Tag: Campaign

Sydney, Australia – Google is giving recognition to IT professionals who  have  kept “the world working” through a new global campaign, created together with  customer experience agency, Apparent.

Google Chrome Enterprise in particular, has given recognition to IT professionals to put the spotlight on IT professionals’ stories by showcasing how they kept the world connected, learning and working  through their initiatives in allowing organisations to work remotely, connecting families with loved ones and giving students access to virtual classrooms, and so much more when the pandemic swept the globe. 

The ‘Leaptakers’ video campaign features testimonies of those who were affected by the pandemic and how humankind have taken great leaps throughout history. Now, the IT pros, whose endeavours and innovation often remain invisible, are being recognised for the rightful credit they deserve.

‘Leaptakers’ global campaign by Apparent

New York-based director Christian Padron and production company Scheme Engine were engaged to capture these inspirational stories, which were then turned into films and written articles.Michelle Turchini, executive creative director at Apparent , commented, “As the pandemic hit and the world scrambled to different ways of working, learning and connecting with loved ones, it was IT professionals who overcame some of the most difficult challenges to enable ongoing communication seamlessly and at scale. 

“The Leaptakers stories are just a small celebration of the challenges they faced, the solutions they built and the impact they’ve had on the lives of people across the globe, recognising the vital and ongoing contribution they made and continue to make every day,” Turchini added.  

Apparent, which has worked with Google since 2012, embarked on a global search, engaging the IT community, harnessing partners and internal audiences and enlisted advocates through social media to get their personal stories of how they kept the world working during the pandemic. 

Five were chosen among thousands of potential unique stories, including Life Lines in the United Kingdom, a project to provide virtual visits between critically ill patients and their loved ones during the pandemic, facilitating more than a million minutes of calls from 180 UK hospitals to loved ones around the world. Meanwhile, in the US, Achievement First helped children thrive when schools closed their doors, delivering 2,800 education professionals and 15,000 children across three states with access to technology.  Product Marketing Lead from Google Chrome Enterprise, Steve Ervin,  added, “During a time of incredible disruption, the IT Leaptakers stepped up to ensure the world was connected and kept working. Often going unnoticed, this campaign recognises the importance and significance of these professionals and their notable achievements.”

Apparent further extended the campaign, through social media amplification, with a way to find and celebrate the Leaptakers by sending a customised thank you to IT teams, so not only would they feel more visible, but more appreciated, too.

Sydney, Australia – QuickBooks, an accounting software package, has launched its new campaign together with TBWA\Sydney, which aims to acknowledge that no one begins a small business to undertake administrative work. The new campaign aims to show that SMBs can go back to what they love with the help of tech such as QuickBooks software.

Using Intuit QuickBooks, the ad demonstrates how small businesses can be successful, using capabilities like invoicing, expenditure management, and payroll. The campaign trailers use original tracks created for QuickBooks that will evolve over time with the campaign.

Together, the advertisements reaffirm QuickBooks‘ purpose of supporting accountants, bookkeepers, and business owners to achieve success their way.

Jane Merrick, Australia’s marketing director at Intuit QuickBooks, said that they are thrilled to have worked with the TBWA/Sydney team to launch this new campaign celebrating small business owners.

“Once again, we believe we have delivered a campaign  that not only promotes QuickBooks in a differentiated way, but also truly gets the challenge  that so many small business owners face of being able to “tap into” the admin and financial  part of their business so many want to avoid or push to the side,” Merrick said 

Merrick added, “We hear from so many of our customers that before using QuickBooks they struggled with feeling bogged down and overwhelmed with business admin and finances. For them even the smallest wins are critical, whether it’s expanding service lines or hiring an employee – it’s something to be supported and celebrated. Our new creative aims to show that with the  help of the right tool – QuickBooks, you can master these tasks easily and get back to  focusing on doing what you love.” 

Stu Tobin, creative director at TBWA\Sydney, commented, “It’s not every day a brand lets you compose a G-Funk inspired track to deliver their cloud accounting software proof points. Big thanks to our good friends at QuickBooks, Otis, Division, Pool and of course the real  small businesses we featured.” 

The latest integrated campaign will be running across TV, BVOD, YouTube, OOH, social, digital and PR.

Sydney, Australia – Pet supplies brand Petbarn has launched a new campaign to introduce its new AW22 fashion range for dogs and cats. 

The campaign, which was created in collaboration with advertising agency Howatson+Company and fashion photographer Juliet Taylor, promises to make every pet moment glamorous, even the unglamorous ones, whilst showcasing a range of knits, raingear, and trench coats, amongst others.

Shannon Jenkin, Petbarn’s general manager of marketing, noted, “At Petbarn, we’re all about putting pets first. This is why our range of apparel is as well-made and stylish as any fashion brand. Makes sense that we treat it like one.”

Meanwhile, Chris Howatson, Howatson+Company’s CEO, said, “Pet wear is increasingly used as a form of human self-expression, but this campaign explores the idea that our pets have their own personalities and can be styled to match. We’re delighted to be sharing our first work for Petbarn.”

The campaign is live across digital, social, and OOH.

Massachusetts, USA — Multinational chain of ice cream and cake speciality shop Baskin Robbins has announced a refresh of their iconic brand’s logo, packaging, employee uniforms as well as a new tagline encouraging customers to “Seize the Yay”.

To celebrate the rebrand, Baskin-Robbins is launching a collection of limited-edition merchandise to honour the company’s 77 years of robust heritage. The exclusive items will be available for a limited time, beginning April 18, 2022. The collection includes clothing and other items that will encourage ‘yay seizing’ moments, such as bicycles and skateboards, available exclusively at their website (ShopBaskinRobbins.com).

Jerid Grandinetti, vice president of marketing and culinary at Baskin-Robbins, said that for more than 75 years, Baskin-Robbins has been the destination for celebrating the moments that matter most.

“Our new look and manifesto recognize the extraordinary role ice cream has played in our customers’ lives, along with our continued commitment to innovation and creating someone’s next favourite flavour. Small moments that spark joy often get taken for granted. We’re encouraging people to pause and celebrate any moment that brings happiness with Baskin-Robbins,” Grandinetti said.

In the true spirit of ‘’Seizing the Yay’’, the confectionary experts at Baskin-Robbins have also developed three new flavours available: Non-Dairy Mint Chocochunk, a brand-new non-dairy flavour that is a contemporary take on a well-known classic; Ube Coconut Swirl, a Philippines-inspired flavour made with real Ube and coconut flavours. Lastly, there is Totally Unwrapped, an iconic fusion of peanut butter and chocolate ice creams packed with fudge-covered pretzels, peanuts, and salted caramel swirl.

Kuala Lumpur, Malaysia – Immunity support brand Redoxon by Bayer Malaysia has launched a new campaign together with Reprise, the global performance marketing network under global advertising company IPG which aims to promote a healthy Ramadan.

This year’s Ramadan-themed film, titled “Kuatkan imuniti, rezeki Ramadan dinikmati,” is a Malay musical genre called Seloka which is commonly used in a witty way for the storytelling of folklore and traditions. The film emphasises the necessity of a robust immune system during the month of fasting in order to reap the benefits of Ramadan’s blessings. Lisa Surihani, Redoxon’s newly-appointed Brand Ambassador, is a well-known celebrity who is featured in the campaign.

Amir Faiz, group creative director of Reprise, said that the film was inspired by Malaysian Muslims who work their hardest to achieve the ideal Raya celebrations with family. This can be seen in the intense moonlighting during Ramadan to earn a side income. As expectations run high to have the best decorations, outfits, and homes, it is a time of long hours and intense pressure to fulfil familial obligations

“We chose to spread this message of health and boosting immunity in a light-hearted way through Seloka, embracing both the fun and pressures of the month, Faiz said.

Amir emphasised, “After a long hiatus of celebrations with the pandemic, there is an urge to make this year’s celebrations a huge affair. The campaign aims to show immunity as the currency to keep you going and extends its legs through social engagements with the Redoxon brand ambassador.”

Meanwhile, Junie H’ng, ASEAN brand lead of Redoxon, commented, “Ramadan is all about observing faith and practising moderation in eating and personal habits. We want Muslims to know that Redoxon is here to help them stay healthy as they keep hustling to seek their ‘rezeki’ (good fortune). 

“The Reprise team have successfully portrayed those messages by encouraging thought towards self-care this Ramadan. By taking Redoxon Triple Action daily which contains Vitamin C, Zinc, and now added with Vitamin D, one can maintain immunity and overall well-being to be empowered to find your blessings,” H’ng adds.

Alongside the film, the audience can engage with ‘Redoxon Petua Busters’ (Redoxon myth busters), highlighting common tips and solutions to strengthen immunity, without having to resort to typical traditional beliefs. To give back to the community and show appreciation to those hustling, the “Hustle Demi Idealfitri” activation allows AirAsia app users to exchange rewards points to sponsor a Redoxon Ramadan Care Pack for Air Asia’s riders. 

The film was directed by Esham Shahlin and produced by Artisia Productions. It was released on 5 April on digital channels.

Pakistan – The Lifebuoy Shampoo brand in Pakistan has launched a new campaign ‘Mein Choti Si Aik Ladki Hoon’ (I am a little girl) together with the Ministry of School Education Punjab with the aim to make an impact on girl-child education and reinforce the importance of showing support that allows “our little girls to dream gets greater every day.”

The campaign has created a movement and inspired policy-makers to revise the curriculum to a more balanced syllabi -for the first time in Pakistan’s history. To kick off the initiative, Lifebuoy and advertising agency GREY in Pakistan revisited Jameeludin Aali’s iconic children’s poem, which is told from a male perspective. The original poem has been part of the school curriculum through the ages to encourage and motivate all children.

Zehra Nigah, a critically acclaimed Pakistani literary figure, has rewritten the poem through a female lens, aiming to inspire young girls to also dream big. Meanwhile, the commercial illustrates ordinary school life from the perspective of young girl who reads original male-intentioned poetry in front of school and sums up her ideas. When the poem is read aloud by a female, everyone notices that the male gender roles are firmly delineated in society.

As the narrative unfolds, viewers see the prejudices of a patriarchal culture affecting the young girl and her mother. In response to the small girl’s dismay, her mother rewrites the poem. Her words now have meaning to her, and she is observed to be elated, inspired, and motivated when she recites.

The newly updated poem has become a part of the national curriculum at government-funded schools. The roll-out to date has included more than 4000+ government schools along with 1000+ Zindagi Trust schools. 

The campaign was launched on mass media, including TVCs, social media platforms, print, and prominently placed billboards.

Mumbai, India – Cleaning brand in India ChakaaChak has launched a new campaign that features three films, demonstrating the ease of cleaning with a healthy dose of wit and fun.

The campaign, which was created in collaboration with independent ad agency Infectious Advertising, showcases the brand’s endearing spin mop mascot, which is shown in a series of engaging home cleaning scenarios. It also aims to keep gender neutrality in mind, with the stories portraying men doing house cleaning to create a well-balanced perception in the masses.

Aditya Pittie, Pittie Group’s managing director, said that with the TVCs, they are envisioning taking a giant step in maximising their brand presence and capturing a large market share in the ever-growing cleaning utility market. 

“From revamping Chakaachak’s brand presence to unveiling TVCs, we are on the verge of creating a strong foothold in terms of brand loyalty, distribution and Pan India presence,” added Pittie.

Meanwhile, Ramanuj Shastry, Infectious Advertising’s co-founder and director, noted that these are exciting times to be a household cleaning brand as the demand for smarter, more efficient cleaning solutions grows exponentially. 

“Super kicked to help develop a campaign for ChakaaChak. It takes a brave client to buy fun films and a brilliant director like Niranjan Kaushik to push them to the next level. Delighted,’ said Shastry.

The TVCs will be aired on TV channels and digital platforms as part of the brand’s larger marketing campaign.

Kuala Lumpur, Malaysia – Fast food chain McDonald’s in Malaysia has launched a new campaign at the shopping and entertainment district of Kuala Lumpur, Bukit Bintang. In it, the fast food chain unveiled its first ever iconic McDonald’s Fries crosswalk, as it leads visitors straight into Malaysia’s first McDonald’s restaurant.

Conceptualised alongside creative agency Leo Burnett, the official approval and rollout of the ‘fries’ crosswalk took seven months to complete and also coincides with McDonald’s Malaysia’s 40th anniversary which aims to reinvigorate Bukit Bintang’s intersection and spark feel-good moments to all pedestrians. 

In addition, this iconic crosswalk is the start of a larger campaign with consumer activations to help further generate buzz and encourage social fan truths.

Melati Abdul Hai, vice president and chief marketing officer at McDonald’s Malaysia, said, “At McDonalds, we are always looking for creative ways to create feel-good moments for Malaysians. So, when our partner creative agency, Leo Burnett, shared the idea to marry the iconic Bukit Bintang crossing with our global McDonald visual icon, our French Fries, we were excited to bring it to life. Our hope is that this Fries Crosswalk will add to the beauty of Kuala Lumpur and put smiles on pedestrians’ faces by making simple routines such as crossing the road a ‘feel-good’ moment.”

Meanwhile, Neil Hudspeth, CEO of Publicis Groupe Malaysia and McDonald’s global client lead for Asia-Pacific, commented, “I love the idea. It’s simple, powerful, disruptive and iconic. There are very few brands in the world today that have this heady combination of creative authority and customer love, and the crosswalk is a powerful example of the love Malaysians have for McDonald’s, as well as a genuine reflection of how well embedded the brand is into our culture. Bringing back fun to Bukit Bintang, one fry at a time is just incredible. We talk about little moments of love made easy for everyone, and what better way to bring this to life.”

Mumbai, India – India-based higher edtech company, upGrad, has launched a new ad film, which features the legendary Indian actor Amitabh Bachchan in his ‘Angry Young Man’ persona, aimed at introducing its new vertical that redefines studying abroad – upGrad Abroad.

The film, which was conceptualised by creative agency The Womb and was directed by Amit Sharma of Chrome Picture, spotlights Bachchan wreaking havoc at the upGrad Headquarters. It aims to reassure parents and young aspirants that learning opportunities from globally recognised institutions need not be limited by societal or financial constraints. 

Through upGrad Abroad, aspirants who seek to attain academic qualifications from global institutes or universities can now pursue their dream. This vertical has a diversified portfolio of over 20 programs that comes with the flexibility to complete the first 12 months online, followed by the on-campus learning in the subsequent months, in a 1+2 and 2+2 learning model.

Arjun Mohan, upGrad’s CEO for India, said that while their recently launched upGrad Abroad vertical is a breakthrough, they realised that the bigger challenge is to first reach out to the relevant target audience and create maximum visibility for them to be able to make an informed decision. 

“In this regard, it was extremely critical for us to understand the market sentiment and then make a strong marketing move. And that’s when the decision of joining hands with Amit Ji to further our upGrad Abroad mission, came to life; whose on-screen persona and charm will undoubtedly make heads turn and will leave a lasting impact on the audience, thus hitting the bull’s eye,” added Mohan.

Meanwhile, Suyash Khabya, The Womb’s creative head, shared that over the decades, the world has seen Bachchan on 70mm, KBC on TV, and in numerous ads, which led them to think of other ways on how do they show him differently now. 

“And that’s where the idea of bringing back ‘Angry Bachchan’ struck us. At the shoot, he was as fit as a fiddle even at 80, kicking, punching, and breaking stuff. We’re confident that just like he breaks upGrad’s office in the commercial, the ad will break the clutter,” said Khabya.

The film is now available across upGrad’s digital platforms.

Mumbai, India — Automobile brand ŠKODA AUTO in India has unveiled its newest integrated campaign to promote the launch of its latest sedan, ŠKODA SLAVIA. The campaign was done in collaboration with advertising company Publicis Groupe.

Entitled ‘It’s All That Really Matters’, the campaign is built on the central thought – the car that’s in your heart is the car that really matters. The TVC traces the journey of the protagonist who has been creating his dream car since he was a toddler until he discovers the SLAVIA. Created with an impeccable balance of contemporary stylish design, stunning interiors, great performance and innovative technology, the SLAVIA breathes new air into the sedan market. The campaign is a part of ŠKODA AUTO’s 2.0 ethos of ‘Made of what really matters.’

Tarun Jha, head of marketing of ŠKODA AUTO India, said that they wanted to revive the decrease in the sedan segment and bring back the love for sedans.

“ŠKODA SLAVIA, with its stunning design and class-leading features, is the perfect product that will create the desirability of owning the sedan. We tapped into a universal human insight that as a child the first car we imagine is a sedan and not any other body type. This love and fascination continue all our lives,” Jha said.

Simultaneously, Vikash Chemjong, national creative director of Publicis Worldwide India, spoke about the campaign, sharing, “With all that the SLAVIA had on offer – be it the space, the style, the power and the presence, it felt so right to say that it was the car that we always had in mind since we were kids. Without quite knowing it was the car we always wanted.”

The campaign will tap all essential channels for its nationwide launch, including a strong presence across national and regional television, print, outdoor, radio, digital and social media.