Tag: Campaign

Indonesia – Google Play and DDB Group Singapore have introduced a new campaign that reimagines family gatherings during Ramadan, turning them into virtual gaming experiences.

Launched on 4 March in Indonesia, the ‘Level Up Ramadan with Google Play’ campaign highlights how gaming has become a shared activity during Ramadan, with families and friends playing together while waiting for Iftar. 

The campaign film video depicts a family’s preparation for the evening meal turning into a friendly gaming competition across generations. A twist in the campaign reveals the family matriarch as the unexpected gaming champion, challenging stereotypes and emphasising that gaming is for all ages.

Additionally, the campaign highlights the convenience of topping up gaming credits through Google Play, allowing players to continue their sessions seamlessly during Ramadan.

Speaking on the campaign, Vinod Savio, CCO of DDB Group Singapore, said, “Our aim was to create a campaign that resonates with the familial spirit of Ramadan while also reflecting the modern dynamics of family entertainment. We wanted to subvert the usual expectations and celebrate the gaming prowess that can come from any member of the family, even the most unassuming ones.” 

The campaign will be featured on YouTube and YouTube Shorts, supported by influencer collaborations. Google Play has also partnered with popular games like Free Fire and MLBB to offer exclusive promotions during Ramadan, providing players with additional in-game benefits.

Amanda Chan, product marketing manager at Google Play, shared, “Ramadan is a time of unity and reflection, and we wanted to ensure our users can enjoy gaming together without hassle. Partnering with DDB Group Singapore, we’ve managed to capture the essence of this season, celebrating the joy of gaming with seamless and secure transactions.”

The campaign follows DDB’s ‘Protect Your Play’ initiative, which launched in August 2024 with Indonesian action star Iko Uwais. That campaign raised awareness about online security risks for gamers and the importance of staying vigilant against cyber threats.

Singapore – Financial services company Manulife Singapore is encouraging Singaporeans to share their recovery stories in its latest social media campaign. The initiative aims to nurture a supportive community, helping others persevere amidst recovery from serious illnesses.

The ‘Journey to Better SG’ campaign invites survivors, caregivers, family members or friends of a patient to share stories of healing. 

These stories can be posted on their Facebook or Instagram accounts including the hashtag ‘#JourneyToBetterSG’ to join the contest. Participants can also post on Manulife Singapore’s social contest post to join until March 16, 2025.

Manulife Singapore is awarding shopping vouchers to selected participants who shared the most inspiring stories.

“Manulife Singapore wants to use ‘Journey To Better’ to start a conversation on health and longevity in Singapore. As a leading global insurer, Manulife wants to support our customers not just in financial health but also physical and mental wellbeing. ‘Journey To Better’ is a celebration of resilience and the remarkable strength found in community support. By sharing these journeys of recovery, we aim to inspire hope and remind everyone that they are not alone in their battles,” Mark Czajkowski, chief marketing officer of Manulife Singapore, said.

Singapore – Anker Innovations, a mobile charging and consumer electronics company, has launched its latest campaign to ‘charge up’ Southeast Asia.

Using augmented reality (AR) and computer-generated imagery (CGI), Anker revitalises iconic landmarks across SEA. The campaign aims to showcase Anker’s charging solutions and technology.

The company’s latest charging lineup, the Anker Prime Series, is at the heart of the campaign. The series offers a multi-device fast-charging solution, integrating intelligence and interaction. 

‘Charge Up, SEA!’ is set to illuminate Singapore, Malaysia, the Philippines, Indonesia, and Vietnam. An on-ground AR experience will be available in Singapore and Malaysia, while CGI videos will roll out in the remaining SEA markets.

In Singapore, visitors of Jewel Changi Airport can scan a QR code to enter a cyber-inspired world featuring the iconic rain vortex. While Anker’s desktop charger serves as the central point of interaction, its other products are also highlighted through interactive emojis.

At the same venue, Anker is hosting a ‘Prime of Charging’ experience at their pop-up store until March 5. Besides engaging with the AR experience, customers can also receive exclusive gifts. The event is also available online through Shopee.

“At Anker, our mission is to ignite possibilities through ultimate innovation. We’ve not only created products that lead the industry in performance but also ones that fundamentally change the way people engage with power. This campaign reflects our vision of an interconnected world where innovation enhances the everyday lives of Southeast Asia consumers,” Leon Wu, general manager of Southeast Asia at Anker Innovations, said.

Singapore – The Central Narcotics Bureau (CNB) has unveiled its latest anti-drug abuse campaign to combat the youth’s increasing exposure to illegal drugs. The campaign is headlined by an escape room activation. 

Amplifying its drug-free advocacy, CNB is employing a more engaging experience for the youth in its three-year public education campaign. The campaign aims to address the vulnerability of the youth to social influences, leading them to drug abuse.

Kicking off the ‘Uninfluenced’ campaign is the launch of an immersive escape room experience that sheds light on influences that lead to drugs, which includes drug commercialisation and marketing as factors. 

Through the activation, CNB seeks to spark critical thinking and resilience among the youth amidst influences. 

In a recent study, CNB found that 62% of the youth feel they may be influenced to try drugs at parties, with 2 in 3 citing its normalisation in pop culture as a contributing factor. 

The escape room, ‘The Trip: What Happened in Laspura,’ is open at the Stamford Arts Centre until March 6, 2025.

Following the on-ground activation, CNB is set to launch an integrated marketing campaign in March.

CNB’s campaign complements its preventive drug education efforts together with the DrugFreeSG community, advocating for a drug-free country. 

“Uninfluenced” is designed to spark reflection in order to engage the new generation of youths navigating a world saturated with misleading information from pro-drug narratives. We believe that this generation of youths has the ability to think critically and this new campaign is a call for them to exercise that cognitive ability to glean information and come to decisions that truly resonate with them and their generation,” Audrey Ang, director of communications at CNB, said.

“Across the next three years, CNB hopes to empower youths and key stakeholders to become more competent in effective conversations: conversations that have the ability to prevent others from forming an inclination towards drug abuse, and conversations that offer support to those who may be vulnerable to the influence of drugs,” Ang added.

Japan – Canva has teamed up with Wieden+Kennedy Tokyo (W+K Tokyo) to launch a captivating new film series that showcases how creativity can transform everyday challenges into innovative solutions.

Directed by filmmaker Yuki Tanada, known for The One Million Yen Girl and My Broken Mariko, the eight-part series follows Yuki, a curious young girl, and her fellow islanders as they navigate daily life on a remote Japanese island.

Each short film presents an everyday challenge faced by the islanders, with creative solutions emerging through digital design tools. From making artwork and presentations to editing videos and designing printed materials, the series explores how technology can support problem-solving in daily life.

The first four films introduce the island’s quiet charm and its eccentric residents. ‘The Postman’ follows Yuki as she befriends the local postman, played by Kanji Furutachi, and helps revive the tradition of Nengajo, Japan’s New Year postcard custom. In ‘A Fresh Start,’ Yuki tries to help her grandmother, played by Naoko Ken, reignite her passion for running an island salon.

In ‘Dream Boyfriend,’ Yuki playfully reshapes the reality of her surfer crush, Kai, to match her idealised vision of a boyfriend. ‘Island Romance’ sees her scheming to make the entire island fall in love, hoping it will bring more children to play with—leading to unexpected twists and chaos.

The series will continue into 2025, introducing new island characters and expanding the story’s focus on creativity, community, and connection.

Max Pilwat, creative director at W+K Tokyo, said, “This year, we explored the power of Canva on a deeper level. Through this series, we brought the app to an unexpected setting—an island—demonstrating how it can allow real people to design and connect beyond their imaginations.”

Singapore – KFC is dishing out a fix for women’s generally tiny jean pockets this International Women’s Day. Collaborating with denim label Pinheads and creative innovation company R/GA, the fast-food chain has unveiled the ‘Pocket Fix,’ addressing the unequal pocket sizes between men and women.

The ‘Pocket Fix,’ which fits KFC’s ‘Pockett’ wraps, can be stitched to fashion items needing compartments. Made from Japanese denim, the attachable pockets bear KFC’s distinct elements: red and white stripes topped with the Colonel’s bolo tie.

More than a functional fashion statement, KFC’s ‘Pocket Fix’ is challenging the gender bias seamed into women’s pocket sizes.

To amplify the campaign, KFC is collaborating with Singaporean influencers, including Ian Thio, Kelly Tan, and Queenie Lim. While stitching the ‘Pocket Fix’ into their pants and dresses, the influencers are also pointing out the lack of practical pockets in women’s apparel.

The pocket pattern will be made available on Pinhead’s website, allowing anyone to download it and create their own pockets.

“In womenswear, pockets are often designed with aesthetics in mind rather than functionality, leaving us with impractical pockets that can’t even hold a phone,” Jalene Seah, co-founder of Pinheads, said.

“Our Pocket Fix collaboration with KFC, inspired by the KFC Pockett’s unique shape and dimensions, allowed us to create a pocket that is not only spacious and practical but also stylish – proving that you don’t have to choose between form and function,” Seah added.

“Women have been complaining about tiny pockets for years. We want everyone to have pockets big enough to fit a KFC Pockett. We hope The Pocket Fix makes people smile – and maybe even makes fashion take note,” Jaslyn Lam, marketing director at KFC Singapore, said.

Carmen Ang, senior art director at R/GA, commented, “The moment we realised our KFC Pocketts wouldn’t even fit in our own pockets, we had to laugh – because, let’s be real, women’s pockets are kind of a joke. The idea clicked with everyone, no matter their gender. So, this International Women’s Day, we wanted to create something fun (and actually functional) to shine a light on the issue.”

Singapore – Creative agency VML Singapore and menstrual care brand Blood is breaking menstrual taboos in its latest ‘Period Squad’ campaign. The newly launched campaign aims to dismantle outdated perceptions of menstruation, encouraging open dialogue.

The ‘Period Squad’ features the characters Crampy, Spotty, Moody, Sleepy, and Paddy. Through the characters, it shows common period symptoms while promoting authenticity in portrayals of menstruation.

Collaborating with production company Piloto and sonic branding agency Sixième Son, the campaign kicked off with a music video. Depicting realistic experiences, the video advocates for unfiltered portrayals, even showing blood leaks. 

Through the campaign with VML Singapore, Blood assures women that they can be unapologetic regardless of how their period experience looks like.

To engage with Gen Z, Blood and VML Singapore transformed the ‘Period Squad’ as content creators on TikTok. Through generative artificial intelligence and motion capture technology, the characters became able to react to relevant events in real-time to amplify the campaign.

Blood and VML Singapore also share plans to introduce the ‘Period Squad’ into retail spaces and merchandise.

“Gen Z listens to creators more than brands. That’s why we created our influencers, the Period Squad. Our vision is for them to be part of the culture. And with social trends lasting no more than a week, we needed to find a way to make 3D animated content agile enough to keep up with that pace. And now it’s possible to shoot anyone with the motion capture model and create and post content within minutes,” Mateusz Mroszczak, CCO at VML Singapore, said.

Peck Ying, Blood co-founder, commented, “The cramps, the fatigue, the breakouts, the mood swings…Periods aren’t ‘cute,’ and we’re right there with you. Only when we normalize these symptoms can menstruators feel unapologetic about them.”

“Periods aren’t cute, so people are uncomfortable having conversations around them. And so it’s through cute characters that people relate to, like the Period Squad that we’re going to be able to start conversations and reshape people’s views around periods,” Hinoti Joshi, global managing partner at VML Singapore, said.

Singapore – Levi’s has released the second chapter of its ‘REIIMAGINE’ campaign starring Beyoncé. Titled ‘Pool Hall,’ it builds on Levi’s recent campaign reimagining the brand’s decades-old advertisements.

Aiming to highlight Levi’s denim as timeless and versatile, ‘Pool Hall’ draws from a 1991 advertisement of the same title. It also intends to showcase Levi’s legacy over the years.

Levi’s first ‘REIIMAGINE’ chapter, titled ‘Launderette,’ took inspiration from its 1985 advertisement.

The film, directed by Melina Matsoukas, features Beyoncé modelling Levi’s denim in a pool hall setting alongside actor Timothy Olyphant. 

Supplemental images also highlight Levi’s denim products, customised to reflect individuality.

‘Pool Hall’ rolls out globally on television, digital, social media, out-of-home, and brand activations.

The campaign was made in collaboration with TBWA\Chiat\Day LA and de la revolućion/PRETTYBIRD.

“There isn’t another wardrobe piece that evokes comfort, modern elegance, classic Americana attire, and nostalgia the way denim does. And when I think of all those things, I think of Levi’s,” Beyoncé said.

“For the second chapter in our collaboration, we had even more fun in reimagining the denim-on-denim narrative, through the lens of a woman, who can be sexy, bold and a fierce competitor, all at once. We wanted to celebrate the duality of grace and power,” she added.

“Levi’s has always built on its rich denim history, reinterpreting it in new cultural moments and proving that reinvention is at its core. Pool Hall honours our heritage while breaking new ground, giving fans a chance to personalise their Levi’s and express their unique style,” Kenny Mitchell, global chief marketing officer of the Levi’s brand at Levi Strauss & Co, said.

Hong Kong – Sun Life and the Basketball Association of Hong Kong, China (BAHKC) have signed a three-year, HK$10 million partnership to support athletes, promote basketball, and enhance community engagement.

As part of the initiative, Sun Life will provide medical and accident insurance for Hong Kong basketball team members and fund a scholarship program for U18 and U22 players pursuing higher education. Additionally, a youth internship program will be introduced to help players prepare for post-retirement career opportunities. 

The partnership also includes title sponsorship of the Hong Kong Open Division Men’s and Women’s Basketball League, a self-financing competition with a promotion and relegation system designed to enhance the competitiveness of local basketball.

Beyond competitive play, the initiative further aims to expand grassroots participation through community engagement. Sun Life will continue its partnership with Beyond Sport to run free youth basketball workshops and social impact programs, including revitalising basketball courts and providing training opportunities. The company will also sponsor the National Day Cup Basketball Tournament, encouraging university-level competition and regional exchanges to further develop the sport in Hong Kong.

Benny Chow, team leader of the Youth Team of the Basketball Team of Hong Kong, China, said, “We will work with Sun Life to deepen the promotion of community basketball and connect it with more professional and comprehensive systematic training. We aim to bring new energy into the local basketball, discover and nurture new talent, and attract more young people to join basketball and even develop basketball careers.” 

Siu-wong Chan, executive vice president and honorary president of the Basketball Association of Hong Kong, China, added, “Sun Life has been promoting healthy living in different ways and is committed to bringing the community together through sports. Our shared vision for basketball development aligns perfectly. This collaboration will bring new energy to local basketball by not only providing substantial resources to support its growth but also by having Sun Life’s team actively participate in the league. This encourages the public to embrace an active and positive lifestyle.”

Sun Life’s partnership with BAHKC aims to build a sustainable basketball ecosystem in Hong Kong while promoting active lifestyles. The collaboration supports both professional and grassroots development, reinforcing basketball’s role in community engagement.

Sun Life recognises basketball’s role in promoting physical and mental well-being while fostering community engagement. Since 2014, it has supported the NBA’s Toronto Raptors, becoming the team’s first jersey patch sponsor in 2017. In 2023, Sun Life expanded its commitment with a multi-year sponsorship of Canada Basketball, serving as the official jersey sponsor and health and wellness partner for the national teams.

Clement Lam, chief executive officer of Sun Life Hong Kong Limited, stated, “Sun Life’s mission is to help clients achieve lifetime financial security and live healthier lives. Our global headquarter in Canada has been supporting basketball development since 2014 and has actively expanded to many regions in Asia in recent years. This partnership with the Basketball Association of Hong Kong, China, will focus on both commercialization and professionalization, leveraging innovation and diverse collaboration to enhance the local basketball ecosystem, fulfilling our corporate mission.”

Mark Tian, chief agency strategy and growth officer of Sun Life Hong Kong Limited, commented, “Sun Life values the holistic development of our financial advisors and encourages the team to contribute to the community by actively participating in sports and community activities. Therefore, we have formed a basketball team and will sign up to participate in the Hong Kong Open Division Men’s and Women’s Basketball League sponsored by Sun Life to promote healthy living through action.” 

He added, “We hope that through this cooperation, we can showcase Sun Life’s long tradition, dynamic business development, and sustainable future and further embody Sun Life’s team spirit of One Team, One Goal, Win As One.”

Singapore – The Singapore Institute of Technology (SIT) has launched a new admissions campaign in collaboration with creative agency FiftyFull. Centered on the theme “Prepared for Life,” the campaign features real students at SIT’s new Punggol Campus and highlights the university’s focus on applied learning and industry readiness.

SIT’s new admissions campaign aims to increase enrolment for the upcoming academic year by showcasing its applied learning approach and industry connections.

Running from January to March, the campaign targets students, adult learners, and parents, emphasising SIT’s partnerships with industry and its role in preparing students for the workforce through real-world learning, work-study programs, and professional networking opportunities.

The campaign film follows SIT students from enrolment to the workplace, using a split-screen effect to illustrate their transition from classroom to career. Filming required coordinating 50 students’ schedules across multiple locations.

Commenting on the campaign, Sabrina Chua, director of corporate communications at SIT, said, “We wanted to showcase SIT’s uniqueness as Singapore’s leading university of applied learning and how we develop our students to be career-ready. The admissions campaign developed by FiftyFull has beautifully captured SIT’s core proposition.” 

Chua continued, “By using real-life students going about their day-to-day lives, the campaign powerfully communicates the value of a SIT education—real work experiences and real-world preparation. We hope that more students and adult learners will consider our proposition when exploring higher education and get industry-ready with SIT.”

SIT’s campaign film is accompanied by print ads, out-of-home displays, social content, and on-ground activations. The campaign highlights various ways the university equips students with lifelong skills for their careers.

Vanessa Heng, creative partner at FiftyFull, commented, “SIT is a special brand for us, and through years of experience, hardships, and successes together with the client, we understand what works with our audience and the brand. The first most important thing when it comes to creative treatment is authenticity.” 

“We also planned and adjusted the campaign roll-out through years of testing and research, tailoring the messaging while analysing our audience’s thought process and behaviour. Our conclusion is that an SIT degree is more than a piece of paper; it’s the start of an enriching journey that fulfils a purpose, and we hope that this message has been conveyed effectively,” Heng added. 

SIT, Singapore’s first university of applied learning, offers degree programs focused on key growth sectors. FiftyFull was appointed last year on a 24-month contract to develop annual admissions campaigns across various marketing channels.