Tag: Creative campaign

Seoul, South Korea – Shinsegae Duty Free Shop has transformed its exterior walls into a Christmas wonderland in the newest ‘Check into Shinsegae Duty Free: Magical Holiday’ campaign in South Korea.

As part of its campaign, Shinsegae Duty Free turned its exterior media facade into a colossal 63x18m screen that plays a special video of a Christmas wonderland, bringing people to the imaginative realm that features cheerful carols, toy soldiers, Rudolph, teddy bears, a gift-laden train journeying through the night sky, and an ice rink encircled by Christmas trees.

The grand display, boasting a whopping 3.75 million LED chips, also includes an orchestration of Mozart’s Piano Concerto No. 22 and Christmas carols made in collaboration between Shinsegae and domestic composers as its soundtrack. Additionally, the latter part of the video features a grand piano stage that enriches the ambiance of the Myeongdong streets with classical piano melodies.

The enhanced and vibrant visuals and sounds are all tailor-made for the giant spectacle that places Shinsegae Duty Free as one of the must-visit destinations this December. 

People worldwide will also have the chance to virtually experience the Christmas Media Facade through Shinsegae’s esteemed platforms. 

As part of the brand campaign, the store will further offer diverse discounts and content in celebration of the peak holiday travel period.

Thailand – The Tourism Authority of Thailand (TAT) has tapped creative agency BBDO Bangkok for its latest ‘Meaningful Relationship’ campaign that places Thailand as the ultimate destination for sustainable tourism.

TAT’s new campaign features a breathtaking narrative film that challenges all preconceived notions of Thailand, shifting the spotlight from brief encounters to profound, enduring bonds with the country.

Titled ‘I Have a Relationship in Thailand’, the film created by Cannes Lions Winner Thay Littichai moves beyond the typical tourist experience and unveils the truth that relationships forged in Thailand are far from brief affairs. Rather, they are profound, enduring, and immensely enriching experiences that set the stage for a captivating tale of a lifetime.

The campaign aims to position the country as a top destination for sustainable tourism, targeting a whopping 947,000 visitors from the UK by the end of 2024. It spotlights the vibrant tapestry of Thailand’s diverse and culturally rich landscape and fosters a deeper understanding and appreciation of what it can offer.

TAT aims to provide tourists with an experience that is more than just visiting a destination but also embarking on a transformative journey of discovery and connection, with Thailand as the perfect partner.

Thasorn Boonyanate, chief creative officer at BBDO Bangkok, shared, “When we pitched this project, we knew we weren’t just competing against other agencies; we were up against other countries in the game of capturing love. If travel is a passionate affair, then Thailand is the long-term partner who offers affectionate warmth from the sun, peace with the serene embrace of the sea, and the strength and support of the mountains. We have unwavering confidence that this campaign will play a pivotal role in seducing tourists to fall head over heels for Thailand.”

Nithee Seeprae, deputy governor for marketing communications at TAT, also said, “Our “Meaningful Relationship” film is an integral part of our latest communication campaign, designed to ignite wanderlust in globetrotters worldwide. We want every traveller to indulge in meaningful connections with every aspect of Thailand, be it the locals, the communities, nature, or unforgettable, one-of-a-kind experiences.”

India – Global technology company Lenovo has partnered with dentsu’s B2B marketing agency Merkle B2B and its out-of-home (OOH) specialist agency Posterscope India to launch its latest ‘Lenovo-F1’ campaign for Formula 1 fans in India.

Merging together both agencies’ specialties, the campaign featured 3D anamorphic billboards that were used to play visually stunning displays aimed at capturing the viewers’ attention and leaving a lasting impression.

The ‘Lenovo-F1’ campaign used exclusive and personalised digital screens strategically situated at prominent advertising locations such as Mumbai, Delhi, and Bangalore airports, which are major tech and business hubs.

Lenovo’s goal is to elevate the brand’s perception as a solutions and services provider, targeting IT decision-makers and tech optimists who are also Formula 1 fans. The eye-catching visuals spotlight the brand’s commitment to cutting-edge technology and underline its position as an innovation leader.

Having been chosen as Lenovo’s agency of record, Merkle B2B is overseeing the strategy, planning, and buying with a focus on data convergence, performance evaluation, and paid media.

Commenting on the campaign, Imtiyaz Vilatra, managing director at Posterscope India, said, “We are thrilled to introduce the Lenovo F1 campaign, highlighting the brand’s unwavering dedication to innovation while establishing a fresh standard for imaginative and strategic outdoor advertising. Through this campaign, our goal is to inspire individuals to effortlessly forge, unite, and cooperate in an increasingly digitalized world.”

Anubhav Tyagi, client partner at Merkle B2B India, also commented, “This activation perfectly aligns with our network’s core values of forward-thinking and innovation. What makes this even more special is the innovative technology that has been used to highlight the collaboration of two brands—Lenovo and F1, both of which are at the forefront of technology and innovation!”

Mumbai, India – Web3 technology company OKX has launched its newest cricket-themed  ‘Be a Crypto Player’ ad campaign in India to encourage people to explore the Web3 community.

The campaign features a digital film revolving around the character of Ajay, who is watching the international cricket championship final. Ajay then hears the voice of OKX, which encourages him to become a crypto player and join a community of millions in a new economic system powered by Web3.

OKX’s campaign aims to inspire a wider audience to try and embrace the world of Web3 with the OKX all-in-one Web3 wallet as their choice. It showcases the benefits one can get if they choose OKX’s wallet, including access to 200,000 tokens via its DEX aggregator as well as thousands of NFTs and DApps across nearly 80 blockchains.

Taking it a step further, the ad is also available in Hindi in addition to English, marking OKX’s recent addition of Hindi support to its Web3 wallet to cater to a more diverse audience.

The company is pushing efforts for its expansion in India. With this campaign, OKX aims to position itself as a key Web3 player in India with its comprehensive suite of Web3 products.

The campaign was originally launched on X (formerly known as Twitter) across the Indian market, in time for the 2023 international cricket championship final between India and Australia.

Haider Rafique, chief marketing officer at OKX, said, “India’s growing enthusiasm for crypto and its position as a significant market for Web3 users have made us prioritise the country in our expansion efforts. The campaign aims to introduce the Indian market to the world of Web3, encouraging users to explore the countless possibilities offered by blockchain technology. It also reflects our commitment to driving the widespread adoption of this revolutionary technology in the country, while encouraging people to learn about Web3 and its applications in a responsible way.”

India – Volkswagen India has partnered with integrated marketing agency DDB Mudra Group for its latest ‘Whatever Diwali Brings You, We Got You’ campaign that explores the chaotic fun of last-minute Diwali preparations.

The new campaign featured a series of digital films that encapsulated the imperfect yet memorable moments of Diwali plans that don’t turn out the way they are supposed to. The humorous storytelling highlights Volkswagen as the key to saving the day.

In the first film, ‘A Decoration Situation, a family attempts to put up the Diwali lights. However, upon realising they picked the wrong size, they immediately made a dash to the store to rectify the situation.

Titled ‘Same Pinch’, the second film, on the other hand, shows a girl finding an unexpected outfit clash with someone at the party. She immediately goes back to change, only to later find out that someone else brought the same gift as hers.

Meanwhile, in the third film titled ‘Forget-me-nots’, a family that’s on their way to celebrate Diwali suddenly makes a swift U-turn after the husband recalls leaving behind the festive gifts. And lastly, in the ‘Tight Spots’ film, a young boy makes a spontaneous trip to buy a new pair of pants when his own pair doesn’t fit him well anymore.

Volkswagen India’s new campaign aims to show the automobile brand’s capabilities to fix last-minute festivity problems in a more seamless and enjoyable way, showcasing the brand’s safety and fun-to-drive features.

The automobile manufacturing brand wanted to depart from the traditional product-centric approach of advertising and transition into more warm, human-centric stories, emphasising togetherness during the festive season.

The campaign aligns with the new brand positioning of ‘You’re in a Volkswagen’ which built robust emotional equity in the market, underscoring the joy of owning a Volkswagen and how it made owners feel when they drove it.

Rahul Mathew, chief creative officer at DDB Mudra Group, shared, “With ‘You’re in a Volkswagen,’ we aimed to capture the various emotions that we unlock in the lives of our customers. So for Diwali, we decided to look beyond the typical festivities and embrace the significance of little moments.”

New York, USA – South Korean multinational electronics company LG has partnered with advertising agency TBWA\Chiat\Day New York for its new ‘Better Choices Make a Better World’ campaign that echoes the company’s commitment to sustainability.

The multifaceted campaign features a hero film that follows three ‘changemakers’ who are creating a more sustainable future with the help of LG’s home appliances. The global campaign used mixed-media to bring together live-action miniatures, 3D models, and animation, creating a miniature world that represents a better world with LG appliances.

For this campaign to be possible, LG and TBWA\Chiat\Day New York tapped global creative studio LOBO, which specialises in moving images, to bring to life their campaign film through a certified ‘green’ production.

To further show their commitment to sustainable initiatives, LG has also worked with consulting firms Set Sustentável and Casa Causa to ensure that, from conception to execution, the new global campaign would have a reduced environmental impact.

The consulting film was tasked with overseeing the production process to reduce the environmental impact through waste management initiatives.

Sookie Roh, vice president and head of LG Electronics home appliances and air solution brand communication division, said, “LG appliances are well known for their category-creating innovation, but we do not believe in innovation for the sake of innovation. Over the years, we have been raising awareness of sustainability initiatives connected to our products, and in our latest campaign, we aim to connect to an audience that shares our belief in the power of positive change—the brave optimists we call changemakers.”

“We want to convey that our customers have the potential to change the world through the choices that they make in their daily lives,” she added. 

Speaking on the campaign, Allie Lightcap, business director at TBWA\Chiat\Day New York, also shared, “When we learned about the positive, eco-conscious technology of LG’s home appliance products, it was important to us that we had the same commitment to the environment through our production craft: from the development of each unique character to building the miniature sets to crafting the 3D models of LG’s home appliances. We made sure that the campaign represented the same attention to detail and sustainability as LG’s products.”

Bangkok, Thailand – Home improvement retailer Boonthavorn has partnered with Wunderman Thompson Thailand to launch its newest campaign that shows the complicated differences between generations living together in one house.

In this new campaign, Boonthavorn brought the spotlight to their ‘Live Our Way’ brand message with a captivating five-minute suspense film that features a grandfather and grandson living together, both having a hard time meeting each other’s requests as they make decisions for their generational home improvement.

The short films reflect the current societal context in Thailand, where move-out rates for families are starting to decline, with some homes now housing up to four generations of families. With this, the film highlights the fact that home renovations can become a tense subject, as all generations have their own personal preferences and needs that they would like to see in their home.

Boonthavorn’s campaign aims to remind families that home is a space of joy and safety, and, therefore, everyone living there must learn to converse and meet halfway about their expectations, needs, and preferences in order for a more peaceful coexistence.

Alongside the film, the campaign also includes the launch of an AI design conversation tool that allows consumers to input their dream interior vision to create a life-size ‘door poster’. Made by joining the capabilities of AI and Boonthavorn’s EVERYROOM team of room stylists, the free-of-charge design will be given to homeowners as a key visual based on their own ideas.

The poster will be hung on the homeowners’ room door to get a conversation started with other occupants. Upon concluding the conversation, consumers can simply scan the QR code next to the doorknob to access the shopping list quickly and conveniently on Boonthavorn’s website.

Chanat Choochart, deputy managing director for digital business and branding at Boonthavorn Retail Corporation Public Company Limited, said, “The move-out rate of family members has declined in Thai families during the past three years amid changing attitudes and social context that alter people’s behaviours in favour of continued living with family.”

He added, “More than ever, the home has become the space of family joy and the safe zone for many people, being the place of residence, entertainment centre, workstation, and leisure. A happy life therefore starts at home. At Boonthavorn, we are encouraging families to talk about expectations as the starting point of a co-created home space, which is the idea behind Boonthavorn’s ‘LIVE OUR WAY’ concept.”

Also speaking on the campaign, Park Wannasiri, chief creative officer at Wunderman Thompson Thailand, shared that data from the past few years indicates an uptrend in home renovation. 

Park said, “We want to connect Boonthavorn with this opportunity to capture business growth and build brand love among new audiences. To come up with the door poster idea, we began with insights into home renovation behaviours of Thai people. And with family conversation emerging as the master key, our challenge is to figure out what the brand can do to help people start it and enable everyone in the family to exchange renovation ideas in the most visual way.”

“Door poster itself, as a creative idea, is not easy to realise. It involves cross-departmental collaboration on the client’s side, including stock management and the EVERYROOM team of designers who have to work with AI to create door poster illustrations that match the needs of each customer the most. All these come true with multi-departmental collaboration within Boonthavorn and the fun we had while working hard together,” he added. 

Australia – mycar Tyre & Auto has partnered with creative advertising agency TBWA\Sydney and PR agency Eleven to launch a campaign for its newest auto-translate utility that helps car owners understand the language of the cars.

With Auto-Translate, car owners can have car terminologies instantly translated into simpler and more relatable terms through text, voice, or bill scanning.

The campaign for Auto Translate spans film, digital, social, and PR. It features a hero film video and three digital case study videos that discuss the problem of car owners having a hard time understanding their auto technicians and mechanics.

Users can now access the auto-translate utility on mycar’s official page.

Adele Coswello, chief customer officer at mycar Tyre & Auto, shared, “At mycar, we are committed to putting people first, so supporting drivers in learning more about their car, instead of leaving them guessing, made complete sense.”

“With Auto-Translate, we aim to help Australians learn more about their car by providing an extra layer of confidence after discovering that 95% don’t feel very confident in understanding an auto technician,” she added.

Also commenting on the campaign, Simon Hayes, creative director at TBWA\Sydney, said, “With Auto-Translate we continue to build upon mycar’s promise of ‘People First’ and stretch the brand beyond its traditional service offering. We’re very lucky to have such a great partnership with mycar and are excited to bring this much-needed utility to the world. Kudos to our terrific clients.”

Bangkok, Thailand – Sandal producer VING has tapped advertising agency GREYnJ UNITED Bangkok for its newest campaign, ‘THE RERUN: A Second Chance to Say Goodbye’, that reimagines the ending of an iconic film in Thailand.

The campaign features a parody film that recreates the ending scene of a Thai classic coming-of-age romantic film, Fan Chan (My Girl), that was originally released in 2003.

Aiming to create a ‘new memory’ and capture the classic movie buffs, the two-and-a-half-minute online parody film leaves viewers wondering if Jim and Nina would’ve ended up together if the boy wore high-performance sandals like VING to run after his girlfriend.

https://www.youtube.com/watch?v=Qa2MCHNhr5I

The campaign adopted a plot twist storytelling technique to immerse audiences in the benefits of wearing VING’s products.

Sompat Trisadikun, chief creative officer at GREYnJ UNITED Bangkok, said, “In the online world where the rise of content is remarkable, good storytelling with shared experiences between the brand and audiences is key in grabbing attention and standing out in a sea of content.”

Hong Kong – Beverage company Vitasoy has unveiled its latest ‘For Me, For You, Vitasoy’ campaign that ignites the spirit of empathy and communal care in the new era. 

The campaign, done in collaboration with BBDO Greater China, features two short digital films that explore interpersonal relationships between a mother and a daughter and brothers as they offer support to encourage the other one to pursue their chosen path.

Vitasoy is highlighted in the film as a sign of their support, with it being given by their loved ones before they face another journey to their dreams. The new campaign takes a more holistic approach to celebrating the brand’s role in providing not only physical nourishment but also emotional well-being.

With this, Vitasoy underscores their decades-worth of commitment to nurturing the younger generation, providing them with nutrition, encouragement, and reassurance as they navigate their chosen career paths and traverse their personal journeys. 

The brand’s new campaign acknowledges the profound significance of today’s diverse and complex society, where individuals embark on their own distinctive journeys, encountering obstacles and pursuing their dreams.

As a way to amplify the message of the campaign, the brand also featured the iconic song ‘Stand By Me’ by Ben E. King, along with the captivating narratives in the short films. This is also Vitasoy’s way to pay homage to their Stand By Me campaign in the past.

The campaign is now available in the Hong Kong and China markets.

David Kim, group chief marketing and strategic business development officer of Vitasoy, said, “At Vitasoy, we believe that true care goes beyond just nutrition. Vitasoy’s latest campaign, in partnership with BBDO and renowned director David Tsui, beautifully merges the timeless essence of our iconic brand with fresh innovation.”

“This initiative is about celebrating young talents and unwavering support for dreams, which encapsulates Vitasoy’s deep-rooted commitment to cherishing its community and supporting the next generation for a future filled with promise and possibility,” he added.

Commenting on the campaign, Arthur Tsang, chief creative officer at BBDO Greater China, also said, “In an era saturated with formulaic commercials, it is truly invigorating to return to the art of storytelling and craft a brand video that transcends time.”

“While the settings may be contemporary, the emotions evoked are reminiscent of a comforting embrace from a dear old friend. Our aim was to revive the deep emotional connection of a brand that has woven itself into the very fabric of our community,” he added.