Tag: Campaign

Bangkok, Thailand – Pepsi Thailand is bringing to life its fizziest activations to celebrate Pepsi’s entry into its new era, with a brand takeover that aims to reshape the brand’s image as well as give fans a good time with interactive installations and a campaign that features their exciting new ambassadors. 

Conceptualised with VaynerMedia, Pepsi introduced its new logo and positioning in Thailand dubbed ‘Thirsty for More’ (‘ซ่าหน่อยมั้ย?’), with a massive on-ground, social and OTT takeover alongside Kpop girl group Babymonster. 

At the core of the Pepsi’s interactive experience in Thailand lies a colossal interactive dome that saw visitors lining up to participate in the immersive experience during the opening. Attendees were transported into a world that brought Pepsi’s new concept to life through exhilarating zones.

New Era, Same Great Taste
Pepsi Globe

From plunging into ‘New Era, Same Great Taste’ where a pulsing sphere bursts into a refreshing, panoramic spectacle of ice cubes, water, bubbles, and sparkling lights, to dancing in the ‘Pepsi Globe’, a massive digital playground where visitors are invited to move and create visual art within an interactive 360º dome, the experience left visitors thirsting for more. The experience will continue to unfold across many other provinces in Thailand after its Bangkok run. 

Talking about the campaign, Anawat Sangkhasap, chief marketing officer, Suntory PepsiCo Beverage (Thailand) Company Limited, said, “This year, Pepsi is gearing up to bring fresh excitement by reshaping the brand’s image with a unique and era-relevant style, giving it a cooler, more modern, fun, and playful vibe. We’re stepping into a new era with a stronger and bolder Pepsi vibe, launching this at PEPSI: INTO THE NEW ERA.”

Meanwhile, Chan Woei Hern, head of creative at VaynerMedia APAC, commented, “PEPSI: INTO THE NEW ERA is so much more than an introduction to Pepsi’s new logo. It’s an immersive brand experience with social at the centre, culture at its core, and a platform for Zs to share that thirst-for-more energy with everyone around them. We are grateful, thrilled, and proud of this partnership with PepsiCo Thailand.”

Jakarta, Indonesia – Online fashion and lifestyle retail company ZALORA has kicked off its ‘Zaloraya – Celebrate love that never goes out of style’ campaign, welcoming the Ramadan festivities with exclusive item deals, designer collaborations, as well as a campaign film. 

In the film, ZALORA showcases a relatable bond between two sisters across the years, with Hari Raya further strengthening the genuine love that they don’t usually show for each other on normal days. 

Going into detail, the film follows younger sister Aamina, who complains about always having the same dress as her sister Aisha as they grew up. After some time, Aamina finally changed up her style and even went to further lengths to show that she isn’t like her sister in mischievous ways.

During Hari Raya however, the sisters exchanged gifts and realised that they had accidentally bought each other the same blue dress. This made both of them laugh and made Aamina realise that it’s also beautiful when things stay the same.

This campaign film emphasises ZALORA’s campaign for Hari Raya 2024, showing audiences that celebrating and loving tradition never goes out of style. 

‘Zaloraya – Celebrate love that never goes out of style, will be running until mid-April on ZALORA’’s social media platforms where the brand aims to captivate followers with engaging Instagram stories and TikTok challenges.

Talking about the campaign, Achint Setia, chief revenue and marketing officer at ZALORA, said, “Zaloraya transcends mere fashion; it’s a timeless celebration of enduring love and style. From our meticulously crafted films that embody this sentiment to our dynamic events that breathe life into our collections, we’re deeply honoured to resonate with the hearts of our customers.”

Sydney, Australia – Ethical investment firm Australian Ethical has launched its latest campaign through film and OOH displays, encouraging Australians to invest in bringing positive change to help save the planet.

Made in collaboration with Paper Moose, Australian Ethical’s campaign showcases awe-inspiring footage sourced from a variety of nature photographers, championing nature’s beauty and life that is worth saving. 

The campaign also amplifies the company’s commitment to influence change on a corporate level, helping to invite more Australians who want their investments to support decarbonisation, emissions reductions and social good.

Talking about the campaign, Maria Loyez, chief customer officer at Australian Ethical, said, “We love the natural beauty and the sense of a community movement in this vibrant campaign. We want all Australians to know that ethical investing has the power to grow your money and influence change, and the more people that switch to ethical options, the bigger difference they could potentially make.”

Meanwhile, Brad Bennett, head of client success at Paper Moose, commented, “Investing with Australian Ethical allows each of us to harness the power of money to deliver both returns and positive change for people, planet and animals which is pretty rad.”

Singapore – Following the successful launch of Singapore Airlines’ global brand campaign ‘Welcome to World Class’ in January 2023, the airline now follows up with a campaign film capturing the emotions and moments at 30,000 ft.

The film follows Berlin-based travel photographer Julia Nimke, as she challenges herself to shoot, curate, and edit her very own photography exhibit pieces on her flight with Singapore Airlines. 

In the film, she performs this feat with ease, being made possible by the experience onboard Singapore Airlines such with its in-flight service, curated in-flight menu, comfortable seats and spacious cabins, as well as unlimited complimentary Wi-Fi across all cabin classes.

Nimke’s photographs capture the raw and authentic moments of being in the air, such as a unique composition of a selfie using a mirror built into SIA’s Business Class seats, the way the light hits the spacious cabin basking one in a glow of light, or the moment a cabin crew delicately plates a dish like her own canvas.

These photographs were then displayed at the Leica Gallerie, located at Raffles Hotel, for a private exhibition.

Talking about the campaign, Loo Yong Ping, deputy executive creative director at TBWA\Singapore, said, “Julia was a dream to work with. Her unique ability to capture natural, un-staged moments and use the available light and space at her disposal, and still create these beautiful images were really inspiring.”

Meanwhile, Jacky Lee, director at Smallshop, commented, “Shooting on a flight has its logistical challenges. You must work with the environment you have, all while keeping things discreet, as there are other passengers too. We’re glad that the film came out beautifully, all thanks to Julia’s unique eye.”

Sydney, Australia – Fujifilm is celebrating its 90th anniversary with the launch of the company’s first-ever global purpose, ‘Giving our world more smiles’, underscoring the company’s commitment to bring diverse ideas, unique capabilities and extraordinary people together to change the world.

The new global purpose reflects Fujifilm Group’s role in bringing smiles to the world through innovative products for the past 90 years and the goal for the entire Fujifilm group to guide employees, customers and the community toward a shared future.

Fujifilm’s new global purpose is one of its most unique and wide-ranging initiatives to date as it encompasses all of the company’s divisions, including medical systems, photo imaging, recording media and electronic imaging.

The new global purpose has roots as far back as Fujifilm’s 2006 corporate philosophy changed when the company began aligning its business expansion and the addition of diverse products globally. It also aligns with Fujifilm’s global CSR plan which emphasises sustainable development as a part of Fujifilm’s Sustainable Value Plan (SVP) 2030.

Whilst Fujifilm’s “Value from Innovation” remains as the company’s corporate slogan, there has also been update on its corporate philosophy, which the company describes as, “an embodiment of aspirations propelling the group toward realising its purpose”.

To mark the anniversary, Fujifilm also launched a dedicated 90th anniversary website which showcases the company’s history since 1934 and reflects the wide-ranging public discussions it has had about its role in society and how it can contribute to creating a brighter future.

Talking about this initiative, Richie Matoba, CEO of Fujifilm Australia, said, “Fujifilm’s 90th anniversary celebrates the rich diversified history of our brand and our journey through a wide range of industries and products that have enriched and changed countless lives. It is also a commitment to the future, with the belief that our product range and proprietary technologies will be successful in giving our world more smiles.”

Meanwhile, Teiichi Goto, president, CEO and representative director of FUJIFILM Holdings Corporation, added, “Through our new Global Purpose and by combining the Fujifilm Group’s strengths in technology and the wisdom of our diverse and talented workforce, we will contribute to solving social issues through all of our businesses.”

Singapore – With the Lunar New Year festivities and Valentine’s Day occurring within the same month, Tinder has decided to launch a Lunar New Year pop-astro guide for singles on how each Chinese Zodiac sign matches and chats on the dating app.

Made possible in collaboration with Singapore based second-generation Feng Shui astrologer Clement Lim from Kang Li Feng Shui, Tinder’s guide shares tips and insights for singles to enhance their dating luck during the peak season.

The guide mainly suggests points wherein certain zodiac signs are highly likely to have a specific trait or approach to using Tinder. For instance, the guide claims that the Rooster, Dog, and Pig sign are the most active signs on Tinder.

Furthermore, the guide also goes into detail about more dating app behaviours such as which signs like to play it cool, which signs have popular profiles, which signs are looking for long-term relationships, what signs are figuring it out, and what signs are most likely to match.

Talking about the guide, Lim said, “In the Year of the Dragon, young adult singles can expect their dating journeys to be as spirited as a dragon’s flight. daters should embrace opportunities to connect meaningfully as this year promises compatible matches to those who share common passions as the Dragon’s energetic aura fans the flames of romance.”

“As young adult singles explore the possibilities of romance and relationships, their friends and family can also act as a compass and cheerleaders. With their combined wisdom and insights, hopeful singletons will feel supported whilst navigating their dating journeys,” he added.

Manila, Philippines – Toothpaste brand Closeup has launched its latest campaign, with a film that features a fresh rendition of the iconic song ‘Closer You and I’ by Filipino singer Gino Padilla.

Conceptualised by MullenLowe TREYNA, Closeup’s campaign reimagines the song in 2024 for a new generation with singer Adie’s vocals and the love team of Donny Pangilinan and Belle Mariano, affectionately known as DonBelle, in the film. 

This collaboration marks a significant milestone in Close Up’s history, seamlessly blending nostalgia with contemporary charm. The new version captures Closeup’s classic ‘kilig’, resonating with both long-time fans and newer audiences.

Through this campaign, the brand aims to display its unwavering commitment to portray love’s joyous moments, captivating hearts in 2024 just as it did back in the 90s.

Commenting on the campaign’s rendition, Padilla said, “The new version sounds great, and I have to congratulate Adie for doing such a wonderful job. He was able to inject his own style and represent his current generation. It’s a great privilege and honour to be part of the Close Up brand. Up to now, people associate my name with the song, and it really is a great blessing.”

The release of the new single featuring Adie and the DonBelle tandem has garnered over a million views, signifying a new chapter in Closeup’s legacy of fostering connections through the power of love and music.

Malaysia – MBCS, IPG Mediabrands’ media-driven creative content practice, has partnered with Aiken to produce a campaign aimed at encouraging Malaysians to shine as the brightest stars during Chinese New Year (CNY).

In the movie, a group of girls use the Aiken Vita-C Bright Skincare line to embrace their brightest selves. The girls are given the chance to succeed on the football court because of their glowing skin.

Inspired by the recent worldwide talent search for women to try out for his next film, “Shaolin Women’s Soccer,” the Aiken Brightest Star ad honours Hong Kong actor and filmmaker Stephen Chow. 

The advertisement features an open letter written by Aiken to Stephen Chow, inviting him to see the movie. It also invites Malaysians to enter the #AikenBrightestStar competition and embrace their brightest selves this Chinese New Year.

Speaking about the campaign, Phang Mei Jeng, managing director of MBCS, said, “We know that CNY is a time to watch and re-watch Cantonese films that are old favourites, and Stephen Chow’s films are number one on that list. With his movies consistently trending around the festive season, and his recent open casting on social media, we looked to do this as a tribute to this huge icon and feature Aiken as the brand that helps you be the brightest star.” 

Meanwhile, Saki Goh, senior general manager marketing of Wipro Unza, expressed, “We’re extremely excited about this campaign, as it speaks to CNY pop culture. Stephen Chow’s movies are funny and legendary, and MBCS have found a creative hook that enables us to pay tribute to him in a very special way. We hope more Malaysian women join this callout to be the biggest and brightest star, using Aiken as their ammunition to glow up in this Year of the Dragon.” 

Vietnam – In honour of this year’s Tet, the laundry detergent brand OMO, owned by Unilever, collaborated with MullenLowe Mishra to produce a moving music video. The film tries to urge consumers to preserve their perseverance and positivity in the face of the year’s hardships.

This campaign takes place in the context of the recession’s more general economic effects, which include several macro-level issues like increased job losses and limitations on everyday spending. Because many Vietnamese people live far from their hometowns during Tet, OMO tries to bring new life and optimism to the celebration. The brand aims to emphasise that hope flourishes where dedication (and dirt) exist, highlighting the idea that optimism and tenacity triumph even in the face of hardship.

In this five-minute film, two kids live with their grandfather while their mother works in the city to try and support the family during hard times. The kids work hard to care for the apricot trees despite the difficulties, hoping that they will bloom in time for Tet, when their mother can return home to be with them.

The viewer is moved by the children’s use of mud and soil to care for the apricot trees at home, which is a metaphor for their mother’s efforts to work numerous jobs and improve the family’s financial stability.

Beijing, China – BMW China has partnered with TBWA Juice Beijing and TBWA BOLT Shanghai for its latest ‘Project Jupiter’ campaign for the Lunar New Year that plays on the uncertainty felt by those born in the Year of the Dragon and the superstitions people follow during the festive season.

BMW China’s Project Jupiter is a 14-minute mockumentary that places in the spotlight the concept of ‘Ben Ming Nian’ or the belief that those born in the Year of the Dragon will have a time of uncertainty in 2024.

The mockumentary puts a funny spin on the idea that even BMW was born in the Year of the Dragon, having started its operation in 1916. In this case, the brand is also susceptible to ‘Ben Ming Nian’. However, Project Jupiter boldly embraces this predicament, not shying away from superstitions but embracing it to create good luck for everyone regardless of their zodiac year.

Project Jupiter joyfully captures the complexity of ancient traditions and superstitions. With the prominent belief that the red colour is used to ward off uncertainty and bring good luck, BMW goes to extreme lengths to stick with this tradition.

The company is seen transforming its global headquarters into the lucky colour red. The company even goes as far as ramping up their production of red BMWs while the employees and even customers are decked out in the auspicious colour.

The film also features four hero characters and other special guests like actors Jackson Yee and Yang Haoyu. 

Aside from the film, the campaign also included a film trailer, a bonus film, and film posters. To further support the red luck theory, red-themed Lunar New Year decoration kits and merchandising packs were developed for retail, dealers, and consumers to ensure the colour red was widespread.

Project Jupiter will run across cinema and online TV, in addition to social and digital media and dealership and retail channels.

Stéphane Koeppel, VP of brand management at BMW China, said, “Chinese culture is enshrined with fabulous insights, stories, and superstitions, and we’ve always prided ourselves on our ability to celebrate and connect BMW to this wonderfully rich culture. Leveraging the creative opportunity of our brand being born in the Year of the Dragon, this year’s campaign playfully continued our obsession to bring joyful surprise, sincerely wishing people good fortune and happiness in 2024.”

Speaking on the campaign, Ronnie Wu, chief creative officer at TBWA China, also shared, “The conundrum this Lunar New Year presented BMW was an exciting opportunity to navigate, while allowing us to continue to celebrate the brand’s deep respect for Chinese culture, tradition, and sharing joy.”

He added, “‘Project Jupiter’ is BMW’s mission to banish the superstitious uncertainty from ‘Ben Ming Nian’ by exploring solutions to avoid Jupiter’s influence. Fueled by engaging humour and special guest star appearances, the 14-minute film follows the mission led by four BMW engineers and scientists. After many attempts, they devised the Red Luck Theory, ending the uncertainty from ‘Ben Ming Nian’ forever.”