Tag: Film

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 This film breaks outdated myths and redefines what the profession stands for today.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.”

Singapore – Homegrown financial services company Singlife today launches its latest 360 ‘Dream’ campaign, which emphasises its role in helping Singaporeans achieve financial freedom.

It launches with a brand film, the third starring Mediacorp artiste and Singlife brand ambassador Pierre Png, which builds on the story of its 2023 campaign, ‘The Dream’.

Singlife’s 2024 Dream campaign continues to play on the local expression “Caaaaan!” to encourage consumers to dream big, and plan so they can achieve their goals in life, no matter how big or small.

Kicking off the campaign is a light-hearted film titled ‘The Dream: Eco Home’, following the story of a couple who dream of building an eco-home, reflecting an increasing focus on a sustainable, zero-waste future for all.

Unfazed by their ambitious aspiration, the couple’s financial adviser assures them that their eco-dream can become a reality. Singlife brand ambassador, Pierre Png, makes his appearance as the couple’s helpful ‘dream’ neighbour.

The film campaign will be rolled out over the coming weeks through an integrated, multi- channel communications strategy, encompassing TV, digital, social and out-of-home advertising (OOH).

Complementing the campaign film is an immersive digital portal called ‘The Dream Cube’, which consumers can take part in and envision their own financial freedom dream. The digital and interactive online portal leverages generative Al to give consumers a glimpse of their own financial freedom dream.

Talking about the campaign, Debra Soon, head of brand, communications, marketing and experience at Singlife, said, “We want to empower Singaporeans and partner them on their journey to achieve financial freedom. By showing them their dream, we hope it will inspire them and remind them that with proper planning, the dream can become a reality. Singlife is here to be the partner of choice for achieving their goals, no matter how big or small.”

Singapore – The Tripartite Alliance for Fair and Progressive Employment Practices (TAFEP) has launched an integrated campaign that shows a basic truth: workplace discrimination exists and must not be tolerated. It is up to everyone to eradicate workplace discrimination by changing their mindsets and seeing people for their potential.

A film that explores the applicability of prejudice in the workplace and in society at large is part of the “Update Our Mindset” initiative. The film refutes this idea by showing prejudice in the workplace in a variety of contexts and forms, and it advises viewers to change their perspectives in order to overcome their prejudices.

The mnemonic, which was inspired by the “update” image for software upgrades, stands for the necessity of changing attitudes in order to create inclusive and equitable workplaces. This catchphrase can be seen in a variety of contexts, including social media, lift lobbies, brand films, and out-of-home (OOH) advertisements.

Speaking about the campaign, Lorraine Audrey Paul, assistant director, marketing communications, TAFEP, said, “Workplace discrimination really impacts our morale and productivity, but I believe we can change that. Let’s start by addressing our biases, updating our mindsets, and start seeing each other for our merits. We began with the campaign ‘Know It to End It,’ this follow-up campaign will continue to build on that foundation.”

Meanwhile, Tay Guan Hin, creative chairman, BBDO Singapore, stated, “We wanted to create something memorable that resonates with Singaporeans. Addressing a sensitive topic, we strategically used the “update” icon to encourage employees and employers to read more about workplace discrimination and take action on their part.”

Sydney, Australia – The Australian Department of Social Services has launched a national campaign, ‘Consent Can’t Wait’, encouraging young people to take the first step in educating young Australians on sexual consent, by checking their understanding and speaking to their peers about it.

Created by BMF, the campaign highlights the importance of updating our understanding of sexual consent by showing how the questions we have need to be talked about, and answered, before moments of intimacy.

The national behaviour change campaign aims to remove the fear and judgement surrounding conversations about sexual consent, and bring Australians into the conversation by turning the perceived complexity and inexperience surrounding the topic into an opportunity to learn about consent.

‘Consent Can’t Wait’ features a diverse range of real Australian couples, as they highlight the various internal thoughts and questions many Australians silently hold about consent – questions the next generation need to know the answers to.

Talking about the campaign, Christina Aventi, chief strategy officer at BMF, said, “We know consent is hard to define, but kids are learning more than we think, and we can’t leave it to chance and hope for the best. So, the first step is to educate ourselves and get to a shared understanding. Because before we can teach young people what’s right and wrong about consent, we need to get clearer ourselves.”

Meanwhile, Kiah Nicholas, associate creative director at BMF, commented, “From casting real couples to an intimacy coordinator on set, to wardrobe autonomy, to consent over how the scenes were set; consent was integrated into every facet of the campaign process. It was critical to us that our campaign didn’t just talk the consensual talk but walked the consensual walk. After all, if we can’t act with consent, how can we expect the Australian public to?”

The campaign is rolled out on May 26 across the country and includes TV, cinema, online video, social, and OOH. Additionally, the Department of Social Services and BMF have launched a website where Australians can check their understanding of sexual consent and challenge what they think they know about the topic.