stated, “Customers today expect a seamless and personalized experience across all channels. This presents a challenge, but also an opportunity for differentiation through innovative and customer-centric brand experiences. Institutions that leverage advanced analytics to gain deeper insights into customer behaviour will benefit from more strategic decision-making, resulting in meaningful and tailored solutions for their end-users.”

Foo also added, “Building trust and brand loyalty will be crucial in the competitive APAC market. Transparency, ethical practices, and a focus on customer well-being will be key differentiators. Institutions that embrace a purpose-driven approach that aligns with the values of their audiences, such as sustainability and ethical practices, will find themselves a step ahead in building long-term brand loyalty.”

Singapore – YouGov, the international online research data and analytics technology group, and advertising agency Havas have announced the expansion of their data partnership, which powers Havas’ client insights.

In this expanded partnership, Havas and YouGov’s collaboration now supports Havas’ Village approach, integrating media, creativity, and talent collaboration to provide customers with a more meaningful brand experience.

The new deal also increases the market coverage of the partnership, from 18 to now 26 markets across the globe. Havas also expanded the relationship to encompass Havas Media Network, Havas Creative Network, and Havas Health & You agencies, allowing the entire network to benefit from the YouGov Profiles and YouGov BrandIndex data.

YouGov and Havas also continue to collaborate on three global custom research studies for in-depth client analysis: ‘Meaningful Brands,’ a flagship survey analysing brand impact and equity over 15 years; ‘Connect,’ a study on brand association and influence throughout the consumer decision journey; and ‘Content,’ an in-depth survey on the effectiveness of over 35 content types. 

The collaboration grants Havas access to YouGov’s connected living data approach, enhancing custom study data with insights from YouGov Profiles and YouGov BrandIndex. This global partnership provides Havas with continuously updated data sets.

Dan Hagen, global chief data & technology officer at Havas Media Network, said, “As we aim to deliver upon our One Havas ambition and power the convergence of creativity, data, technology, media, and production across our global network, YouGov will be a key data partner for the future. Our expanded partnership will greatly enhance what we can offer our clients and bring in insights from key markets across Europe, LATAM, MENA, and APAC. YouGov has a global reach and connected data capabilities, which have enabled us to integrate their data at a respondent level into our data and tech platform, Converged, in markets around the world.”

Also speaking on the partnership, Steve Hatch, CEO of YouGov, shared, “We are pleased to deepen our partnership with Havas and honoured at the level of trust they have placed in our data-driven insights. With YouGov’s unique combination of data from our proprietary panel, our connected data abilities, and our best-in-market research tools, we are proud to enable one of the world’s largest global communications groups to gain a deeper understanding of consumers and make more informed business decisions. This expansion of our partnership reflects our shared commitment to delivering the most actionable insights to companies and institutions around the world.”

Sydney, Australia – Allied Global Marketing (Allied), a full-service integrated marketing agency working with entertainment, consumer, and lifestyle brands, has announced the appointment of seasoned executive Nicola Gold as business director APAC for brand experience.

Gold will play a pivotal role in building the brand experience offering as part of Allied’s strategy to develop a truly integrated full-service offering, delivering exceptional business results for new and existing clients across the Asia-Pacific region. 

An award-winning experiential leader, Gold is an accomplished business transformer, leader, and creative thinker renowned for her ability to generate value and drive growth for clients and businesses on a local and international scale. 

Prior to joining Allied, she served as the director of creative operations for Pico International Dubai, where she redefined the creative offering and identified ways to improve the efficiency and cost of delivering world-class creative across multiple channels. 

Gold also worked as a strategic business director for Pico Australia Pty Ltd and general manager of Total Brand Activation Australia. There, she established and implemented new lines of business across digital and virtual as well as museum initiatives and multi-million-dollar projects. 

Aside from these, she previously held positions at George P. Johnson Experience Marketing (Sydney and Singapore), Jack Morton Worldwide, and OnePartners.

Gold’s appointment underscores Allied’s commitment to driving growth and delivering unparalleled value to clients in the dynamic and evolving experiential landscape. Since expanding its operations into the APAC region, Allied has secured valued clients and executed key campaigns, including the world’s first ever singing billboard for Prime Video’s Deadloch, a fan activation experience at Comic-Con Mumbai for Crunchyroll, and a South Park pop-up store in Tokyo for Paramount+ to celebrate the 25th anniversary of the series.

Effective immediately, she will be based in Sydney and will report directly to Jamie Crick, managing director of the APAC region, as well as to the executive vice presidents of Allied’s global brand experience team, Jonny Davis and Paddy Davis.

Commenting on the appointment, Crick said, “We’re thrilled to welcome Nikki to the team. Her extensive background in experiential marketing and proven track record of success will be instrumental as we continue to expand our presence in the region and further enhance the agency’s capabilities in delivering exceptional brand experiences.”

Bangkok, Thailand – PUMA has tapped Singaporean brand experience creative agency in its recent launch of its PUMA Palermo pop-up store in the city of Bangkok, a first of its kind in the Southeast Asia region.

The pop-up store serves as a portal into the vibrant and effortlessly playful universe of PUMA Palermo. Stepping into the space, guests will be transported onto a journey that evokes the essence of Palermo while paying homage to the coastal capital of Sicily in which the Palermo was proudly named after. 

GOVT conceptualised, designed and executed Stadio Palermo in-house, together with the communications that ran across Singapore and Thailand, spanning print, OOH, and digital. 

‘Stadio Palermo’ features multiple larger than life installations, including an incredibly detailed 13 ft long PUMA Palermo sneaker that took over 5 Thai craftsmen over 300 manhours to meticulously create. Moreover, a functional life-sized foosball court was also created, alongside tiered terrace stands that are synonymous with the terrace culture that the PUMA Palermo was made famous by. Guests are welcome to immerse themselves within the foosball court by being the players themselves. 

Eleanor Wang, director of marketing at PUMA Southeast Asia, said, “I am thrilled to unveil our inaugural PUMA Palermo pop-up in Bangkok, marking a historic first for Southeast Asia. Our vision is to immerse visitors in the rich Italian heritage of PUMA Palermo through an unforgettable, larger-than-life experience. With this pop-up, we’re not just bringing back Palermo; we’re creating a timeless, experiential journey that celebrates its status as a forever classic.”

Meanwhile, Leon Lai, co-founder at GOVT, commented, “A brief like this doesn’t come by every day for a creative agency, especially more so when what we have created was literally what was proposed to PUMA 3 months ago. To see our proposal come to life was truly amazing, so a big thank you to PUMA for trusting us in this process and indulging us in our dreams.”

Singapore – Australian large-scale marketing events specialist and brand experience creator The Company We Keep (The CWK) has announced its expansion to the Southeast Asian market, marking its presence with a new office in Singapore. It has also appointed Victor Darmawan to be its director of business, and will run the new local office.

Through the new expansion, The CWK will establish with its foundation clients Salesforce, Amazon Web Services, and Docusign, and will ensure the company to be able to service the whole Asia-Pacific region with a local team of producers supported by the wider advanced capabilities of the Australian team, composed of more than 50 people.

With 16 years of experience working in agencies across Singapore and Indonesia, Darnawan will initially be supported by two producers and coordinators locally, with other project aspects such as digital, creative, and design being serviced from Australia.

Speaking on his appointment, he said, “I’m so excited to be part of the launch team for The CWK – Singapore. The business already has a globally recognised list of clients, being able to now provide on-the-ground local event support, while leveraging the skill set and expertise of the existing Australian team members, means we can expand those partnerships, and in time, further build our international portfolio.”

Meanwhile, Nigel Ruffell, CEO at The CWK, commented, “Local knowledge is imperative for what we do for our clients. We have always partnered with trusted local preferred suppliers and contractors in these regions, and they have always guided and advised us on local nuances and differences.” 

He added, “Having an office in Singapore solidifies this, giving us a community hub and a competitive edge in the area. We are incredibly fortunate to have already built so much expertise in the region via our Australian team, and see the Singapore office as an evolution of this.”

The expansion of The CWK into SEA is part of the company’s planned expansion this 2023. Since its establishment in 2019, the company has grown to 50 employees and spans two continents, with expansion into the US slated as the next step for the business.

Cologne, Denmark – Global brand experience agency Uniplan has appointed Katja Sassi-Bucsit as its new director of global communications. In her new role, she will continue to apply her expertise and lay special focus on brand positioning and the further development of internal and external communication in China.

Before joining Uniplan, the experienced manager worked in various leadership roles in the Chinese Mainland for many years, amongst others, in the management team of Vok Dams China. 

Sassi-Bucsit will be reporting directly to CEO Europe Rüdiger Maeßen and will also closely cooperate with the entire management board of the agency around owner and group CEO Christian Zimmermann and additionally the managing director for China, Sonny Shen. 

She relieves Olaf Pempel, who is leaving the agency after one year to pursue a solo venture as PR consultant in Austria.

Speaking on her appointment, she said, “China and event communication have been accompanying me for 20 years now. I am happy that Uniplan is providing me the opportunity to add value through my extensive expertise and to build bridges between my two homes. This is a real dream role for me.”

Meanwhile, Maeßen commented, “I am very happy to have Katja, a respected China expert, on board, as China is still a key market for us. In business and culture alike, the country remains very dynamic. Katja possesses the necessary knowledge and experience to create an integrated communication strategy. I thank Olaf for the strategic sail setting and for laying the foundations of our communication strategy in the past twelve months.”

In today’s world, change is a constant. Transformation is happening all over, in every sector, at top speed. Yet established rules, myths and formulas remain and are held tight, especially around brand experience and customer journeys. With the pressure on to catch up and keep up, however, yesterday’s frictionless approaches shouldn’t just be challenged by those wanting to succeed but, where appropriate, ignored.

And for brands, this means rethinking experience and the role it plays in creating meaningful customer moments that build deeper loyalty. Let me explain.

What’s changing

With the journey towards digitisation and connectivity accelerated by rapid advances – made both by tech giants in terms of roll-out, and consumers in terms of behaviour – how we now live is now vastly different and constantly evolving.

More of us now live in cities than not, for example. And cities are transforming, developing, and expanding at amazing rates thanks to high-tech materials, sensor networks, and better data which are letting architects, designers, and planners work smarter and more precisely to make it all more environmentally sound, more fun, and more beautiful.

How we shop and buy is unrecognisable from just a few years ago. Technology has changed the everyday way we buy things: NFCs, contactless, predictive data, the list of innovations goes on. Being creative, and what this looks like, is also being contested with AI, and emerging technologies are constantly redefining what creativity looks like. 

Even the concept of identity is changing. But it’s not just male, female, gender neutral, or fluid – even self-identifying as non-human, like an avatar, is becoming more commonplace. And we all have different versions of our own identity according to context – for example, we could have a professional identity on LinkedIn but a social one on Kakao Talk or Instagram.

This reappraisal and redefining of gender and how self-identity is recognised is being driven by Gen Z and Gen Alpha. And with these two groups now numbering close to 2.5 billion, this is not something you can ignore.

What this means for brands

In the light of all this, it is inevitable that top-down traditional linear techniques, to establish or build brands, aren’t going to work as they used to. The reason’s simple: how people experience a brand is no longer a straight path. The gap between physical and digital is converging, with a hybrid present now upon us.

So modern brands now need to be created or refreshed in vastly different ways. Across channels and media, and from physical retail to the metaverse, consumers now face a continuous barrage of choices and noise, making a brand’s job of standing out even harder.

Yesterday’s rules that were once best-practice are fast becoming obsolete, pressuring the C-suite to re-align their organisational structures and cultures to new modern world realities. But companies also need brands that can scale, while at the same time be agile, fluid and stretch across marketing, product and employee cultures as consumers’ behaviours tear down silos.

The old ways that fell out of step, and recent developments are shaping new ways

When the world pivoted from analogue to digital, our industry became obsessed with speed. But in many recent cases, this obsession has been to the detriment of brands.

We’ve become obsessed with being frictionless and seamless, for example. This was important a few years ago as we digitally transformed our businesses, of course, but today, technology is more ubiquitous and equally distributed and this means speed isn’t the primary factor to make consumers love you anymore.

UX experts have become over-obsessed with the ‘cult of 3 clicks’, too, and have frantically pushed this – making it their agenda despite the changing behaviours we now experience. As a result, lots of brands have ended up narrow or ‘bland’.

Recent experience also provides important lessons for how brands’ approach must evolve from here. The global pandemic reformed how we see ourselves, for example.

COVID reminded us of the 300,000 years of DNA that make us human. And it taught us both that we want to be closer and more human than ever, and that a critical way to be so is through the storytelling and human interaction that has for so long underpinned human history. We are hard-wired as pattern thinkers to look and seek out meaning and connections.

3 ways to re-think brand experience

How, then, to re-think brand experience for a modern world? There are many different ways this can be done. Here are three:

First, make friction your friend.

Since the earliest days of digital, received wisdom has been that success depends on eliminating friction. But this demonstrates a misunderstanding of friction and how it can be valuable to humans – and is.

The rock brand Queen was told ‘Bohemian Rhapsody’ being six minutes long wouldn’t work as a music single because traditional singles were three minutes long, so audiences wouldn’t listen. But, of course, the experts were wrong – that track is now the world’s most popular single track streamed. Why? Because of the power of its story. It played with emotions, senses, and challenged our everyday to be new, interesting and engaging. Its length – the friction – isn’t bad, it’s a tool to create narrative and emotion.

The lesson from this for brands is that building meaningful storytelling into a brand is an incredibly powerful tool to engage and to create relevancy in a world losing personality. Move beyond frictionless to use friction in a positive and meaningful way to help give your brand more meaning.

Second, don’t obsess about speed on your journey

Speed can be overrated. Obviously, it is important in some contexts. But generally, if someone is interested in your brand, speed is a long way down the list.

For brands, the journey is a powerful tool.

Think of a kid’s playground slide. Travelling from A to B on the ground is one experience, but travel the same distance by slide from top to bottom and your experience becomes more interesting – and fun. And, with the added post ripple effect of remembered enjoyment once the experience is over, you are more likely to want to share your experience with others or remember it after.

For brands, speed might be important for low-interest behaviours but, if you want to create a lasting bond that connects with people’s values, speed isn’t the driving factor.

Third, be more Kardashian, be more ‘composable’

In other words, be more open as a brand – let people be part of your brand and let them feel more part of your everyday interactions.

Consider atomic design. Just as all matter is made from atoms that combine to form molecules, which in turn make up more complex organisms, atomic design involves breaking a digital design down into its basic components and then working up from there to create a site or product.

This principle is relevant for how we should build brands as a brand today must be a living breathing ecosystem of parts. This means being flexible and adaptive – more ‘composable’.

Some of today’s most successful brands allow users to influence or personalise their interactions and connections with a brand. Even Apple, known for its rigid design system, has dropped its walled garden and now lets users personalise more in its new iOS.

Brands also need to cater for people’s increased desire to be more expressive – as demonstrated by the rise of social emojis, stickers and other ways to add personal touches to how they share or express themselves. Think of your brand as an invitation to join your values and purpose and provide your employees and your customers with a toolkit to help them join you.

Navigating the new brand experience world

Once, the establishment said the earth was flat. But early pioneers redrew the map and profited from their findings. In the same way, those that today challenge yesterday’s received brand marketing wisdom around experience and the customer journey – businesses that lead rather than simply follow – have much to gain as they steer their course in the new consumer world.

This article is written by Wayne Deakin, global principal for design at Wolff Olins.

Indonesia – Independent agency M&C Saatchi in Indonesia has its new shopper marketing and brand experience specialism called ‘M&C Saatchi Shopex’. This division is designed to deliver omnichannel shopper and brand experience solutions to clients.

The scope of services from M&C Saatchi Shopex includes shopper strategy, retail design and production, shopper technology, planogramming, interactive display technology, events and activation, metaverse solutions, and e-commerce integration (O2O), as well as shopper performance research and analytics, amongst others.

Moreover, the agency has developed a proprietary tool that measures the ‘Experience Gap’ in consumer journeys across omnichannel landscapes for any given brand. Through its services, the agency also aims to create a net-zero experience gap, where consumers experience delight through synergies in their brand experience. Measures of success, according to the agency, are metrics that improve the Net Promoter Scores (NPS) after every brand interaction, as well as improved ROAS, as every brand experience translates to commerce. Through this vertical, M&C Saatchi will also work with retailers and e-commerce platforms on the supply side, and with brands on the demand side

Commenting on the developments, Anish Daryani, founder and president director of M&C Saatchi Indonesia, said, “As a specialism, we will map and curate customer journeys, online, offline and everything in between. Not only do we have the capability of creating memorable experiences, but also measure their impact with respect to how they contribute to commerce.”

Meanwhile, Moray MacLennan, global CEO and chairman at M&C Saatchi Group, noted, “Indonesia has been one of our best-performing businesses. Innovation and capacity creation have been key to their growth. The launch of M&C Saatchi Shopex delivers on our commitment to offering connected creativity to our clients.”

The agency has brought on board Michael (Mike) Forster as managing director of M&C Saatchi Shopex. Prior to his appointment, Forster was CEO of Geometry Global Korea. In 19 years at WPP agencies, he has held end-market, regional and global leadership roles, while in his 12 years in Asia, he has run businesses in Malaysia, Hong Kong, Korea, and Indonesia

On his appointment, Forster commented, “I was seduced by the stupendous growth story of M&C Saatchi Indonesia, and was eager to be a part of it. Indonesia is far behind its consumers’ expectations around brand experience, and I’m here to pioneer a new commerce and brand experience movement in the country through M&C Saatchi Shopex.”

Daryani also shared, “We have put together a team of specialists that have mastered the art of shopper and experiential marketing across markets. In Mike, we see the leadership and experience to make M&C Saatchi Shopex one of the most profitable verticals of our business, while delivering value to our clients at many multiples over their investments.”

Singapore – Cartoon Network, one of the largest kid channels on television, has unveiled its latest brand experience called ‘Redraw Your World’ for its APAC market. This new brand experience aims to appeal to a wider demographic, as well as inviting kids to always be true to themselves, and be confident in their abilities to impact real change in both big and small ways. 

As part of the new brand experience, Cartoon Network will be donning new vibrant colors, music and design for its programming. In addition, the network will be premiering two episodes of ‘We Baby Bears’, a spin-off of the popular series ‘We Bare Bears’ on 8 January.

Moreover, Cartoon Network is looking to launch pop-up doodle stations and craft videos powered by Crayola, the regional campaign’s official ‘creativity partner’. Armed with inspiration and the right tools for creativity, kids are invited to express themselves and let their imagination run free by drawing or doodling their vision of the world they want to live in.

The video series, entitled ‘Craft Your World’, will launch on Cartoon Network Asia and Crayola websites and social channels in the coming weeks until the end of 2022.

Leslie Lee, head of Cartoon Network and WarnerMedia Kids in Asia Pacific, said, “Cartoon Network is committed to inspiring imaginations and empowering kids. It’s a vibrant and fun place where differences are always celebrated.”

‘Redraw Your World’ physical events are also taking place from February onwards in malls across the region, including in Singapore, Malaysia and Philippines. These will be complemented by a rich content offering including AR filters on Instagram.

Meanwhile, only in Singapore, Cartoon Network has teamed up with NTUC FairPrice and Plus! Programme in 2022 for a number of initiatives. Cartoon Network characters will be also on show in the build up to the Chingay Parade 2022 later this month. Cartoonito, a preschool programming block on Cartoon Network, will be launching in Asia later in the year.