Tag: Campaign

Sydney, Australia – Beverage company Lion has launched a new campaign that revolves around reducing carbon emissions as part of the launch of their new alcohol-free drink XXXX Zero.

Conceptualised alongside agency UM, the OOH execution aims to help reduce carbon emissions and create a placement that aligns with the brand’s mission of “Giving a XXXX about tomorrow”. The mural is supported by street furniture, retail OOH and radio plus a 30 sec time-lapse video of the murals being painted will be amplified through social and PR channels.

Aidan O’Brien, senior planning manager at UM, said that working with partners who are committed to sustainable business practices fits well with the UM’s vision to help build a better Australia and planning the media for Lion’s “Give a XXXX about tomorrow” campaign was a challenge the team revelled in.

“Not only are the murals an obvious conversation starter, they demonstrate environmentally sustainable media buying practices in the process,” he said.

Meanwhile, Amy Cummings, senior integrated planning director at UM, commented, “We challenged ourselves to deliver a solution that would work to actually reduce carbon emissions. Big, bold, high visibility OOH was central to the campaign’s success, so we commissioned a mural for XXXX Zero in a high vis, central Brisbane locales painted with paint that actually helps clean the air* not further pollute it.”

Lastly, Chris Allan, brand director at XXXX Zero, said, “We’ve taken time to create a product that not only talks to a new generation of discerning drinkers but also gives a XXXX about the environment, as Australia’s first carbon neutral certified alcohol-free beer. We love this creative approach to media planning and buying and can’t wait to see the successful brand impact it has.”

Mumbai, India – India’s lead-free additive brand, Silvin, has launched a new campaign for its new offering ‘All-in-One Super1Pack’. This campaign, which is centred around cricket, playfully highlights the disadvantages of not having the right mix of PVC additives and how that could affect the manufacturing process.

According to Silvin, the combinations and ratios of additives like stabilisers, lubricants, impact modifiers, and processing aids are indispensable to PVC and CPVC manufacturing. Manufacturers, however, measure their own combinations, also known as self-compounding, which can be detrimental to the process. Silvin’s All-in-One Super1Pack solves this problem by providing the right combination of additives for better output.

Developed in partnership with DDB Mudra, the film draws attention to the side effects of self-compounding by showing a field full of wicketkeepers struggling to play a game of cricket. While it somewhat works, it’s not the game we all know and love because it lacks the right mix of players that perform different roles.

Jagat Chokshi, Silvin’s director, shared that the PVC/CPVC industry is highly dependent on self-compounding when it comes to additives that are crucial to the manufacturing process. 

“At Silvin, we achieve the right combination of additives through customisation and innovation, which is not only cost-effective for our clients but is also environmentally friendly,” said Chokshi.

Meanwhile, Pallavi Chakravarti, DDB Mudra’s creative head – West, commented that they strongly believe that brands are built through engaging and effective story-telling – whether they be consumer-facing or industrial in nature.

“The Silvin campaign, created by our Ahmedabad office is a prime example of us realising that belief through a light-hearted execution that lands the product benefit sharply via a metaphor that is universally understood,” said Chakravarti.

The new campaign is now live across social media and digital platforms.

Vietnam – Huggies, the diaper brand of baby and child care company Kimberly-Clark, has partnered with INCA, GroupM’s brand-safe influencer and content marketing arm, to launch a new campaign for its latest diaper product in Vietnam – Huggies Thin & Soft. This campaign aims to get Vietnamese moms to talk about diaper ‘quality’, ‘absorbency’ and ‘thinness’, which are unique attributes not typically associated with children’s diapers.

INCA noted that urban Vietnamese mothers place a high value on imported goods, and are excited by innovations hailing from Japan and Korea. This is also where Huggies turned their focus towards mom communities, whose small but powerful word-of-mouth influence could collectively spark powerful conversations.

Through the new campaign, INCA and Huggies have selected two hundred nano and micro-influencers who had a dominant share of voice and strong influence on more than 20 mom communities to incite conversations endorsing the value of thin and soft attributed diapers, before reviewing ‘the thinnest best-selling diaper brands from Korea’. 

The campaign was hinged on the fact that mothers turned to other mothers within their communities for advice and product recommendations. These influencers would then privately share Huggies sale links with other mothers in the communities.

Uyen Nguyen, Huggies’ senior brand manager for Vietnam, commented partnering with INCA was crucial in helping them build relationships with mothers in Vietnam through word-of-mouth, one of the most reliable and trusted channels mothers rely on.

“The campaign demonstrated the immense potential for soft & thin diapers, something unheard of in the Vietnamese market. This campaign exceeded all expectations, and we look forward to partnering with INCA again in the future,” said Nguyen.

Meanwhile, Loan Menuge, INCA’s lead for Vietnam, shared that through their brand-safe technology, they were able to align with Huggies’ campaign goals and forge deep connections with creators and consumers to drive business outcomes for the clients. 

“We are pleased that Huggies is now the top diaper brand known in Vietnam for its thinness, quality, absorbency as well as other interesting attributes and that we are able to bring comfort and innovation for mothers and their children,” said Menuge.

Mumbai, India — JSW Paints has come out with another campaign, this time in concert with the launch of Aquaglo, a unique pioneering water-based paint for wood and metal that is free of the harmful toxins commonly found in traditional wood and metal paints. The campaign, entitled ‘Paint ka GK badhao’, was done in partnership with TBWA\India.

After its Any Colour One Price offering, JSW Paints is back to changing the rules of the paint industry with yet another first-time-in-India innovation that’s really new news in an age-old industry. Counting on clutter breaking communication to draw people’s attention in a low involvement category where no one is tempted to research the nuances of the paint that goes on their own walls and in their own homes. ‘Paint ka GK badhao’ is a clear call to action to make India sit up and take notice.

The campaign brings to light the state of India’s general knowledge and perception when it comes to all things paint. With story-telling that is equal parts educational and irreverent. Featuring Bollywood star -Alia Bhatt, the brand’s commercial lands the message that a newly painted door can pollute your home.

Coming from the actress herself, this revelation – that a newly painted door can pollute your home, seems like another major general knowledge goof up. What happens next is a social media tsunami, an ever-growing cascade of jokes and banter, with everyone from news anchors, to stand up comics and the average Indian joining in for a laugh. But this time around, the joke really is on them. Because not too many Indians know that traditional paint for wood and metal contain harmful toxins that spread pollution inside the house. But once you make that discovery, it’s hard to forget it.

Talking about the expected impact of the campaign in changing India’s paint vocabulary and expectations, Govind Pandey, CEO of TBWA\India, said “Paint category has been dominated by the same market leaders for decades without any real challenger. JSW Paints is the disruptor that is questioning the unquestioned answers and norms. It is also encouraging the end consumers to get more involved because only then they will discover the best solutions for themselves.”

Commenting on the genesis of the core campaign idea, Parixit Bhattacharya, managing partner creative of TBWA\India said, “A low involvement category, a great product and the nation’s sweetheart. Stir them well and you get a sensational headline. Paint Ka GK Badhao is asking people to make informed choices and shut the door on polluting chemicals.”

Wellington, New Zealand – New Zealand state-owned bank and financial services provider Kiwibank has launched its first major brand overhaul, with the aim to reflect ‘modern’ Kiwi culture.

The new brand identity includes a new logo, which was inspired by the te ao Māori concept of a thriving Aotearoa, expressed through the native harakeke plant. It also includes new digital channels and a physical network, which includes agency services and business banking hubs, making it the largest physical network of all banks in the country, and will see updates and upgrades over the next few months.

Kiwibank has also launched a new brand platform, featuring a line-up of some of the most inspiring and innovative Kiwis, including Allbirds, Dawn Aerospace, UBCO, Emirates Team New Zealand, and Banqer, as well as pop duo sensation, Broods – all leaders in their respective fields and making a positive impact on Aotearoa and the world. It highlights the work each brand is doing in its industry to lead the way in creating a better world and celebrating what it means to be a Kiwi.

The campaign has been produced by creative advertising agency Special and will be distributed across television, radio, digital, out-of-home, and social, alongside media agency OMD, while the identity change was led by Kiwi design specialists ThoughtFull.

Moreover, Kiwibank has also launched ‘Co-own’, an alternative option to traditional homeownership where Kiwis can team up to get on the property ladder sooner. This seeks to help enable more Kiwis with their homeownership dreams.

Steve Jurkovich, Kiwibank’s CEO, shared that when they looked at their brand, they wanted to understand what it meant to thrive and reflect on how modern Kiwis see themselves and their culture today.

“After 20 years in business and as we look ahead at the change the bank is undertaking, it is the right time to better reflect the bank we are today and the ambition we have for the future for our customers, communities and country. Kiwibank has ambitious plans for the future and is investing substantially to become the bank of choice for even more Kiwis. We are two years into a five-year transformation that will see us continue to grow and support Kiwi, balancing purpose and performance to make Aotearoa better off,” said Jurkovich.

Meanwhile, Simon Hofmann, Kiwibank’s general manager of brand and marketing, noted that they are in the process of changing thousands of customer touch-points from the website and digital tools, customer communication and social channels, to the app and ATMs. 

He further shared that their physical stores are being reimagined, as they are launching a new brand ‘Local for Kiwibank’ across their network of 100 partner sites which offer express banking services.

“The brand platform and campaign reflect what it means to be Kiwi, featuring Kiwi brands that are modern, game-changing, and passionate. Kiwibank is proud to be the bank that is helping Kiwi thrive and ‘This is Kiwi’ demonstrates our purpose – Kiwi making Kiwi better off,” added Hofmann.

Kuala Lumpur, Malaysia – Global consumer goods firm Reckitt has partnered with e-commerce platform Shopee to launch its ‘Complete #TheMissingHalf’ campaign in Malaysia, aimed at enhancing the protection of health, hygiene, and nutrition of consumers by relying on its trusted brands including Enfagrow A+ MindPro, Dettol, and Vanish.

As part of this ‘Super Brand Day’ campaign, which will be on 19 May, Reckitt will be providing shoppers with exclusive deals on Shopee Mall from Enfagrow, Dettol, and Vanish, including educational tips, coins, and product giveaways on Shopee Live, up to 4.5 million coins cashback, and buy 1, free 1 deals, as well as exclusive bundles, where Reckitt is offering special vouchers up to RM200 off, gifts with purchase, specially curated bundle sets including Enfagrow A+ MindPro IQ+ EQ bundle, complete Dettol Protection Kit, and complete Reckitt Household Cleaning kit.

Moreover, free shipping deals are also included on the campaign’s exclusive deals, as well as ‘Spend, Spin, and Win’, where shoppers will be given a chance to win a Toshiba dishwasher, Samsung Tablet, and Shopee Coins.

Muksitul Islam, the ASEAN e-commerce director at Reckitt, commented that Reckitt is proud to partner with Shopee in the regional ‘Super Brand Day’ to connect ASEAN consumers to their beloved and trusted brands like Enfagrow A+, Dettol, and Vanish. 

“Through Shopee’s impressive engagement tools, our consumers can not only look forward to choices tailored to their needs but also an enjoyable shopping experience from our diverse nutrition, health, and hygiene portfolio. We wish our consumers a wonderful Super Brand Day experience,” said Islam.

Meanwhile, Pavan Challa, Shopee’s director of regional brand partnerships, shared that consumers are shopping more frequently online for household and healthcare needs, and they are glad to partner with Reckitt to provide parents and families with a wide variety of trusted brands that gives them the assurance they need when it comes to enhancing family health and nutrition. 

“We will continue partnering with brands to offer shoppers access to greater convenience, variety and value all year round through Shopee Mall,” said Challa.

Hong Kong – Asahi, one of Japan’s popular alcohol brands, together with dentsu International Hong Kong, has launched its first-ever 3D billboard in the heart of Hong Kong’s busiest district. The ad serves as an extension to Asahi’s global brand campaign under the platform “Beyond Expected”, a bold manifesto that leads its audiences to unveil unexpected experiences modern Japan brings. 

Asahi’s campaign is the first-ever alcohol brand to create such an immersive and anamorphic OOH (out of home) in Hong Kong. The ad is also an uplift and local adaptation of Asahi’s brand campaign currently touring around the world. 

The 3D ad starts with a 6-secs reveal of Asahi’s canned beer and finishes with a 15-secs brand reel. Surrounding the ad is a full 270-degree OOH domination right on top of Times Square, one of Hong Kong’s most popular shopping malls. And complementing the OOHs is a streamlined O2O and integrated consumer journey that engages audiences through digital content on social media, websites, banners, TVs, etc. 

Donny Ho, regional sales director for Asia of Asahi Beer Asia, said the campaign is extremely meaningful for them.

“One of our marks to be truly Beyond Expected through action, so consumers can see us with fresh eyes, and to take Asahi’s modern Japan spirit with them when they explore the city,” Ho said.

 Chester Tang, creative director at dentsu International Hong Kong, commented, “We see 3D billboards as the next phase of advertising; in fact, it’s already here.” 

“We have a head start in Hong Kong and are now free to break the fourth wall, merge with our IRLs and blur the lines between content, experimental and OOH,” Tang added.

New Zealand – As Kiwis celebrate the return of international travel with borders reopened, Air New Zealand‘s loyalty programme Airpoints has launched a new creative campaign that is designed to show New Zealanders how they can transform their everyday spending to unlock the power and joy of travel. 

The campaign, which was developed in partnership with creative agency Bastion Shine and dentsu, includes a 60” AV and a social campaign directed by Adam Stevens and produced by Good Oil. 

Titled ‘Don’t Live Pointlessly’, the campaign shows why travel should be prescribed as a therapy to relieve stress, grow relationships, and aid mental health, and how Airpoints want all New Zealanders to experience those benefits.

Andy McLeish, Bastion Shine’s chief strategy officer, shared, “The Airpoints programme has been around a long time and there is a huge opportunity to connect with a large part of the member base. We wanted to re-ignite emotional connection with the Airpoints programme through its largest benefit – that it enables anyone, no matter who they are, to get closer to their travel dream every single day.”

Meanwhile, Rich Maddocks, Bastion Shine’s chief creative officer, said, “Reminding Kiwis how they can live a life less ordinary through the power of travel was a fertile creative territory, rich with insight. The challenge for us was to bring that narrative to life in a way that was as interesting as it was true. Hopefully, we’ve done that.”

The campaign is already available across broadcast, digital, social, and OOH. Further activity is also set to launch over the coming months aimed at enhancing engagement with the programme and showcasing the multiple ways to earn and spend Airpoints.

Australia – Australian underwear brand Boody together with Clemenger BBDO has launched a new brand platform ‘The Official Underwear of the Entire Planet’. The campaign used a diverse cast of real people to reflect the real world we live in, encouraging everyone to get involved and to make a more sustainable choice when it comes to underwear.

The 30-second ad features world-renowned ethnologist Dr. Jane Goodall as brand spokesperson. The campaign is set in a rainforest to ambient music and narrated by Goodall, who ponders that while humans search for new worlds, there is ‘so much still to do on the one we leave behind’. Goodall’s voiceover continues to say that ‘it is a big job making our world a bigger place’, but getting started is as simple as ‘changing your underwear’. The narration continues as Goodall explains that making our earth a better place is a tremendous undertaking,’ but getting started is as simple as ‘changing your underwear.’ 

The voiceover is backed by eerie, misty shots of models wearing Boody underwear in a rainforest setting, and the video concludes with the new brand platform line and the Boody logo.

Darren Wright, executive creative director at Clemenger BBDO Sydney, said that the sustainability space is crowded, with many brands making claims about credentials and the positive impact they bring that are exaggerated to match consumer expectation.

“Working with Boody, a brand that truly makes undies that keep the whole planet feeling good was a privilege,” Wright said.

‘The Official Underwear of the Entire Planet’ positions Boody as the underwear brand not just for every person on Earth but for everything on Earth too. It reminds audiences that even seemingly small decisions (like the underwear you choose) can have a big impact on our planet.

Brent Kerby, CEO of Clemenger BBDO Sydney, shared, “We are proud of the work we’ve done with the Boody team. This platform not only gives Boody the high ground in the category today, but gives our team the scope to deliver standout creativity into the future.”

James Forbes, CEO at Jane Goodall Institute Australia (JGIA), commented, “Small actions can make a big difference. Bamboo is an amazing fibre, organically grown and while it has many benefits, it’s not just about the material in your underwear. It’s thinking about what other small steps you as an individual can make. JGIA is driving a suite of programs that enable the next generation of environmental leaders.”

The campaign was awarded to Clemenger BBDO Sydney after a competitive pitch last December 2021. 

The campaign will roll out nationally via Broadcaster Video-On-Demand, OOH and content partnerships from Monday 9th May.

Singapore – The Singapore Maritime Foundation has launched a new campaign called ‘Own Your Future’, which aims to refresh the industry’s talent attraction and branding efforts by raising awareness of the myriad of purposeful and exciting careers in the maritime sector.

Inspired by real-life maritime professionals, the campaign seeks to attract fresh graduates and mid-careerists of all backgrounds to the sector, which is an integral pillar of the global logistics and supply chain, and an enabler of world trade.

According to Tan Beng Tee, executive director at the Singapore Maritime Foundation, through this campaign and with the support of the maritime industry, the foundation seeks to elevate the sector’s standing as a source of meaningful and diverse careers, where Singaporeans can make an impact in the world, through frontier domains such as technology, sustainability, and decarbonisation.

“Singapore is a maritime nation. Our maritime heritage dates back 700 years, and today we compete at the top of the league. However, not many Singaporeans are aware of the purposeful and diverse careers in the sector. Much of the activities — automation at the port, harnessing data analytics on board ships, or embracing more sustainable business practices — are ‘invisible’ to the public. Yet, without talent, there can be no transformation,” Tee said.

Central to the campaign is the “Own Your Future” Career Purpose Quiz — a fun, interactive quiz that users can take to learn more about the different jobs in the sector. The quiz also matches users to roles they could potentially consider, based on responses to questions that delve into personality traits, talents, and career purpose. Apart from the quiz, Own Your Future also engages Singaporeans through storytelling across rich media platforms such as videos and comics.

In addition, the campaign is fronted by five real-life professionals in the maritime sector — data scientist, crew executive, ship financier, asset management executive and shipping lawyer. Using creative techniques such as cel-shading art commonly seen in popular culture, the campaign transforms real-life professionals from different parts of the maritime ecosystem into action characters.