Tag: Campaign

Singapore – Mandai Wildlife Group is calling on parkgoers to choose their wildlife adventure in its latest global campaign with creative agency TBWA\Singapore.

The ‘Choose Your Wild’ campaign is part of Mandai Wildlife Group’s Rainforest Wild ASIA debut, the fifth wildlife park in Singapore. The new park within Mandai Wildlife Reserve opened on March 12, 2025.

At the heart of the campaign is a game-inspired three-part film series following different characters as they explore the rainforest in their own adventuring styles. It draws on how parkgoers can personalise their adventures at the Rainforest Wild ASIA.

The campaign runs across Singapore, Korea, Australia, Japan, China, and India.

‘Choose Your Wild’ marks TBWA\Singapore’s first campaign with Mandai Wildlife Group following its appointment as creative agency of record.

Rainforest Wild ASIA is home to various animals including Malayan tigers, Francois’ langurs, and Malayan sun bears among others. Guests can enjoy trolling around the park or take part in different activities in the rainforest.

“We had a wild time putting this campaign together to launch Asia’s first adventure-based zoological park,” Loo Yong Ping, executive creative director of TBWA\Singapore, said.

“Shooting in Rainforest Wild ASIA transported me to some far away wild place. It brought out the explorer in me,” Roslee Yusof, film director of Freeflow Productions, commented.

“Rainforest Wild ASIA is unlike a typical zoo experience, and our Choose Your Wild campaign embodies this bold reimagining. We are excited to launch this marketing campaign with TBWA\, bringing the adventure and spirit of the park to life,” Sandy Lee, vice president of marketing at Mandai Wildlife Group, said.

Philippines – Listerine is debunking oral hygiene myths for Filipinos in its latest campaign this National Oral Health Month. Through its ‘#CompleteMouthProtection’ campaign, Listerine is raising Filipinos’ awareness of proper oral care.

To address the misconception that brushing alone is enough for good oral hygiene, Listerine launched activations and collaborated with influencers to encourage Filipinos to use mouthwash in their oral care routine.

In an in-store retail raid, Listerine partnered with influencers Arshie Larga and Mikee Reyes to show how hidden germs can be left in their mouths after brushing. Using blacklight technology, Listerine exposed hidden plaque, which can be prevented through rinsing with mouthwash.

Larga, a licensed pharmacist and Listerine’s brand ambassador shared, “I hear people complain about oral problems only when symptoms appear. It’s scary because it’s often too late. I appreciated how Listerine literally ‘shed light’ on our mouths with this campaign and taught us how brushing alone isn’t enough.”

Reyes added, “I didn’t believe it at first, but after testing my mouth together with the oral care consultants, I saw the germ residue myself. And first didn’t believe because I brush daily. Thanks to Listerine, I now understand how crucial brushing AND rinsing is to complete my oral care routine.”

As part of the campaign, Listerine is also increasing Filipinos’ access to oral care consultants nationwide. Shoppers at select Robinsons, Shopwise Supermarkets, and Watsons Drugstores can enjoy free oral health checks every weekend until December 28, 2025.

The campaign is in line with the Department of Health’s ‘Ngiting 70:20’ initiative, which aims to help Filipinos retain at least 20 teeth by the age of 70.

Philippines – Globe Business, the corporate arm of telecommunications company Globe, is inspiring enterprises to boldly transform in its latest campaign. The ‘Choose the Courage to Transform’ campaign showcases how the company is committed to being a trusted business partner.

Through the campaign, Globe champions the ‘Courage to Transform’ mindset, calling on businesses to make bold decisions that lead to long-term success.

Globe unveiled the campaign during its ‘Partner’s Collaboration Night, which gathered its partner organisations to ratify its commitment to fuelling their digital transformation. The message comes amidst emerging challenges in the digital age, including a lack of proper infrastructure and upskilling.

The event highlighted the campaign film, which underscores how Globe Business enables enterprises to be connected with the right people and networks for their growth.

The film follows the story of a leader struggling to close a deal with investors but manages to spearhead his company’s digital transformation after taking a bold leap with Globe as a partner.

 “Like the stories we’ve brought to life in our campaign film, true transformation demands more than just technology. We strive to be their trusted partner, helping Philippine enterprises to not only adapt, but also lead in the digital economy,” KD Dizon, head of Globe Business, commented. 

“We take the time to truly understand our clients’ needs, offering personalized insights and the right tools to address their unique challenges. Guided by our genuine care towards their growth, we are committed to helping our clients confidently step into the future and achieve their business goals,” Dizon added.

Globe Business provides solutions for enterprises, driving digital transformation and operational efficiency. It also offers cloud, cybersecurity, and enterprise application services.

India – Flipkart and consumer electronics company Nothing have teamed up with Pepper Creative, a unit of Pepper Content, to launch a campaign promoting mindful tech use while reinforcing Nothing phones’ unique market positioning.

Titled ‘Don’t Buy Me,’ the campaign took an unconventional approach to smartphone marketing, moving away from spec-driven promotion to encourage mindful technology use.

Acknowledging the role of smartphones in daily life, Flipkart and Nothing focused on usage habits rather than screen time. The campaign disrupted real-life moments with reminders to look up, resonating with Gen Z, urban youth, and early adopters who recognize their reliance on devices but struggle to break the habit.

The campaign supports the launch of Nothing’s Phone (3a) Pro on Flipkart, promoting responsible tech use while positioning Nothing phones as a distinct alternative in a crowded market.

“As a platform bringing the best of technology to users, Flipkart was excited to launch a campaign that flipped conventional marketing on its head,” Smrithi Ravichandran, vice president – head of mobiles & travel at Flipkart, said. 

“The Nothing Phone (3a) Pro delivers top-tier performance, but it’s not designed to pull you in. This campaign wasn’t just about selling a phone – it was about changing the way we think about them,” Ravichandran added. 

Crafted and executed by Pepper Creative, the campaign used guerrilla interventions to mirror real-life phone habits. It included bold print ads, taking over the front pages of Hindustan Times and Mint with striking messaging.

The campaign extended to public spaces, incorporating traffic signal installations with timed countdowns to highlight habitual phone-checking. At Lollapalooza, billboards challenged concertgoers with the message: “If you’ll pay for the ticket but still watch through your phone—Don’t Buy Me.” In-flight announcements reminded passengers, “Your cloud pictures will look the same, but you need to feel this moment—not see it through a screen.”

Sahil Siddiqui, global creative head at Pepper Creative, explained, “Nothing has always positioned itself differently, and Flipkart was eager to push the messaging envelope.”

“Great ideas are counterintuitive. In a market filled with predictable smartphone campaigns, my team (Nikhil and Pratyush) and I wanted to craft something that matched the anti-aesthetic of Nothing phones while still driving results for Flipkart. If this campaign made even a handful of people rethink their screen habits, we’ve already won. If it also makes them buy a Nothing phone, we’ve won twice,” he added.

Indonesia – Jasa Marga, one of Indonesia’s highway operators, has partnered with Dentsu Creative Indonesia to address the risk of microsleep-related road accidents, a major factor in 80% of toll road crashes. This danger is particularly high on the 1,167 km Trans Java Toll Road, where long stretches require sustained driver focus.

To tackle this issue, the initiative introduces WAKEUPADS, a scientifically engineered audio alert designed to enhance driver awareness and reduce the risk of fatal accidents.

In collaboration with Spotify, WAKEUPADS repurposes the familiar lullaby “Nina Bobo” into an auditory wake-up call, leveraging Indonesian drivers’ habit of listening to music on long journeys. Using advanced sound design techniques proven to boost alertness, the lullaby is strategically modified to serve as a subtle yet effective safety prompt.

Spotify’s geofencing technology ensures that these alerts are automatically triggered in high-risk zones, providing timely cues to help drivers stay focused. Additionally, WAKEUPADS integrates with Jasa Marga’s navigation app, TRAVOY, guiding fatigued drivers to nearby rest areas.

Since its launch, WAKEUPADS has reached 648,000 drivers in high-risk areas along the Trans Java Toll Road, leading to a 57% increase in rest area visits near geofenced locations and raising awareness of microsleep risks, encouraging safer driving habits.

Philippines – Starbucks Philippines is placing female artists in the limelight in its latest campaign for International Women’s Month.

Featuring Filipino female artists behind its store artworks, Starbucks is releasing ‘#StrongLikeCoffee Conversations’ held at its Abad Santos Tondo Community Store. The chat underscores the artists’ journeys, empowering women in the art community.

‘#StrongLikeCoffee Conversations’ features artists such as Anina Rubio, Aze Ong, and Tara Soriano.

As part of the campaign, Starbucks has launched ‘#StrongLikeCoffee’ notecards that feature the artists’ works. The notecards are available exclusively at Starbucks Abad Santos Tondo and Starbucks Maysilo Circle Community Stores. 

A percentage of the proceeds from the notecards will be donated to the company’s nonprofit partners, supporting youth education.

“This International Women’s Month, we celebrate those who uplift and inspire. By bringing together talented Filipino artists and youth from our Community Store nonprofit partners, we’ve created a space for dialogue and empowerment. We believe that art, like coffee, connects us, sparks creativity, and inspires positive change,” Jamie Silva, senior marketing manager at Starbucks, said.

Philippines – Antibacterial soap brand Defensil is spotlighting evolved germs in its latest campaign with advertising agency GIGIL. 

Ditching the prevalent concept of scary germs, the campaign’s ‘Germ Zs’ are taking over to urge Filipinos to change their soap. In lieu of frequently used fear-based tactics in soap commercials, Defensil and GIGIL have opted for a humorous strategy.

In a series of comedic films, the campaign portrays germs as having evolved to act like Gen Zs, stylish, tech-savvy, and having similar lingo and interests like dating and travelling.

While it incorporates humour, Defensil’s campaign is based on the scientific reality that germs are constantly evolving, suggesting that legacy soaps may no longer be effective against germs today.GIGIL has released multiple humorous campaigns in the past.

Recently, the agency’s OOH campaign with Skyro went viral on social media, with ‘Flexi-Billboards’ complementing Skyro’s offer of flexible loans.

Singapore – Mattress manufacturer Simmons has launched a new campaign urging Singaporeans to prioritise sleep in collaboration with McCann Worldgroup Singapore. 

The ‘Advance Your Sleep’ campaign, in time for World Sleep Day, celebrates the centennial year of Simmon’s Beautyrest brand. Through the campaign, the brand showcases its innovation towards smarter ways to sleep.

Simmons and McCann Worldgroup Singapore is releasing a social film on TikTok and YouTube while conducting on-ground activations aimed at young adults. It is set to run across Singapore, Malaysia, Indonesia, the Philippines, Vietnam, and Thailand.

The campaign builds on the findings of a 2023 study that Singapore is the third most sleep-deprived country. 

Samantha Vong, managing director at Simmons SEA, said, “We conducted a closed-door pitch with some notable creative agencies last year and McCann’s creatives won the hearts of the management as well as a team of staff, made up of 20s to 40s, selected to vote and provide valuable feedback. The same creative was also tested in the regional markets, which garnered a positive response. The entire “Advance Your Sleep” campaign succinctly addressed the challenges we faced.”

“The creatives and headlines were cleverly crafted to relate with our 20s to 35s audience (keyboard, planet care and smartwatch, hustle culture etc). The RTBs, with their distinct colour scheme and spot-on creatives, help us to ‘cut through the clutter’ and stand out from a sea of sameness in the mattress industry. Accompanied by a well-thought-out media plan, we are confident it will drive desirability for Simmons brand amongst these younger audiences.”

“Last but not least, it is amazing that after 20+ years, Simmons is back to working with McCann Worldgroup. We are assured of McCann’s team and their work, just as much as our customers are assured of Simmons quality and our brand promise of undisturbed sleep for a healthier you.”

Fathrul Fazakir, general manager at McCann Singapore, commented, “Singapore is consistently ranked among the most sleep-deprived cities in the world. What should be essential has unfortunately become a bit of a luxury. On World Sleep Day, we’re advocating for better sleep for the region by partnering with Simmons, experts in rest with a 100-year-old legacy. We hope that as everyone advances in life, we’ll advance their sleep with the latest in sleep tech.”

Singapore – Singaporean bank POSB is promoting better financial habits in its latest campaign in collaboration with creative agency The Secret Little Agency.

The campaign builds on the bank’s efforts to advance financial wellness amongst Singaporean consumers.

At the heart of the campaign is a film exploring the theme of life, shown through the lens of death. Directed by Thanonchai Sornsriwichai, it follows the relationship of a mother and her son, their story reminding viewers to honour life with good financial habits.

The film also intends to break the concept of financial planning as intimidating as it focuses on relatable characters.

POSB’s campaign follows the release of the Ministry of Finance’s Singapore Budget 2025 in February, which aims to strengthen Singapore’s economic resilience while investing in its future growth. The statement, delivered by Prime Minister Lawrence Wong, invited Singaporeans to reevaluate their money habits to manage their expenses well. 

A DBS study also prompted the campaign, which found that Gen Zs and millennials are falling behind in investing for their future.

“Through this film, we aim to broaden the concept of self-care to include prioritising our financial well-being. We have a responsibility not just to ourselves, but also to our loved ones, to plan our finances effectively and ensure a comfortable retirement. This is not a burden we want to place on those we care about. Neglecting our own financial wellness, even with the intention of caring for others, should not be seen as a selfless sacrifice. It is an important reminder that small, thoughtful steps can make a powerful impact, especially when it comes to managing money,” Lim Bee Bee, head of marketing at DBS Consumer Banking Group, said.

“The unavoidable truth is that financial planning is the most powerful act of care that impacts not only ourselves but our loved ones too. We were often told this as kids, yet in the hustle and bustle of life, we’ve forgotten that the simple act of building good money habits goes a long way for our future,” Nicholas Ye and Mavis Neo, co-chief creative officers at The Secret Little Agency, commented.

“We saw a need to shift our focus back to create a nationwide movement centred around good financial habits that will serve us not only today but for the rest of our lives,” they added.

Singapore – Entertainment company Sanrio is defending its intellectual property (IP) rights in its new campaign across Southeast Asia, a crucial market for the company. The creator of Hello Kitty and other iconic characters is fighting against the sale of counterfeit goods through the multi-market campaign launch.

The ‘Sanrio Values Authenticity’ campaign begins its rollout in Singapore, Thailand, and Indonesia. It aims to inform consumers about the dangers of fake products while guarding its IP and fostering consumer trust.

The campaign’s core message is rooted in Sanrio’s philosophy of ‘Minna Nakayoku,’ which translates to ‘Getting Along Together.’ It also reflects its vision of ‘One World, Connecting Smiles’ as IP protection will help the brand continue to serve customers in the future.

Sanrio’s strategy includes out-of-home (OOH) and digital advertising across all three markets. This includes placements in Singapore’s Jewel Changi Airport, Bangkok’s centralwOrld, and Jakarta’s Dukuh Atas Transport Hub.

It also features collaborations with content creators like Ang Chiew Ting, Fauzi Aziz, and Leah Shannon in Singapore. Phavida Chiddaycha, Ajummabakorea, and Birdie Parva from Thailand will also be featured. In Indonesia, Sanrio is tapping Sunny Dahye, Andre Hendarto, and Meissie.

Beyond the public awareness campaign, Sanrio is also working with local authorities to strengthen IP enforcement.

Sanrio is also extending its IP protection efforts to China, with initiatives like an online forum and campaigns on news apps and social media.