Released in conjunction with Pesta Kaamatan and Hari Gawai, the film shines a spotlight on the often-overlooked individuals whose craftsmanship and dedication help preserve cultural traditions in Sabah and Sarawak.

Rather than focusing on the festivities themselves, Tuai Tradisi centres on the people behind the traditions, highlighting how cultural practices are preserved through generations of learning, teaching, and craftsmanship.

The film features artisans and cultural practitioners from Sabah and Sarawak whose work is closely tied to the harvest celebrations. Among the traditions showcased are the Sompoton musical instrument, the Sigar traditional headgear, the Terabai shield, and Marik Empang beadwork, each carrying cultural significance that has been maintained and adapted over time.

Through these stories, the campaign explores the role of cultural custodians in ensuring that heritage practices continue to remain relevant and accessible to future generations. It also presents Kaamatan and Gawai as expressions of identity, community, and resilience that extend beyond the annual celebrations.

May Ling Chan, Head of Brand and Marketing Services at CelcomDigi, said, “Kaamatan and Gawai are powerful reflections of identity and heritage in Sabah and Sarawak. With Tuai Tradisi, we honour the individuals whose dedication ensures these traditions continue to endure.”

She continues, “We believe celebrations go beyond moments. They are built on legacy, shaped by community, and sustained across generations. As a connectivity provider, we see our role as helping to keep these connections alive, bridging people not just to one another but also to the cultures, stories, and traditions that define who we are.”

Alongside the campaign, CelcomDigi is offering special mobile data and video streaming passes for prepaid and postpaid customers nationwide via the CelcomDigi app.

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Developed with Saatchi & Saatchi Australia, the brand-first initiative shifts focus to everyday interactions and quiet moments of connection, anchored by the familiar ritual of sharing a coffee and how it can help people find common ground in their relationships.

The NESCAFÉ “Make Your World” Masterbrand campaign highlights how small moments—whether over a Blend 43 or Concentrates coffee—shared with people you care about contribute to a sense of personal connection and meaning.

The campaign’s hero film follows a grandfather who repeatedly calls on his grandson to fix things that are not necessarily broken. Between the small repairs and shared cups of coffee, the narrative builds toward a recurring theme: these everyday requests function as subtle invitations to connect.

Avish Gordhan, CCO at Saatchi & Saatchi Australia, said, “The most powerful connections are rarely announced out loud. More often, they’re hidden inside everyday rituals and small acts of kindness. They’re discovered in the moments when we look to find common ground with another person. In this story, every ‘broken’ thing is really just a charming excuse to connect. That felt incredibly human and true to the role NESCAFÉ already plays in people’s lives.”

Directed by internationally awarded filmmaker Alyssa McClelland of FINCH, the integrated campaign also features a soundtrack composed by Helena Czajka of Mighty Sound. It will roll out across screens, social media, and influencer channels from mid-May, supported by Publicis Groupe’s Herd MSL and OpenMind media.

Melissah Toomey, Nestlé Head of Marketing (Beverages ANZ), commented, “Sharing a coffee is one of those everyday rituals Aussies and Kiwis generally love – it’s where conversations open up, stories are shared and advice gets passed down across generations. The simple question of ‘Coffee? ’Is how Aussies and Kiwis have asked each other to spend time and connect with each other at home, and NESCAFÉ has been a huge part of that for over 80 years. 

Toomey added, “NESCAFÉ offers a coffee for every occasion, but all those formats and styles have one common story – connecting people. The NESCAFÉ brand goes beyond a specific sachet or spoonful of Blend 43; it brings people together through everyday moments that feel genuinely meaningful.”

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Created in partnership with Leo Hong Kong, the campaign builds on the city’s reputation for doing nothing halfway. From a small fishing village to a global financial powerhouse, Hong Kong has also grown from having no rugby at all to becoming the heartbeat of the sport. 

For this milestone year, Cathay tasked Leo Hong Kong with taking the long-running campaign to the next level. The agency explored whether Hong Kongers sometimes push things a little too far—and whether that drive is what has transformed the Cathay/HSBC Hong Kong Rugby Sevens from a sporting event into a global cultural phenomenon.

João Braga, Global Executive Creative Director at Publicis Groupe Hong Kong, explained, “We didn’t set out to make another rugby campaign, but to express a Hong Kong truth: the city doesn’t just host the sport; it pushes it over the edge. Just like it does to everything and everyone who passes through it. At 3am on a Tuesday, the city is just hitting its stride. We wanted this campaign to behave the same way: fast, loud, and impossible to ignore. If it feels a little excessive, that’s exactly the point.”

The campaign features a launch film starring a Sevens-obsessed coach whose fiery pep talks span the globe, rallying players and fans alike to embrace the tournament’s spirit.

The campaign began in December with a high-profile activation at Twickenham’s iconic The Scrummery, the historic pub near Twickenham Stadium known for its match-day parties. In a stealthy rebrand during the Autumn Internationals, the pub was temporarily renamed ‘The Hong Kong Scrummery’, signalling to UK fans that Hong Kong doesn’t just match their rugby passion—it amplifies it.

During match days, foot traffic reached up to 50,000, with Cathay saturating the venue with Sevens energy. From coasters featuring QR codes for early-bird discounts to boarding passes handed out to fans en route to the stadium, the activation successfully drove website traffic and package bookings.

Edward Bell, General Manager, Brand, Insights, and Marketing Communications at Cathay, said, “Cathay sponsored the very first Hong Kong Sevens tournament in 1976 and has been a travel partner and title sponsor ever since.” For decades, our brand has helped to build Hong Kong’s local rugby culture while flying in overseas fans to experience what’s become the biggest rugby party on the planet. ‘Nobody Does Rugby Like Hong Kong’ is as true as it ever was, but we’ve taken it to new heights for the tournament’s 50th anniversary.” 

The Cathay/HSBC Hong Kong Sevens returns from 17–19 April 2026 at the world-class Kai Tak Sports Park. As co-title sponsor and official overseas travel partner, Cathay offers flight, ticket, and accommodation packages now available at Cathay.com.

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Centered around the song “Happy New Year”, the 1-minute-25-second film features young players from Xu Genbao Football Base and Tsinghua University High School Football Team, who pause their festive celebrations to reunite with coaches and teammates. The film highlights their dedication to football and the joy the sport brings to their lives.

Created by TBWA Shanghai, the film emphasises the commitment of China’s youth footballers and reflects values associated with Chinese New Year — family, togetherness, hope, and optimism for the future.

It captures intimate moments both on and off the pitch, including training in the snow, sharing dumplings, and celebrating together, showing how football is woven into the players’ daily lives and culture. The film concludes with young athletes sharing their personal hopes for the future of the sport.

The campaign was released across adidas’ official social media channels, including WeChat, Rednote, Douyin, and Weibo, as well as on vertical football media.

In China, adidas continues to support the country’s football development through strategic partnerships with the China Football Development Foundation and the China High School Football League.

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Dave Filoni has been named president and chief creative officer, Lucasfilm, while Lynwen Brennan will serve as co-president. 

Both executives will report to Disney Entertainment co-chairman Alan Bergman.

Bob Iger, chief executive officer of The Walt Disney Company, said, “We’re deeply grateful for Kathleen Kennedy’s leadership, her vision, and her stewardship of such an iconic studio and brand.” 

Bergman added, “She has steered Star Wars to incredible box office heights and brought a new generation of fans into the fold.”

Kennedy said, “It has been a true privilege to spend more than a decade working alongside the extraordinary talent at Lucasfilm.”

She added, “Their creativity and dedication have been an inspiration, and I’m deeply proud of what we’ve accomplished together.” She will continue producing upcoming feature films The Mandalorian and Grogu and Star Wars: Starfighter.

Filoni said, “I am incredibly grateful to Kathy, George, Bob Iger, and Alan Bergman for their trust and the opportunity to lead Lucasfilm in this new role, doing a job I truly love.” 

Brennan added, “I am honored to join Dave Filoni in leading us forward,” expressing confidence in the studio’s next chapter as it builds on its legacy of innovation and storytelling.

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This quirky habit drew Flipkart’s latest campaign film ahead of its Republic Day Sale, which began on January 17. 

The campaign film aims to encourage consumers to reconsider this approach and explore new electronic appliances, while blending humour with a cultural insight familiar to many Indians.

Moreover, the film features former Indian cricketer Harbhajan Singh as a perfectionist teacher conducting a “Chaanta Class” for students of all ages. 

He critiques their technique with his trademark intensity, showing his frustration as they fail to apply the chaanta effectively. The film concludes with the message that chaantas are not the solution, suggesting instead that consumers consider upgrading their appliances.

By turning a household habit into a narrative format, the campaign seeks to attract attention while highlighting Flipkart’s offerings in the electronics category during the Republic Day Sale.

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The film, available on Cebu Pacific’s Facebook and YouTube channels, was released one year after Capaniarihan returned to the Philippines on Flight 5J 814 from Singapore to Manila. Originally from Bacolod, Capaniarihan had spent 11 years abroad before returning home for the holidays.

To commemorate the airline reaching 250 million passengers, Cebu Pacific awarded Capaniarihan PHP 250,000 (approximately US$4,500) in cash and 25 complimentary round-trip flights to destinations across the Philippines, Asia, Australia, and the Middle East. Capaniarihan chose to use the flights to take her family on their first vacation together to Puerto Princesa, Palawan.

“Our story as an airline is built on the journeys of the people we fly,” said Candice Iyog, Cebu Pacific chief marketing and customer experience officer. 

“Russel’s experience reflects what matters most to our travelers—coming home, reconnecting, and making plans they’ve waited years to fulfil. For 250 million moments and counting, we’ll keep flying you home,” added Candice.

Moreover, the film highlights themes of family, sacrifice, and homecoming, and is available to view on Cebu Pacific’s official social media channels.

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Developed by Publicis Conseil, the agency founded by Marcel Bleustein Blanchet, the campaign follows Publicis’ trajectory from its beginnings in 1926 as a small creative shop in Montmartre to its expansion into a global communications group shaped by data, technology and international growth.

The centennial film combines live action with AI-generated imagery produced using the Groupe’s proprietary tools. Publicis said the project aims to recount key moments in its history, including periods of crisis and reinvention, while reflecting on the role of innovation in the company’s development.

Titled “A Lion Never Gives Up”, the film uses a hybrid approach that blends live action with GenAI-driven 2D and 3D imaging to reconstruct historical scenes. Publicis said roughly a quarter of the film is shot with real actors, while the remainder is created using archival photos, film and documents.

The production required the sourcing and cataloguing of around 4,500 visual assets for about 150 individual shots, handled by AI prompt artists and archivists, according to the company. Publicis also noted that the editing process differed from a traditional film pipeline because shots could be regenerated throughout the process rather than being locked once assembled.

Alongside the campaign, Publicis has also released a documentary on its century of operation featuring Elizabeth Badinter, vice-chair of the Groupe’s board; Maurice Lévy, emeritus chairman; and Arthur Sadoun, chairman and CEO.

“2026 will be a very special year for us, as we end our first century. A century where we have turned a small hot shop from Montmartre into the industry’s largest holding company over the last two years,” said Sadoun. “A century that has seen the Groupe rise from the ashes – sometimes literally – three times and reinvent itself many more. It is this spirit of resilience that has defined us for 100 years and that is captured in our Wishes: a lion never gives up.” 

He added, “2026 will also be the year where we enter our second century, the beginning of which will undoubtedly be defined by the rise of AI. This film is a human, historical and technological odyssey that blends our best creative minds with our unmatched capabilities in AI production to embody our belief that the future of AI is our people.”

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The campaign film, created by Apple Marcom, follows disabled students as they use Apple products and accessibility features in their daily routines, from studying to socialising, to illustrate what the full college experience looks like on their own terms.

Backed by a celebratory musical number, the film highlights a wide range of accessibility tools built into the Apple ecosystem. This includes new features such as Magnifier for Mac, Braille Access, and Accessibility Reader, as well as longstanding tools like VoiceOver, AssistiveTouch, and Live Captions. These capabilities appear throughout students’ day-to-day activities, supporting learning and expanding opportunities for connection.

The film is directed by Kim Gehrig, who previously helmed Apple’s award-winning accessibility short “The Greatest” in 2022. It features Deaf and disabled college students performing together across campuses, dormitories, and house parties, expressing the message that “remarkable” should apply to everyone.

The campaign also underscores Apple’s long-running work in accessibility. The company established its first office dedicated to disability in 1985, five years before the passage of the Americans with Disabilities Act, and has since introduced dozens of built-in accessibility features. Recent creative efforts have continued to centre disability representation, including Taika Waititi’s “The Lost Voice”, the Paralympic tribute “The Relay”, the Emmy-nominated “Heartstrings”, and the Parkinson’s docu-style series “No Frame Missed”.

The campaign rolls out globally across broadcast, digital platforms, and social media for the International Day of Persons with Disabilities.

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Set in Hong Kong’s West Kowloon Cultural District, the film explores the value of slowing down and finding inspiration through meaningful experiences—a central theme in Cathay’s efforts to promote Hong Kong as a world-class arts and cultural destination.

Directed by Chayanop, widely known in Asia’s film industry for his genre-blending storytelling, the short stars Thai content creator Pimtha Thanida Manalertruengkul and Singapore-based Australian model-actor Alexander Yue.

Blending humour and warmth, the film follows Rachel, played by Pimtha, on a trip to Hong Kong with her itinerary-driven boyfriend, portrayed by Yue. When their whirlwind sightseeing reaches its peak at M+, Asia’s museum of contemporary visual culture located in the West Kowloon Cultural District, an unexpected event prompts the pair to pause and rediscover the joy of being present.

The campaign marks a new chapter in Cathay’s three-year partnership with the West Kowloon Cultural District Authority (WKCDA). Since becoming WKCDA’s exclusive travel partner in 2023, Cathay has supported international artist exchanges and major exhibitions, strengthening Hong Kong’s position as a cultural bridge between East and West.

‘Slowly Explore, Fully Inspired’ continues this collaboration’s goal of connecting art and travel — encouraging audiences to see both as paths to discovery, perspective, and connection.

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