Tag: Campaign

Kuala Lumpur, Malaysia – Oral care brand Listerine in Malaysia together with Reprise, IPG Mediabrands’ performance marketing agency, has launched a new campaign titled, “Mulut Kosong Kosong: Mulut Sihat, Raya Penuh Berkat” (Clean Mouth: Healthy Mouth, Raya Full of Blessings), which aims to incorporate practical tips such as using mouthwash to improve healthy eating practises. The new campaign is in fact its special commemoration for the Ramadan and Raya festive period. 

The digital campaign features a series of three short films to personify attributes of a healthy mouth and encourage Malaysians to practice good oral care throughout Ramadan and help them attain a healthy mouth. The three short films also showcase different people’s unique personalities in celebrating Ramadan. The first personality is ‘Foodie Mouth’ the one who eats everything during Ramadan without any concern towards oral health, second personality is ‘Sweet Mouth’ the one who is the centre of attention because of good oral health and her dazzling smile, and lastly, Onion mouth, used colloquially, as someone who enjoys socialising and gossiping about others and confident about her oral health.

The overall campaign message is to keep a healthy mouth that is free of germs (‘kosong kosong’).

Kim Chew, client service director of Reprise, said the campaign was inspired by Malaysians who love a play on words. In this instance, the word mouth (mulut) is used alongside to provide a unique personality for each ‘mouth’ character, typical characters one would find around the Ramadan/ Raya dining table. 

“We wanted to personify attributes of a healthy mouth to encourage Malaysians to practice good oral care throughout Ramadan and help them attain a healthy mouth (mulut sihat),” Chew said.

Chew added, “Getting the mouths just right was extremely tricky but fun at the same time. When casting, we carefully identified actors in a very minute way. Interestingly, the actors too needed a few rounds of practice to get the right nuances of expression, limited to just the mouth, lips, tongue and teeth. We also worked closely with a very talented makeup artist who painted the characters very attractively. Essentially, the mouth becomes the body and the face simultaneously!”

As part of the campaign, an Instagram filter contest was launched, with a prize for the best responses to nosy questions asked during Raya celebrations. Users can record their best comebacks, manners in mind, along with the hashtag #MulutKosongKosong on Instagram reels. 

Meanwhile, Tracy Foo Swee Ki, senior brand manager of Listerine, commented, “Personifying the different personalities in this way, and really giving them characters, beyond just the verbal narrative was extremely important. The mouth is the main feature of the shots, and the Reprise team took great care to provide the right treatments to highlight mouths in a non-offensive, truly appealing way. 

“The message we want to leave you with is that swishing twice a day with Listerine doesn’t just help to keep your breath fresh, it helps you enjoy Raya with a cleaner, healthier mouth,” Ki adds.

The company also worked with sister agency Universal McCann, and key opinion leaders to engaged to drive the campaign message. The film was made available on all digital platforms.

India – Food and beverage company Kraft Heinz in India has launched a new campaign for its latest offering Heinz Tomato Twizt. This campaign was inspired by the company’s purpose, ‘Let’s Make Life Delicious’.

Heinz Tomato Twizt is made with quality tomatoes and Heinz’s secret spice mix, keeping in mind the Indian consumer’s taste and preferences and to suit the Indian palate.

The 360-degree campaign, which was created in partnership with advertising agency BBH India, includes 2 films for TV and digital, OOH, OTT integrations, and social media outreach.

Titled ‘Chhota Twist, Bada Dhamaka’, the campaign brings to the fore how Heinz Tomato Twizt is a saviour, whether for yesterday’s leftover food or a kitchen experiment gone wrong. Its delectable flavours aim to elevate the taste and enhance flavours making it a great accompaniment with a variety of cuisines – Indian or international.

Aarti Srinivasan, BBH India’s executive creative director, said, “We often see picture-perfect shots of mouth-watering food in advertising. To break the clutter, we wanted to visually show just the opposite. Enter last night’s cold pizza and burnt pakoda, with the idea of how Heinz Tomato Twizt is a saviour of food gone wrong.”

Meanwhile, Rafal Walendzik, Kraft Heinz’s managing director of Asia Trading, commented that their campaign is built on a strong consumer insight – which is ‘It’s often the small twists that make a big difference’ be it in food or life. 

“We truly believe a small twist like adding Heinz Tomato Twizt can elevate the taste of any dish, and even be the saviour of food gone wrong or bland food,” said Walendzik.

New Zealand – As New Zealand relaxes border restrictions to welcome tourists, Air New Zealand has launched a new safety video that features its ‘Tiaki Promise’, which encourages both New Zealanders and international visitors to care for the place, culture, and people.

Titled ‘Tiaki and The Guardians’, the story follows Tiaki, a young man who boards a flying canoe and sets off on an adventure across Aotearoa. With the help of Air New Zealand and Julie, who is a character that embodies the rest of New Zealand, Tiaki visits four Māori guardians including Papatūānuku (the land), Tangaroa (sea), Tāne Mahuta (forest), and Ranginui (sky). Along the way, he seeks advice from these guardians on how better to look after them.

Jeremy O’Brien, Air New Zealand’s general manager of brand and marketing, stated that they want tourism to build back better than it was before and part of that is to share with the visitors a sense of kaitiaki – to encourage them to act as guardians of the country. 

He further shared that their safety videos are world-renowned and through them, they have an opportunity to educate and inspire on the importance of Tiaki and everything it stands for, which is about being good hosts and good visitors.

The airline worked closely with the New Zealand Māori Arts and Crafts Institute to design the waka and its carvings. From there it was taken to the various filming locations and flown on wires to create realistic shadows and textures for post-production. Moreover, the cutting-edge LED stage screens, used in The Mandalorian TV series, helped to bring the legends of Māori culture to life.

O’Brien said, “I’d like to thank Pou Tikanga and storyteller, Joe Harawira, New Zealand Māori Tourism and the New Zealand Māori Arts and Crafts Institute for guiding us, right from concept to the building of the waka, and the cultural formalities we followed throughout. The collaborative effort has helped us share this story and the principles of Tiaki authentically.”

The film has been already rolled out across Air New Zealand’s international and domestic fleet and is available to view online.

India – For women, it is a fact that there are structural and systemic barriers that get in the way of reaching senior leadership roles, especially for mothers, who have been on a maternity break. In this year’s celebration of Mothers’ Day, Indian jewelry brand Tanishq has launched a new campaign that aims to inspire moms to return to work.

The campaign was conceptualised by the new indie agency Talented, which was founded by former Webchutney CEO and CCO duo, Gautam Reghunath and PG Aditiya, and created in partnership with advertising film production Superfly Films. 

Titled ‘The Interview’, the film flips the narrative around the maternity penalty, offering a whole new perspective on what the maternity break actually means – an experience that can present a real competitive advantage at work, a bootcamp in leadership.

Ranjani Krishnaswamy, Tanishq’s general manager of marketing, shared that the woman of today is seeking to express herself with honesty and authenticity to confidently celebrate her realities, and she’s thriving in her vulnerability while rising in her power to change her world. 

“The brand believes these powerful stories build positive momentum in cultivating a world of equality and adding to her self growth. This film is an ode to women who challenge set narratives and inspire many others to follow the change,” said Krishnaswamy.

Meanwhile, Binaifer Dulani, Talented’s founding member and creative, noted that this is a long-overdue conversation in India, and Mother’s Day felt like a moment as good as any to further this narrative. 

“Studies reveal that it will take at least 136 years to close the global gender pay gap, and one of the biggest factors for this is the lack of representation of women in senior leadership. We need more workplaces to see beyond the dominant culture, value the incredible leadership transformation mothers undergo, and create equity for women so that they can make their comeback,” said Dulani.

Kopal Naithani, Superfly Films’ founder and director, said that a maternity break is not easy, it tests mothers at every level, and has a transformative effect, and there’s so much fear about what life will be like after, for working women. 

“I hope our character, Radhika inspires more mothers to add ‘Life Bootcamp’ to their own resumes and negotiate for better, more powerful roles when they make their comeback to work. At Superfly Films, furthering the arc on progressive womanhood is core to our mission, and we’re honoured to partner with Talented and Tanishq to put this discourse out there and inspire action,” added Naithani.

Mumbai, India – Instead of merely showcasing what a kitchen does in our daily lives, German kitchen hardware brand Ozone in India has launched a new pragmatic-themed campaign that is geared towards showing a much more fun and wittier side of kitchen use.

Conceptualised alongside creative agency dentsu Impact, the series of five quirky and honest films are individual stories of people in the kitchen in a microformat. They remind us of how our kitchens are a different ball game altogether from the dreamy advertisements we are fed.

The campaign, called ‘Hum Sab Sambhal Lenge’, also showcase kitchens witnessing pots and pans flying in moments of passion and where the in-house brat pulls out the drawer to play the harmonium.

“It is pertinent to note here that the kitchen hardware market in India is fragmented with many local players but with only a handful enjoying the recall of the big players. However, the European origin brands tend to focus more on aesthetics than on addressing what real kitchen conditions need. Here, Ozone saw a great opportunity to position its durable and world-class products that offer unmatched value. Value to a segment that is continuously growing and on the lookout for the kind of quality and assurance that otherwise is typically associated with foreign brands,” the agency explained regarding the campaign’s theme in a statement.

Abhishek Aggarwal, president at Ozone Overseas said, “Our products are designed for long-lasting use. They are durable, elegant and are tested stringently to work in demanding kitchens. Much like the conditions the films capture. We usher in world-class quality and support a market that today is ready and is discerning. We want them to know that we understand them like no other.”

Meanwhile, Mayank Khattar, executive creative director at dentsu Impact, commented, “Unlike German kitchens, a plank most of the leading players use, the Indian kitchen with large extended families is accessed by everyone – kids, grandparents, maids and cooks. From Chintu the brat to Pinki the angry teen. Also, everyone has their own style of operating the kitchen, which entails quite a bit of careless and rough usage.”

He added, “In many families, kitchens never stop functioning. Imagine then the load on it; and to depict that, we carefully picked up a family setting with each of its members accessing the kitchen in their signature way and for their own needs. The films are all about these people subjecting the kitchen to any treatment they deem fit.”

Australia – Financial services brand Suncorp Insurance has launched a new campaign called ‘Resilience Road’, which aims to demonstrate and educate how resilient thinking can help save a home from the impact of ever-increasing climate events.

The campaign, which was developed in partnership with advertising agency Leo Burnett, was designed through the use of the data and insights from last year’s One House project by Suncorp. Assessing five houses in one of Australia’s most disaster-prone towns, Rockhampton, the campaign highlights how families could make resilience their next renovation. 

Moreover, Suncorp and Leo Burnett have also worked with The Glue Society to create a fully integrated content system that people can use, learn, and apply to their own homes. The project team has seen a transformation in the families that took part in how they looked at preparing for natural disasters and how much more control they could have over their fate.

Suncorp has also unveiled the Resilience Road Hub, a virtual demonstration of the project and a place where people can learn about upgrades to make to their own homes.

Mim Haysom, Suncorp’s executive general manager of brand and marketing, shared, “Following on from the success of One House, we created Resilience Road with the intention of taking the elements of our One House prototype into the real world, and to demonstrate how some relatively small and simple changes to your home could be the difference between your home surviving a severe weather event or not. 

“You can see from the reaction of the families we supported through the process, how transformative this thinking can be. Not just for one home, but for whole communities,” said Haysom. 

Meanwhile, Andy Fergusson, Leo Burnett’s executive creative director, said, “Since the inception of One House, our vision and ambition has always been to democratise resilience and make it accessible to all Australians. Resilience Road is yet another step in making our homes and community as resilient as possible.”

The campaign will run in Queensland across broadcast television, radio, online, and across social.

Mumbai, India – Germany-based home solutions brand, Häfele, has launched its new ‘Let’s Reimagine’ campaign, aimed at strengthening the brand recall amongst its reach.

This new byline enables the brand to urge the customers to reimagine their homes with the blend of innovation and convenience and choose from the endless options from Hafele’s many product ranges – for creating or recreating their perfect homes.

The campaign, which was conceptualised and executed with Indian independent full-service marketing agency IdeateLabs, was launched in two phases. The first phase highlighted Häfele’s almost a century-old legacy, history, and milestones achieved globally and two decades of its existence in India. Meanwhile, the second phase consists of twenty-two ad films urging the customers to reimagine their homes with the highest quality of interior solutions.

Ashwini Vyas, IdeateLabs’ senior creative director, shared that the entire team aimed at streamlining the brand communication by linking all the future creatives and collaterals with the key message. 

“Our strengthened association with Häfele of over four years now has helped us understand what today’s consumers are looking for and how Häfele is a cut above the competition offering the best-in-class solutions. With the Let’s Reimagine campaign, we have successfully reached out to a wider customer base with the brand message,” said Vyas.

The campaign is available across Häfele’s digital platforms such as Facebook, Twitter, Instagram, YouTube, and LinkedIn, as well as on the brand website, with ‘Let’s Reimagine’ being incorporated as the brand trademark.

Kuala Lumpur, Malaysia – Local fintech BigPay has launched its newest Raya-centric campaign which invites viewers to embrace the festive season amidst feeling that the tradition is ‘just a cycle’.

The ad follows the protagonist Aliya, played by Bunga as a teenager who dreads Hari Raya and the traditions associated with it – the family portraits, the praying, the eating, visiting relatives, and a strange neighbour, Mak Dodol. Throughout the ad, it shows the growth journey of learning how to embrace Raya after being stuck in a never-ending loop of the first day of Raya.

For Chris Manguera, chief marketing officer at BigPay, this year’s Hari Raya Aidilfitri will be especially meaningful for those celebrating since the easing of restrictions and the return of a sense of normalcy. He added that they are excited for their Muslim brothers and sisters to celebrate to the fullest, and with BigPay’s features, it will be a much added convenience during this period.

“The team is incredibly proud to finally unveil this short film that took hard work to bring to life. With this short film we wanted to portray a perspective less-commonly shown, one that showcases the different emotions and experiences when it comes to celebrating Raya. We understand that this year’s Raya celebration is a special one. We are so excited to see families finally being able to spend time together after a long while,” Manguera said.

He added, “With that, we’ve also been working hard to ensure that we continue to create a brand and a product that supports our users across all walks of life that allows them to enjoy different moments as we help try to make things simpler, better for everyone.”

BigPay’s short film is available on BigPay’s Facebook and YouTube and Instagram page starting 27 April.

KualaLumpur, Malaysia — Subway Malaysia is celebrating family and togetherness this Ramadan with the launch of its 1-foot closer or ‘Satu Kaki Lebih Mesra’ campaign.

Conceptualised and executed by VMLY&R Commerce, the brand’s lead creative agency, Subway highlights the importance of sharing and kindness in the community, in a series of heartwarming videos, featuring people from different walks of life. One video features conflicts and dynamics in the workplace that can be overcome with patience.

Meanwhile, another set of short films showcases families and couples practising forgiveness, in time for a peaceful and fulfilling Ramadan.

In this video, a couple overcomes their differences and chooses love and forgiveness; a branching theme in the campaign.

Samad Mohd Shariff, country director for Subway SouthEast Asia said that their mission is simple—they want to bring family and friends together this Ramadan and now with the lifting of the restrictions, Shariff said they can.

“Ramadan is a season of celebration, family, and togetherness. We are excited to amplify this message through the Satu Kaki Lebih Mesra campaign in the local community, and through our seasonal value offerings, which are perfect for sharing, caring and spending time with our loved ones,” Shariff said.

On the project, Phoecus Lee, executive creative director of VMLY&R Commerce, shared, “We believe that creating great work requires brave clients, and we’re truly blessed to have supported clients who give us the trust to execute bold campaigns. We collaborated closely with Subway every step of the way and was able to further humanize the campaign with more relatable elements that spoke to Malaysians. More than just a meal, Subway to us, is a brand experience that brings people together this Ramadan.”

Hang Ee Laine, head of marketing of Subway Southeast Asia, commented, “The partnership with local Malaysian artist Ernest Ng this year is a key milestone for us in our efforts to bring Subway closer to Malaysians, just in time for us to celebrate this Ramadan with our Malaysian community.”

With Satu Kaki Lebih Mesra, Subway Malaysia also introduced to the world their new mascot: the lovable, relatable Sabweh character. A beautiful brainchild of social media art sensation Ernest Ng, known for his ‘Don’t like that la bro’ comic series, Sabweh has made his debut across Malaysia, on limited-edition Raya packets, available for guests to redeem in-restaurant with any purchase.

In conjunction with this campaign, Subway restaurants in Malaysia introduced seasonal offerings for the whole family, including the Italian B.M.T., Roast Chicken, Steak & Cheese, and more at only RM19.00 for a footlong, starting from April 12 2022.

Kuala Lumpur, Malaysia – As part of MEASAT’s Raya campaign this year, the Malaysian communications satellite operator has launched a heart-warming short film to inform Malaysians that closeness with their loved ones does not end when they leave their hometown after the festive season.

The short film, which was jointly developed by media agency Trapper and advertising agency YourMaker, highlights MEASAT’s wifi hotspot service CONNECTme, which offers 100Mbps high-speed broadband with the upcoming new MEASAT-3d satellite, allowing Malaysians nationwide to continuously keep close proximity with their loved ones even at the remotest places.

Titled ‘Nenek Di Mana-Mana’, which in English translates to ‘Grandma is everywhere’, tells the story of Ida and her close relationship with her grandmother. It also shines a light on one undisputed, universal truth – that no matter the distance, our loved ones can always be right next to us with MEASAT’s CONNECTme.

Yau Chyong Lim, MEASAT’s COO, said, “The Nenek Di Mana-mana short film created together with Trapper and YourMaker delivers impactful imagery and a progressive outlook that continues to propel MEASAT forward as a brand committed to connecting the ‘unconnected’.”

Meanwhile, Sue-Anne Lim, Trapper’s CEO, shared that CONNECTme is currently the only prepaid solution for Malaysians to continuously be connected to one another regardless of where they are in the entire country.

“That is what makes this Raya film so special and why it’s important to ensure we send this message to all the right people at the right places, at the right time. MEASAT does not only have a commercial value here but a very strong social mission,” said Lim.

Lee Tak Shune, YourMaker’s co-founder, noted that it was a real challenge to highlight the bond between Ida and her grandmother – especially when they are trying to tell two different stories in the same frame.

“For us, authenticity is of utmost importance to ensure the film also resonates well with our East Malaysian audience. The film was shot in Sabah with all local talents, right down to the chickens! We’re mindful that CONNECTme has a strong consumer heartland in East Malaysia,” said Shune.

The campaign is now live on national TV, radio, and digital platforms including YouTube and Facebook.