Tag: Brand Film

London, United Kingdom – Global consulting firm Ernst & Young (EY) has released its latest brand film titled ‘Generations’ focusing on a message of how the decisions businesses make today will impact the future of our society as a whole.

Directed by Karen Cunningham, ‘Generations’ showcases the commitment of the EY organisation to positively impact business, society and the environment to build a better working world.

The film also highlights how the decisions of today will impact the world for years and decades to come and seeks to inspire everyone to consider the enduring implications of their choices. 

Moreover, EY teams collaborated with creative directors Graham Fink and Mark Goodwin to develop the concept, Hogarth to lead on the production.

The film’s creative focuses on the next generation of talent who will soon be joining the workforce to symbolize the promise of a better tomorrow. The children at the center of the film span a range of abilities, cultures, ethnicities and genders, emphasisng the global need for sustainable and ethical business practices to help ensure a prosperous and equitable world for all.

John Rudaizky, EY Global Chief Brand and Marketing Officer, said, “Generations seeks to inspire thoughtful leadership. To remind those making long-term decisions today, especially around artificial intelligence, sustainability, social equity and many other global issues, that they must have the interests of the next generation at heart. A generation that will, in the not-too-distant future, become part of the workforce too.”

He added, “Karen’s compelling storytelling and ability to get natural performances from real people has helped make Generations so engaging and powerful. It’s a pertinent, optimistic message embodying the belief that if we shape the future with confidence around the issues that matter, we will build a better working world.”

Meanwhile, Karen Cunningham, director at PRETTYBIRD, commented, ”Authentic casting is at the heart of every film I direct, and we saw over 500 children for Generations. I was inspired by how aware this next generation is of the concerns for our planet, as well as their innate belief that adults will find the way to a better working world. Their truthful insights helped to inform our final film.”

Lastly, Graham Fink, creative director at Fink Different, said, “We wanted to make a film that looks at the future through the eyes of those who will inherit it: children. It’s a reminder for everyone — especially leaders — to innovate responsibly. Our children’s future hinges on the choices adults make today. Let’s shape a world that they truly deserve.”

The Generations film will be featured in a global multimedia campaign and will reach audiences through TV, digital video, audio in business-focused podcasts and feature prominently across EY social media channels and online platforms, plus live client experiences, events and other brand moments. The campaign’s media planning was carried out by EssenceMediacom.

Generations is the second film under the Shape the Future with Confidence banner, following the recent launch of ‘Transformations.’ While Transformations illustrates the many external forces shaping the modern business landscape, Generations takes a purpose-led approach to build momentum around the EY ambition to build a better working world. 

Collectively, the two films and supporting marketing campaign demonstrate the role of EY teams on unlocking value for business, people, society and the environment.

Hong Kong – For the first time in its 137-year history, Hong Kong-based Lee Kum Kee has launched a global brand campaign, celebrating the universal power of togetherness, tradition, and shared culinary experiences that transcend borders and generations.

In collaboration with DDB Group Hong Kong, Lee Kum Kee’s global campaign seeks to strengthen its connection with an expanding international customer base while attracting new audiences worldwide.

Titled ‘FLAVORS THAT BIND,’ the campaign pays tribute to the brand’s cultural significance, emphasising its role in bringing people together—not just around the table, but across generations and continents—through its diverse range of Chinese and Asian sauces and seasonings.

Lee Kum Kee launched its campaign during Lunar New Year, a time of global gatherings over traditional dishes, to celebrate Asian culture and values. The campaign film highlights how meals with Lee Kum Kee sauces foster deeper connections through shared traditions and heritage.

The brand film is supported by Lee Kum Kee’s largest media investment to date, featuring prominent placements on digital billboards in New York’s Times Square, London’s Outernet, Shanghai No.1 Department Store, and Hong Kong International Airport, along with extensive online and social media coverage.

Additionally, Lee Kum Kee has also partnered with FleishmanHillard offices in Hong Kong, Shanghai, London, and New York for global PR; Cedar HK for content management; and Havas Hong Kong for media to ensure the campaign resonates with a worldwide audience.

Doreen Cheng, chief marketing officer at Lee Kum Kee Sauce, said, “With the launch of our new brand campaign, Lee Kum Kee celebrates its evolution as a global gateway to Asian culinary culture, representing the diversity, richness, and expressivity of Asian flavours on a global stage.” 

“For us, ‘global’ is not restricted to geography—it’s an attitude of authentic inclusiveness, where the flavours, traditions, and togetherness we celebrate resonate universally; this spirit is at the heart of our campaign. Through the brand film, we aim to preserve our heritage while inspiring chefs and food lovers to connect with Asian cuisine in meaningful ways,” Cheng added. 

Adrian Ts’o, chief strategy officer at DDB Group Hong Kong, also shared, “It’s not every day you get the brief to take a homegrown Hong Kong brand to the world. This is exactly the kind of work we aspire to do more of. Our city and region have so much to offer, and it’s an exciting new era for Lee Kum Kee. We look forward to showcasing this phenomenal brand to audiences across the globe.”

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.

Singapore – CLEAR, the male shampoo brand by Unilever, has teamed up with MullenLowe Singapore to unveil its newest mystery-themed campaign, starring two prominent football superstars as detectives cracking the case of hair woes.

In the humorous and lighthearted campaign film, Norwegian footballer Erling Haaland takes on the role of a detective, unravelling the mystery of elusive white flakes left behind by their victims. Along the way, he uncovers a multitude of men grappling with hair concerns, their confidence challenged by a cunning crime boss who maliciously switches shampoos. 

The storyline extends to Rio de Janeiro, where a parallel white-flake dilemma unfolds, culminating in the introduction of Brazilian football star Vinicius JR as the new face of CLEAR Men.

Developed by MullenLowe Singapore, the film draws on contemporary audiences’ love for crime dramas on streaming platforms, cleverly employing familiar television tropes to resonate with viewers and present the issue of dandruff in a relatable manner. 

CLEAR’s brand film anchors a comprehensive 360-degree campaign incorporating digital and in-store activations. It was launched innovatively, foregoing traditional TV commercials in favour of cinematic trailers through strategic media buys. Additionally, TikTok-inspired content serves as a primary vehicle for ongoing engagement with audiences.

Ahead of UEFA’s EURO 2024, CLEAR’s latest brand campaign showcases its newest ambassadors, football stars Erling Haaland and Vinicius JR. The choice of Erling Haaland and Vinicius JR as new ambassadors for the brand continues a tradition of CLEAR Men using celebrity endorsements for its brand communications. 

While the new campaign maintains CLEAR’s connection with elite football players, the film represents a notable shift in CLEAR’s communication strategy. Departing from the traditional portrayal of ambassadors as hyper-masculine figures exuding bravado, the film embraces a humorous and light-hearted tone that offers a more humanistic and inclusive depiction, likely appealing to a broader audience.

Elsharkawy Mohamed, global brand VP for CLEAR Men, said, “Both Erling Haaland and Vini Jr. have been making waves globally with their legendary football feats, each milestone in their careers a testament to their unwavering excellence. This spirit perfectly aligns with what CLEAR Men stands for as a brand—to be inspiring, pioneering, and always pushing boundaries with what we do. Through this partnership, we are excited to spotlight Haaland’s winning spirit and charisma, as well as Vini Junior’s impeccable style and unshakeable confidence.” 

Meanwhile, Subarna Prabhakar, global business director at MullenLowe Singapore, said, “The new take of this CLEAR campaign, which styles its new football superstar ambassadors as detectives instead of portraying them as typically excelling on the football pitch, aims to connect with new generations of consumers who are content-savvy and hungry for impactful storytelling. We are also delighted to launch Clear’s partnerships with Erling Haaland and Vinicius JR in a far more digital and non-traditional way, which we hope will create a lot of buzz and get people thinking differently about the issues of men’s dandruff that Clear has been tackling for decades.”

Also speaking on the campaign, Erling Haaland shared, “I am excited to kick off this new campaign with CLEAR Men! It was a fun challenge to step into a character role, and I hope people find it entertaining. It’s a perfect partnership! I’ve had tonnes of hairstyles, and CLEAR Men works great because it is made for men’s scalp and hair, so I don’t have to worry about dandruff, grease, or itchiness.”

Vini Jr. added, “I am thrilled to be a part of this brand partnership, proudly representing and celebrating my Brazilian roots. And what better way to do it than by working with the world’s number one men’s shampoo?”

Kuala Lumpur, Malaysia – Local communications satellite operator MEASAT has launched its first-ever brand film, a letter by the company to Malaysians on the importance of connectivity, as it builds bridges between communities. This was launched alongside FCB SHOUT, which has been appointed by MEASAT as its creative agency of record.

The brand film, titled ‘CONNECTme to a Bigger World’, encapsulates how MEASAT’s WiFi service CONNECTme is capable of connecting Malaysians to a world that extends far beyond the one they know, perfectly embodying MEASAT’s brand mission to pave the way for a brighter future that connects Malaysians and bridges the digital gap in regions lacking in 4G, 5G or fibre technology coverage.

Anndrea Lye, senior copywriter at FCB SHOUT, said, “As we embarked on this campaign, we had a clear strategy and creative approach in mind – that’s to highlight the relatively smaller world experienced by Malaysians at present, especially those within rural and remote areas, and to illustrate the immense expansion of the world they could be a part of when they’re connected through CONNECTme.”

She added, “Which is why we chose to visually represent our target audiences in miniature form, juxtaposed against a super-sized letter – a striking contrast that effectively conveys the differences between their present situation and the boundless possibilities that open up with access to the internet. By consistently translating this theme across our brand film and creative materials, we’re able to introduce MEASAT’s mission and demonstrate that Malaysians can take a significant step towards a bigger world with CONNECTme.”

The appointment takes immediate effect with FCB SHOUT working with the Trapper Media Group to fulfil the appointment’s media remit and MEASAT’s incumbent PR agency, Rantau PR.

Syahriza Badron, general manager at FCB SHOUT, said, “Upon receiving the opportunity to work together, we immediately recognised that the key to fortifying the brand is by championing its vision to bridge the digital divide between urban and rural areas. We look forward to working with MEASAT to put the CONNECTme brand on the map in an even better way, and we’re really excited to bring an insightful idea to life cohesively across every touchpoint and position CONNECTme as the catalyst that enables a digitally inclusive Malaysia.”

Meanwhile, Ganendra Selvaraj, chief commercial officer at MEASAT, commented, “We partnered with FCB SHOUT as they effectively showcased their creative skills and conveyed MEASAT’s message through this campaign. Despite the technical nature of satellite broadband, our goal was to highlight how our CONNECTme services, which are readily available in rural and remote areas, can unite people and strengthen connectivity across Malaysia, even in areas without terrestrial coverage. FCB’s approach made our message more personal and relevant to Malaysians.”

Kuala Lumpur, Malaysia – Bulan Bintang, a local clothing line, has released its maiden brand film as part of its observance of the Raya festivities. The brand film was made in collaboration with Mediabrands Content Studio (MBCS).

The brand film, titled ‘Raya Macam Star’ (translated: Celebrate Raya like a star), is a timeless boy-meets-girl tale that aims to make everyone feel like a star when wearing the Bulan Bintang collection this Raya.

With a storyline full of fun and laughs, the film tells the tale of Zul who intends to attract an abundance of visitors to his Raya open house, specifically a young lady who caught his eye. He sets out to don Bulan Bintang’s Baju Melayu on the first day of celebrations, and unbeknownst to himself, turns into renowned actor Shukri Yahaya.

The brand film also consists of Malaysia’s top A-listers, including Shukri Yahaya, Hannah Delisha, Sharnaaz Ahmad, Beto Kusyairy, Nadhir Nasar and Daiyan Trisha. 

Eddy Nazarullah, creative director at MBCS said, “We wanted to bring out the key message of what it feels like to wear Bulan Bintang while retaining the elements of family, duty and love, all of which are in abundance during festive celebrations. Creating insightful and relevant content is a core aspect of creativity here at MBCS, and we’re delighted to have such a star-studded cast to bring this year’s Raya story to life.”

Meanwhile, Azzim Zahid, CEO and founder of Bulan Bintang, commented, “Fashion is a true connector, and a highlight of festive celebrations. We were very excited to work on our first brand film with the MBCS team, and more so to bring on the star power with our Malaysian A-listers to reflect that feeling of being a star when you’ve got your best outfits on. We’re extremely pleased to see the response to our film, and hope all Malaysians have an opportunity to shine like a star this Raya.”

Singapore – Singapore-based CARRO has released its first-ever regional brand film ‘A Car’s Journey in Reverse’, produced by creative agency TBWA\Group Singapore and production houses Applebox Asia, Fuse Adventures in Audio and The Quiet Lab. 

Launching across Singapore, Thailand, Indonesia and Malaysia, the campaign aims to elevate the overall awareness of CARRO’s brand, service, and values in a way that’s honest and fun. 

Said Katherine Teo, regional head of marketing, for CARRO, said, “This campaign is part of our larger regional market expansion plans, and our goal is to increase people’s confidence in purchasing a used car – importantly, one from CARRO.” 

Meanwhile, Simond Chew, creative lead of the brand, commented, “The purpose of this film is to help build CARRO long-term brand vision of trust. At CARRO, we will always be truthful about a car’s history – through our rigorous 160-point inspection and high-quality refurbishment process, we ensure that all CARRO Certified cars sold will be as good as new.” 

While used cars have been routinely flagged as the more affordable and sustainable option, there is a lingering perception that there are hidden risks when it comes to buying used cars due to a lack of transparency over their driving and maintenance history. 

Robert Nelk, associate creative director of TBWA\Singapore, said the intent of the film is to take a step back, literally, to cleverly showcase the bigger picture that when you buy a used car from CARRO, it comes with quality assurance. 

Christopher Hill, film director from AppleBox Asia, said, “By throwing the film into reverse, the story of the car’s history unfolds through the lens of the vehicle’s previous owners — everything from the car’s regular upkeep and maintenance to the unwanted bumps in the road.”

The film includes scenes of potential damage to the interior and exterior of the car, showing that if there are any defects, CARRO finds and fixes them, restoring the car to a condition that’s as good as new. 

To capture these damages occurring as authentically as possible, scenes in the film were carefully planned down to the smallest detail, with numerous footage re-shot to mirror realistic everyday situations. For example, the red CARRO was driven into the curb numerous times to trial-and-error for a scratch on the front bumper (that’s not too big and not too small) and was driven over an actual speed bump several times for the perfect milk-shake spill.  

To fully achieve the film’s vision, a stunt driver brought to life the experience of travelling back in time by driving in reverse, in real time, while the world moved forward. “This unique approach demonstrated CARRO’s pursuit of perfection, attention to detail and pride in their approach when it comes to going the extra mile for car buyers,” said Mark Peeters, associate creative director of TBWA\Singapore. 

Singapore – To mark Great Eastern’s 114th anniversary, the regional insurer has unveiled its new brand purpose – ‘Reach for Great’ – which expresses its promise to be a partner and enabler of its customers’ ambitions and aspirations. This brand refresh stems from extensive research involving more than 2,000 consumers across Singapore, Malaysia, and Indonesia done over the last two years.

Colin Chan, Great Eastern’s managing director of group marketing, shared that in 2020 in the midst of the COVID-19 pandemic, they rallied their customers to live Lifeproof, encouraging them to be resilient and optimistic in the face of adversity, and at the same time, they kick-started extensive research across their key markets to better understand consumer expectations of their insurance partner, and specifically from Great Eastern as their insurer of choice. 

“Findings from our research pointed towards the enablement of goals with consumers expressing the desire for us to help them in the pursuit of their financial goals and aspirations. This heightened consciousness about the need for financial wellness has been further accelerated as we move out of COVID-19 into a more endemic state of pandemic living,” he said.

To communicate this new brand positioning, Great Eastern has developed a new visual identity with a distinctive new headline typeface, colour strategy, and illustration style added to its brand palette. Taking reference from Great Eastern’s first brand logo in the 1900s, the new visuals sport a heritage crest to reflect its establishment as an inspiring and trusted insurance brand in the region. This new iconic and distinct treatment will be visible in all marketing material, which will be rolled out regionally across Singapore, Malaysia, and Indonesia in the next few months.

Moreover, to launch ‘Reach for Great’ in a relevant and compelling way, Great Eastern has also unveiled a new campaign and brand film featuring consumer profiles across Singapore, Malaysia, and Indonesia going about the unique pursuit of their own ‘greatness’. The real-life stories across the region capture the vast diversity of consumer’s goals and ambitions and show how Great Eastern is able to help them ‘Reach for Great’ through its combination of heritage, expertise, and inspiration, as the brand that believes in empowering everyone to achieve their aspirations no matter how big or small.

Chan added, “This refresh elevates our continuing and unique value proposition as a composite insurer to empower everyone to Reach for Great regardless of their aspirations, life stage or socio-economic status. We believe that Great is for everyone and that Greatness comes in many forms. Through the authentic stories of the people filmed in our brand film, we are that insurer of choice that will be there for life, to enable our customers to achieve their goals and #ReachforGreat.”

The new brand campaign is now available across free-to-air television, digital and social media, website, and out-of-home advertising across its key markets. Consumers can also interact with the brand as it rolls out a slew of product initiatives, rewards, and promotions from September onwards.

Singapore – To honour Singapore’s National Day, which is celebrated every 9 August, the telco Singtel has launched a new campaign that illustrates how its telecoms infrastructure and engineering expertise have been vital to the staging of the National Day Parade since the 1960s, through the early days of 3G to a fully 5G nation today.

Titled ‘The Making of a 5G Nation’, the film tells the story of Singtel’s planners and engineers for whom wiring up the Marina Bay floating platform with 5G is a mission they are immensely proud to undertake.

Mark Chong, Singtel’s group chief technology officer, shared that when thousands of people want to live stream and send videos at the same time, from multiple 5G-enabled devices that are concurrently streaming over global online mediums, great demands are placed on their network which will be seriously tested in terms of its power and reliability.

“From our experience supporting this event through the years, and our 5G trials in Sentosa, we’ve picked up important lessons on managing complex technology for an even more memorable experience. It is our privilege to support the Parade every year and we’re excited to bring 5G to everyone this year to commemorate Singapore’s birthday,” said Chong

Meanwhile, Lian Pek, Singtel’s vice president of strategic communications and brand, noted that this is the first time they’ve thrown the spotlight on their planners and engineers, the unsung heroes who work quietly behind the scenes, year after year, to pull off one of the most anticipated events in the national calendar.

“This year’s NDP is particularly special for us as a company as we’ve reached nationwide 5G coverage 3 years ahead of time, effectively making Singapore the first country in the world to be fully covered by standalone 5G. The significance of this milestone, and a 5G-enabled live Parade, after a two-year hiatus due to COVID, calls for a celebration with fellow Singaporeans. This is the leap in technology that will help carry Singapore forward as it moves on from the pandemic,” said Pek.

Singtel said that preparations for this year’s National Day Parade started as early as a year ago, with its teams working to enhance capacity and optimise and test 5G mobile coverage to ensure spectators at the event are well supported.

The campaign will be airing on Singtel TV and various social media channels.