More than a promotional initiative, the campaign aims to educate Malaysians about Cagamas SRP’s First Home Mortgage Guarantee Programme (First Home MGP) and Islamic First Home Mortgage Guarantee Programme (First Home MGP-i), which allow eligible buyers to secure financing of up to 110%, making home ownership more accessible for those with limited upfront funds.

Running until 31 August 2026, the campaign offers eligible first-time home buyers the chance to win one of 40 cash incentives worth RM5,000 each, helping to ease the financial burden of purchasing a home.

Encik Kameel Abdul Halim, President and Chief Executive Officer (CEO) of Cagamas, said the initiative reflects the organisation’s continued commitment to helping more Malaysians own their first home. 

“The Campaign emphasises our continued commitment to making home ownership more accessible to Malaysians, particularly first-time home buyers. By providing additional financial support through this particular initiative, we aim to ease the upfront cost burden while promoting greater awareness and adoption of our mortgage guarantee schemes,” said Halim. 

Beyond rewarding home buyers, Cagamas said the campaign is also intended to encourage the purchase of completed housing stock, stimulate property transactions, and contribute to a healthier and more sustainable housing market ecosystem in Malaysia.

Available through participating financial institutions nationwide, the campaign supports Malaysia’s broader efforts to improve housing affordability while encouraging greater adoption of mortgage guarantee solutions.

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The campaign marks a new chapter for the 29-year-old brand as it shifts towards more culturally driven marketing, combining earned, owned, paid and social media to spark conversations before officially revealing the campaign behind the viral moment.

The activation began with what appeared to be an accidental open microphone during ERA FM’s popular Petang ERA programme, where DJs Haziq, Muna Bella and Der were heard talking about craving a thick, crunchy pizza before Haziq seemingly walked out of the studio mid-broadcast to satisfy his hunger.

With no brand attached to the incident, the unexpected moment quickly gained traction online, prompting widespread speculation over whether it had been staged.

Domino’s later confirmed it had orchestrated the stunt as the launchpad for its new ‘Unbox Your Cravings’ platform, which encourages Malaysians to embrace spontaneous cravings instead of putting them off.

Beyond the campaign, Domino’s rolled out a fully integrated activation across multiple channels, including follow-up radio segments on ERA and HITZ FM, social content featuring the DJs, creator collaborations led by Azfar Heri, digital out-of-home placements, wrapped campaign vehicles, food publisher partnerships, and a cinematic brand film.

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According to Domino’s, the campaign generated more than 17.2 million people reached, 134 million earned impressions, and 1.7 million creator reach, demonstrating how a single cultural moment can be amplified across multiple media touchpoints.

Ringo Joannes, Region CEO of Domino’s Pizza Malaysia, Singapore and Cambodia, said the campaign reflects the brand’s new direction.

“Cravings are among the most honest signals we have. They are immediate, emotional, and impossible to ignore. With ‘Unbox Your Cravings,’ we wanted to reflect that truth in a way that feels real to people today,” Joannes said. 

“This is about recognising those small but meaningful moments when you choose to listen to what you want, instead of putting it off and being there, ready, when that decision is made,” added Joannes. 

With ‘Unbox Your Cravings,’ Domino’s is repositioning itself beyond product-led promotions, using entertainment, storytelling, and integrated media to create stronger cultural relevance and deeper engagement with Malaysian consumers.

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As the Official Broadcast Sponsor of the FIFA World Cup 2026 on RTMKlik, U Mobile positions its brand around making every match and every football moment more accessible, immersive, and rewarding for fans across the country.

At the heart of the campaign is a hero film created by Naga DDB Tribal and directed by Barney Chua of BikinCita, which celebrates the traditions and memories that unite Malaysian football fans during every World Cup by drawing on familiar match-day rituals like late-night watch parties and iconic moments that have shaped generations of supporters.

Rather than focusing solely on football itself, the film highlights the connections and shared experiences the tournament creates, reinforcing U Mobile’s message that the FIFA World Cup is about bringing people together.

Beyond enabling live access to all 104 tournament matches on RTMKlik, the campaign also extends into a series of fan engagement initiatives under the ULTRA Football Fest, encouraging supporters to celebrate the tournament both on and off the screen.

The campaign also introduces the ULTRA Dream Football Tour, giving one winner and three companions the opportunity to visit some of the world’s most iconic football cities. Subscribers can also take part in giveaways featuring home entertainment upgrades, smartphones, televisions and official tournament jerseys.

Bernard Lee, Head of Brand and Marketing Services at U Mobile, shared, “Malaysians have a special connection with football. The rituals, reactions and celebrations don’t just happen every four years. This is our way of bringing the world’s biggest football event closer to home and creating unforgettable moments that fans can experience and share together.” 

“The World Cup has always been about more than football,” explained Walter Teoh, Executive Creative Director of Naga DDB Tribal. “It is one of the few occasions that transcends age, background and circumstance, creating moments of shared anticipation, celebration and connection. Those are often the memories that endure long after the tournament ends.”

Through a combination of live streaming, experiential rewards and emotional storytelling, U Mobile’s latest campaign demonstrates how brands can transform major sporting events into integrated customer experiences that extend well beyond the final whistle.

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In Thailand, shark fin soup remains associated with wealth, status, and celebration and is commonly served at special occasions and shared on social media. At the same time, rising awareness of marine conservation has led to increased public criticism when shark fin consumption is posted online.

Built on the view that social pressure can influence behaviour faster than regulation, the campaign seeks to harness online judgement as a driver for reducing shark fin consumption.

Rather than attempting to create a new movement, WildAid builds on existing online behaviour, where users already comment on and question shark fin consumption when it appears on social platforms. These dispersed acts of scrutiny are brought together under #TeamShark, forming a collective effort aimed at encouraging public advocacy for shark conservation.

The campaign centres on a film that mirrors familiar social media dynamics. It depicts a family posting a shark fin meal online, expecting positive reactions, only for the post to be met with comments from #TeamShark members. Instead of expert commentary or environmental data, the narrative unfolds through user-style responses. Each comment highlights different impacts of shark fin consumption, including damage to marine ecosystems, disruption of food chains, and declining shark populations in Thai waters.

By using the comment section as the primary storytelling device, the film reframes a common online interaction into an educational format. It positions social media users not only as observers of social pressure but also as participants in it. Viewers are then invited to join #TeamShark and continue the conversation online.

The campaign aims to show how collective public sentiment can shape behaviour alongside, or ahead of, formal regulation. It also seeks to contribute to making shark fin consumption less socially acceptable over time, encouraging reconsideration of the practice.

“Team Shark” positions online scrutiny as a potential driver of behavioural change, suggesting that coordinated social media voices can influence attitudes toward shark conservation.

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Called ‘Ultra Field Test,’ the campaign features Australian football legend Archie Thompson and Sydney-based football club Sutherland Sharks FC, highlighting how AI-powered camera features can help spectators capture and review key moments during matches, bringing greater clarity to close calls while reducing pressure on referees and players.

At the heart of the campaign is a hero film released across Samsung’s digital channels, demonstrating how AI-powered mobile technology can extend beyond content creation into practical, real-world situations that matter to everyday consumers.

Recent research commissioned by Samsung found that while 66% of Australian sports fans have argued over refereeing decisions and 41% have witnessed disagreements at community events, 69% believe technology can improve officiating even though professional systems such as VAR remain out of reach for grassroots clubs.

To address this gap, Samsung’s campaign demonstrates how the Galaxy S26 Ultra’s advanced zoom and slow-motion playback can help spectators review important moments during matches, offering greater confidence in decisions and easing tensions on the sidelines.

Nathan Rigger, Head of Product for Mobile eXperience at Samsung Electronics Australia, said the campaign also showcases how Australians can use the device beyond everyday photography.

“For many parents, supporting their kids at Saturday sports is about being present in the moment and capturing key memories. Whether it’s a stunning goal or a match-winning save, the Galaxy S26 Ultra is designed to capture these moments perfectly. With features like Space Zoom, Audio Eraser, and Horizontal Lock, you can relive those memories over and over again,” said Rigger. 

Launched during one of football’s biggest seasons, the campaign places Samsung’s technology within a culturally relevant setting familiar to millions of Australians by positioning the Galaxy S26 Ultra as a practical tool that supports everyday sporting experiences. 

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At the centre of the campaign is “Let Love Transcend Time”, a 90-second TVC series told from the perspectives of a father and his son. The films draw on a cultural insight common across many Asian families, where fathers often express affection through actions rather than words, portraying life insurance as one way of providing care and protection.

Unlike conventional insurance advertising, the 90-second films place minimal emphasis on products and branding, focusing instead on storytelling. Complementing these are shorter 30-second versions that highlight AIA’s life insurance offerings more directly.

Beyond the TVCs, the “Protection Comes in Many Ways” platform includes influencer collaborations and a series of seminars featuring experts and celebrities discussing topics such as death, grief, and the role of insurance in supporting families.

The campaign will run through the remainder of 2026, with additional TVC iterations and ongoing communications planned throughout the year.

Koman Ko, Managing Partner of BBDO Hong Kong, said. “We loved this brief because it challenged us to do something big – to think differently about insurance advertising. We’re not selling insurance but inviting people to reconnect with why it matters. 

He added, “In Hong Kong, where quiet demonstrations of love are cultural touchstones, showing a father protecting his son speaks volumes without words. That insight led to a more emotional approach we hope will connect with audiences by having them really feel something.”

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Created by creative and advertising agency Special, the campaign expands KFC’s recently launched “Go Full Chicken” brand platform by imagining a team of specialists working tirelessly to develop an ordinary cardboard box capable of holding an extraordinary amount of chicken, turning it into the unlikely star of the story.

At the heart of the campaign is a series of films set inside the fictional Secret KFC Box Lab, where viewers meet the lab’s meticulous Head Box Technologist, Ingvar, and his team of engineers.

Together, they put cardboard boxes through a range of exaggerated tests in search of the perfect design that can withstand the pressure of carrying more chicken than ever before.

The humorous creative reinforces KFC’s “Go Full Chicken” philosophy, which celebrates KFC’s dedication to doing things properly — whether preparing its chicken or designing packaging that can handle generous portions. 

KFC South Pacific (SOPAC) Chief Marketing Officer Vanessa Rowed said, “The new Boxfull range delivers fan favourites at incredible value, and this campaign brings our ‘Go Full Chicken’ philosophy to life in a way that’s entertaining, unexpected and unmistakably KFC. Because great value advertising doesn’t have to shout the loudest, it just has to give people something worth watching.” 

Special Chief Creative Officers Tom Martin and Julian Schreiber said, “Everyone knows KFC is famous for its value packed delicious chicken meals. But nobody ever talks about the plight of the weak, cardboard box. Is it up to the task of carrying this much chicken? Will it hold? What is maximum chicken capacity? All questions the new KFC Boxfull range now raises.”

The integrated campaign launches across television, digital, social media, influencer partnerships, radio and out-of-home advertising, extending KFC’s latest brand platform through a light-hearted campaign designed to entertain while reinforcing its value proposition.

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The campaign marks the next chapter of CIMB’s brand evolution by reinforcing its commitment to advancing customers and society, which highlights the bank’s role in supporting personal ambitions, business growth, financial security, and stronger communities. 

Rolling out across all ASEAN markets where CIMB operates, ‘Moving You Forward’ serves as a unified brand platform that aligns the group’s purpose, culture, and customer experience under one regional direction while being adapted to local markets to maintain a consistent brand identity across the region. 

As part of the campaign rollout, CIMB is launching a series of executions across social media, digital out-of-home, traditional out-of-home advertising, a regional brand film, MRT wall installations, and on-ground and social activations to bring the platform to life.

Toni Darusman, Group Chief Brand and Marketing Officer at CIMB, shared that the campaign reflects the bank’s ambition to become a trusted partner that helps people across ASEAN move forward with confidence.

“At CIMB, there is a clear vision that guides everything we do, and that is to be the bank that advances the ambitions of people across ASEAN. Our ambition goes beyond banking alone; it is rooted in the belief that real, meaningful progress happens when business and society move forward together,” said Darusman. 

“‘Moving You Forward’ reflects how we are bringing our purpose of advancing customers and society to life in a more meaningful and impactful way,” added Darusman. 

Alongside the campaign launch, CIMB also hosted its inaugural CIMB Advancing Societies 2026 – Recognising Impactful Partners event, celebrating organisations and individuals creating positive social impact across ASEAN.

The initiative recognised 11 NGOs, community partners and social advocates from Malaysia, Singapore, Indonesia and the Philippines for their contributions to improving livelihoods, expanding access to education, protecting the environment and supporting underserved communities. 

Ahmad Shahriman Mohd Shariff, CEO of CIMB Foundation and CIMB Islamic explained, “Real progress is not defined by programs or numbers alone, it is seen in how lives have improved, opportunities are created and the confidence communities gain to move forward. Across ASEAN, we are seeing individuals and organizations doing exactly that, often in ways that are deeply local but with impact that can be felt far beyond their communities.”

“We are proud to celebrate these individuals and organizations whose efforts are creating meaningful impact on the ground. Their work demonstrates what can be achieved when purpose is translated into action, creating lasting impact for communities,” added Shariff. 

Together, the campaign and recognition programme reinforce CIMB’s broader strategy of positioning its brand around long-term progress, demonstrating how banking can create lasting value for individuals, businesses and society across the region.

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Inspired by the fast-paced demands of essential professions, the campaign places everyday workers at the centre of stories typically associated with superheroes. It highlights the responsibilities carried by workers whose roles are deeply embedded in daily life but often receive little recognition in popular culture.

The campaign focuses on three blue-collar professions, depicting the challenges they face while navigating busy roads, managing electrical systems, and transporting passengers and goods across waterways. Through cinematic storytelling, the films emphasise the concentration, quick decision-making, and steady performance required to carry out these roles safely and effectively.

According to BOSS Coffee, the campaign reflects the combination of physical stamina, mental focus, and confidence needed by many workers managing demanding schedules and everyday responsibilities.

Beyond the films, ‘BOSS MODE: ON’ will extend across digital, social, and on-ground activations.

Shizuka Masuno, Senior Marketing Director, Suntory PepsiCo Vietnam Beverage, commented, “With BOSS Coffee Energy Drink, we wanted to introduce a different kind of energy experience for Vietnam’s modern workforce – one built around sustained alertness and mood uplift rather than temporary stimulation. As a coffee brand from Japan with strong credentials as a trusted worker’s buddy, BOSS saw an opportunity to move beyond conventional category messaging and connect with consumers through everyday experiences.” 

Hieu Nguyen, Chief Client Officer, Dentsu Creative Vietnam, added, “‘BOSS MODE: ON’ was designed to be the ultimate state where physical energy, mental focus, and a positive mood converge, allowing individuals to take command of demanding situations throughout the day. By introducing a fresher narrative approach for this category, we aim to deliver a campaign that is both universally relatable and genuinely entertaining.” 

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The six-part series — created in collaboration with WPPCP, WPP Media, WPP Production, and Ogilvy ANZ — features Asian influencers in place of traditional actors, reimagining familiar K-drama tropes such as awkward blind dates and disapproving relatives.

Across the episodes, Colgate Optic White Purple is positioned as a narrative device within the storyline, with each instalment centred on moments of social discomfort that transition into expressions of confidence. The product is integrated into the narrative and linked to character development throughout the series.

The campaign reflects the brand’s broader push to expand its K-beauty positioning, with a shift towards episodic, social-first storytelling distributed across TikTok and key regional markets in Asia Pacific.

Featured influencers include Andrea Nicole and Evan Tan from the Philippines, Malle Christian Anderson and Siti Khadijah Halim from Malaysia, and Baby Jingko and Cute Kiw from Thailand.

In a TikTok-exclusive activation, the campaign also invites users to create their own storylines to respond to AI-generated antagonists, positioning the initiative as an effort to open up storytelling participation and highlight human creativity in contrast to artificial intelligence.

“We are incredibly proud to unveil the next evolution of the incredibly successful Colgate Optic White Purple franchise with our social-first ‘Purple Café’ K-drama series,” said Samir Singh, EVP Marketing, Colgate-Palmolive, Asia Pacific. “We recognise that the way people consume media and content has dramatically changed, especially on TikTok. Our campaign takes our association with Korean beauty and culture to a whole new level, presenting our product not just as a beauty essential but as a pivotal character that transforms our influencer protagonists’ confidence in fun, cheeky ways.”

The full episodic series is available on the Colgate Thailand, Colgate Philippines, and Colgate Malaysia TikTok channels.

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