Tag: Film

Kuala Lumpur, Malaysia – Taylor’s University has released a new brand film titled ‘The Bold Rise Together’ focusing on its narrative of collective resilience and highlighting the university’s resilience in the global academic stage. The film was released following the university’s ranking 253rd in the latest QS World University Rankings 2026.

In an interview with MARKETECH APAC, Philip Rom, manager of content at Taylor’s University, noted that the objective of the film is to visualise what this ranking represents from a human perspective.

“Taylor’s has consistently ranked among the world’s best, but rankings alone don’t tell the full story. Our intention with this new film was to express what our ranking truly represents in a more human and resonant way. We are a university that rises by lifting others,” he explained.

In order to conceptualise the vision for the film, Philip and his team asked one question: “We asked ourselves: How do we translate academic excellence into something people can feel? How do we tell a story that reflects our stature while staying grounded in shared experience.”

From there, the narrative for ‘The Bold Rise Together’ was born, done alongside 2117 Productions.

Looking at a creative standpoint, Philip said that they chose to move away from typical tropes like facilities or faculty accolades, and focused more on the student journey.

“We followed three student journeys. Different backgrounds, different struggles, and one shared decision to rise. That was the heart of it. We wanted the story to feel lived-in and honest. Something you don’t just watch, but feel,” he said.

Moreover, Phil noted that ‘The Bold Rise Together’ isn’t just a film but also a greater manifestation of what Taylor’s University represents as a top higher education institution not just in Malaysia but also on a global scale.

“This is more than a film. It is our way of making an intangible truth visible. Our strength as an institution lies not just in outcomes, but in the values we uphold along the way. And in doing so, we hope the world sees not only where we are ranked, but who we are,” he concluded.

Meanwhile, Barry Winn, vice-chancellor and president at Taylor’s University, commented, “As a modern progressive institution, we are committed to building world-class education driven by innovation and real-world impact. We are growing our student community, investing in staff, and advancing capabilities to address global challenges through industry partnerships, AI-powered learning, and purpose-driven innovation.”

He added, “In line with our aspirations to facilitate nation-building efforts, we aim to empower students to reach their full potential, align research with national priorities, and foster local and global partnerships that drive meaningful change. In doing so, we support Malaysia’s efforts to develop talent and strengthen its position as an education hub in the region.”

Singapore – Online used car platform Carro is reviving its award-winning ad series in its latest campaign for its 10th anniversary. The campaign highlights its drama-free and convenient car purchases.

The ‘No Drama’ series, first released in 2023, used drama cliches to contrast how buying a Carro car is drama-free. It is composed of three short films, highlighting the nature of purchasing a Carro Certified car that is like new.

Shot in South Korea, the ‘No Drama’ ad is set in the Joseon Dynasty, where the king is being tricked to sell his ride for a lower value. The ad was produced by Carro’s in-house team. It has been launched in Singapore, Malaysia, Indonesia, Japan, and Hong Kong.

The second part of the ‘No Drama’ ad series is set to be released in June 2025.

Carro offers a transparent and convenient process, with the company delivering the inspection and quotation processes to customers’ homes in Hong Kong and Malaysia.

The company was founded in 2015, leveraging proprietary technologies and AI to innovate the car ownership experience. Since its founding, Carro has expanded from Singapore to the wider Asia-Pacific region.

Katherine Teo, Carro chief marketing officer, said, “We’ve heard what our customers have said over the last 10 years: that selling their car can be stressful, complicated and long drawn. That’s why we keep our processes transparent and stress-free, and all the drama they see will only be from our ads – no matter whether they’re selling to us or buying a Carro Certified car that is As Good As New. Comedy remains a great medium for us to tell our story and we are so excited to be able to deliver our message in a manner that is entertaining and fresh.”

“At Carro, we take pride in setting a new standard of transparency and trust in the used car industry. Our commitment to providing 100% clear quotations and straightforward processes ensures that our customers feel confident and cared for at every step, even if it means appearing at their doorstep. With the understanding that every market is unique, we are deeply committed to delivering the Carro experience in a way that is not only convenient and worry-free, but also truly resonates with what our customers value and need,” Chua Zi Yong, Carro chief operating officer, commented.

Hong Kong – Lee Kum Kee has teamed up with creative agency Grey Hong Kong to launch its first-ever instant noodle line — a bold debut into the instant food category, backed by a campaign that injects journalistic flair into the world of cup noodle advertising.

Best known for its sauces and heritage in Chinese cuisine, Lee Kum Kee’s new ‘Full Meal Bowl Noodles’ offer real ingredients, a non-fried noodle base, and the brand’s signature sauces, positioning it as a more complete alternative to typical cup noodles.

Grey Hong Kong led the launch campaign, overseeing product positioning, packaging, and messaging. Emphasising authenticity, the campaign was built around the Cantonese phrase [有真料], which translates to “the real deal” — a nod to both the product’s ingredients and the approach to its promotion.

Central to the campaign is a newsroom-style launch film, where fictional reporters inspect the noodles with a level of scrutiny more commonly associated with investigative journalism.

The campaign extended to out-of-home placements across the city, designed to resemble newspaper pages. These executions featured layered headlines and in-depth copy, inviting the public to engage with the brand’s story beyond a traditional ad format.

“Normally, cup noodles come with promises. This one comes with proof. We knew it had to launch with the same honesty and pride Lee Kum Kee puts into every product. In a world full of shortcuts, this felt like something worth talking about,” said Eric Lin, general manager at Lee Kum Kee, Hong Kong, Macau and Taiwan.

May Chan, group creative director at Grey Hong Kong, added, “This was more than just a campaign — it was a celebration of innovation. The idea of ‘the real deal’ kept surfacing. Not just in the ingredients but in the way the product demanded to be noticed.”

Singapore –The Institute of Singapore Chartered Accountants (ISCA) is reintroducing the accounting profession through a brand film launch with brand and creative consultancy ABrandADay. The film, ‘Changing Perspectives,’ highlights the importance of the profession and the people behind it.

Challenging misconceptions, the film follows the story of a granddaughter returning her grandfather’s glasses, a symbol of vision and clarity. Her journey unveils accountants’ work in various industries, including in courtrooms, forensics, and financial planning.

ISCA is reframing the image of accountants as decision-makers and strategists who safeguard integrity. Through storytelling, ISCA aims to inspire the next chartered accountants in Singapore.

“This film is a tribute to the depth, resilience, and enduring relevance of the profession. Through the eyes of a child, we offer a fresh perspective on the impact behind every accountant’s work — proving it’s far more than just functional,” Nafe Tong, chief creative officer at ABrandADay, said.

“Because behind every critical decision, there’s a Chartered Accountant shaping outcomes with purpose,” Tong added.

“We’re proud to partner with ABrandADay to spotlight the modern accountant: capable, agile, and future-ready. This film breaks outdated myths and redefines what the profession stands for today. Launching it during SG60 makes it even more significant — a tribute to the legacy of our accountants and a call to the next generation shaping Singapore’s future,” Fann Kor, ISCA CEO, commented.

London – Škoda Auto, one of the oldest car manufacturers from the Czech Republic, has teamed up with FCB London for a global campaign showcasing how curiosity sparks innovation in its first electric compact SUV, the Elroq.

Titled “Be more Elroq,” the campaign revolves around the idea that curiosity can turn anything—from chipmunks and clouds to raccoons—into a source of inspiration.

The 45-second hero film opens with a chipmunk storing up to 12 nuts in its mouth, followed by raccoons using night vision and a hummingbird drinking nectar at high speed. Five additional 20-second films explore similar facts, including clouds travelling vast distances without tiring and a snowdrop generating heat to emerge from frozen ground.

Each fact stated on the hero film serves as a metaphor for Elroq’s features—fast charging, ample storage, and LED Matrix headlights. The ad concludes with the car driving into the real world, ending with the tagline “Be more Elroq.”

The campaign will roll out globally across TV, print, digital, social, and out-of-home channels.

Commenting on the campaign, Meredith Kelly, head of global marketing at Škoda, said, “We’re proud to launch our first electric compact SUV with creative that celebrates the Elroq’s high specifications, smooth movements, and technical prowess. As well as highlighting the features of the car, FCB London has captured the innovation and curiosity at the heart of the Škoda brand, which enables us to enjoy the world around us all the more.” 

Owen Lee, chief creative officer at FCB London, added, “With the Elroq launch for Škoda, we wanted to crack open the category and do something genuinely fresh. That’s where these curious metaphors come in. They’re not just showing you what the Elroq can do, but what Škoda is—a brand with a bold, joyful spirit.”

Philippines – McDonald’s Philippines is celebrating long-lasting love in its latest #ForeverDate campaign, transcending age, just in time for Valentine’s Day.

The heartfelt film, ‘Love Ko ‘To Forever,’ celebrates steadfast love that lasts throughout decades, having McDonald’s as a witness to the relationship. Starring actors Eva Darren and Leo Rialp, the film shows how love continues to bloom in spite of ageing as the two set out on weekly McDonald’s visits.

The film, conceptualised by Leo Manila and directed by Film Pabrika’s Joel Limchoc, follows the story of a husband helping his wife prepare for their McDonald’s date, as her hand trembles from old age. 

As part of the campaign, McDonald’s is also inviting people to celebrate and share their ‘forever dates,’ whether with a partner or friend.

“In a time when social media is filled with stories of fleeting love and viral breakups, it’s good to be reminded that such love exists. We hope that by sharing this feel-good film this Valentine’s Day, we will fill our timelines with more heartwarming stories about true love. We started with this and now, we are looking forward to people sharing their own #ForeverDate stories,”Ada Lazaro, chief marketing officer at McDonald’s Philippines, said.

“McDonald’s has played an important part in countless love stories, so we loved the idea of showing how even simple acts – like sharing fries on a park bench – can provide genuine moments of happiness and reconnection. Now, by inviting others to share their own love stories, McDonald’s hopes to continue celebrating a demographic that’s often invisible in popular culture, while showing that love, in its purest form, is unyielding and timeless,” Raoul Panes, Leo Manila’s chief creative officer, commented.

Singapore – Sephora, a beauty products retailer, is celebrating diversity and authenticity in its new global film directed by filmmaker Anastasia Mikova.

The brand’s first film, ‘Beauty & Belonging,’ delves into the diverse definitions of beauty across the globe. 

As a documentary, ‘Beauty & Belonging’ features conversations with Sephora employees and founders of beauty brands from different countries. Through their perspectives, the film highlights how witnessing diverse representations is important to help people embrace their own beauty.

The documentary also include testimonials from brand founders Christine Chang and Sarah Lee from Glow Recipe, Danessa Myricks from Danessa Myricks Beauty, Mario Dedivanovic from Makeup by Mario, Mathilde Thomas from Caudalie, and Akash and Nikita Mehta from Fable & Mane.

Through the film, Sephora echoes its values of inclusion, diversity, and equity, reaffirming its commitment to welcoming everyone.

Jenny Cheah, managing director of Sephora Southeast Asia & Oceania said, “It’s truly heartening to see the stories of our employees and brand partners come to life in this film. At Sephora, everything that we do – from deciding the brands to partner with to hosting large scale events for our loyal community of beauty enthusiasts – is guided by our purpose to champion a world of inspiration and inclusion where everyone can celebrate their beauty. Beauty & Belonging has succinctly and powerfully captured that essence.”

“It makes me so proud to be a part of Sephora when I watched the film. Our employees are the heartbeat of the organisation, and I am convinced that when they feel empowered to embrace and define their beauty, that will deepen the connection and impact that Sephora has with our customers and partners,” Xia Ding, managing director of Sephora Greater China, said.

Mikova commented, “I’ve always been fond of meeting people and discovering their stories – what makes them unique, their journeys, and their perspectives on life. At the same time, I love finding the threads that connect us all as humans and the meaning of beauty across cultures is one of them. Throughout the shoot of the movie, I was able to sense how rich, diverse, and sensitive the Sephora community is, but above all these people are part of one big inclusive family.”

Philippines – Mobile payments service GCash has released a short film featuring the journey of Paralympic medalist Adeline “Adz” Dumapong, highlighting the financial challenges experienced by para-athletes in the Philippines. 

The film is the latest addition to GCash Stories, a digital series that tells the modern-day narratives of Filipinos with the aim of inspiring others.

Having experienced challenges in raising funds for her international competition, Dumapong finds solutions with the help of GCash, as reflected in the short film.

”Adz is a true inspiration. Her story is a powerful reminder of the potential in every individual, regardless of their abilities. We hope this film sparks a conversation about the need for inclusion and progress for all, especially the greater support needed for the community of persons with disabilities,” Neil Trinidad, chief marketing officer of GCash, said.

GCash continues to support persons with disability by signing a memorandum of understanding with the National Council for Disability Affairs to promote an inclusive workspace. It has also partnered with women-led organisation WOW LEAP in support of its programs. 

“We are proud to partner with organisations like the NCDA and WOW LEAP, Inc. to support the PWD community. Adz’s story embodies our mission of financial inclusion and is just the beginning. We are committed to working closely with the PWD sector to provide financial education and support, ensuring that everyone has equal opportunities to thrive,” Winsley Bangit, group head of New Businesses and Wealth Management at GCash, said.

Thailand – State-owned Thailand Post has released an online film in collaboration with advertising agency Grey Thailand in an effort to shift its vision from a postal service provider to an information logistics company able to undergo digital transformation. The film also expresses the company’s 141 years of operations as a competitive edge rather than a disadvantage amid the increasing need for technological efficiency. 

Inspired by a true story, the three-minute film titled ‘You’re My Destin(y)ation’ adopts a humanistic approach as it tells the story of a young man who found new opportunities to reconnect with his grandfather after receiving a parcel shipped from him. 

Charged with visual metaphors, the film also portrays Thailand Post’s growth and its new beginning through the miniature bonsai being taken care of by the young man. 

The campaign’s key visuals also show the company’s shift from using animated figures to realistic design, incorporating natural colours and elements aimed to invoke emotional ties with its viewers.

“For a complex topic, visual metaphors can be a powerful tool to help convey complicated ideas in a more relatable way. At the same time, key visuals can also be effective with minimalistic design to simplify human recognition in a too-much-information world,” Thanyaluck Pongacha, creative director of Grey Thailand, said.

Singapore – Singlife, a local financial services company, has announced its sponsorship of the locally-made film ‘Wonderland’. This production has received numerous international accolades, including the Audience Award at the 24th San Diego Asian Film Festival, the Local Jury Prize at the 35th Palm Springs International Film Festival, and Best Actor and Best Supporting Actor awards for stars Mark Lee and Peter Yu at the inaugural Ho Chi Minh City International Film Festival. 

Through the sponsorship, Singlife aims to emphasise the message that aspirations are attainable with appropriate planning and patience, and that financial freedom is feasible. Singlife portrays itself as a trustworthy financial partner committed to assisting Singaporeans in achieving a better path to financial independence.

Themes from the film are in line with Singlife’s multi-year marketing strategy, which asserts that everyone has dreams, no matter how big or small. According to Singlife, everyone has their own idea of financial freedom, and it could change over time. 

Wonderland, which is based in Singapore in the late 1980s, follows the tale of Loke, a single parent who wants to grant his daughter’s yearning to study abroad. Loke is portrayed by Mark Lee. When his daughter Eileen (Xenia Tan) goes overseas, the illiterate Loke finds it difficult to speak with her and turns to his neighbour Tan (Peter Yu), who is trying to atone for previous transgressions. 

‘Wonderland’ is a moving tale that revolves around Singaporeans’ aspirations for a better life. The film emphasises themes of hope, sacrifice, and life’s unpredictability. Nestled in the centre of a neighbourhood, it evokes a bygone era of Singapore and narrates the value of friendship. 

This sponsorship comes after Singlife announced in June that it will back Singapore-born national shuttlers Terry Hee and Jessica Tan, a mixed-doubles badminton duo hoping to break into the top ten in the world rankings. Singlife’s sponsorship of Wonderland reaffirms its commitment to promoting local talent. 

Wonderland is not only a film. In addition to showcasing regional talent, the critically acclaimed play encourages a heightened awareness and respect for people. Its themes are universal, appealing to audiences worldwide as well as Singaporeans, even though the story is set in both Singapore and the United States and features primarily Hokkien dialect. 

Speaking about the sponsorship, Debra Soon, Singlife’s group head of brand, communications, marketing and experience, said, “Through our sponsorship, we aim to bring this powerful story to a wider audience, shedding light on the challenges, including financial dilemmas, faced by the everyday Singaporean. It sends the message that everyone can have a dream and you do not have to go through the difficulties of achieving that dream alone. Wonderland is not just a film; it is a reminder of the enduring parental love and the importance of holding onto hope even in the face of adversity.”