Tag: Dentsu Creative

Thailand – The Stop Gambling Foundation and Dentsu Creative Thailand have joined forces to launch an initiative that turns the tactics of gambling ads against themselves to expose the risks of online gambling and protect Thai youth from addiction.

The “Tit for Tat: Stop Online Gambling” campaign repurposed gambling ads, altering their content to highlight the risks instead of promoting gambling. Designed to resemble typical gambling promotions, the ads ultimately revealed real stories of young people affected by gambling addiction.

Dentsu Creative Thailand developed the campaign’s strategy, using the same tactics as gambling ads to raise awareness of their risks. The ads were placed on TikTok, a key platform for Thai youth, to maximise visibility.

The campaign responds to the growing crisis in Thailand, where, despite being illegal, online gambling draws over three million children—one-third of all youth—into debt and crime each year. Gambling sites exploit social media ads to target vulnerable youth, bypassing efforts to block them.

Using the same digital strategies as gambling websites, Dentsu Creative Thailand aimed to counter deceptive online gambling ads, raising awareness among Thai youth and encouraging informed decisions.

California, USA – Adobe has split its global creative mandate, namely Dentsu Creative as its lead global scaled creative and content agency for its Digital Media Business (DMe), and Stagwell will lead the global creative campaigns and social content mandate for Adobe’s DMe.

Together, Dentsu Creative, Tag Worldwide and Adobe will redefine advertising by driving personalisation at scale through a robust Gen AI-powered content supply chain. Meanwhile, Stagwell and Adobe will also partner on a joint go-to-market initiative to accelerate the content supply chain for brands, the end-to-end process used to deliver content for marketing campaigns and personalised customer experiences. 

Transcending a traditional creative remit, Dentsu Creative will architect the company’s first ‘glocal’ go-to-market model, designed to drive relevance, effectiveness and efficiency both globally and locally across key regions–the Americas, EMEA, APAC and Japan. On the other hand, 

Dentsu Creative will also lead product and release marketing and local campaigns for the company’s B2B and B2C creative products and services. Underpinning the relationship is a unified global technology backbone, enabled by Adobe’s integrated set of best-in-class products to help companies optimise their content supply chain, and proprietary technologies from Dentsu Digital and Tag Worldwide.

Over at Stagwell’s side, 72andSunny will expand their seven-year partnership with Adobe by leading global creative and strategy within this new model. Movers+Shakers will lead global social efforts, with a focus on mining cultural conversations in real-time and producing socially-native content with speed and agility. Code and Theory will be responsible for the launch of Adobe GenStudio, among additional high-profile assignments.

Abbey Klaassen, global brand president at Dentsu Creative, said, “As a creative team that has long relied on Adobe’s products and services to imagine, create and bring digital experiences to life, this new partnership is meaningful in so many ways. We’re energised by Adobe’s vision to change the world through personalized experiences, and this fueled us to bring transformative thinking and creativity to every interaction. Now, we’re ready to bring that to customers everywhere through Adobe’s Digital Media Business.”

Meanwhile, Mark Penn, chairman and CEO of Stagwell, commented, “We are proud to join forces with Adobe, a brand synonymous with creativity and innovation, to build game-changing transformation tools for our clients and theirs. This partnership is another example of the value Stagwell is eager to create with clients via our integrated offering, and we are excited to bring our best-in-class creativity and technology to help Adobe inspire and empower their customers.”

Manila, Philippines – For those who are motorcycle enthusiasts out there, how do you think a motorcycle brand sells speed-to-speed junkies? This was the unique brief Yamaha Motor Philippines gave Dentsu Creative Philippines to show off some of its quickest models, the Sniper155 and Mio Aerox, online.

To highlight the speeds that the two motorcycles are capable of, the agency worked on a series of commercials that viewers would have trouble keeping up with, staying true to its tagline, ‘Live to be Chased.’

Using timestamps, viewers could jump to specific points in the film and watch the moments that were too fast to catch the first time around. The material embodying speed was designed and shot to be so fast, that viewers could only appreciate the details if they pause or slow down the video playback, which they were encouraged to do with detailed prompts and captions. 

Naturally, viewers wouldn’t be able to catch every detail on the first go. But after every rewatch, they’re rewarded with new adrenaline-filled scenes they missed, making it an experience tailor-made for speed freaks and racing enthusiasts. 

Toni Acuesta, marketing section manager of Yamaha Motors Philippines, said, “This spot’s all about the speed that the Sniper and Mio Aerox offer, the precision handling, and the joy of discovering hidden details. With the timestamps, you’re in full control.”

India – As the Cricket World Cup fever grips the nation, Gulf Oil Lubricants India and Dentsu Creative have teamed up to unleash a new force in the cricket arena – the ‘Unstoppable Army’ of Chennai Super Kings (CSK) fans.

In a bold and disruptive campaign by Dentsu Creative, Gulf Oil has decided to hand over the reins of its advertising to the fans, giving them a chance to showcase their love and loyalty for the team, while the players focus on their training and the game.

The campaign was kicked off with a behind-the-scenes film, featuring CSK’s beloved players, led by Dhoni, as they arrived on set prepared to shoot the Gulf Oil ad. However, a twist awaited them as the brand representatives revealed the campaign’s unique concept of giving time back to CSK players, while inviting fans to craft their own advertisements. The film concluded with a compelling call to action, urging fans to unleash their creativity by visiting the campaign website.

Adding a touch of humour to the campaign are entertaining films featuring uncanny lookalikes of CSK players such as Dhoni and Jadeja. These films humorously fill the void left by the real heroes who are diligently honing their skills on the field. They reinforce the campaign’s central message of giving players time to focus, and giving the fans the opportunity to shine by crafting their own Gulf Oil ads. The ultimate reward up for grabs is being able to see one’s own ad on TV.

The campaign is a unique initiative that fosters a deeper connection between the brand, the fans, and the team. Leveraging digital platforms like YouTube, Instagram, and Facebook for the campaign’s launch and subsequent fan-generated content, Gulf aims to create a cohesive and engaging narrative that celebrates the spirit of cricket and its supporters.

Amit Gheji, head of marketing, Gulf Oil Lubricants India, commented, “We’re excited to have rolled out the ‘Gulf Unstoppable Army’ campaign alongside Dentsu Creative. This isn’t just about ads; it’s about honouring the passion of CSK fans and giving our players the space they need to clinch that 6th title.” 

“By letting the fans take the creative reins, we’re tapping into the raw energy of cricket fandom while showing our players some serious love. It’s a win-win that embodies the heart and soul of Gulf Oil’s partnership with CSK – together being bold, dynamic, and totally unstoppable,” he added.
 
Meanwhile, Ajeet Shukla & Gia Fernandes, creative heads (West) at Dentsu Creative India, added, “The T20 cricket season is that challenging phase of advertising where you’ll have to & must do something disruptive and thoughtful to get noticed. That is what our attempt has been this time with the idea of not using CSK players for Gulf Oil Ads. Instead giving back the time to players to practice and hopefully see them emerge as Champions for the sixth time. We’re very excited to see the entries that are coming our way and hoping the entire nation picks it up and sends us their creative version of a Gulf Oil ad.”

India – Smartphone brand Motorola in India has appointed Dentsu Creative as its creative agency. The agency won the mandate following a multi-agency pitch and will service the brand from its Delhi office.

As per the mandate, Dentsu Creative will spearhead a wide spectrum of services across digital and mainline platforms. This includes roposition development, reporting & competition benchmarking, planning & strategy decks, social media creatives, media requirements encompassing digital, ATL (above the line), and retail, as well as ORM (online reputation management) and social listening.

It is pertinent to note here that Dentsu Creative PR and iProspect, both agencies from dentsu India, handle the PR and media mandate for Motorola India, respectively. The addition of Dentsu Creative as the creative partner marks a strategic enhancement to the brand’s integrated campaign approach, reinforcing its overall marketing strategy.

Commenting on the partnership, Shivam Ranjan, marketing head at Motorola Asia Pacific said, “We are excited to onboard Dentsu Creative as our creative partners, their innovative approach, digital-first thinking and strategic acumen make them the perfect partner to accelerate Motorola’s core business narrative. Their in-depth research capabilities, industry expertise and creativity seamlessly align with our vision. We look forward to collaboratively delivering impactful and memorable campaigns to our audience.”

Meanwhile, Ujjwal Anand, managing partner at Dentsu Creative India, commented, “We are honored and excited to commence this creative journey with Motorola India. We are optimistic that our belief in modern creativity, an approach that resonates with today’s dynamic landscape, will contribute to the success of meaningful campaigns for Motorola.”

Anand added, “Our commitment is to seamlessly blend storytelling, data, media, and technology, ensuring a captivating brand experience that surpasses expectations. We look forward to crafting innovative narratives, breaking traditional boundaries, and contributing to Motorola’s success in the vibrant and ever-evolving Indian smartphone market.”

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.”

Global – Dentsu Creative’s 2024 Trends Report digs into the impact of optimism in an unpredictable future by combining the research and viewpoints of strategists, futurists, and innovators across its global network.

In an era of increased uncertainty about the future, “The Futures Less Traveled” urges brands and enterprises to use the opportunity to craft, innovate, and actively pursue the vision of the future they want to see. 

In addition to a number of sub-trends for more research, the paper explains five macro trends for 2024 and beyond. Every trend brings to light unexpected possibilities, such as the role that happiness plays in reducing worry, the power of narrative to effect change, and the capacity of profound local insights to promote linkages between disparate communities throughout the world.

Speaking about the report, Yasuharu Sasaki, global chief creative officer of Dentsu, said, “Against the backdrop of this uncertain world our report turns to hope as a deliberate choice, to empower us to take control and design our own futures. Through creativity, armed with the powers of technology and storytelling, we hold potential to pave ways for many exciting ‘Futures Less Traveled’, borne of core principles of optimism and ambition.” 

Meanwhile, Pats Mcdonald, chief strategy officer, EMEA, Dentsu Creative, said, “Hope is not a strategy but it is a choice. At a time of exponential change, no one can predict with certainty what the future will bring. But we can design for the future we want to see. We see consumers around the world taking control of a chaotic world through small but powerful acts of connection and self-care.”

Singapore – Dentsu Creative Singapore has partnered the Ministry of Communications and Information(MCI), to develop an integrated marketing communications campaign with a festival as the main highlight, from creative ideation, event activation, to delivering omni-channel experiences for Forward Singapore(FSG), a government-led collaborative effort that has engaged over 200,000 Singaporeans from all walks of life over the past 16 months to refresh Singapore’s social compact.

To promote the festival, MCI and Dentsu Creative Singapore launched a thought-provoking flagship television commercial titled “Our Next Generation”, to foster deeper understanding among Singaporeans about how present choices can significantly shape the future for the next generation. 

Additionally, in a first-of-its-kind collaboration with four homegrown directors, Dentsu Creative Singapore delivered short films that reimagined success, ageing and community as part of the nation’s renewed social compact. The four films are, Beautiful Dreamer by Boo Junfeng, In the Pipeline by K. Rajagopal, The Machine by Siyou Tan, and Masih (Always) by Roslee Yusof.

These film campaigns serve to promote the Forward SG Festival, a roving interactive roadshow that was launched by Deputy Prime Minister and Minister for Finance Lawrence Wong on October 27 at Gardens by the Bay, and will move to various locations across the island in November 2023 and January 2024.

The festival features a roving interactive roadshow with informative panels that outline the key recommendations from the FSG report, as well as interactive experiences such as a Holographic Pledge Booth, a Shared Future Booth, and River, a multilingual virtual identity developed by Dentsu Creative.

Talking about the films, Prema Techinamurthi, managing director at Dentsu Creative Singapore, said, “We are honoured to be part of this meaningful initiative in helping to materialise and share the collective voice of Singaporeans via a visually engaging report and an illuminating campaign. We look forward to future collaborations with FSG in fostering unity and growth through progressive creative concepts and communication.”

Meanwhile, Stan Lim, chief creative officer at Dentsu Creative Singapore, commented, “Our collaboration with a strong cast of diverse filmmakers will help Singaporeans understand the tangible outcomes of our refreshed social compact, in a way that is relevant to our intersecting lives. We hope the films will inspire individuals to work together and build our shared future where everyone can find success on their own terms.”

Tokyo, Japan – International advertising agency dentsu has recently announced the launch of its ‘global practices structure’ along with key leadership appointments, led by Jean Lin, group president – global practices, Dentsu Group Inc.

These developments emphasise dentsu’s ambition to build highly integrated, people-centred, end-to-end solutions, as well as its commitment to its enduring global leadership brands including Carat, iProspect, dentsu X, Dentsu Creative, Merkle and Tag.

Moving on to the appointments, Yasuharu Sasaki becomes global chief creative officer, leading dentsu’s global creative practice. In this new role, Sasaki will be responsible for driving expertise to unlock the full potential of Dentsu Creative’s capability and impact across all practice areas. 

On the other hand, Will Swayne becomes global practice president – media, where he will be building a winning media practice community that delivers continued excellence in its offerings, driving client growth and transformation. 

Lastly, Pete Stein becomes global practice president – CXM, in this role, he will partner with all four Regions to ensure the implementation of the dentsu transformation agenda and global CXM practice initiatives in region and market.

Talking about the new global practice structure and appointments, Lin said, “With the creation of our Global Practices, dentsu is making a statement about what the future of integrated, end-to-end client solutions will look like. We’re removing the barriers and that will allow us to do just that in a way which very few others in the industry can match.”

“I’m so proud to bring together this new line-up of global practice leads and, in turn, their leadership teams, to do just that – unlock the potential of dentsu’s integrated capabilities to help our clients not only grow, but answer some of the greatest challenges of our time,” she added. 

Meanwhile, Hiroshi Igarashi, president and CEO, Dentsu Group Inc., said, “Under Jean’s leadership, within our Global Practice structure, we count many of the world’s most respected and historic agency brands, full of deep expertise and differentiated services. By creating a cross-service structure, we are simultaneously integrating those capabilities while ensuring clients can still benefit from distinct knowledge.”

Jakarta, Indonesia – Global fashion brand ALDO has appointed Dentsu Creative Indonesia to implement an innovative marketing and promotional campaign to expand its footprint in SEA beyond Indonesian borders.

This strategic collaboration marks a significant step in ALDO’s growth journey, aiming to captivate the thriving markets of the Philippines and Vietnam by leveraging Dentsu Creative’s expertise in executing these strategies.

In the partnership, Dentsu Creative will provide a comprehensive range of solutions including a creative ideation and development and a 360-degree campaign strategy, encompassing social media engagement, influencer management, in-store activations and dynamic digital out-of-home advertising as well as project management and production.

Speaking about the partnership, Wisnu Satya Putra, CEO of creative at dentsu Indonesia, said, “Our partnership with ALDO exemplifies the power of ‘gotong royong’ – the intrinsic value of collaboration and integration across services. Combining all our expertise, blended with insights into creative innovation, powered by modern creativity, we will propel ALDO’s brand presence in the competitive APAC market, and set them apart from competitors.”

Cheuk Chiang, CEO, Dentsu Creative APAC, also added, “Our partnership with a great global brand like ALDO allows us to unlock the full potential of our creative offering across earned, entertainment and experience. They are clients that truly appreciate the power of great creativity and its ability to transform brands and businesses through work that creates culture, changes society and invents the future.”

Meanwhile, Zaid Bitar, vice president, international marketing & digital at ALDO Group International, commented, “Our consumers need to know ALDO’s unique selling point: style and comfort. With Dentsu’s; expertise, our USP transforms from words into a tangible force that captures hearts, empowers choices and style through confidence for our local consumers.”