Tag: Creative campaign

Sydney, Australia – Canva, an online visual communication platform, has launched the ‘Love Your Work’ campaign to empower people in their workplace, driving creativity and productivity. The campaign focuses on the platform’s functions enabling professionals to design and collaborate effectively in the workplace.

The campaign features seven Canva users from different industries, highlighting how they use the platform to achieve their professional goals. It spotlights products such as the Visual Suite, a portfolio of collaboration tools such as Canva Docs, Presentations, and more along with its artificial intelligence-infused Magic Studio.

Prior to the ‘Love Your Work’ campaign, Canva ran the ‘What Will You Design Today’ brand campaign for three years, focusing on how the platforms’ tools can revolutionise design.

“Our goal with the ‘Love Your Work’ campaign is to inspire people to find joy and fulfillment in their daily work. We spend so much of our lives working, but many of us aren’t enjoying it as much as we could. We believe Canva can help bring a little joy to work through creativity. Making design work easier, faster, and more fun is what we’re all about. This campaign is our invitation to teams everywhere to reimagine how creativity can help them fall in love with their work,” Cat van der Werff, executive creative director at Canva, said.

“Our internal team had a clear creative vision for this campaign and a unique Canva manifesto. Relying heavily on our in-house creative team for campaign development was a strategic choice. Our unique culture and values are deeply ingrained, and this campaign genuinely reflects the heart and soul of our brand,” van der Werff added.The ‘Love Your Work’ campaign will run in the United States from Sept. 3 to Oct. 31 on various channels. 

India – As part of their ongoing platform for equal parenting, Britannia Milk Bikis has joined forces with Talented for their latest campaign, which empowers dads to use AI to generate heartfelt Tamil stories for children.

Conceptualised by Talented and brought to life by Web Dimension, ‘Adengappa Kadhaigal’ (loosely translated as “Wow! Stories”) is a GenAI-powered storytelling resource designed to help dads become better storytellers for their children. 

The campaign is inspired by the idea that “everything around you can tell a story,” and this unique platform utilises everyday household objects to enhance storytime experiences. By scanning any Britannia Milk Bikis pack, parents can generate stories in both English and Tamil. Each story includes prompts on how to use the scanned object as a prop to engage children in storytelling.

The campaign features a short film that showcases the new storytelling resource platform. It offers a fresh perspective on storytelling and redefines the role of dads as active caretakers.

Speaking on the initiative, Amit Doshi, CMO of Britannia Industries, said, “Britannia Milk Bikis has a deep-rooted relationship with the state of Tamil Nadu spanning decades. This campaign is a testament to our commitment to further the equal parenting discourse and play a part in enabling parents, aided by new-age technology. We’ve trained the AI model to recognise thousands of objects found in households to make stories more accessible.” 

Meanwhile, Samyu Murali, creative, and Balaji Padmanabhan, brand strategy at Talented, shared, “In a state where films are worshipped, they sometimes perpetuate a stereotypical image of moms—where dads are seen as the ‘fun’ parent and moms are relegated to the role of the disciplinarian. Advertising is trying to raise our children differently, starting with showing dads as equal parts storytellers.” 

Britannia Milk Bikis has long maintained a strong connection with Tamil Nadu. Campaigns such as “Britannia Milk Bikis Anaivarukkum,” which celebrates the region’s rich linguistic diversity and pride, and the “Britannia Milk Bikis Flashback Pack,” which honours the affectionate nicknames used in Tamil households, underscore this regional commitment.

Last year, the company also introduced its #GrowthNeedsBoth campaign, featuring Prithi Ashwin and her husband R. Ashwin, along with their two daughters. This campaign highlights the significance of collaborative parenting in fostering the holistic growth and development of a child.

Manila, Philippines – With a humorous twist, Grab Philippines has teamed up with the creative agency Gigil to unveil its latest campaign, highlighting GrabCar’s improved booking reliability—making it no longer a go-to excuse for being late or cancelling plans.

Titled “Sorry, ‘Di Mo Na Kami Pwedeng Gawing Excuse,” the campaign spotlights a series of humorous online videos that poke fun at the absurd excuses people use for being late or skipping plans. From pretending to be attacked by a dog and jokingly breaking the law to dropping their phone in the toilet, these videos emphasise that GrabCar is no longer a convenient excuse for tardiness.

Grab’s campaign highlights the company’s improved driver allocation and more reliable booking experience, leaving passengers with fewer excuses to avoid commitments.

J-anne Aruta, country marketing head of Grab Philippines, said, “Through the intriguing paradox in ‘Sorry, ‘Di Mo Na Kami Pwede Gawing Excuse’, we aim to instill confidence in our passengers that GrabCar is now a more reliable transportation alternative—a safe and convenient way to get back home to their families or reach their intended destination.” 

“We’ve all found ourselves in this situation—crafting the most plausible excuses to avoid commitments or justify delays, sometimes even blaming the unavailability or challenges in securing a ride. However, Grab persistently strives to put an end to this amusing habit of playing the ‘I couldn’t book a ride’ card,” Aruta added. 

In the first half of 2024, GrabCar reported a significant boost in passenger experience, with nine out of ten riders successfully securing a driver. The company attributed this improvement to increased driver-partner activity and the introduction of new features like advance booking, multi-taxi type booking, and group rides, which enhance GrabCar’s reliability.

New Zealand – KidsCan, a charity committed to providing essential support for children affected by poverty in New Zealand, has partnered with The Monkeys Aotearoa, part of Accenture Song, for its latest campaign. This new initiative highlights the increasing number of Kiwi children in urgent need of winter essentials, emphasising the critical role KidsCan plays in their well-being.

Like many charities, KidsCan has been hit hard as regular donors struggle with New Zealand’s cost-of-living crisis. Supported by its principal partner, Meridian Energy, KidsCan currently aids 889 schools and 205 early childhood centres—a third of all schools nationwide. However, this year, the charity faces its largest waitlist in 19 years, with 10,000 more children in 260 schools and centres still in need.

Created by The Monkeys Aotearoa, KidsCan’s new campaign aims to tug at the hearts of New Zealanders by bringing the waitlist to life, vividly illustrating how many children are facing winter without essential items like food, jackets, and shoes.

The campaign spans broadcast TV, outdoor advertising, press, digital, radio, and social media. Additionally, localised extensions in major cities—Auckland, Hamilton, Tauranga, Wellington, Christchurch, and Dunedin—highlight the number of children on the waitlist in those areas, in addition to the 10,000-plus children on the national list.

Julie Chapman, founder and CEO of KidsCan, said, “When kids are going cold and hungry, they can’t learn and are at risk of falling behind, so the repercussions are huge. We can’t forget about them, nor can we keep them waiting for support at such a critical time in their development.” 

Damon Stapleton, chief creative officer at The Monkeys Aotearoa, added, “Helping everyone starts with helping someone, and in our latest work for KidsCan, we juxtaposed children’s song This Little Light of Mine up against the stark visuals of children in need to garner attention and leave viewers lingering on a hopeful message. We hope the campaign cuts through to touch all New Zealanders, urging them to support and get behind the work of this much-needed charity.”

KidsCan is reaching out for support to provide warmth to New Zealand children this winter. To make a donation, please visit the charity’s official website.

Singapore – Income Insurance has partnered with BBH Singapore and Publicis Chemistry for its latest cat-themed campaign that highlights the flexibility of its investment products for customers. 

Income Insurance wanted to centre the campaign on the flexibility of its investment suite, embodied in a unique campaign metaphorically highlighting a cat’s agility. The insurance company’s ‘Investment-Linked Plans (ILPs)’ empower customers to maximise their investment potential with unparalleled flexibility.

The campaign film, crafted by BBH Singapore, cleverly parallels Income Insurance’s flexible investment-linked products with the agile movements of a confident feline navigating intricate pathways, mirroring how ‘Invest Flex’ and ‘AstraLink’ empower consumers to optimise their investment potential.

Leveraging the online craze for cats and memes to boost the campaign’s impact, Publicis also crafted a collection of cat stickers for WhatsApp and Instagram starring the campaign’s beloved fluffy mascot. Additionally, social media content showcased local cat influencers in amusing poses that highlighted their flexibility, curated specifically for Income Insurance’s channels.

The campaign film is live on YouTube, StarHub TV+, Golden Village Cinemas, and across social media.

Speaking on the campaign, Khairul Mondzi, executive creative director at BBH Singapore, said, “Recognising the dynamic nature of investing, we wanted to address the subject with a refreshing and memorable perspective. Drawing inspiration from the incredible flexibility of cats, we show how investment plans can be agile to give customers the confidence to navigate life’s unpredictable nature.”

Dhiren Amin, chief customer officer at Income Insurance, also shared, “When it comes to investments, flexibility is key to adapting to uncertainties and achieving financial goals. This campaign does the job of highlighting an otherwise functional benefit in an interesting way, tapping into the TikTok trend of showing the flexibility of cats. The very correlation of the two rather unconnected worlds of investments and Tik Tok cat memes makes this campaign enjoyable and hopefully draws people into the world of Income Insurance’s investment-linked products.”

India – Flipkart, an Indian e-commerce company, has partnered with advertising agency The New Things (TNT) in a new Father’s Day campaign that turns thumbs-up emojis from dads into currency and gifts. 

Titled ‘Thumbs Appa Campaign’, Flipkart and TNT’s new campaign is based on the comedic reality that dad’s never fail to reply to every text with a thumbs up emoji. For this campaign, TNT aimed to turn the most underwhelming response from Appa into the most sought-after one this Father’s Day. 

With the catchy call-to-action ‘Impress your Appa with his own Thumbs Appa! ’, the campaign kicked off with a hilarious film featuring a dad proudly owning every thumbs up he’s ever sent. In the film, he humorously claims to have always known that Flipkart would eventually launch a campaign where these thumbs up could be exchanged for big-ticket Father’s Day gifts.

Some of the big-ticket prizes for this campaign include a smartphone, a smart TV, and a luxury watch. 

Pratik Shetty, senior director of marketing and media at Flipkart, said, “At Flipkart, we believe that every occasion is an important opportunity to connect and celebrate with our customers. This Father’s Day, we took something as simple as a thumbs up emoji, which is a father’s unique way of expressing love and support, and turned it into a fun and engaging contest, the Flipkart Thumbs Appa! We’re thrilled to see how many thumbs-up our customers sent us and made this Father’s Day extra special for all the Appas everywhere by winning exciting gifts.” 

Viren Noronha, co-founder of The New Thing, added, “After extensive research, i.e., going through our own chats with our dads, the insight made the pain painfully obvious. 7 out of 10 dads’ default reply to your every text will always be the thumbs up emoji. ‘Happy Father’s Day! ’ thumbs up emoji. ‘I got a promotion’ thumbs up emoji. ‘I made an ad about you!’ thumbs up emoji. We just asked a simple question: how do you turn the most underwhelming response into something amazing for dad’s themselves? Voila. Thumbs Appa! ” 

Singapore – The Singapore Maritime Foundation (SMF) has launched its latest talent attraction campaign that illustrates the exciting and purposeful career pathways into Singapore’s global and dynamic maritime industry. 

Titled ‘Choose Your MariTimeline’, the campaign uses an immersive digital experience to tell the career stories of four real-life maritime professionals with different educational backgrounds. The profiles include Ringo Tan, business development manager from A.P. Møller-Mærsk; Richard Tan, network planner at Ocean Network Express; Roshni Selvam, sustainability manager from the Maritime Port Authority of Singapore; and Jacqueline Lam, charterer from Rio Tinto. 

The inclusion of the four maritime professionals emphasises the diverse pathways individuals, with or without direct experience, can take to enter the industry. 

The campaign, featuring an industry exposure component, also invites jobseekers to enhance their domain skills or leverage transferable skills to contribute to Singapore’s maritime sector, a vital hub in global trade and the international supply chain.

‘Choose Your MariTimeline’ centres on an immersive microsite that brings each professional’s key career moments to life as they enter the maritime industry after graduating from diverse disciplines. 

Participants can select a discipline and learn how each person’s unique skills, education, and accumulated work experiences create value in sustainability management, green fuel trading, chartering, and network planning roles through bite-sized video stories.

Participants on the microsite will have the chance to win the ‘MariTimeline VIP Pass’, an industry exposure experience organised in collaboration with multinational shipping company Ocean Network Express (ONE). Now in its second edition, winners of this year’s VIP Pass can board one of ONE’s vessels to learn about shipping technologies, have lunch with the chief executive officer, and network with senior maritime executives at the company’s global headquarters in Singapore.

A ‘Navigation Guide’, offering job seekers guidance in their maritime job search, will be made available on the microsite at a later stage of the campaign.

SMF’s latest campaign launches as Singapore transforms its maritime industry, developing a future-ready workforce equipped with new skills driven by the twin forces of decarbonisation and digitalization.

‘Choose Your MariTimeline’ is the latest addition to SMF’s larger talent attraction and industry branding campaign ‘Own Your Future’ aimed at youths and young adults.

Tan Beng Tee, executive director of the Singapore Maritime Foundation, said, “The maritime sector is dynamic and transforming. Therefore, the need to give youths and young adults an up-to-date understanding of the industry is a continuing quest. Building on the first two years of the successful Own Your Future campaign, the latest edition engages young Singaporeans in fresh and authentic ways by featuring real-life professionals whose pathways into maritime are sometimes unexpected and yet rewarding. The campaign illustrates this by spotlighting a global industry open to people of varied skill sets and perspectives, offering diverse roles and career pathways for professionals to thrive. I thank our partners from A.P. Møller-Mærsk, the Maritime and Port Authority of Singapore, Ocean Network Express, and Rio Tinto for working with SMF to share these stories.”

Sydney, Australia – In a humorous attempt to fix the problem with Sydney’s sewer blockages, Sydney Water has teamed up with creative agency It’s Friday in a new campaign to call out Sydneysiders’ bad flushing habits. 

Sydney Water and It’s Friday aim to spotlight the alarming issue that 55% of Sydneysiders still believe it’s acceptable to flush more than just the ‘3Ps’ (pee, poo, and toilet paper). This misconception leads to over 20,000 sewer blockages annually, costing $27 million in clean-up expenses.

The campaign will run across film, social media, radio, print, and PR. In the film, errant flushers, dubbed ‘Toilet Blockers’, candidly share their incorrect flushing habits, highlighting their contribution to the city’s growing problem of blocked sewers.

Furthermore, the film introduces a support group called Toilet Blocker’s Anonymous that educates ‘Toilet Blockers’, teaching them that only the 3Ps should be flushed down the toilet and nothing more.

Elise Barker, acting head of brand, media, and marketing at Sydney Water, said, “This is a serious issue in our wastewater network and a significant problem right across Greater Sydney. We wanted to use humour to make people think twice about what they’re flushing down the toilet. The 3Ps may be simple to learn, but we needed a memorable and engaging way to encourage people to rethink their behaviour. It’s Friday’s ‘Toilet Blockers’ campaign does just that.”

Vince Lagana, CCO of It’s Friday, added, “The message is simple: if you flush inappropriately, you’re part of a hidden group of everyday Sydneysiders who must break their bad flushing habits before it breaks their toilet. You may not know it, but you are a toilet blocker. It’s not often you get to communicate a message that’s serious but also so awkward; it’s tailor-made for comedy. We’ve had a great time bringing it to life, and we’ve all learned things along the way. Like, who knew tissues shouldn’t be flushed?”

Malaysia – Durex Malaysia has once again joined in on the fun with the launch of its first-ever Durex Energy Drink on social media as part of its witty annual April Fools antics. 

Durex described the drink as a specially crafted one that can boost energy levels and enhance intimate experiences. And to take it a step further, the drink also comes in different local flavours like rambutan, coconut, and dragonfruit to satisfy every adult’s ‘thirst’. 

Durex has been known for its fun and witty April Fools pranks on social media since 2018. The brand behind the famous condoms and personal lubricants has been revered by social media users for their content, especially their antics during April Fools that don’t fail to make people laugh, smile, and even throw some ‘spicy’ jokes here and there. 

The brand started their pranks by announcing the rollout of different condom flavours, like Durex Smoked Sausage in 2018 and Durex Mala HotPot in 2019, on social media. 

Jerome Goh, head of marketing OTC and intimate wellness for MY and SG, said, “Injecting excitement into life is essential, and that’s exactly what Durex aims to do. With a playful prank for April Fool’s Day, Durex brings a whole new meaning to the occasion. Think of it as an invigorating energy drink that fuels us with boundless joy, laughter, and happiness. Durex, your trusted companion, is here to make every moment in life truly meaningful! ” 

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! ”