Tag: Campaign

Manila, Philippines – Amid these very unpredictable times, Filipino rum brand Tanduay Light has launched a new campaign that aims to spread ‘good vibes’.

The campaign was created in collaboration with full-service consumer brand experience company Ace Saatchi & Saatchi. Titled ‘#AllLightLang’, a witty wordplay for ‘alright lang’ which means ‘that’s alright’, the ad highlights the everyday struggles of Bert who goes through one frustrating incident after another. Fortunately, Bert’s housemates serve as a support group, uplifting his spirits.

According to Tanduay Light, the ad reflects how the brand’s drinks are able to help ease consumers’ worries, such as dealing with work woes, drowning in chores, and stressing about bills. 

“Just like your trusted friends, it gives you that light and easy feeling after a long, stress-filled day,” said Tanduay.

Manila, Philippines – Bank of the Philippine Islands (BPI) has launched a new campaign that aims to inform new and existing customers of the ‘promise’ of turning their dreams into reality. 

Developed in partnership with creative agency BBDO Guerrero, the new campaign showcases BPI’s commitment to customers, be they new or existing, in making their goals a reality with one simple step – opening an account online in as quick as five minutes.

Titled ‘Kween Tomatita’, the new ad highlights a customer’s five-minute to five-year plans, achieving all of her goals with the help of the bank’s mobile app.

Cathy Santamaria, BPI’s chief customer and marketing officer, believes that with their vast network and innovative products and services, they can support Filipino’s everyday needs and ambitions. 

“BPI is a partner to help achieve the goals of new and existing customers. We are very excited to be working with BBDO Guerrero on this campaign,” said Santamaria.

Meanwhile, David Guerrero, BBDO’s creative chairman, said, “Our idea is to communicate the ease of starting a long-term relationship with the country’s most trusted financial institution to everyday consumers. We hope that this project is the first of many for this newfound partnership.”

Manila, Philippines – Reminiscent of what many of us have seen from our most-awaited tech product launches, Filipino fast-food chain Jollibee has taken that same theme to launch its newest product, the ‘Chick’nwich’.

The campaign was conceptualized by creative agency BBH Singapore, and was directed by Louis Nieto of Stink Films. The film, shot in Prague, describes the product as if they are taken straight out of a product launch, with descriptions such as ‘ultra-large chicken display’, ‘spatial surround crunch’, and ‘a personal hand-held device to satisfy your appetite’.

Speaking about the film production, Nieto said, “When Jollibee and BBH Singapore approached me with a ‘tech product launch’ idea, I was intrigued and excited. Pushing beyond the territory of food, I wanted to creatively portray the Chick’nwich as something that’s absolutely innovative like no other – like a highly anticipated flagship release from our favorite tech brands.”

Meanwhile, for Francis Flores, country marketing head at Jollibee Food Corporation Philippines and marketing head at Jollibee Philippines, describes their latest product as a breakthrough product for them, a new level of chicken sandwich, bringing a new level of joy to their consumers.

“This gave us the opportunity to go big, and the work from BBH Singapore and director Louis Nieto, as well as the whole crew that gave it their all, certainly does that. Together we have created an ad that we can all be proud of. We look forward to catching the attention – and appetite – of Jollibee and chicken sandwich fans,” Flores said.

Sascha Kuntze, chief creative officer at BBH Singapore, commented, “In the world of product launch ads, no one does it like how the tech giants do. The hype and excitement with a clear product focus was something we wanted to play on. Especially for a groundbreaking product like the Jollibee Chick’nwich.”

Manila, Philippines – As the Philippines gears towards the upcoming national elections come May 2022, the country’s Commission on Elections (COMELEC) has announced that they have surpassed their voter registration target, adding 5.4 million new registered voters. Part of that milestone is attributed to the commission’s recent campaign, which featured the ‘ghosts’ of well-known Philippine national heroes.

The campaign, called ‘MagparehistroKa! (vernacular for ‘Register Now!’), is conceptualized alongside creative agency MullenLowe TREYNA. The campaign is encapsulated in an interactive website, featuring the ‘ghosts’ of the country’s national heroes such as Dr. Jose Rizal, Melchora Aquino, Andres Bonifacio and Apolinario Mabini.

These ‘ghosts’ narrated their sacrifices for the country and paved the way for democracy, and then playfully urged netizens into completing their registration or else ‘something happens’.

Another layer of personalization within the campaign is the utilization of Google Maps, which helps registrants locate the nearest COMELEC office of the election officers (OEOs) or satellite registration sites from their location.

Part of the interactive website, the ‘heroes’ also reminds new registrants what to bring to the registration as well as the proper health and social protocols they must follow on the day The site also directs visitors to COMELEC’s iRehistro site where they can accomplish required details and complete their registration. 

Speaking about the campaign rollout, James Jimenez, spokesperson and director at COMELEC said, “It became our main goal to persuade these young Filipinos to register without patronizing or intimidating them. They are next in line to build the nation in the future, and giving them an opportunity to decide for the country will benefit everyone.”

As a final push when COMELEC extended voter registration until the end of October, special OPM playlists were also launched at Spotify and YouTube Music that registrants can listen to during long waiting periods at the registration sites. Listeners can choose from three OPM playlists ranging from rock anthems to girl power tunes and mellow ballads.

Local entertainment personas such as Alden Richards, Bianca Gonzalez-Intal, and Jasmine Curtis-Smith who saw the social posts from the Twitter accounts of Google Philippines and COMELEC, also helped in promoting the site.

“These results are truly overwhelming because [one] it went past our initial targets, and [two] now more young Filipinos will be involved and participate in the elections for the first time,” Jimenez concluded.

Sydney, Australia – In true Hollywood-esque film action, the government-industry partnership organization Ausfilm has released a new film trailer that depicts how one can assemble the ‘perfect’ post-production team across Australia, while doing it remotely.

Titled ‘The Australian Job’ and produced by creative agency Paper Moose, the film focuses on a Hollywood producer and an Aussie ‘fixer’ hatching a plan to assemble the perfect Australian post-production team. Throughout the film, you see a music producer, a color artist, and a VFX artist showcase their work throughout the trailer.

In summary, the film trailer showcases just how easy and financially viable it is to complete post-production in Australia remotely, without global film and TV executives leaving home.

Speaking about the film trailer release, Rachelle Gibson, director of marketing and industry partnerships at Ausfilm, said that the campaign was about changing clients’ perceptions about posting their projects remotely with Australia’s incredibly talented post and VFX studios. She added that through this campaign, they aim to demystify the myriad of screen incentives available across Australia.

“Absolutely every one of the Paper Moose team brought their best game, superb creativity, and good grace and humor during lockdown. Ausfilm and its membership of screen service companies, couldn’t be happier with the campaign,” Gibson said.

The campaign was also made possible by Ausfilm member contributions for visual effects, colour grade, titles, score and sound post-production.

Meanwhile, Jeremy Willmott, creative director, at Paper Moose, commented, “Government incentives and rebates aren’t always the sexiest topic to broach, but what they represent is super exciting. We wanted to show this using the language and tropes of the film industry, and what better way than a thrilling film trailer to demonstrate Ausfilm’s offering and Australia’s great post-production talent.”

The piece was delivered to 5000 high-profile film and TV executives worldwide and includes a bespoke, web-based, screen production tax incentives calculator that both simplifies and showcases the varying incentives Australia offers to attract foreign projects.

Afghanistan – As part of the International Committee of the Red Cross’ (ICRC) commitment to serving the people of Afghanistan, the humanitarian organization has launched a new data-led film inspired by the timeless expression, “If I had a dollar for every time…”

Titled ‘React For Real’, which was created in collaboration with creative and CRM agency Wunderman Thompson Dubai, the film demonstrates the potential monetary value of the emoji reactions on social media.

Wunderman Thompson, who worked with teams in Sydney, Seattle, and London, as well as New York for the campaign, has conducted a data analysis of social media reactions and research on real-time needs in Afghanistan. Anonymous data was garnered, studied, and analyzed to highlight the emojis and hashtags that were most commonly used in response to this crisis.

Ewan Watson, ICRC’s head of campaigns, media relations, and content, shared that the organization wanted to show how powerful the collective concern could be on the lives of Afghans if they had a dollar for every social media post. 

“We hope this film encourages people to support our work in Afghanistan as winter sets in and families are struggling to have the basics they need to survive,” said Watson.

Meanwhile, Faysal Abdul Malak, Wunderman Thompson’s managing director for UAE, noted that the urgency of the cause meant that the film had to be created in record time and with a bare minimum budget. 

“We’ve proved that emotional appeal does not always have to rely on a high spend – you just need a good idea, a passionate team, and a brilliant client, all of which we have in droves,” said Malak.

The campaign will be launched across 17 countries in three languages.

Australia – SIXT, the newest player in the vehicle rental and mobility space, has launched in the Australian market this December, and for its official entry, it rolls out an integrated campaign aimed at leveraging its brand positioning – ‘Above and Beyonding’.

SIXT is a global vehicle rental and mobility provider spanning over 100 countries. SIXT enters the market with over 163 locations in Australia, and an expansive fleet of over 16,000 vehicles including cars, trucks, vans, utes, SUVs, and also premium and electric vehicles.

The campaign, which was created in collaboration with communications agency Bastion Creative and its experiential firm Bastion Experience, includes eight separate film executions, a suite of digital, and extensive print and outdoor components, with specific creative to support the 163 retail locations.

The TVC, directed by Jesse James McElroy, features Australian actress Helen Dallimore.

Kristy Thomas, SIXT’s general manager of marketing for Australia, said that the campaign reflects their focus on raising the bar across the board. 

“The Bastion team, across creative and experience, have been instrumental in crafting our local positioning, showcasing great aptitude in balancing global localization and applying creative flair for our launch as SIXT in Australia,” said Thomas. 

Meanwhile, Georgia Arnott, Bastion’s executive creative director, said, “Vehicle rental is a category that has taken itself too seriously for a while now, and we were delighted with the vision of the SIXT team to deliver a bold message but also one that is refreshingly fun.”

Jack Watts, Bastion’s global CEO, commented, “It’s a rare and exciting opportunity to take a dynamic global brand, localize it in partnership with NRMA and SIXT head office in Germany and launch it with a wide integrated campaign across so many touchpoints.” 

The campaign is now available across TV, digital, print, and OOH.

Australia – As the Christmas countdown begins, beauty brand The Body Shop launches an integrated Christmas campaign to inspire customers to spread joy with purposeful gifts that give back through.

Developed together with Havas Group agencies, the new campaign aims to expand The Body Shop’s global self-love campaign that encourages customers to be ‘kind’ to themselves and to inspire ‘selfless love’ to others. 

Titled ‘Spread the Love, Share the Joy This Christmas’, the positive activism campaign includes strategic media planning and buying through Havas Media Melbourne, earned and influencer via One Green Bean (OGB) with creative by Marilyn & Sons.

The media features high-impact formats on CTV and BVOD across YouTube and Spotify, and sponsorship of brand-aligned podcasts, as well as content partnerships with publishers. A full-funnel social strategy has been put in place to ensure the ‘Spread the Love. The ‘ Share the Joy’ message dominated Instagram and Facebook, while a competition, which invites customers to nominate someone who brought them joy in 2021, was designed to drive audiences to The Body Shop’s Joy Hub platform.

Shannon Chrisp, The Body Shop’s brand and activism director for APAC, shared that since its global ‘Self Love Movement’, the brand has encouraged many people to embark on a journey toward self-love. 

“As an activist brand, we advocate the idea that you must first love and honor yourself in order to give back to the world and create true change. And now, we are asking our joyful collective to channel their self-love into selfless acts of love and kindness – to flip their internal focus outward in order to spark a joy movement this holiday season,” said Chrisp.

The campaign’s creative leads feature a colorful 30-second video that puts a lively spin on the illustrated global creative, using animation over live-action to spotlight acts of kindness and giving from friends, teammates, and strangers.

The multi-faceted earned and influencer approach also saw The Body Shop join forces with ‘Joy Squad’ ambassadors and charity partner Little Dreamers to shine a light on the estimated one in 10 selfless children and young adults in Australia who provide unpaid care to a family member.

Caitlin Huskins, Havas Media’s digital integration director for Melbourne, shared that in creating the work, they needed to ensure that the brand is able to stimulate real connections through the activation plan.

“A collaborative effort through Havas Media, OGB and Marilyn & Sons to build a meaningful plan through joyful creative, influencer content and media partnerships has built a true connection with our target audience, encouraging viewers to share joy to more than one through The Body Shop,” said Huskins.

Meanwhile, Hannah Stalder, One Green Bean’s head of creative services, said, “We set up a diverse and creative Joy Squad of ambassadors including media personality Abbie Chatfield, comedian and singer Em Rusciano, LGBTQIA+ activist Deni Todorovic, and Indigenous Healer Allira Potter. Through the content, they share their missions to spark a joy revolution via in-person surprise and delight and online activity, and encourage others to do the same by joining the movement on the online Joy Hub.”

Bangkok, Thailand – In a time of pandemic uncertainty and economic instability, each one of us are always finding ways to spark joy within ourselves. And to showcase what the internet has to say about the various factors that make us happy, bank KrungSri has partnered with advertising company Wunderman Thompson Thailand to create a music video that would reflect just exactly that. 

Produced by musician and director Morvasu, as well as illustrator Kanith, the music video dedicated to Krungsri’s mobile application utilizes the app’s social listening data, which enabled the team to compose the music’s lyrics that ring true to the genuine ways that spark people’s happiness such as ‘Waking up to a nice cup of coffee’, ‘Unboxing my new toy’, and ‘Getting paid cures all ailments’. 

The final verse of the MV, titled ‘Simple Happiness’ focuses on the benefits of the app, and how “Happiness is easy…as mobile banking”.

For Mingkwan Pattanawong, executive vice president and head of corporate branding and marketing division at Bank of Ayudhya, the campaign not only reflects Krungsri’s brand promise of ‘Make Life Simple’, but also aims to give happiness back to consumers under the epidemic situation and during the year-end celebration.

“It is just like KMA – Krungsri Mobile App, which is easy to use, meets every financial transaction need, and helps make consumers smile. For this campaign, we work with Wunderman Thompson to use a new creative style of music marketing by bringing more than 2 million voices of Thai people from social media channels that reflect their simple happiness to create this new song and MV. We believe that this campaign will give our target audience a moment of happiness and smiles together,” Pattanawong said.

Meanwhile, Thasorn Boonyanate, executive creative director at Wunderman Thompson Thailand, commented, “Bank of Krungsri wants to change their appeal from a classic, traditional bank into a more digitally driven service with their app called ‘KMA’. With the tension of COVID-19 where everyone is more stressed than ever, we thought [to create] an entertaining and relaxing music video, combining all the things people love to see with the recent trend where people love to watch ‘Satisfying Video – Lofi – Relax’ videos.”

Auckland, New Zealand – When you think of a Christmas-themed campaign, data utilization is the least you would expect to be at the core of it. However, New Zealand-based telco Spark begs to differ. The telco has just released its newest ‘Santa’ for its campaign: a tech assistant called ‘Spark’s New Tech Assistant’ or ‘S.N.T.A’ which allows online users to come up with the ideal Christmas gift for the ones they love. 

Created alongside creative agency Colenso BBDO, ‘S.N.T.A’ is built from thousands and thousands of data points designed to find out what every type of New Zealander wants this year.

The experience can be accessed online and in Spark stores around the country, allowing shoppers to discover what their cousin, family member, or co-worker wants. The data collected by Spark and Colenso is purposefully granular, segmenting giftees by much more than age and relationship, but unique interests and attributes, which add charm to what could have been cold facts and figures.

James Henson, chapter lead at Spark, said, “In the past, our focus has been on Spark’s great range of gifts. But we don’t shop for products at Christmas. We shop for the people we love, which isn’t always easy. Knowing that is what inspired S.N.T.A,”

Meanwhile, Lucy Grigg, who was recently promoted to the role of general manager at Colenso BBDO, commented, “Spark is New Zealand’s leading technology provider – which now extends to Christmas. It’s a pleasure to work with them to sprinkle a bit of holiday magic on their tech and build a product that is both charming and truly helpful to Kiwi shoppers.”