Tag: Digitas

Singapore – Riot Games has partnered with Digitas Singapore, a networked experience agency under Publicis Groupe, and Heckler Singapore, a video production studio, to launch an animated music video featuring the girl group XG for its anticipated VALORANT Champions Tour Pacific.

Titled ‘Undefeated’, the captivating animated music video serves as a prelude to the upcoming VALORANT Champions Tour (VCT) Pacific, which is a key event in the esports calendar. 

The VCT Pacific showcases top-tier competitive gaming and teams from across the Asia-Pacific region, highlighting the strategic gameplay and strong community connections that have made Riot’s popular video game Valorant a global sensation.

Undefeated is a collaborative project by Riot Games, the developers of VALORANT, XG, Digitas Singapore, and Heckler Singapore. Digitas led the conceptualization and creative direction for the project. Together, the teams meticulously crafted over 80 shots featuring ten distinct cityscapes, seamlessly blending intricate 3D environments with hand-drawn cell animation. 

In this new music video, an animated universe unfolds in a culturally vibrant setting, urging individuals to defy fate and shape their own destinies. Drawing inspiration from the region’s fascination with fortune-telling, the video follows a protagonist who, despite being advised by a fortune teller to accept a bleak fate, chooses to fight against the forces of nature with the support of teammates.

Combining gaming and music, ‘Undefeated’ reflects the resilience and courage that the VALORANT Champions Tour Pacific seeks to embody. This makes the music video a dynamic promotional tool for the upcoming esports tournament series in South Korea.

Dee Reyes, creative director at Digitas Singapore, shared, “When we crafted the storyline for this year’s VCT Pacific music video, we needed a partner to breathe life into our vision. We were committed to delivering a concept that resonated with VALORANT players and gamers, as well as VCT Pacific and XG fans alike. Cody and the Heckler team attended to every detail we outlined, showcasing unparalleled dedication and excellence.”

Cody Amos, creative director at Heckler, also added, “A key aspect of the project was finding the perfect aesthetic—a visually captivating world with subtle nods to familiar landscapes yet imbued with a distinct, alternate reality. Together with Digitas Singapore, we delved into the intricacies of the storyline, refining the narrative arc to encapsulate themes of friendship, resilience, and triumph.”

Taipei, Taiwan – Waste management in Taiwan is known for its regular trash collection schedules, where people have to carry their trash and wait at a designated area until the garbage truck passes by their area to collect the trash. If you miss the truck, you have no choice but to take the trash back home and try again tomorrow.

However, in recent years, the country has struggled to deal with those who illegally throw their garbage on street curbs. This is despite repeated reminders to the local population on penalties for littering. With that in mind, how can the government impose these regulations?

In response, the BaoXing Council in New Taipei City has launched a campaign that merges artificial intelligence (AI) and the local belief in Taoism to deter these illegal trash dumpers–all thanks to a rather tongue-in-cheek approach to a surveillance system.

Conceptualised alongside Leo Burnett Taiwan and Digitas Taiwan, the campaign uses a combination of surveillance cameras and a 3D holographic display, which then displays a 3D model of Tudigong, God of Land. Tudigong is respected like a family elder in Taiwan, making him the perfect God, stern yet friendly, to remind people not to dump their garbage illegally. 

Kevin Yang, CEO and CCO at Leo Burnett Taiwan, explains, “Most people don’t dump with bad intentions, so creating a little holographic god was the silliest way we could think of to show BaoXing Council how creativity and technology can make our neighbourhoods better.” 

Within three months of the campaign implementation, it garnered so much attention that illegal waste dropped by 73%. They are now looking to roll out this technology to more neighbourhoods in New Taipei City in future. 

Singapore – Publicis Groupe’s Digitas and Razorfish in Singapore have been appointed by SingHealth to revamp its websites and enhance the brand’s digital experience capabilities.

This revamp aims to improve SingHealth’s digital experience for its patients through its group of websites and enhance its digital web infrastructure to enable personalised user experiences. 

Both agencies will work closely with SingHealth to deliver a comprehensive digital strategy supporting the organisation’s aim to provide holistic healthcare services to its patients. 

Through the appointment, Digitas and Razorfish will be responsible for building a new parent website and migrating individual institution websites to the Adobe Experience Manager platform. 

Moreover, both agencies ran this pitch in collaboration with Adobe Consulting Services, and the win strengthens their commitment and capabilities in the platform world. Digitas Singapore was also awarded the UX/UI project. 

For Kathryn Ng, deputy group chief communications officer at SingHealth, they aim to create a more user friendly and personalised digital experience for their patients, caregivers and the public, and thus help make their healthcare journey more easier.

“We are also working to establish our websites as a rich medical information resource, and HealthXchange.sg, an even more engaging and interactive platform, to empower users to take charge of their health and stay well through the ages,” she said.

Meanwhile, Stefanie Liew, general manager at Digitas Singapore, commented, “We are thrilled to take on this important initiative for SingHealth and are dedicated to creating a digital experience that significantly improves patient care and positively impacts their healthcare journey.”

Lastly, Rakesh Bhandari, senior vice president at Razorfish, said, “Healthcare is shifting towards a more user-oriented design, and the combination of these elements has the power to create a seamless, intuitive, and elevated digital experience for SingHealth’s patients. We are excited to be part of this journey and leverage these elements to propel SingHealth forward.” 

Vietnam – In celebration of the Mooncake Festival in Vietnam, which is celebrated on 21 September, Mondelez Kinh Do, the Vietnam arm of snacking company Mondelez International, has partnered with marketing agencies Publicis, Spark, and Digitas, to launch a new genealogy platform that brings old family photographs to life for Kinh Do mooncakes, which is a brand that is synonymous with the festival.

The Mooncake Festival has been around for more than 2,000 years and is the second most important festival in the country after Lunar New Year. It is a time when families come together to celebrate the full moon.

The festival has been losing its sheen in recent years as Vietnam moves towards a digitally-driven economy, and with this, Kinh Do aims to take the responsibility for keeping meaningful Vietnamese traditions alive, which means reaching a new generation via digital and social channels. 

Through the new genealogy platform, consumers can now see their ancestors smile, blink, and turn their heads as old photos come to life. The experience is made possible with deep learning artificial intelligence from D-ID, the technology company based in the United Kingdom and Israel and the creator of web services platform MyHeritage. 

In addition, the platform makes it possible to relive family memories amid the lockdown.

Simon Crowther, Mondelez Kinh Do’s marketing director, shared that Kinh Do stands for meaningful Vietnamese traditions that bring the family together and keep the culture alive, and with the pandemic lockdown situation in the country, the festival atmosphere that used to line up the streets with stalls of mooncakes was not attainable this year. 

“Through technology, we are able to bring the spirit of the festival online – a testament to the fact that nothing can stop Kinh Do in keeping cultural traditions alive,” said Crowther. 

Publicis Vietnam’s deputy managing director, Anish Kotian, commented, “This is a coming together of head, heart, and hand in one idea. Activating the Power of One, we formed a group of experts across Publicis Groupe from creatives, data, technology, and media to bring the magic of Trung Thu to life.”