Running from July 2026, the activation is designed to create an immersive commuter experience across stations and trains, reaching more than 16 million passenger journeys each month. The initiative also coincides with the completion of the Circle Line, marking a significant milestone in Singapore’s public transport network.

Building on the momentum of its 2025 campaign, which saw 65 Maybank-branded buses operating across Singapore, the bank is now bringing its signature yellow identity to the MRT network to strengthen everyday connections with consumers.

The Circle Line links several of Singapore’s key interchanges, including Bishan, Serangoon, HarbourFront and Bayfront, making it one of the island’s most connected transport routes. 

Through the activation, Maybank aims to reinforce its commitment to serving customers through meaningful touchpoints that connect communities, businesses and destinations.

According to Annie Lee, Head of Country Corporate Office at Maybank Singapore, the activation reflects the bank’s purpose of humanising financial services while celebrating the connectivity enabled by the completed Circle Line.

“The completion of the Circle Line is a reminder of how connectivity brings people, businesses, and communities closer together. These are values that resonate strongly with us,” shared Lee.  

Meanwhile, Stellar Ace said the partnership demonstrates how out-of-home campaigns can create memorable experiences by engaging audiences throughout their daily journeys.

“The completion of the Circle Line brings people, places, and opportunities across Singapore closer together. We are delighted to partner Maybank, bringing its ‘Served Your Way’ campaign to commuters across the Circle Line network,” said Tony Heng, President of Stellar Ace.

“By bringing together stations and trains across the network, we are demonstrating how brands can engage consumers through shared everyday journeys to create memorable moments that stay well with commuters,” added Heng. 

For the next four months, commuters across the Circle Line will encounter Maybank’s ‘Served Your Way’ campaign as part of a network-wide experience designed to celebrate connection, accessibility, and the role brands can play in everyday life.

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The initiative comes as Hong Kong prepares to host the Hong Kong Football Festival 2026, where DBS Hong Kong is the diamond sponsor and banking partner for the opening match between Manchester City and FC Internazionale Milano.

As part of the campaign, DBS Hong Kong hosted a community football event featuring Matt Orr, the bank’s “Score Together with DBS” campaign ambassador and Hong Kong representative football team player, alongside local footballer Philip Chan. The pair led football activities and shared techniques with participating children to encourage teamwork and sportsmanship.

The campaign also marks Orr’s appointment as ambassador for the “Score Together with DBS” campaign, which draws on themes of teamwork and collaboration to reinforce the bank’s messaging around supporting customers through different stages of their financial journeys.

The programme builds on DBS Hong Kong’s longstanding partnership with TWGHs in community development. More than 20 children from TWGHs’ nursery schools participated in football games and activities during the campaign launch.

As part of the broader initiative, DBS Hong Kong will also invite 100 primary school students from TWGHs’ Community Service Centres to Kai Tak Stadium on 31 July 2026 to watch Manchester City’s open training session, giving them an opportunity to experience professional football training ahead of the Hong Kong Football Festival.

Alphae Chen, Managing Director and Head of Group Marketing and Communications at DBS Hong Kong, said, “Football is more than just a sport; it is a universal language that connects people across cultures and geographies. DBS Hong Kong is delighted to support the ‘Hong Kong Football Festival 2026’ and share this passion and vitality with the wider community. Over the years, DBS Hong Kong and Tung Wah Group of Hospitals have maintained a close partnership in community development.  

He added, “Through this major sporting event, we hope to bring football and the spirit of sportsmanship into the community, inspiring more young people to pursue their dreams with courage.” 

Through the campaign, DBS Hong Kong aims to encourage greater youth participation in sports while extending its community engagement efforts around one of Hong Kong’s major sporting events.

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Created by the creative agency Narrow Door, the campaign moves away from destination-focused messaging in favour of highlighting different travel passions, from music fandoms and food exploration to sports, photography, and road trips. Launched in late June, the campaign will run throughout the 2026 summer travel season.

At the centre of the campaign is the “Summer OUTernship,” a creative take on a corporate recruitment drive. Instead of applying for conventional jobs, consumers are invited to “claim” one of eight travel-themed roles that reflect their interests, including Fandom Rice Catcher, Lying Flat Officer, Chief Sweat Seeker, Professional Viewfinder, Window-seat Tracker, Sleepless Overdriver, Canto-Palate Quality Controller, and Stadium Hype-Man.

Terry Tsang, Director of Narrow Door, said, “We wanted to break away from traditional, generic summer travel ads and create something that genuinely cuts through the noise. By playfully hijacking the familiar corporate ‘recruitment’ framework and twisting it into the ‘Summer OUTernship,’ we found a high-energy hook that instantly connects with Hong Kongers.”

Terry continued, “This campaign is a celebration of subcultures—whether you identify as a ‘酒店躺平師’ (literally Hotel lying flat officer) or a ‘無心睡眠駕駛員’ (sleepless overdriver). Our creative goal was to inject a sense of unfiltered fun and relatable humour into the visuals, proving that the absolute best summer ‘job’ you can have is simply living out your travel obsession to the fullest.”

The campaign targets both the broader Hong Kong travel market and niche communities such as K-pop fans, staycation enthusiasts, sports lovers, foodies, and road-trip travellers.

To support the campaign, Klook has rolled out a series of videos across its owned digital channels, including Facebook, Instagram, and its website. The content strategy includes a 30-second hero film introducing the “Summer OUTernship” concept, three 20-second videos spotlighting selected travel roles, and five short-form social videos featuring the remaining themed positions.

The campaign also incorporates creators and key opinion leaders matched to each travel category, aiming to demonstrate how travellers can use Klook’s offerings across its Play, Move, and Stay services based on their individual interests. It aims to encourage users to explore travel products based on their interests and claim one of the themed travel titles through the Klook platform.

Kenny Sham, Global Events Head and General Manager for Hong Kong & Macau at Klook, said, “Summer 2026 is about shifting the narrative from where you travel to how you travel. With the launch of the ‘Summer OUTernship,’ Klook is moving beyond destination-driven marketing to champion true identity-driven travel. This campaign is our bold invitations to travellers to reclaim their summer on their own terms. Klook is far more than a booking platform—we are a complete ecosystem of Play, Move, and Stay verticals that fully back our users’ unique passions.”

Kenny added, “We are inviting everyone to explore our curated summer inventory, match it with their personal vibe, and claim one of these playful titles. Whatever your travel passion is this summer, Klook is ready to fuel it and transform your ultimate travel obsessions into reality.”

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Developed by frank. Singapore, Omnicom’s dedicated Unilever team, the campaign centres on the message, “Days might get tough, but Sunsilk keeps it smooth.” 

It follows BABYMONSTER through rehearsals, photoshoots, performances, and other moments behind the spotlight, drawing parallels between the group’s demanding schedules and the everyday challenges consumers face.

The move comes as brands continue to tap K-pop’s global influence while responding to growing demand for more authentic storytelling that extends beyond traditional celebrity endorsements.

The campaign marks the second collaboration between Sunsilk and BABYMONSTER and is designed to connect with audiences through shared themes of perseverance, growth, and self-confidence. 

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Shot in a nostalgic home-video style, the campaign film offers a more intimate look at the group while reinforcing Sunsilk’s promise of helping keep hair soft and smooth through busy days.

Panisa Suwanarat, Global Brand Director at Unilever, said, “Today’s consumers are increasingly drawn to authenticity. While BABYMONSTER is admired around the world for their talent and success, we wanted to showcase the hardwork and dedication behind those achievements.”

“Through this campaign, Sunsilk celebrates the confidence that comes from staying strong through life’s challenges while reinforcing our belief that smooth, healthy hair can help people feel ready to take on whatever the day brings.”

Beyond the campaign film, the initiative spans television, social media, and digital channels, featuring Sunsilk’s shampoo and treatment products across multiple consumer touchpoints.

Subarna Prabhakar, Global Business Director at frank. Singapore, said, “We wanted to strengthen Sunsilk’s connection with a new generation of consumers who increasingly value brands that reflect the realities of modern life.”

“For years, idol culture has often been portrayed through polished performances and picture-perfect moments. Yet, behind every performance is an enormous amount of hard work, sacrifice, and resilience. By capturing those realities through a more intimate and authentic lens, we were able to create a campaign that feels relatable even if you’re not a global superstar.”

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Developed by dentsu One Bangkok, the campaign, titled “When Life Isn’t So Funny Anymore”, marks a shift from portraying credit as a last-resort solution to framing financial preparedness as part of everyday life. The work draws on a familiar Thai tendency to laugh through difficult situations, using the theme to examine resilience amid financial uncertainty.

Car4Cash, Krungsri Auto’s automotive refinancing service, has operated in Thailand for more than 24 years. The latest campaign builds on that history by highlighting the reassurance that comes from having financial options available when unexpected challenges arise.

At the centre of the campaign is a long-form film featuring the “Smiling Dad”—a father who masks his struggles with humour. Directed by Thai filmmaker Withit Kamsrakaew, the film explores the emotional burden carried by those who continue supporting their families despite financial pressures, balancing light-hearted moments with the realities of economic hardship.

The campaign also reflects broader shifts in consumer sentiment in Thailand, where rising living costs, economic volatility and recurring disruptions have prompted many consumers to rethink their approach to financial security. Rather than focusing on financial emergencies alone, the campaign advocates for greater financial preparedness before challenges arise.

Paroon Suthaveepramochanon, ECD at dentsu One Bangkok, said, “The challenge was to tell a story about financial preparedness without defaulting to fear or hardship or portraying Thai people as victims of circumstance. Instead, we wanted to celebrate the strength it takes to keep showing up for others, often with a smile, even when life feels overwhelming.”

Paroon added, “Working closely with Krungsri Auto, we sought to honour that complexity by creating a story that felt culturally authentic and emotionally truthful. The result is a campaign that moves beyond functional messaging to connect with people through a shared human experience.” 

The integrated campaign will run across television, out-of-home, radio, digital and social media platforms in Thailand through December 2026.

Saksit Wongsupphakrit, Executive Vice President, Head of Krungsri Auto Sales and Distribution Division at Bank of Ayudhya PCL, commented, “Laughter can bring comfort, create connection and help us move through difficult times. But sometimes, it can also conceal the things we find hardest to talk about. As a brand committed to being a dependable source of financial assurance, this campaign reflects our belief that confidence comes from being prepared. 

Saksit added, “Working alongside dentsu One Bangkok, we looked beyond the humour to create a story that highlights the importance of financial readiness through reliable auto refinancing in navigating life’s uncertainties. We wanted to showcase not just optimism, but the power of being ready. This campaign celebrates people who keep moving forward despite life’s unpredictability, while positioning Car4Cash Prompt Chai as the financial partner that helps turn uncertainty into confidence and opportunity.” 

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The campaign introduces a new online film that follows the journey of Joyday ice cream from factory to freezer, highlighting the people and partnerships that help bring the brand to consumers throughout the country. 

Through the story, Yili aims to demonstrate how local manufacturing and distribution have enabled Joyday to become one of Indonesia’s most recognised ice cream brands.

As part of the campaign, local content creators William and Reysa trace Joyday’s journey from a neighbourhood shop to its distribution network, meeting local distributor Onaki Murti along the way to showcase how storage standards, logistics, and local partnerships help ensure the product reaches consumers while maintaining consistent quality.

According to Yili, the campaign reinforces its long-term investment in Indonesia by highlighting the role of its local production base and supply chain in supporting communities while delivering products nationwide.

“The key is in the quality of the distribution. We strictly follow PT Yili Indonesia’s storage standards,” explained Murti. “So no matter where customers are, Joyday will always taste just as good. We make sure the distribution runs smoothly so Joyday becomes easier to buy and more loved by the community, which is a great benefit for us as local partners too.”

Since opening its manufacturing facility in Indonesia in 2021, Yili has used the site as its Southeast Asian production hub, producing dozens of Joyday variants for the domestic market while exporting to neighbouring Southeast Asian countries, the Middle East, and Africa.

The campaign also highlights Yili’s focus on local innovation with Joyday products developed specifically to suit Indonesian tastes — an approach that recently earned international recognition when its chocolate lava ice cream won the Best Ice Cream title at the 2025 World Dairy Innovation Awards.

Through the Indonesian chapter of its global campaign, Yili hopes to showcase how combining global expertise with local production and innovation continues to support its growth across Southeast Asia while delivering products tailored to local consumers.

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Running across JCDecaux’s premium digital screens in Sydney and Melbourne, the campaign aligns with this year’s NAIDOC Week theme, “50 Years of Deadly,” and gives Cooee Native Foods national visibility throughout the week.

The creative highlights the brand’s commitment to celebrating Country through native foods while supporting First Nations growers, producers, and communities, bringing Indigenous stories to millions of Australians through DOOH.

Alongside the campaign, Cooee founder and CEO Terri-Ann Daniel met with JCDecaux employees across Australia to discuss the cultural significance of native foods and the role Indigenous-owned businesses play in creating social, cultural, and economic opportunities.

“NAIDOC Week is a time to honour culture and recognise the knowledge that has sustained our communities for thousands of years,” Daniel said. 

“Native foods carry stories of Country, kinship and care for the land. Sharing these ingredients with more Australians helps grow understanding while creating opportunities for Indigenous enterprise to thrive.”

The campaign follows Cooee Native Foods’ recent acquisition of the 25-year-old Creative Native Foods brand, bringing it into Indigenous ownership for the first time.

Tess Phillips, Executive General Manager of Corporate Affairs and RAP Co-Chair at JCDecaux Australia, said the campaign demonstrates how out-of-home media can help amplify Indigenous voices.

“Supporting Indigenous-owned businesses is an essential part of strengthening cultural, social and economic outcomes. Cooee’s campaign gives their story national visibility and hearing directly from Terri-Ann helps our teams understand how Indigenous enterprise carries culture and community forward.”

The initiative also supports JCDecaux Australia’s Reconciliation Action Plan and its Nurture for Country programme.

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The campaign is the latest phase of VACCHO’s Cancer Screening and Early Detection initiative, aiming to increase awareness of bowel cancer screening, promote early detection, and encourage regular health checks among Aboriginal communities.

Fronted by Ngarrindjeri comedian Kevin Kropinyeri, the campaign uses comedy to challenge the stigma and embarrassment often associated with bowel cancer screening. 

Drawing on the familiar feeling of relief after using the toilet, the creative reframes the free at-home screening test as something worth celebrating rather than avoiding.

Developed in close collaboration with Aboriginal community members, the campaign reflects Think HQ’s “with, not for” approach to behaviour change communications. 

The agency worked alongside Kropinyeri, Yorta Yorta Creative Collaborator Jason Tamiru, and community representatives throughout the creative process to ensure the campaign was culturally safe and authentic.

Targeting Aboriginal and Torres Strait Islander people aged 45 to 55, as well as those eligible for a 715 Health Check, the initiative aims to improve participation in bowel cancer screening while encouraging broader preventative health behaviours.

Sam McCarron, Creative Director at Think HQ, said humour provided an effective way to tackle a sensitive health issue.

“The creative opportunity to harness humour, breaking down the stigma around bowel cancer screening allowed us to deliver a vital message in an authentic way. This campaign is profoundly important for Victorian Aboriginal Communities, driving early detection.”

VACCHO Acting CEO Jim O’Shea said the campaign addresses common barriers that prevent people from participating in screening.

“While humour starts the conversation, the campaign is an important reminder that cancer screening helps you stay healthy, so you can keep doing what you love and be there for your family and Community.”

“The Biggest Relief” launched this week and will run across Aboriginal Health TV, NITV, and community radio station 3KND.

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Rolling out across social, digital and outdoor channels, the new campaign builds on Hilton’s  record-breaking ‘It Matters Where You Stay’ debut in 2025, which generated more than 11 billion views across social and digital platforms. 

The latest instalment shifts the focus from destinations to the importance of the stay itself, highlighting how thoughtful hospitality enhances every travel experience.

Filmed at Conrad Bengaluru, the campaign explores how Hilton’s team members, hotel spaces, technology and Hilton Honors loyalty programme work together to create a seamless guest experience. 

By removing everyday travel friction, the campaign positions Hilton as a trusted support system that allows guests to focus on what matters most.

Throughout the campaign, Deepika Padukone reveals a more spontaneous and expressive side of herself, reflecting the confidence and ease that comes from feeling genuinely looked after while travelling.

The campaign comes to life through a series of films and creative content centred on dining, wellness, loyalty and personalised service. Together, they reinforce Hilton’s belief that great hospitality goes beyond accommodation to create meaningful travel experiences.

To strengthen the campaign’s cultural appeal, Hilton collaborated with GRAMMY Award-winning director Nadia Marquard Otzen, choreographer Shay Latukolan, and music producer Mikey McCleary, combining movement, music and storytelling into an entertainment-led creative platform.

Mark Weinstein, Chief Marketing Officer and Head of Luxury Brands at Hilton, shared, “When travel takes people from their routines, the Stay becomes even more important. Our Team Members ensure everything is taken care of, giving guests the comfort and confidence to focus on what truly matters, turning everyday moments into expressions of confidence and playfulness.” 

“Deepika brings that feeling to life beautifully in this campaign and captures the ease that comes when everything around you simply works,” added Weinstein.

The campaign also supports Hilton’s continued expansion across India, where the company aims to grow its portfolio to 400 operating hotels in the coming years. 

By showcasing modern hospitality through relatable storytelling, Hilton continues to position itself as a brand that understands the evolving expectations of today’s travellers.

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The latest instalment of “Hyundai, Driving ASEAN as One” serves as the centrepiece of Hyundai’s title partnership with the regional football tournament, which runs from July 24 to August 26. 

Through a campaign film, the automaker tells a story of people from across ASEAN brought together by a shared passion for football, reflecting its global “Progress for Humanity” vision.

At the heart of the campaign is the Hyundai STARGAZER, which features as a symbol of connection and shared journeys. 

The film positions the vehicle as an enabler of moments that bring families, friends, and communities together across the region.

The campaign also features Indonesian viral personality Dhika, better known as the “Aura Farming Boy”, whose rise to online fame during the Pacu Jalur boat race made him a symbol of teamwork and synchronised effort. 

Hyundai said his story aligns with the campaign’s message that meaningful progress comes from moving forward together.

Faraz Shamsi, Executive Marketing Director at Hyundai Motor Asia Pacific, said the campaign reflects the company’s commitment to connecting communities through shared experiences.

The campaign will extend beyond the hero film through digital content across Hyundai’s ASEAN social channels, alongside on-ground activations linked to the Hyundai Cup 2026, including a trophy tour, stadium experiences, fan giveaways, and test-drive events across the tournament’s 11 participating countries.

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