Tag: Campaign

Singapore – The Agency for Integrated Care (AIC) has launched its latest campaign in collaboration with The Secret Little Agency. This campaign, dubbed “Break the Silver Ceiling,” aims to fight ageism, modify contemporary perceptions of ageing, and stimulate a positive transformation in society’s attitudes toward seniors. 

The campaign will be featured on digital and social media platforms. It is set to run from January 9, 2024, until February 5, 2024. To support the project, people can take part in a public walk on January 28, 2024, to show their support, or they can join the existing TikTok challenge, which starts on January 15.

In Southeast Asia, discrimination based on age affects 86.4% of the population, a substantial majority. Particularly in Singapore, 47% of adults over 55 say they have encountered discrimination because of their age. This impedes the pursuit of a satisfying and active lifestyle for this generation by exacerbating negative self-perceptions.

Devoted to establishing a lively senior living community, AIC partners with The Secret Little Agency on “Break the Silver Ceiling.” With a distinctive logo made of shards, the campaign encourages Singaporeans to rethink their views on life and ageing and confront ageing stereotypes.

Speaking about the campaign, Eva Lim, director of the integrated communications and marketing division at AIC, said, “Break the Silver Ceiling campaign calls for a new, positive narrative on ageing by tackling ageist stereotypes. It is a call to action, encouraging Singaporeans to redefine what it means to grow older. Through online and localised on-ground activations, we hope to increase mindshare on the topic of senior empowerment.” 

Meanwhile, Mavis Neo and Nicholas Ye, co- chief creative officers at The Secret Little Agency, said, “This campaign is a celebration of resilience, strength, and the limitless potential that comes with age. Our seniors aren’t just challenging prejudices; they are redefining the narrative around ageing in Singapore. ‘Break the Silver Ceiling’ is a call to action, urging everyone to embrace a new mindset and recognize the extraordinary capabilities of older adults.” 

Singapore – The Land Transport Authority (LTA) has recently launched the first of a three-part series of films with The Secret Little Agency to demonstrate electric vehicles as a reality of Singapore’s mobility. 

While awareness of electric vehicles is high amongst Singaporeans, the campaign seeks to educate Singaporeans about the ready infrastructure supporting the adoption of electric vehicles that exist today and into the near future.

The campaign aims to ensure that electric vehicle readiness is hyper-visible to the public by making it part of everyday culture through the language of cinema. Titled ‘Now Showing on Roads Near You’, the campaign puts the power of cinema storytelling to surprising use to show how electric vehicles and its supporting infrastructure aren’t just a thing of the future but are highly present in the here and now.

https://youtu.be/ahjgNlW8SFI?si=p8NASF78QoVLM650

The first of the series touches on the EV’s longevity and range, in the style of an action thriller. Created in collaboration with Abundant Films and director Jesse James Mcelroy, the film follows a protagonist on a thrilling mission to save his family on one single electric vehicle charge. It brings the viewer through an epic journey with entertaining plot twists and turns while demonstrating just how much mileage can be achieved with a single electric vehicle charge.

Each film within the three-part series will touch on three aspects of electric vehicle readiness. With longevity being released first, the following films will tackle the ease and convenience of switching to an electric vehicle through a comprehensive charging infrastructure network, and how the electrification of public transportation drives environmental benefits – each taking on a different genre of cinema.

Talking about the campaign, Nicholas Ye & Mavis Neo, co-chief creative officers at The Secret Little Agency, said, “A cleaner future powered by electric vehicles is inevitable and something all Singaporeans can look forward to, just like an upcoming blockbuster at the cinema. And so ‘Now Showing On Roads Near You’ was born as we create the kind of sizzle that movie trailers do starting with this trailer about the amazing things you can do in just one charge.”

The upcoming two films in this three-part series are slated to be released between mid-January to early February. They will see the campaign culminating towards the Chinese New Year period.

Philippines – IKEA launched the #IKEAEverywhere campaign in collaboration with Ogilvy, integrating physical products into diverse public locations. Ogilvy executed a campaign for IKEA Philippines by turning every possible place into an IKEA shop.

Restaurants functioned as easy places to shop in addition to providing places to eat. nail salons became all-inclusive destinations for Filipinos, providing manicures and pedicures in addition to the chance to browse IKEA’s items. 

Some of these integrations were smoothly transformed into retail spaces were gyms, clinics, and beaches. e-jeepneys, GrabCars, outdoor billboards, and outdoor installations were placed throughout EDSA, SLEX, and NLEX.

Customers can shop at these places by scanning the QR code located near the furniture. This strategy drove Filipinos to the IKEA website, increasing the pool of potential customers.

Influencers went farther than usual by actively participating in a national easter egg hunt. They searched and scanned every IKEA store throughout the nation with diligence. IKEA fans even got involved, exhibiting their homes as virtual IKEA stores on the internet.

Australia – Gatorade has launched a new brand positioning named ‘Water wasn’t made for this.’ This new perspective was created by the brand experience firm Akcelo, and the launch includes a full, integrated campaign that spans Australia. 

The brand film acts as a reminder that intense and sweaty workout routines could require more than just water. In particular, it emphasises how crucial it is to refuel with Gatorade No Sugar in order to replace electrolytes, salt, and potassium.

The first movie, directed by Justin McMillan of TAXI Films, honours water by recognizing both its intrinsic limitations and its essential role in life as we know it. Similarly, the out-of-home (OOH) advertisements, which were shot by Chris Searle of Title Artist Management, show how the intense physical demands of events like a hot tennis match, a sweaty gym session, or a breathless run call for the addition of Gatorade No Sugar.

‘Water wasn’t made for this’ goes beyond movie theatres, outdoor spaces, and social media to ambient locations where athletes sweat the most staircases, hefty kettlebells, pull-up bars, and outdoor gyms.

Speaking about the film, Vandita Pandey, chief marketing officer ANZ of PepsiCo Snacks and Beverages, said, “This new positioning puts a really relevant spin on hydration, something exercise fanatics take extremely seriously. It’s exciting to go beyond the usual media placements and utilise some hyper-targeted opportunities to speak to people during sweaty moments.” 

Meanwhile, Aden Hepburn, CEO of Akcelo, said, “In a category defined by fast-paced, high octane visuals and nothing but glossy, muscular and impossibly toned physiques, we opted for a different take – a powerful insight, executed with stillness, simplicity and craft. This work represents a big shift for our partners at PepsiCo, and we couldn’t be prouder to play our part.” 

Singapore – Digital travel platform Agoda, has unveiled its latest foray in AI storytelling with ‘Travel in Colours’, which invites travellers to explore the world through a kaleidoscope of destinations that mirror the vibrant hues of Agoda’s logo.

Promising users with a colour filled journey, Agoda’s Travel in Colours is a curated collection of travel experiences designed to ignite wanderlust and inspire a viewers’ next vacation.

Specifically, the colours and destinations mirror Agoda’s logo with reds, yellows, emeralds, purples, and blues, giving users a diverse glimpse of locations and cultures for users to see and experience these places from their screens. 

This project leverages the latest AI technology with ChatGPT and Midjourney to create stunning, hyper-realistic images that capture the essence of each location. While not all images are 100% accurate representations, ‘Travel in Colours’ is a playful and inspiring testament to the joy of travel, designed to ignite the wanderlust within.

Talking about this initiative, Matteo Frigerio, CMO of Agoda, said, “We believe that the power of AI can bring a new dimension to travel storytelling, making it more engaging and accessible to everyone.”

“Agoda has always been at the forefront of digital innovation, and with ‘Travel in Colours’, we’re pushing the boundaries of how travel stories are told,” he added. 

Singapore – As part of its upcoming efforts for the admission briefs, the Singapore Institute of Technology (SIT) has recently appointed local agency FiftyFull as its new creative and social media partner.

This appointment comes after the agency’s success in a two-round pitch process involving multiple agencies. Said appointment will also run for two years and can also be extended for an additional two years.

Furthermore, the agency’s remit encompasses overseeing and developing creative and social strategies, marketing frameworks, and integrated campaigns to effectively meet the campaign objectives.

Speaking about the appointment, a spokesperson at SIT said, “We are excited to extend our relationship with FiftyFull and appoint them as our creative and social partner for the admissions brief. Throughout the pitch process, they demonstrated a deep understanding of our business through the quality of their thinking.”

“We are looking forward to collaborating with them to create high-impact work to engage our target audience,” added a spokesperson.

Genevieve Seah, managing partner at FiftyFull, also remarked, “As Singapore’s first university of applied learning, SIT contributes to the social and economic fabric of Singapore in many meaningful ways, and we couldn’t be more excited to be embarking on this new journey with them.”

“SIT’s mission truly resonates with what we believe in, which is about never stopping to try, learn, and collaborate. We are hoping to deliver clutter-breaking work for them,” she concluded.

This collaboration marks the expansion of FiftyFull’s role, as they were initially brought on board as SIT’s social agency from 2021 to 2025.

Sydney, Australia –  The Australian Marine Conservation Society (AMCS) has recently teamed up with advertising agency Innocean Australia to create an exhibition highlighting the silent extinction facing lesser known Australian sharks and rays.

The remoteness and lack of data about these endangered species gave birth to this campaign, as AMCS asks Aussie kids to lend their imagination to bring these fantastical creatures to life through art of any form.

This latest project continues the successful long-term AMCS strategy of inspiring the next generation of ocean protectors, while also engaging their parents.

Moreover, the project aims to challenge the reputation of sharks and rays as fearsome predators, fostering a new appreciation for their variety of species and fascinating characteristics; the likes of which might not be around for too long if commercial fishing continues at such scale.

The top entries will inspire artworks by 10 of Australia’s most iconic artists, including Ken Done, Jenny Turpin, Janet Laurence, Reko Rennie, Jonathan Zawada, Rosie Deacon, Sarah & Sebastian, Dion Horstmans and Blak Douglas. 

These artworks will be launched and showcased at the ‘Fantastical Sharks & Rays’ exhibition in the Australia Museum from August 2024 to January 2025.

Talking about the project, artist Ken Done, said, “This is a unique project and one that I am immensely looking forward to participating in. If it helps to protect some of the world’s endangered species, that would be a great achievement for us all.”

Dr. Leonardo Guida, shark scientist for the Australian Marine Conservation Society, added, “We are excited to see the imaginative interpretations of these remarkable shark and ray species by the next generation of artists. The fusion of art and science has never been more important as a means to engage and empower the broader community to save our threatened species and ensure healthy oceans for future generations.”

Lastly, Pamela Parrelli, art director, and Charlotte Berry, copywriter at Innocean commented, “Ocean conservation can be a daunting issue – until you start working with the creativity and hope of children. Seeing simple descriptions inspire artworks out of this world is a reminder of the power of pure creativity – far beyond anything a 25 character prompt could deliver in a few seconds. For every artwork, imagine the number of thoughts and conversations between children and parents over these sharks and rays – perhaps changing both perspectives for life.”

Singapore – HSBC, alongside its partnership with advertising agency Wunderman Thompson Singapore, has recently unveiled its latest marketing initiative, showcasing the exciting possibilities of wealth creation through the strategic technology use and global wealth expertise.

For this campaign, the company aims to simplify the complexities of investments, encouraging individuals to proactively plan for a comfortable retirement. 

Said initiative also exemplified HSBC’s prowess in easing the challenges of investing by providing personalised wealth solutions, achieved through a blend of advanced technologies and financial expertise.

Notably, the campaign features acclaimed Hong Kong actress Louise Wong, serving as an exemplary figure for empowered clients who can confidently manage their wealth to shape the future they desire with their loved ones.

The integrated marketing campaign is scheduled to run across various platforms, including cinema, out-of-home billboards, digital, print, social channels, and even in-flight screens. Its overarching goal is to inspire people to initiate the journey of wealth creation for their future.

Australia – Sydney Water partners with creative agency It’s Friday for its latest water conservation campaign that spotlights water conservation ways with iconic water-wasting character ‘Bob’.

The campaign presents a TVC that features the character ‘Bob’, who is joined by his ten-year-old self. In the TVC, Little Bob picks on Bob’s water-wasting ways and highlights the simple steps everyone else can take to conserve it.

Bob is a character that has become synonymous with Sydney Water, and It’s Friday’s task was to bring this beloved character to life in the campaign.

The creative agency brings in Aussie actor Shane Jacobson to play Bob. Meanwhile, a nation-wide search for a 10-year-old boy was conducted to find someone who has the same bone structure as Shane. all of this to fit his mini-beard made out of human hair and make the match as close as humanly possible.

The water conservation campaign will appear across TV, radio, OOH, and social channels.

Sydney Water’s campaign comes as signs of an expected dry summer, and returning El Nino conditions pose a risk of possible water restrictions for the city.

Megan Miller, head of brand at Sydney Water, said, “Sydney Water is delighted to be partnering with Its Friday to create cut-through, clever advertising to spike awareness around the very serious issue of water conservation as we approach the prospect of another drought. Enticing Sydney to save water isn’t an easy task, particularly with unpredictable weather and fluctuating dam levels.”

She added, “It’s Friday injected new life into our long-running Bob campaign, ensuring that its water-saving message will be noticed by as many Sydneysiders as possible at this crucial time for our water supply.”

Speaking on the campaign, Vince Lagana, CCO and co-founder of It’s Friday, also shared, “We’re taught to save water as kids, but over time, apathy sets in. Little Bob hits his older self and Sydneysiders with a truth bomb: You know not to waste water; you have always known, and you need to stop doing it.”

Singapore – Telecommunications company Singtel has recently announced its partnership with television channel Nickelodeon to launch an electronic waste recycling campaign to raise greater awareness of the impact of e-waste on the planet, and how recycling helps in reducing one’s environmental footprint.

Dubbed ‘Go Green with the Turtles’, the integrated campaign features Nickelodeon’s Teenage Mutant Ninja Turtles, encouraging members of the public to drop off their unwanted electronic devices at designated recycling bins at selected Singtel shops.

With the campaign running from December 1,2023 to February 29, 2024, the items will be refurbished by Engineering Good, Singtel’s non-profit device circularity partner, and distributed to vulnerable communities so that they too can enjoy the benefits of a digital lifestyle. 

The campaign includes a series of animated videos featuring the Turtles rallying viewers to become “eco-ninjas” and join them in their mission to reduce e-waste, or as they call it, ‘technotrash’.

These will be aired on Nickelodeon as well as other English channels on Singtel TV, Singtel TV GO and the CAST app, Singtel and Nickelodeon’s social media channels, as well as four Singtel shops. There will also be a booth at Singapore Comic Con where visitors can meet their favourite Turtle heroes, take part in challenges to win attractive prizes and enjoy event-exclusive freebies. Singtel customers get 10% off tickets to the convention.

Talking about the campaign, Diana Chen, managing director, customer management at Singtel Singapore, said, “Singtel is committed to playing its part to bring about a greener future. In keeping with our goal of achieving net zero by 2045, we’ve been taking active steps to improve our energy efficiency across our mobile base stations, increase the use of renewable energy sources and reduce packaging to minimise our environmental impact.”

“We’re pleased to partner like-minded organisations such as Nickelodeon and Engineering Good to raise greater awareness of climate change and device circularity among the public. We want to inspire more people, especially families with kids, to take steps, no matter how small, to fight the effects of the climate crisis,” she added.