Tag: digital film

South Korea – Samsung Electronics’ newest global campaign puts the spotlight on ‘Vision AI’, revealing how it transforms traditional TV viewing into a smart, user-centric experience.

Developed by Cheil Seoul, the global spot for Samsung Vision AI shifts the focus from what’s on the screen to how viewers engage with their TVs and the content they care about. The campaign illustrates practical, everyday scenarios where Vision AI enhances usability—from identifying information on-screen and translating content in real time to automatically improving picture and sound quality.

Directed by award-winning filmmaker Samir Mallal, the film also highlights gesture-based controls made possible when the TV is paired with a Galaxy Watch, offering an alternative to traditional remotes.

Joseph Park, head of the customer marketing team, visual display (VD) business at Samsung Electronics, said, “As consumers expect increasing levels of smart functionality from their televisions, this spot by Cheil effectively conveys how our products use Samsung Vision AI to comprehensively uplift the user experience.”

“We’re confident that this suite of innovative features and the user-centric focus they bring will be appreciated by people around the globe and from all walks of life,” he added.

In addition to the main film, Cheil produced a series of 30-second edits that highlight individual features of Samsung Vision AI through everyday moments set in the living room.

The campaign began its global rollout in April across TV, out-of-home placements, and social media platforms, with additional content expected to launch both internationally and in local markets.

Tal Shub, global executive creative director at Cheil Korea, said, “Samsung’s rich legacy of innovation, which unlocks new experiences, is perfectly reflected in this launch campaign for Samsung Vision AI. Putting viewers at the centre of the storytelling is a bold move that shows just how committed Samsung is to delivering user-centric products.”

India – Breaking away from conventional portrayals of motherhood, Vinod Intelligent Cookware has unveiled a poignant Mother’s Day campaign that challenges the long-standing association between mothers and the kitchen.

The campaign, developed in partnership with Network Advertising and Ten Films, centres on a digital film that challenges familiar portrayals of motherhood—specifically the expectation that love is best expressed through home-cooked meals. Moving beyond the popular trope of ‘maa ke haath ka khana’, the film offers a more inclusive view by recognising mothers who may not enjoy cooking but show care in other meaningful ways.

Set in a real home rather than a studio, the film leans into authenticity, using lived-in spaces, everyday characters, and real food to evoke emotional resonance. The narrative unfolds through a quiet conversation between a daughter and her mother, reflecting on a bond built not around meals but around moments of emotional nourishment—encouragement, presence, and quiet acts of support.

Rather than romanticising the kitchen, the story portrays a mother who found her own ways to care for her child—sometimes by ordering food, relying on others, or simply serving meals with love. The daughter’s reflections gently challenge long-held assumptions, underscoring that a mother’s love isn’t confined to culinary effort.

Shayondeep Pal, chief creative officer at Network Advertising and co-director of the film, shared, “Often, we take things for granted—like the idea that all mothers are great cooks. We wanted to break that convention. Countless mothers and fathers don’t enjoy cooking, and that doesn’t diminish the love they give. No cookware brand has ever spoken to them—until now.”

The film is being shared across Vinod Cookware’s digital channels, including Instagram and YouTube, aiming to engage audiences with a message that resonates beyond traditional roles.

“As a cookware brand, we are often expected to reinforce the traditional association between mothers and the kitchen. But at Vinod, we believe love cannot—and should not—be measured by time spent cooking,” said Sunil Agarwal, managing director at Vinod Cookware India Private Limited.

“This Mother’s Day, we chose to honour the quiet, everyday acts of care that often go unnoticed—the emotional nourishment that transcends recipes and routines. Our film is a heartfelt tribute to every mother who questioned her role simply because she didn’t conform to convention. We see her, we value her, and we celebrate her,” Agarwal added.

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.”

Shanghai, China – Apple has partnered with TBWA\Media Arts Lab Shanghai to launch its latest 2024 Chinese New Year film titled ‘Little Garlic’ that shows the importance of embracing and being proud of one’s self.

The digital film, shot with an iPhone, addresses the insecurity felt by many Gen Zs in China. It tells the story of a young girl, Wei, battling with her insecurities and how she overcame them with the help of her grandfather’s wisdom and love.

With this film, Apple welcomes the year of the dragon through a poignant yet timely message that there is nothing wrong with being ‘just yourself’ and that you are unique in your own way.

Apple’s CNY film tackles the importance of accepting one’s self and to reflect on the meaning of being ‘perfect’.

The film also highlights Apple’s iPhone’s features that were used to bring the film to life.

‘Little Garlic’ will appear on broadcast, digital, and social media platforms.

Apple’s new CNY film comes after the launch of its ‘Relax, It’s iPhone’ campaign in Vietnam, which featured a ‘Shot on iPhone’ music video. This is Apple’s seventh year of celebrating Chinese New Year with a digital film shot by their iPhone.

Singapore – Communications technology group Singtel has launched its latest Chinese New Year festive campaign titled ‘A Date With Spring’ which showcases the power of technology to empower learning and pursuit of passions across generations.

The campaign features a film that tells the story of ‘Uncle’, who would reminisce about his roller-skating days with his wife at the park.

In the film, as Uncle watches the young skaters, he suddenly gets inspired to pick up his old roller skates and take up the sport again. However, upon his initial attempt, he would fail, so he used his smartphone to look up videos and review his performance.

With his renewed skills, Uncle would showcase his skating antics at various iconic landmarks, such as Marina Barrage and Chinatown. He will soon go viral, as onlookers will record and share his extraordinary moves. And even his family is surprised by his newly acquired abilities.

Singtel’s Chinese New Year film is inspired by the story of Uncle Heng, who attracted many audiences with his skating prowess despite his old age.

Drawing from the real-life story of Tan Teck Hung, or ‘Uncle Heng’, who also starred in the film, Singtel’s CNY film gives a nod to the power of technology to inspire and empower both old and young. It shows that technology has the ability to support life-long learning and bridge gaps across generations.

‘A Date With Spring’ is the latest addition to Singtel’s list of brand stories that seek to express what the company stands for. Working with Akanga Films, the film was produced in-house and airs on Singtel TV and various social media channels.

‘A Date with Spring’ is the latest addition to Singtel’s repertoire of brand stories that seek to express what the company stands for.

Yuen Kuan Moon, Singtel Group CEO, said, “This film isn’t just aspirational. We drew inspiration from the real life of 70-year-old mechanic Tan Teck Hung, who stars in the film, as he had indeed gone viral due to his amazing skating skills. Stirred by his personal story, we decided to turn it into a tale of empowerment for the new year, which is what Singtel’s purpose is all about: to empower every generation. Technology is not just the purview of the young. It is inclusive and enabling. People of all ages can use it, and we’ve made it our mission to help everyone reap its benefits.”

Speaking on the campaign, Lian Pek, vice president of group strategic communications and brand at Singtel, also shared, “The power of this film lies in the fact that it is not fiction. Uncle Heng is the real thing. In real life, he’s adept at using the phone and other technology. He’s 70 years old and skates like a dream—a classic example of ‘age is just a number.’ He’s pursued his passion, and it doesn’t look like he’s going to stop. We think this is a worthy message to spread this festive season; whether it’s skating or technology, it is never too late to try.”

Pek added, “We find that storytelling helps create that central narrative around our brand and evokes emotional responses from customers, which helps them make personal connections to us. We hope that this film, loosely based on Uncle Heng’s skating journey, has allowed us to communicate our core values in an authentic and engaging way.”

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.”

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.