Australia – DDB Sydney and Mango Communications have launched a campaign that offers fans the opportunity to own one of 2,000 pairs of Macca’s renowned limited edition Nuggies boots, paying respect to the boot shape’s ultimate dippability. 

Those who want to enter must buy some Chicken McNuggets and locate one in the shape of a boot. They then scan the QR code on their pack after grabbing a McNugget. To access the entry form and scan the correct morsel, users can use the phone’s camera to use the scanner app. This promotion is the first of its type to employ Google Gemini’s generative AI chicken nugget identification as a mechanism for users to submit their own material.

After weeks of testing (and tasting) using Google Gemini, the AI scanner software has been trained to identify not only the ideal boot-shaped Chicken McNugget but also to differentiate it from other shapes of the same product and items. 

#BootPursuit started this week and will last three weeks, with 2,000 pairs of Nuggies boots up for grabs.

The new campaign is being implemented throughout Macca’s locations countrywide, with backing from social media, public relations, influencer relationships, and sponsorship initiatives. 

Speaking about the campaign, Matt Chandler, executive creative director, DDB Sydney, said, “The boot-shaped Chicken McNugget is a fan favourite. It always tops the poll for number one nugget. It was time to reward Australia’s boot enthusiasts. The leaps we’re seeing in AI are remarkable, writing Shakespeare, generating news, and now analysing Chicken McNuggets. What a time to be alive.”

Meanwhile, Chloe Brannagan, McDonald’s Australia brand manager, said, “We’re thrilled to be bringing Nuggies back, and to give fans the opportunity to get their feet in them. Limited edition Macca’s merch has always been hot property, so to give them away with fun use of tech is the icing on the cake. Or the breading on the nugget, so to speak.”

Singapore – Toyota Motor Asia has partnered with Dentsu Creative Singapore for the latest phase of their global corporate initiative, ‘Start Your Impossible’, celebrating the journeys of 11 exceptional Global Team Toyota Athletes (GTTA) from Asia.

Themed ‘Our People are Our Strength,’ Toyota Motor Asia’s regional olympics and paralympics campaign highlights the crucial role of community in shaping these athletes into ‘Dual Heroes’—individuals who excel in their sports while driving positive social change.

Conceptualised by Dentsu Creative and directed by acclaimed filmmaker Nicolas Lam, with production partners Directors Think Tank, the campaign features a series of three films. These films introduce the athletes and showcase how their communities have supported their journeys and growth. 

With nine of the 11 athletes competing in the upcoming Games in Paris, the Team Toyota Asia athletes represent a diverse range of sports, including athletics, para swimming, para powerlifting, table tennis, and more. The campaign films authentically and beautifully capture the origin stories of these remarkable athletes.

The latest campaign asset is a series of 11 short, 15-second films dedicated to the Dual Heroes, highlighting each Team Toyota Asia athlete as a champion of both sport and social good. This is further complemented by key visuals strategically placed in out-of-home locations and across digital and social platforms throughout the region.

Fans can also support their athletes on the Start Your Impossible website and look forward to interactive social activations in Asia. The campaign, running across 17 regional markets, aims to inspire audiences worldwide with stories of perseverance, community support, and the pursuit of excellence.

Kenix Loh, deputy general manager at Toyota Motor Asia, said, “Toyota Asia launched the Start Your Impossible global corporate initiative in 2018. Throughout the years, we have partnered with athletes who are not only passionate about sports but also desire to be agents of change to create a better world. We wish our dual heroes all the best on the biggest global sporting platform. Team Toyota members will be cheering for them.” 

Speaking on the campaign, Prema Techinamurthi, managing director of Dentsu Creative Singapore, also shared, “We are honoured to be a part of the Start Your Impossible programme, and it has been a privilege collaborating with Toyota Motor Asia and the GTTA in this process. It is a proud moment for us to have a chance to tell the uniquely Asian story of our Team Toyota Asia Athletes.”

Stan Lim, chief creative officer of Dentsu Creative Singapore, added, We’ve been privileged to witness the GTTA’s inspiring journey firsthand. These are important stories to tell, and we hope the films will inspire viewers to start their own impossible.”

The 11 Team Toyota Athletes are a diverse group from across Asia, each excelling in their respective sports. From India, Murali Sreeshankar competes in athletics, while Indonesia’s Ni Nengah Widiasih participates in parapowerlifting. Malaysia is represented by Abdul Latif Romly in long jump-paralympic athletics, and Nepal by Nabita Shresta in table tennis. 

Meanwhile, Pakistan’s Arshad Nadeem excels in athletics, and the Philippines boasts two athletes: Carlos Yulo in artistic gymnastics and Ernie Gawilan in para swimming. Singapore’s Toh Wei Soong is a para swimmer, and Thailand has two athletes: Kunvalut Vitidsarn in badminton and Pongsakorn Paeyo in wheelchair racing—para athletics. Vietnam’s Lê Văn Công rounds out the team, competing in parapowerlifting.

Singapore – The payment solutions provider Network for Electronic Transfers (NETS) has collaborated with the creative firm DDB Group Singapore to promote a faster, simpler, and more convenient method of payment. The agency is using a fortune cat to educate debit cardholders in Singapore’s heartlands about a more convenient payment option at partner retailers around the country: using ATM or debit cards to pay with NETS.

A series of 15-second videos featuring NETS merchant categories—such as local restaurants, hair salons, and grocery stores—are the focal point of the social media-first campaign. The movies depict the exploits of NETS Tappy Cat, who uses an ATM or debit card to tap its way to faster and simpler fulfilment, emulating the famous wave of the fortune cat.

Selected partner merchants will receive over 10,000 NETS Tappy Cats and point-of-sale collateral as part of the campaign activation. The campaign will also feature digital advertisements and out-of-home digital placements starting on July 11. 

According to a recent Global Data report, Singapore’s cards and payments market is expected to be valued US$107.3 billion by 2023, with cards emerging as the preferred electronic payment method. In recent years, contactless card payments have become increasingly popular. 

Despite the rise in contactless payments made through NETS, some customers continue to use the conventional slot and pin method. Taking advantage of the growing acceptance of contactless card payments and the widespread presence of fortune cats, the campaign aims to establish and preserve connections with NETS. 

Speaking about the campaign, Vinod Savio, chief creative officer at DDB Group Singapore, said, “The best ideas tap into cultural observations, transforming familiar stories and experiences into something new and captivating. When the team decided to transform fortune cats into NETS Tappy Cats, we knew we had struck on an idea that had the power to move people.”

Meanwhile, Pamela Tan, group chief marketing officer at NETS, commented, “With this campaign, DDB managed to leverage culture to create a connection with merchants and customers. The campaign offers a refreshing approach to get everyone to sit up and pay attention to how easy it is to pay contactless and securely with NETS. We’ll never look at fortune cats the same way again!”

Singapore – Food and grocery delivery platform foodpanda has launched its latest ‘Meal For One’ initiative, offering curated set menus designed for solo diners at lower prices.

With Meal For One, customers can now order single-person meals on the foodpanda app without a minimum order value and enjoy lower delivery fees, making it easier and more affordable to order food for one.

The feature is currently available in seven markets in Asia, namely Singapore, Malaysia, Hong Kong, Bangladesh, the Philippines, Cambodia, and Myanmar.

With close to 20,000 restaurants offering Meal For One menu options, this initiative will be reinforced and rolled out across the region in the coming months.

Additionally, the order process has been streamlined for minimum fuss and maximum convenience. Customers can access the Meal For One menu through a dedicated category on the app homepage, ensuring they can quickly find their desired items.

Furthermore, they can easily customise their drinks and sides with simple add-ons, reducing choice paralysis and simplifying meal decisions.

Talking about this initiative, Luc Andreani, chief operating officer at foodpanda, said, “More people in Asia are moving to urban areas and living alone for work. Meal For One is perfect for these solo diners, allowing them to order exactly what they need, without a minimum delivery order value.”

“It also caters to their busy lifestyles via curated and affordable set menus, reducing choice overload often experienced when browsing on food delivery apps,” he added.

Vietnam – Huda, a Vietnamese beer brand owned by Carlsberg Vietnam, has collaborated with creative agency MullenLowe Mishra to launch its first-ever youth focused brand extension that invites young people to join an endless ‘Wave of Fun’.

Drawing inspiration from the brand’s logo of a wave, Huda’s Wave of Fun campaign aims to sweep people up towards the next epic party just as one is winding down, leading youths to exciting and memorable experiences.

In a campaign running until the end of this month, the “Wave of Fun” is dramatised via a new video launched across national television, social media channels and LED screens across provinces.

Digital activations have also been launched, leveraging AI to create an immersive experience for consumers, while nationwide on-ground events have reached 114,000 participants. An ‘Under the Cap’ (UTC) promotion aligned to the theme has also successfully triggered trials with 178% volume growth, whilst the campaign video has earned more than 1 million views on YouTube.

Talking about the campaign, Dang Dinh Chinh, brand director, core beer at Carlsberg Vietnam, said, “With our latest offering, Huda Ice Twist, we wanted to uphold and refresh our brand legacy and we believe this will become the choice for young people’s fun times thanks to its youthful vibe, smooth, easy-to-drink taste and highly evocative brand proposition built around keeping the fun going.”

Meanwhile, Saby Mishra, CEO of MullenLowe Mishra, commented, “For us, Huda Ice Twist was more than just a beer campaign. It marks the birth of a new beer brand in Vietnam by carefully leveraging the legacy of an icon, crafting a compelling new proposition based on real insight and building a distinctive brand code that’s caught the attention of younger cohorts in Vietnam.”

“It is great to see ‘Wave of Fun’ roll out after months of meticulous work by our teams in partnership with the Huda brand team at Carlsberg Vietnam. We are proud to be playing a part in expanding this iconic local beer franchise in Vietnam,” he added.

Singapore – Tinder, the dating app, has launched a new phase of its global campaign, “It Starts With a Swipe,” featuring the most beautiful meet-cutes: the first messages of actual couples who met on Tinder and are now in a relationship. 

The campaign reimagines the romance and serendipity of vintage romantic films from the perspective of contemporary dating in a number of new video spots. Because meet-cutes on Tinder occur frequently, the campaign features singles meeting in classic rom-com circumstances. The conversation is based on the actual initial messages of couples who met on the app. 

In the post-pandemic environment, people are looking for deeper, more genuine ties. Younger individuals who grew up in digital environments now have a soft spot for the real-life “meet-cutes” of vintage comedies and films. Though some people long for the romantic moments of the past, contemporary daters may find the antics and silliness of classic rom-com scenarios to be a bit much.

The campaign highlights the modern meet-cute as a digital-first experience, complete with all the excitement, awkwardness, and sparks of any first interaction, by using real couples’ initial texts.

One of the films, titled “Rescue,” is inspired by genuine Tinder chats between Samantha and John and stars Lana Condor and Evan Mock. It imagines Samantha and John’s first interaction if they had met in person. In a library, Samantha falls from a ladder while reaching for a book, and John saves her just in time in a classic meet-cute scene reminiscent of the rom-com genre. Samantha then blunders through a succession of sentences, with floating message bubbles displaying her actual typos from a Tinder conversation with John.

The next film, named “Rain,” is based on actual Tinder communications between Kate and Lain. In this scenario, Kate and Lain meet in a field of flowers after a thunderstorm. One continues to explain the specifics of her astrological birth chart to the other, who simply responds, “So hot.” They embrace beneath separating clouds, revealing the message bubbles from their initial Tinder conversation. 

“Taxi,” based on actual Tinder communications between Danielle and Matthew, depicts Danielle and Matthew colliding while hailing the same yellow cab. After starting a discussion with a ridiculous pickup line, Matthew nervously repeats himself, with floating message bubbles exposing how the encounter began with an unintentional “double send” on Tinder. 

Starting on July 8, the new “It Starts With a Swipe” video advertisements will be available everywhere on digital and streaming platforms. 

Along with the new campaign, Tinder will relaunch its popular Single Summer Series for the second year in a row, with events in New York, Los Angeles, Miami, Austin, and Nashville. Tinder users in these cities will receive in-app alerts asking them to join the Single Summer Series events throughout the summer. Throughout the summer, the campaign will expand into APAC regions such as Thailand, Vietnam, and Korea. 

Speaking about the campaign, Stephanie Danzi, SVP of marketing at Tinder, said, Daters today are nostalgic for the meet-cutes they’ve seen in old rom-coms. But the reality is that the rom-com meet-cute is the exception, not the rule. Tinder is where modern-day meet-cutes happen — just ask the millions of couples who have met on Tinder. A new relationship starts every three seconds, thanks to Tinder. This campaign celebrates those millions of relationships, and we were honoured to build creative inspired by real first messages from real Tinder couples.” 

Meanwhile, Melissa Hobley, chief marketing officer at Tinder, said, “Only 8% of offline daters say it’s easy for them to find a date IRL, and so many missed out on opportunities to connect in the midst of the pandemic. At Tinder, we want to empower our users to find meaningful connections that carry into IRL.”

Australia – Advertising agency WiredCo. has launched a major new campaign for Reckitt’s hygiene brand, Dettol, who has partnered with The Wiggles to find a way to turn handwashing into a fun experience for both parents and children alike.

The partnership approaches handwashing from a fun standpoint, using a trusted role model and music to build memory structures that teach children to wash their hands properly.

To raise awareness of the partnership, WiredCo was appointed to develop the ‘Wash Like The Wiggles campaign’, which has launched across cinema, TV, creator partnerships, earned media and multiple digital touchpoints this week in ANZ, centred around a song and a simple dance routine and music video that was co-created with The Wiggles.

Alongside this, a new Dettol Kids Colour Foaming handwash has been created with The Wiggles, which helps making handwashing fun, and is available in multiple stores across the ANZ region.

To complement the campaign, a limited edition Wash Like The Wiggles songbook has also been created for content creators, schools and media, which helps parents learn the lyrics and actions with their children.

Talking about the partnership and the campaign, Holly McCarthy, marketing director for Reckitt ANZ, said, “During the pandemic, hand hygiene naturally grew. Post-pandemic, it’s important that we keep it on the agenda amongst 3–6-year-olds so they can keep building those vital social and play skills without interruption from the spread of germs.”

“After hearing from parents and teachers about the challenges they face when it comes to getting kids to wash their hands, Dettol had to help.” she added.

Meanwhile, David Kennedy, partner at WiredCo., commented, “Being part of this coming together of two giant Australian icons in Dettol and The Wiggles was an absolute privilege for our team. For us, working with such a compelling insight and bringing that truth to life was important to solving the challenge in the freshest possible way.”

Australia – Australian sports brand retailer rebel has released its latest campaign via The Monkeys, which is a subsidiary of advertising agency Accenture Song.

Building on the ‘Sport Is Calling’ brand platform established in 2020, the campaign features the incredible journeys of Australians whose lives have been radically transformed by sport.

Specifically, the campaign spreads its message through a series of films, directed by Finch’s Christopher Nelius, telling the incredible stories of outback grazier Brendan Cullen, and Olympian Sinead Diver.

Coinciding with a busy time on the sporting calendar, the integrated campaign also aims to inspire Aussies watching on at home to start their own sporting journey.

Talking about the campaign, Rosemary Martin, GM of ecommerce & marketing at rebel, said, “Brendan and Sinead’s stories demonstrate rebel’s belief that sport can be the catalyst for incredible change and growth in our lives. Not just physically, but mentally too.”

Meanwhile, Adam Slater, creative director at The Monkeys, commented, “Sport really is stranger than fiction. Whether it’s a farmer who dealt with a drought by swimming laps of the dam, or a 47-year-old I.T professional turned national record holder, we’ve loved unearthing the best sports stories Australia has never heard of.”

Kuala Lumpur, Malaysia – 7DAYS, a croissant brand from Mondelēz International, has launched their latest ‘Double Cream’ flavours in Malaysia, alongside a campaign with advertising agency Naga DDB Tribal which highlights how cultures and preferences mix together.

The collaboration boasts local artists Naim Daniel and Bunga, which includes a catchy tune named ‘Gandingan Tergempak Malaysia’ (Malaysia’s Greatest Mix), accompanied by a visually striking music video.

Within the song, Naim Daniel plays the character of a suave, luxurious crooner to represent the decadent nature of the new Double Cream Chocolate Vanilla flavour; while Bunga plays an edgy, high-energy rapper that represents the fresh, sweet yet tart nature of Double Cream Vanilla Forest Berries flavour.

To get the nation excited and involved, 7DAYS also calls upon Malaysians to try the new flavours and dance to the new song’s signature moves to win weekly exclusive prizes via the #DoubleCreamChallenge, which is available until July 14, 2024.

Grand prize includes signed ‘Gandingan Tergempak’ merchandise set by Naim Daniel and Bunga with meet and greet passes, followed by first place prizes of Gandingan Tergempak 7DAYS varsity jackets, second place prizes of Gandingan Tergempak 7DAYS crossbody bags, and consolation prizes of 7DAYS Double Cream tote bags.

Talking about the campaign, Cindy Yeo, senior manager, marketing of Muchico Bakery Sdn Bhd, said, “Our commitment in fostering joy and togetherness evolves with modern consumer habits, such as the desire for new exciting flavours or participating in new online trends. So we at 7DAYS want you to come and join in the fun and show us your best moves!”

Meanwhile, a Naga DDB Tribal representative also commented, “There’s something powerful about a community coming together to share the love for food and fun. It’s the perfect combination that drives happiness, which is at the heart of what we do as experience makers.”

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?”