Australia – Sydney-based Wholegreen Bakery has teamed up with independent advertising agency The Hallway to produce a deliciously edible Coeliac-Australia-accredited ‘Cardboard Cake’ that will make gluten-free doubters and sceptics eat their words, quite literally. 

The ‘Cardboard Cake’ is Wholegreen Bakery’s witty take on the long-time stereotype that gluten-free foods ‘taste like cardboard’. 

Though cardboard in appearance, the ‘Cardboard Cake’ is definitely far from it. The product has undergone a rigorous Hallway-led design process involving the development of a bespoke baking tray that could mimic the shape of cardboard grooves so it could be mass produced at the bakery. 

Created with detailed flavour profiling, the cake’s taste is as impressive as it looks and is fit for those observing a gluten-free diet. It is made with a blend of premium ingredients, including butterscotch, coffee, cocoa powder, pastry, caramel, and brown rice flour, and is shaped like cardboard—a delicious gluten-free cardboard. 

Accompanying the launch of the limited ‘Cardboard Cake’ is a short film that gives viewers a sneak peek into the creative process that goes into making the product. 

Wholegreen Bakery was founded in 2014 by Cherie Lyden, who was diagnosed with coeliac disease together with her daughter. The bakery is dedicated to crafting exceptional, wholesome gluten-free sweet and savoury baked goods for those with special dietary needs. 

Lyden said, “If I had a dollar for every time I’ve heard people say that gluten-free food tastes like cardboard, I’d be a rich lady. We’ve been proving the sceptics wrong for years, but with The Cardboard Cake, we’re taking it to the next level and tackling the misconceptions head-on.”

Simon Lee, chief creative officer and partner at The Hallway, also said, “This is a little cake with a big point to prove: that you can have a gluten-free diet and not deprive yourself of the pleasure of eating delicious baked goods. It’s been an extraordinary collaboration that’s taken our design and production smarts out of the studio and into the kitchen. Bon Appetit! ”

Bangkok, Thailand – Celebrating its 40th anniversary, KFC Thailand has launched the first-ever Spicy Relief Hotline to support Thai diners who will try their intensely spicy but limited edition ‘Kai Jai Ded’ menu. 

Made in partnership with VML Thailand, the Spicy Relief Hotline (+66 2793 3111) is KFC Thailand’s creative take on providing help to Thai spice lovers to conquer the burn and enjoy the thrill of intense heat like never before from their ‘Kai Jai Ded’ menu. 

The Spicy Relief Hotline offers callers two unique approaches to calming the burn. For callers who want to vent it out, they can press ‘0’, and they will be directed to trained professionals who are ready to offer support, advice, and even a listening ear should they wish to vent their spicy-induced frustrations. 

On the other hand, callers who prefer a more introspective experience can press ‘1’ to relax and recharge through an automated system that delivers random spicy relief sounds, including calming classical music, soothing nature ASMR, and meditative sounds to ease the fiery sensation.

‘Kai Jai Ded’ is KFC Thailand’s limited edition menu designed to set every diner’s taste buds on fire, leaving them sweating and shedding tears but also craving for more. The menu has been on hiatus for two years and is now making a fiery comeback due to fervent fan demands.

The deliciously hot menu has received love from fans, with some dialling the hotline for a little dollop of relief after their burning bite. 

Suhayl Limbada, chief marketing officer at KFC Thailand, said, “With 40 years in business, KFC Thailand is determined to captivate spicy enthusiasts across the nation with ‘Kai Jai Ded,’ creating a shared experience of unstoppable, addictive heat through our unique and distinctive taste.”

Hong Kong – Hang Seng Bank has partnered with DDB Group Hong Kong for its latest anti-fraud campaign that uses Cantopop songs to help customers identify sophisticated financial scams. 

Developed by DDB Group Hong Kong, the campaign uses familiar Cantopop songs with reworked lyrics to provide consumers with helpful information on financial scams. The song lyrics contain information on different types of fraud, including how to identify scam calls, tests, online sellers, and social accounts. 

To ensure that the campaign also gains more traction, the song featured a lineup of artists such as Tonick, Per Se, Serrini, and Nancy Sit that can appeal to various demographics and cover the bank’s diverse customer base. 

While this is not the first time that Hang Seng Bank has featured Cantopop artists in their campaigns, this is the first time that the bank has been able to incorporate financial messages into the melodies. 

The campaign is Hang Seng Bank’s response to the increasing fraud cases in Hong Kong. The bank is investing their resources in ensuring that people have awareness of the various forms of fraud and that they understand the best prevention strategy to avoid becoming the next victim. 

The songs are accompanied by music videos and a live performance at ‘Hang Seng Bank Anti-Fraud Music Concert’. In partnership with the Hong Kong Monetary Authority, the free concert featured all the singers performing their anti-fraud song renditions to heighten public awareness of fraud prevention. 

Jordan Cheung, chief marketing officer at Hang Seng Bank, said, “Scams are a financial crime that can happen to anyone, and so we really want our customers to know what to look out for. At the same time, we understand cybersecurity is not something everyone is interested in. We hope creating easily digestible information in the form of well-loved Cantopop songs will be an effective way to get some important messages across to help protect our customers.”

Also speaking on the campaign, Koman Ko, managing partner at DDB Group Hong Kong, added, “We really enjoyed the challenge of decoding fraud information and creating more understandable messages in the form of catchy lyrics. We hope the outcome is entertaining and, most importantly, arms customers with information to protect themselves from being scammed.”

Sydney, Australia – McDonald’s (Macca’s) has teamed up with DDB Sydney for its latest footy campaign, promoting Macca’s as the place to go during the Australian rules football or footy season in Australia. 

The campaign features a video showing some of the biggest names in footy, including Mitch Moses, Kezie Apps, Reuben Cotter, Jai Arrow, ‘Fletch’ and ‘Hindy’, Sam Thaiday, Ricky Stuart, and even the immortal Wally Lewis. 

The personalities are seen doing what they do best as halfback Mitch Moses feeds a hungry scrum, Sam Thaiday comments on his ‘huge hit’ of coffee, and Ricky Stuart takes part in a ‘post-meal’ press conference. 

Macca’s campaign film is also voiced by the legendary league commentator Ray Warren as it celebrates Footy being back on the menu. 

The film gives out the message that whether you’re a fan, coach, commentator, or star of Rugby League, there is no other place to head to before or after the game but Macca’s. It will also broadcast across TV, online video, out-of-home (OOH), paid social, digital, and in-stadium. 

Amanda Nakad, director of marketing at McDonald’s, said, “We know how much our customers love footy, and we are proud to provide a place for fans to meet before or after a game. Win or lose, we’ll always be there for fans, and this campaign is the perfect expression of that.” 

Matt Chandler, executive creative director at DDB Group Australia, also said, “It’s amazing the people who show up at Macca’s after the game. In this latest spot, Wally, Ricky, Ronald, and a proper dream team of league legends do a great job of helping Macca’s further build its connection with Aussie footy fans.” 

Singapore – AIA Singapore has partnered with Havas Village Singapore’s integrated specialists from Socialyse, Havas Play, and Arena Media Singapore to launch its latest campaign, raising awareness about the importance of having adequate critical illness (CI) coverage.

AIA Singapore’s campaign features a heartfelt 5-minute film titled ‘Confessions of a Liar’ that spotlights the intricacies of familial bonds, conveyed through the playful dynamic between the middle-aged protagonist and his mother through the different seasons in his life, including a phase of critical illness. 

The protagonist opens the film with a humorous speech in front of his loved ones as he reflects on the playful exchanges he had with his mother through the years. His humour would remain as he recounts their enduring bond that stayed even in the challenging times of illness, serving as a resilient force that keeps them together despite the adversities of cancer. 

The campaign film aims to drive awareness about the need to be adequately protected against critical illnesses and for Singaporeans to have accessible CI coverage like AIA’s UCC plan, which covers up to 150 medical conditions and 73 critical illnesses across any stage. 

The campaign comes after Havas’ Arena Media Singapore was reappointed by AIA Singapore as its media agency of record (AOR). Arena Media Singapore currently oversees the campaign, which was rolled out using a multi-channel approach, including TVC, out-of-home executions, video, programmatic, and social ads.

Kenny Yap, managing director of Socialyse, Havas Play, and Havas Red, said, “At Havas, we are all about being meaningful. That is, to deliver work that makes a positive difference to the brands and businesses we work with, from our client partnerships to consumer engagements. We are humbled by the integrated opportunity to collaborate with AIA Singapore to launch this heartfelt thematic film with a touch of humour, elevating awareness and importance of critical illness coverage.” 

Australia – Bowel Cancer Australia has teamed up with creative advertising agency Clemenger BBDO in their latest social and PR-led campaign that involves ‘Irregular Chocolates’ and spreading awareness on the topic of bowel cancer. 

Coinciding with Valentine’s Day, this unconventional campaign leverages the day of love to encourage important conversations about poo and bowel habits between loved ones. 

In partnership with chef and food designer Ryan L. Foote, the campaign will use exquisitely designed, 3D-printed ‘Irregular Chocolates’ that represent the bowel cancer symptoms. The four bespoke chocolates were Jammy (blood in your poo), Gooey (an obvious change in your bowel habit), Airy (weight loss you can’t explain), and Chunk (lump or swelling in your abdomen). 

The premium chocolates are also made up of exquisite flavour profiles that abstractly reflect the symptoms people should look out for when it comes to bowel cancer.

Clemenger BBDO and Bowel Cancer Australia’s campaign aims to promote the idea of getting comfortable with your loved ones when talking about awkward things, such as bowel habits. With this, you or your loved ones can potentially save lives if they detect the onset of symptoms of diseases or terminal illnesses. 

Also part of the campaign is video content featuring Elise’s heartfelt lived experience. The contents of the campaign were deployed on social media, as well as activation and influencer packs, to drive awareness and reach younger Australians. 

Free boxes of the limited-edition boxes of Irregular Chocolates with information cards will also be available as part of a giveaway leading into and during the Valentine’s Day celebration.

Furthermore, TikTok has also joined the campaign, providing pro-bono support to amplify the message, reaching a younger audience, and encouraging them to have an unconventional conversation about the importance of symptoms, given the rising rates of bowel cancer in people under the age of 50.

Speaking on the campaign, Julien Wiggins, CEO of Bowel Cancer Australia, said, “We are grateful to work with Ryan and Clemenger BBDO on this unconventional campaign, which aims to overcome the poo taboo and raise symptom awareness in younger people, as bowel cancer is the deadliest cancer for people aged 25–44.”

Richard Williams, executive creative director at Clemenger BBDO, also commented, “To turn around perceptions of bowel cancer, we need to smash stigmas and normalise talking about poo, especially among younger demographics who think bowel cancer can’t affect them. What better way to reach and engage with them than via social. And what better time to launch a chocolate-driven campaign than in the lead-up to Valentine’s Day? Because if you really love someone, you can talk about anything.”

Meanwhile, Ryan L Foote added, “Art is an incredible driver of conversation. It’s inspiring to see Bowel Cancer Australia and Clemenger BBDO lean on unique creativity and design in educating and engaging the public on such an important yet under-represented topic. I’m honoured to be a part of it all.”

Bangkok, Thailand – KFC has unveiled its limited edition ‘Fried Chicken Rings’ collection as part of its Valentine’s Day campaign and 40th anniversary celebration in Thailand.

The world’s first ‘Fried Chicken Ring’ is a ‘heartfelt gem ring’ masterpiece created by blending real KFC fried chicken with a stylish design.

Created in partnership with organic matter conversion specialist GEMORIES Lab, the unique collection transformed the iconic crispy fried chicken into real gems through a virtual scientific process, simulating the natural gem formation process under extreme heat of 1,800 degrees and 11 hours of pressure. 

Furthermore, the fried chicken ring represents KFC and Colonel Sanders’ celebration of a heartwarming 40-year love affair this Valentine’s Day. Comprising only 11 rings, this precious gem collection is infused with exclusively finger-lickin’ delicious romance.

KFC will choose the lucky couples who will receive the limited edition ring this Valentine’s Day. Couples will only have to share their KFC love stories on KFC Thailand’s Facebook page. The lucky couples will also be given a set menu of delicious fried chicken meals to pair with the ring.

The campaign aims to highlight KFC Thailand as a place where love stories, laughter, and shared moments have filled buckets with joy for dating and loving couples. It is where every crispy KFC meal contains sweet moments and memories that are just as finger-lickin’ good as their chicken.

Suhayl Limbada, chief marketing officer at KFC Thailand, said, “Valentine’s Day at KFC is one for the books this year—it’s not just about serving good meals; it’s about celebrating the love among us and being a part of every Thai’s unique love story. This year, we’re taking it a step further by offering everlasting love through ‘The Fried Chicken Ring—another first for our KFC fans.”

Milan, Italy – MSC Cruises, the contemporary brand of the Cruise Division of MSC Group, has partnered with Dentsu Creative Italy for the launch of its newest ‘For a Greater Beauty’ global integrated marketing campaign. 

The campaign aims to encourage audiences to explore and enjoy the beauty of cruising in a more conscious way, placing a profound respect for the ocean and the planet as part of everyone’s recreational enjoyment.

Narrated by the alluring voice of ‘Beauty’, the campaign’s one-minute TV spot invites audiences to immerse themselves in the world’s destinations, into nature, and into wonderful experiences on and off board.

MSC Cruises new campaign promotes conscious cruising to protect the beauty of the ocean and the planet.

Onboard MSC World Europa, the TV spot, filmed by Australian director Kiku Ohe, featured famous cruise locations such as the Mediterranean Sea, including Barcelona, Marseille, La Valletta, and Naples. It also featured the cruise’s entertainment and dining experiences.

The production has a ‘Birth’ signature on it and was shot over 14 km of film, marking its value that transcends advertising.

‘For a Greater Beauty’ campaign will be activated in more than 30 countries worldwide, including Singapore, China, and Japan. It will be seen through a mix of marketing channels, including TV, out-of-home (OOH), print media, digital, and social media.

Antonio Burrello, chief marketing officer at MSC Cruises, shared, “Inspired by the philosophy of beauty that pushes us forward, this new brand campaign encapsulates the essence of MSC Cruises. Simultaneously, it showcases how our uniquely elegant and modern cruise ships enable guests to discover the world in unparalleled ways. This year, those looking to escape the daily routine to discover the beauty of cruising can choose from over 1,000 different departures calling at more than 240 destinations in 85+ countries.”

Also speaking on the campaign, Emanuele Nenna, CEO of Dentsu Creative for Southern Europe, MENA, and Turkey, said, “It’s a great privilege for us to work with such a world-class leader as MSC Cruises. It’s a privilege and a challenge for us, as an agency and a global network, to have the chance to prove and leverage on all our range of expertise. This campaign is the first milestone of our relation; our will is to grow together with MSC to support the company’s business and communication ambitions.”

Riccardo Fregoso, chief creative officer at Dentsu Creative Italy, also added, “It has been an honour to shoot this film in the company of the great director Kiku Ohe, sailing the Western Mediterranean across so many unique destinations: Barcelona, Marseille, Genoa, Naples, Messina, Malta… There’s so much to discover and so much to be amazed at. And this is exactly what we wanted to celebrate with this campaign. We chose to shoot it entirely on 35mm film because we wanted to capture what we were experiencing in the most accurate way but also doing it with a touch of poetry. What we created is an ode to beauty in all its expressions, and especially to the beauty of the sea.”

Singapore – The Singapore University of Technology and Design (SUTD) has unveiled its newest ‘School for Innovators’ advertising campaign, which features a massive 3D installation advertisement in Singapore’s local bus service.

Partnering with ComfortDelGro’s advertising arm, Moove Media, SUTD has installed a pair of 3-dimensional robotic arms, measuring 4.2 metres in length and 0.7 metres in height, sticking out on the roof of the bus and another pair on the window and the door.

The entire 3D bus installation spans about 6.3 metres, covering more than half the bus rooftop. It is also about three times bigger in volume than a typical 3D bus, requiring a total of about 600 man-hours of conceptualization, design, and production to bring the idea to life.

The robotic arms used on the installation were created in SUTD’s Fabrication Lab (Fab Lab), which boasts high-performance machines such as 3D printers, laser cutting, and engraving systems, as well as a water-jet machining centre that students use to turn their ideas into tangible products.

Meanwhile, Moove Media handled the production of the complicated structures, with a total of six fibreglass production experts spending about 28 days working on the project.

SUTD’s new campaign aims to show that tertiary institutions can be more than just pen and paper. The installation art highlights their creative and hands-on engagement in making innovative solutions to real-world problems.

A total of six buses were employed for the campaign, three of which featured robotic arms. The second series, on the other hand, will roll out on February 8 and will feature a replica of SUTD’s high-performance two-seater electric race car made from 3D printing and AI technology. The replica bus will show two gigantic robotic arms installing tyres on each side.

SUTD’s campaign comes as part of its annual Open House, which is set to take place in February.

Speaking on the campaign, Tammy Tan, chief communications officer at SUTD, said, “This campaign showcases SUTD as a university that debunks traditional concepts of what a tertiary institution looks like. Instead of just using pen and paper, our students use robots as stationery.”

She added, “In place of these, they design and build creative and innovative solutions for real-world problems. And in lieu of lectures, they engage in creative, hands-on discussions with fellow students, faculty, and enterprises to find innovative and meaningful solutions for a more sustainable future. Put simply, they are the next generation of design innovators.”

Nelson Low, head of creative at Moove Media, also shared, “These robotic arms are by far one of the most difficult 3D installations that Moove Media has had to fabricate, and we are excited to have been able to pull them off despite their complexity in the fastest time possible. To better capture the intricate details of the robotic arms, we had them 3D printed for mock-ups. The actual 3D installations are then fabricated in fibreglass for durability.”

Singapore – Bakery supply store RedMan, a part of Phoon Huat Pte Ltd, has teamed up with creative agency The Secret Little Agency for its newest ‘#JustBakeIt’ campaign that encourages Singaporeans to consider baked goods as the ultimate gift for anyone.

The campaign aims to encourage Singaporeans to #JustBakeIt, embracing the warmth and sincerity of baked goods not just as gifts but also as a means to foster deeper connections and authenticity with every bite.

Featuring a series of witty, cheeky, and provocative key visuals, the campaign playfully parodies the visual language of famous luxury, tech, and electronic appliance brands. Utilising the OOH platform, the key visuals are strategically placed along the bustling Orchard Road to catch the crowd that’s going holiday shopping in the iconic shopping district.

RedMan’s campaign is also available on social media and digital, all designed to make Singaporeans think twice about the value of a gift and to stray away from insincere consumerism.

Additionally, shoppers will also have the chance to spot ‘@RedManWithSign’ at iconic spots along Orchard Road. Based on the global social personality ‘@DudeWithSign’, RedManWithSign will share truth bombs on gifting to encourage shoppers to bake and give the gift of thoughtfulness instead.

As part of the campaign, RedMan will also offer baking classes and baking kits at its stores to empower shoppers to create their own ultimate thoughtful gift for the holiday season. Meanwhile, shoppers who can snap a photo of @RedManWithSign will enjoy a discount at RedMan stores with their baking purchases.

The campaign is part of Phoon Huat’s larger strategy of positioning baking as a quintessential Singaporean pastime.

Swapnil Shah, head of omnichannel at Phoon Huat Pte Ltd, said, “Collaborating hand in hand with The Secret Little Agency sparked a beautiful idea to redefine the essence of giving this Christmas season. Baking becomes a magical act of love, a heartfelt endeavour to spread joy through delightful creations. Delving into the kitchen to craft something from the heart is more than a gesture—it’s a display of genuine care, capable of expressing a myriad of emotions. With this campaign, our aim is to ignite a spark in others, encouraging them to partake in the timeless tradition of crafting handmade bakes as the ultimate personal gift for everyone.”

Nicholas Ye and Mavis Neo, co-chief creative officers at The Secret Little Agency, also shared, “We live in an age of mindless consumerism, and we wanted to convey the spirit of the campaign in a playful way that is thought-provoking in order to get Singaporeans to rethink their purchasing choices. Ads after ads after ads are created this season, telling people to buy more—we wanted to flip this narrative on its head whilst emulating some iconic brand ads to challenge the collective obsession with shopping and bring back the heartfelt gesture of baking.”