Singapore – Google Play is championing safety in online gaming through its campaign in collaboration with DDB Group Singapore. Through a tournament launch in Thailand and Indonesia, Google Play tests gamers as they practice online safety.
Google Play and DDB Group Singapore’s ‘Play Protector Squad’ brings Indonesian martial artist Joe Taslim into the virtual games, matching his film fight scenes. The campaign spotlights his story, making him relatable to gamers.
Beyond entertainment, the campaign provides gamers the opportunity to be part of Taslim’s protector squad, supporting him in the game.
To be a member of the protector squad, gamers can join the six-week tournament, targeting the highest scores to be selected for Taslim’s team. Qualified players will also win a trip to Jakarta.
The move is part of a series of campaigns in Southeast Asia, positioning Google Play as a trusted platform for gamers. It follows the recent ‘Level Up Ramadan’ and ‘Protect Your Play’ campaigns.
The campaign series highlights Google Play’s edge as it protects user data from hackers through two-step verification processes and data encryption for payment information.
Vinod Savio, CCO of DDB Group Singapore, commented, “We’re harnessing gamers’ competitive spirit to build deeper connections with the brand.”
Amanda Chan, product marketing manager at Google Play, said, “We’re promoting safe gaming practices amidst increasingly sophisticated scams and online dangers. With Joe Taslim on board, this is more than just a fun tournament—it’s a call to action for gamers everywhere.”
Hong Kong – KFC Hong Kong has once again joined forces with iProspect Hong Kong to launch a new collaboration, reimagining the legendary Japanese anime ‘Gundam Wing: Endless Waltz’ as part of the franchise’s 30th anniversary celebration.
Titled “Take a Break. Enjoy the Endless Crispy,” the campaign builds on KFC’s theme of encouraging a pause from the city’s fast-paced lifestyle. Reflecting this concept, the campaign features Gundam pilots—typically engaged in relentless battles—taking a moment to rest. The accompanying commercial blends action sequences, iconic anime lines such as “Target Lock On,” and stylised depictions of fried chicken to underscore the value of slowing down.
As part of the activation, KFC’s flagship store in Causeway Bay has been converted into a Gundam-themed space. The store features recognisable scenes from the anime, exclusive packaging, and life-sized displays for photo opportunities.
Complementing the in-store experience, the campaign introduces a collection of seven exclusive merchandise items. Designed with practical use in mind and paired with Cantonese pun-based names, the items reinforce the campaign’s core message. Leading the collection is the Wing Gundam Zero (EW) Container Bucket, featuring a luminous 3D Gundam design. Other items include an “Endless Break” wireless charger, a multi-purpose table mat, and a card holder.
The campaign also includes a user-generated content challenge that invites fans to showcase how they incorporate the themed merchandise into their daily routines. Selected participants will have the chance to win a round trip to Japan and tickets to the Osaka Expo.
Piera Chan, head of marketing at KFC HK & Macau, said, “We are truly grateful to be part of the sought-after Gundam 30th anniversary celebration. This collaboration allows us to connect with fans while celebrating the iconic franchise. In our campaign, even Gundam pilots, known for their endless wars, take a moment to pause and recharge, echoing our KFC’s brand positioning of ‘Take a Krispy break.'”
The initiative underscores iProspect’s ongoing commitment to IP-led storytelling, backed by its integrated creative, media, and product expertise. The agency previously teamed up with KFC Hong Kong on a campaign featuring the popular Japanese anime ‘Attack on Titan: The Final Season’.
Keith Liu, group creative director at iProspect Hong Kong, added, “We wanted to create a universe where even the fiercest pilots could pause, recharge, and enjoy a crispy break. It’s a playful yet powerful way to connect with fans through design, emotion, and shared culture.”
Running from 3 July to 13 August, the campaign spans multiple channels, including television, digital, outdoor, print, and influencer marketing, with store-wide activations across all KFC locations in Hong Kong and Macau.
Singapore – Carro has launched the second installment of its popular ‘No Drama’ ad series, continuing its campaign to spotlight the brand’s hassle-free and seamless car buying and selling experience.
The first ad, released in May and set in the Joseon Dynasty, has amassed over 27.4 million views.
The latest installment, produced by Carro’s in-house team, shifts the setting to a Hong Kong rooftop, where a seemingly suspicious deal unfolds. While the scene hints at a dramatic twist—possibly involving an undercover officer—the real story remains rooted in Carro’s message of a smooth, drama-free car transaction experience.
Katherine Teo, chief marketing officer at Carro, said, “The used car industry has long been associated with shady deals, ambiguous processes, and unreliable rides. With this ad, we want to reiterate that we’re Asia Pacific’s #1 online marketplace for a reason, and we are focused on delivering a reliable Carro Certified car that is as good as new to every customer.”
“In fact, Carro doesn’t just stop at delivering quality rides. From financing and insurance to aftersales, we’re at every step of the customer’s car ownership experience, making sure that they can drive with peace of mind no matter what,” she added.
First introduced in 2023, the ‘No Drama’ series featured three short films parodying classic drama tropes to contrast the stress-free process of purchasing a Carro Certified vehicle.
The new ad is currently airing in Singapore, Malaysia, Japan, and Hong Kong, China, accompanied by regional promotions.
Singapore – Digital travel platform Agoda has launched its first brand campaign in Singapore, highlighting its offerings for flight bookings. The campaign centres on commercials powered by artificial intelligence.
The latest campaign uses various AI video generation platforms to spotlight the benefits of booking flights on Agoda. It uses platforms like Google Veo, Runway, and Kling AI, building on the company’s successful AI-powered activations in India.
While leveraging generative AI for visual elements, the campaign used in-house ideation and voice-over recordings to incorporate the Singaporean touch.
The commercials show characters in humorous situations, including a bathroom cubicle conversation, discovering deals for booking their flights.
The videos are set to run on digital and social media channels, including YouTube, Meta, and TikTok.
“Singapore, Agoda’s home base and a global aviation hub, couldn’t be a better place to kick off our flights-focused campaign,” Matteo Frigerio, chief marketing officer at Agoda, said.
Frigerio added, “Agoda has long been synonymous with amazing accommodation deals, and now, with our first-ever brand campaign in Singapore, we’re turning the spotlight on our incredible airfare offers. Powered by cutting-edge generative AI, we’re showing travellers that Agoda is the ultimate destination for innovation and unbeatable value, all starting right here in Singapore!”
Singapore – The Health Promotion Board condemns vape use amongst the youth through its latest campaign in collaboration with TBWA\Singapore. Amidst the prevalent use of e-cigarettes, the campaign encourages Singaporean youth to shift their behaviour.
The Health Promotion Board and TBWA\Singapore’s nationwide ‘Don’t Toy with Your Life’ campaign prompts the youth to see past the ‘fun’ facade of vaping. It aims to show the harmful effects of vaping, contrary to its attractive guise.
To shed light on health consequences, the companies unboxed figurines that showcase the harmful impact of vaping on users. The figurines, which are not for sale, use a creative exterior that unveils bothersome health truths. It includes designs like ‘Popcorn Lungs,’ ‘Addicted Brain,’ and ‘Diseased Heart.’
The strategy reflects how the prevalence of vaping can be attributed to its appealing aesthetics, along with other factors.
Extending the message, the campaign released a fictional live streamer in a film, demonstrating deceptive tactics for selling figurines. It reflects the real ways in which the youth are influenced to try vaping.
Besides the campaign film, the Health Promotion Board and TBWA\Singapore launched out-of-home placements nationwide along with digital and social content. The campaign runs from June to August 2025.
“We intentionally mirror the appealing aesthetics often used to attract potential users, only to reveal the serious health risks and legal consequences of vaping. By doing so, the campaign highlights the deceptive allure of vaping and urges the public to reject it,” Loo Yong Ping, executive creative director, at TBWA\Singapore, commented.
“Recognising our youths’ strong interest and current craze in limited-edition collectibles, we chose striking blister toy packs as our visual hook to capture their attention and spark a connection. We used design not just as decoration, but as a cultural trojan horse — embedding a serious message into a format that felt familiar and native to youth culture. By reimagining anti-vape communication through the lens of collectible packaging, we transformed pop-culture visuals into a visually arresting warning to initiate important conversations on the serious consequences of vaping,” Loo added.
Indonesia – DBS Indonesia has teamed up with creative agency Digital Sea to roll out a new campaign for the DBS Vantage Credit Card, aiming to move the conversation beyond financial prosperity toward a more holistic and human-centered perspective on wealth.
The campaign was developed through a collaboration between Digital Sea’s executive creative director Jerry Soeria and general manager Bellamia Agustina, who co-created the concept and script to deliver a narrative-led approach that departs from traditional banking advertisements.
Rather than focusing on material success, the campaign encourages viewers to reflect on the less tangible aspects of wealth—such as time, relationships, health, and the ability to make a meaningful impact. It frames these as essential markers of a well-lived life, often overlooked in conventional definitions of prosperity.
Agustina shared, “This philosophy is at the heart of DBS Vantage’s ‘Have You Ever’ campaign—a call to introspection. It’s not about redefining luxury but recognising the wealth that transcends material value. That’s why the tagline ‘For a life that is truly well-lived’ perfectly captures the essence of this campaign.”
“I’m proud of how this campaign shifts banking advertising to a more human, poetic, and cinematic space. We moved away from product-first execution to create something personal and meaningful, proving that even in banking, we can tell meaningful stories,” Soerya added.
To bring the story to the screen, the team enlisted director Davi Linggar, known for his cinematic style and visual depth. His direction adds emotional resonance to the film, reinforcing the campaign’s introspective tone and broadening its reach beyond the typical financial messaging.
Diah Febriana Risanti, executive director of marketing and technology, consumer banking at DBS Indonesia, commented, “This campaign allows us to reinforce DBS Indonesia’s distinct approach—one that moves beyond the conventions of traditional banking. As a trusted wealth partner, we aim to spark a different conversation in a world where success is often measured by material wealth—one that prioritises depth over display, meaning over status, and a legacy that transcends the tangible. We are truly pleased with how this video brings that vision to life.”
USA – Lee Kum Kee US, in collaboration with Grey Hong Kong, has unveiled a bold new campaign that blends creativity with flavour to spotlight its latest Sriracha range.
Titled #SqueezeMaxFlavor, the campaign draws on the trend of micromoments, illustrating how a single squeeze can elevate everyday scenarios—from lacklustre dates to uneventful parties—with a burst of flavour and energy.
More than a typical product launch, the campaign reflects Lee Kum Kee’s ongoing pursuit of bold taste experiences, brought to life through playful storytelling and a distinctive visual identity.
Central to the campaign are two new Sriracha variants debuting in the US: Smoky BBQ and Cilantro Lime.
Glorie Wu, vice president of global category marketing and overseas digital commerce at Lee Kum Kee, said, “When we saw the creative direction, we knew it captured the transformational spirit of our product. It brings our new Sriracha variants to life in a playful, energetic way that feels true to their bold personality.”
May Chan, group creative director at Grey Hong Kong, added, “Sriracha isn’t just a condiment. It’s a personality. We leaned into micro moments to make them exaggerated, fun, and relatable to consumers. #SqueezeMaxFlavor doesn’t just show what the product does; it shows how it makes people feel and how Lee Kum Kee approaches product development with new exciting flavours.”
India – Samsung has partnered with Cheil India for its latest campaign, transforming a traditional newspaper ad into a first-of-its-kind mixed reality experience.
The campaign leverages the Galaxy S25 Ultra’s on-device AI capabilities—including its camera, Galaxy AI features, and built-in Google Gemini—to enable readers to interact with a print ad using just their voice. By scanning a QR code, readers can initiate an experience where they scan, speak, and steer the narrative based on their preferences—whether it’s seeking answers, discovering places, or exploring moments.
Once activated, the QR code transports users into an immersive digital story guided by voice commands. The journey follows two friends and an unexpected companion across six unique moments, from finding a lost puppy to camping under the stars. At each point, readers use voice input to decide what unfolds next, making the experience personalised and dynamic.
The campaign highlights the Galaxy S25 Ultra as an AI-powered companion designed to make interactions smarter and more intuitive. It also demonstrates how emerging technologies can be integrated into one of the most traditional media formats—print—offering a new form of user-led storytelling.
Sudhir Das, Sr. ECD at Cheil India, shared, “We wanted to create a print experience for the age of social media. This led us down a rabbit hole which married filmmaking with digital illustrations with AR with AI. It seemed like a tough ask, and we’re very lucky to have a tech pioneer like Samsung by our side, who didn’t just buy into our creative vision but went all out to make it happen. And the cherry on top? We got to play with a puppy in between takes for 3 days straight.”
Featured in major national newspapers, the campaign has attracted thousands of interactions within hours of launch and generated widespread organic engagement, signalling a fresh take on print innovation in the age of AI.
India – JBL, the iconic audio brand under HARMAN, has teamed up with HAVAS India to launch its latest brand campaign, spotlighting individuals who break convention and lead with originality.
Titled ‘First Doesn’t Follow,’ the campaign pays tribute to those who set trends, resist conformity, and make an impact by staying true to their own path.
The initiative builds on JBL’s legacy of more than 75 years in professional and consumer audio, having powered environments from stadiums and cinemas to music festivals and home systems. This latest campaign brings the brand’s forward-thinking ethos to the forefront—not only through technology, but also in its messaging.
At the centre of the campaign are two of JBL’s latest audio products: the JBL Live Beam 3 and the soon-to-be-released JBL Tour Pro 3. Both devices come with a smart charging case featuring a built-in touchscreen, allowing basic control of music, calls, and notifications without the need for an app.
The earbuds also include features such as adaptive noise cancelling, ambient sound adjustment, and personalized audio tuning, aimed at enhancing the overall listening experience.
Speaking about the campaign, Yogesh Nambiar, director of integrated marketing at HARMAN India, said, “At JBL, we’re always asking: What will our next innovation unlock? That spirit of curiosity led us to create the Smart Charging Case—a leap forward in seamless, intelligent audio experiences. As a brand that lives and breathes sound, we connect deeply with those who value authenticity and innovation above all else. This campaign is a salute to the trailblazers—the ones who carve their own path, refuse to blend in, and redefine what it means to lead. Here’s to the firsts. To those who never follow. Only lead.”
The 360-degree campaign was developed as a high-energy, digital-first initiative by Havas Creative India and Havas Media India. Through this effort, JBL positions itself not only as a leader in audio technology but also as a cultural marker for individuality and nonconformity.
Anupama Ramaswamy, joint MD and chief creative officer at Havas Creative India, said, “In a world wired for conformity, true leadership lies in the courage to diverge. Being first isn’t simply about being ahead of the curve; it’s about redefining it. It’s about setting new benchmarks, not chasing old ones. ‘First Doesn’t Follow’ is more than a campaign; it’s a call to those who move on instinct, question accepted norms, and shape culture rather than inherit it.”
“At JBL, we’ve never waited for permission to lead. We’ve trusted the creative pulse of originality over the safety of repetition. This campaign is a celebration of that mindset, a signal to creators, thinkers, and doers who know that the future doesn’t follow, it invents,” Ramaswamy added.
Uday Mohan, chief operating officer at Havas Media India & Havas Play, also shared, “At Havas Media India, we believe powerful stories deserve powerful platforms. With ‘First Doesn’t Follow,’ JBL is inspiring audiences who think independently and live authentically, and we’re amplifying that narrative through a clutter-breaking print strategy that cuts through the noise. This campaign is a bold statement, and our print integration will ensure it reaches trendsetters where their attention truly matters.”
Singapore – Cathay Pacific is encouraging travellers across Southeast Asia to explore Hong Kong with the launch of ‘The Most Fun Per KM²’ campaign. The campaign, in partnership with the Hong Kong Tourism Board, invites them to discover the country’s diverse districts and hidden gems.
Highlighting Hong Kong’s offerings, the campaign follows the journey of travellers Kai, Irny, and Suhada, exploring attractions within one square kilometre areas.
With smaller itineraries, the campaign shows how travellers can enjoy every part of Hong Kong. Kai explores Tai O, a historic fishing village often called the ‘Venice of the East,’ experiencing boat tours and local delicacies. Lifestyle blogger Irny navigates Tsim Sha Tsui, focusing on Muslim-friendly eateries and vintage shops. Meanwhile, culture curator Suhada uncovers heritage landmarks, including Central Market and Tai Kwun.
Jonathan Ng, Cathay Pacific’s SEA regional head of customer travel and lifestyle said, “Through The Most Fun Per KM², we’re highlighting how every corner of Hong Kong – whether in downtown Central or the outlying islands – is packed with excitement, culture, and discovery.”
He added, “Hong Kong may span just 1,104 KM² but it is a bustling metropolis offering a kaleidoscope of experiences. It’s astonishing how in one corner, one can find neon-lit night markets and art-filled lanes; and in the next, serene temples and calming waterfronts – proving that no two square kilometres are ever the same. And as the home carrier of Hong Kong, we’re very proud to be part of that journey to help travellers experience all that the city has to offer.”
Liew Chian Jia, regional director of Southeast Asia, Hong Kong Tourism Board, said, “We’re delighted to partner with Cathay Pacific on this campaign that brings to life the incredible depth and diversity of Hong Kong. By spotlighting hidden gems and local experiences, both familiar and beyond the usual visitor hotspots, the campaign reveals just how much variety and excitement can be found throughout the city. We hope it inspires travellers to rediscover Hong Kong in new and unexpected ways.”
Asheen Naidu, group executive creative director at Leo Singapore, commented, “Our creative vision behind the campaign was to showcase the juxtaposition that defines Hong Kong, where its densely packed streets turn into a canvas for endless discovery. We wanted to highlight how proximity fuels possibility; where a Michelin-starred restaurant, a tucked-away jazz bar, and a shopper’s paradise can all exist within just one square kilometre. Through this campaign, we sought to embrace Hong Kong’s vibrancy and thus, built a narrative to position the city as a living mosaic of excitement, inspiration and delight.”
In the coming months, Hong Kong is set to host various events, including K-Pop concerts featuring Riize and LE SSERAFIM, and the Hong Kong Football Festival with international clubs like AC Milan and Liverpool FC.
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