Tag: Film

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.

Singapore – Global brewing company Heineken has launched their latest creative campaign for Heineken Silver alongside the upcoming release of Marvel Studios’ “Deadpool & Wolverine” on July 26.

Featuring the film’s stars Ryan Reynolds (Deadpool) and Hugh Jackman (Wolverine), the campaign shows fans how Heineken Silver is the perfect bridge to help resolve the bitterness amidst the iconic feud between the two characters.

In the spot, Deadpool entices Wolverine to rise above hostility, offering to instead lay back and share a Heineken Silver rather than fight.

The campaign will include a television spot, in-store promotion, as well as digital and social media support.

In a statement, Ryan Reynolds and Hugh Jackman mentioned, “One thing that Deadpool and Wolverine can agree on is that Toad is not in anyone’s top 10 mutants. But that’s not why you’re here. The other thing we agree on is that we’re happy to be entering the MCU with Heineken Silver. Nothing gets you through the long and frequently confusing days in the multiverse like the crisp & refreshing taste of Heineken Silver.”

Talking about the campaign, Jonnie Cahill, chief marketing officer at Heineken USA, said, “We are thrilled with the opportunity to continue building our presence within the Marvel Cinematic Universe, this time through a unique collaboration that will leave MCU fans without any bitter ending. This team-up will give viewers a special opportunity to see Deadpool and Wolverine set aside their differences over a beer, which is what Heineken Silver is all about – rising above bitterness to come together over a world-class beer.”

Bruno Bertelli, global CEO LePub, CCO Publicis Worldwide, also added, “It was amazing teaming up with Heineken Silver and Marvel Studios’ ‘Deadpool & Wolverine’. The campaign’s creative plays on an unexpected outcome, showing how even the most bitter of adversaries can find common ground over an iconic beer. With ‘All The Taste, No Bitter Endings’ we brought a twist to two rivals’ behaviour. The result is a campaign that defies expectations, leans into irony and hopefully puts a smile on your face.”

Meanwhile, Holly Frank, VP of partnership management & operations for Marvel Studios titles, commented, “Heineken Silver is all about ditching bitterness, so seeing how Deadpool and Wolverine could potentially do the same in a spot made for an exciting storytelling opportunity. Plus, Heineken is giving fans more of what they want with this campaign – Deadpool & Wolverine!”

Coming as a continuation of Heineken Silver’s All The Taste, No Bitter Endings campaign, this collaboration expands on Heineken’s rich history of film integrations. Since 2021, Heineken has been building its relationship with Marvel Studios, including integrations within Marvel Studios’ “The Falcon & The Winter Soldier” as well as a Super Bowl campaign with Marvel Studios’ “Ant-Man & The Wasp: Quantumania.”

Singapore – Samsung and telecommunications company Singtel have recently released their latest campaign film, titled “AI Do”, aimed at highlighting the power of technology to bring people together.

The film, directed by Golden Horse Award nominee, He Shuming, draws inspiration from Singtel Group’s purpose to empower every generation and the many versatile uses of the Galaxy AI.

In AI Do, Hee Joo and Aidan, who are Korean and Singaporean respectively, are getting married. Together with their families, they tackle a long task list as well as language and cultural differences in the lead-up to their wedding. To overcome their challenges, the characters use various AI features available on the Galaxy S24 Ultra, supported by Singtel’s strong and stable 5G connectivity.

Talking about the campaign, Lynn Chong, director and head of brand marketing, mobile eXperience at Samsung Electronics Singapore, said, “Galaxy AI creates new possibilities for our consumers. Through the film, we want to show what Galaxy AI can do, especially how it can help people of different backgrounds communicate and connect.”

Meanwhile, Anna Yip, deputy CEO of Singtel Singapore, commented, “We strongly believe in the power of technology to connect people, unlock opportunities and drive innovation. With this film, we’re demonstrating the impactful ways in which technology is helping families overcome cultural barriers and bond as well as the numerous conveniences that a digital lifestyle offers.”

AI Do will be rolled out across various channels and platforms, including digital streaming platforms meWatch, in cinemas, on Samsung and Singtel’s social media channels such as Facebook, Instagram, YouTube and TikTok, as well as in Samsung and Singtel’s retail stores.

From May 3, visitors to the Singtel Flagship Store at 313@Somerset and the Samsung Experience Store in VivoCity can visit a set similar to that seen in the film where they can experience Galaxy AI’s photo and communication features.

As an extension of the film, from May 10 to 16, Singtel and Samsung will also be inviting audiences to submit original ideas for a creative new Peranakan pastry featuring the most unlikely combination of flavours via its Instagram channel.

Kuala Lumpur, Malaysia – Malaysia Aviation Group, the parent company of several aviation brands including Malaysia Airlines, has released its first-ever group Hari Raya film paying a heartfelt tribute to the people who are responsible for making air travel safe–on air and on the ground.

The film features a Malaysia Airlines stewardess who receives a written poem from an elderly woman passenger who is on the same flight she is working with. The passenger, who is set to return home for the Raya festivities, can be heard reading out the poem, centred around the message of paying respects to those who are always in service, and also adding that ‘only the strong can put others before themselves’.

For MAG, the Raya film aims to express their sincere gratitude towards people not only within their organisation, but also those who work in the service industry for their dedication and hard work during the Hari Raya holidays.

“We understand that during festive periods such as this, many would prefer to be with their own families yet they remain committed to ensure that our customers are prioritised. This commitment has been the foundation for us as the national carrier, and throughout the years we realise we have promoted a sense of family among staff, so while we may not be with our respective families, we are still able to foster the spirit of family within the organisation,” MAG stated.

The campaign was conceptualised in-house by its group branding team, and brought to life by Reservoir Production. In an exclusive conversation with MAG’s group branding team by MARKETECH APAC, they stated that they wanted a story that not only embodies their values and the Ramadan spirit, but also their sincerest gratitude for the people who work tirelessly, the sacrifices they make and commitment they demonstrate, especially during the holidays.

“Ensuring that this brand film reflected our core values and teachings during Ramadan wasn’t difficult to do because of our organisation’s culture beliefs. One of our tenets—people are our true north—remind us that our people are the soul and strength of our organisation, and this sense of community and togetherness is a big part of Ramadan. We knew that there was no more authentic way to display this than with imagery and a message that showcased the camaraderie and traditions that we experience not only as an organisation but also as a community of Muslims and Malaysians by extension,” the team told MARKETECH APAC.

When asked why their first MAG Raya film centred on the crew’s story, MAG told MARKETECH APAC that they not only wanted to feature their staff simply but also including those behind the scenes maintaining the aircraft to ensure its safety and airworthiness, as well as those at the airport and tarmac to ensure that their passengers and cargo safely arrive at the respective destinations.

“We wanted our people, the soul and strength of our organisation, to be reminded that not only do we recognise their service (during the holidays in particular when it’s especially difficult not getting to spend time with loved ones) but we’re so very thankful for their hand in making sure that we are able to deliver Malaysian Hospitality to our guests so they are able to be reunited with their families for the festive celebration,” the team stated.

They also added, “And what’s interesting is that Malaysian Hospitality is not only extended to our guests, but also among the MAG family where we have built this sense of togetherness and assurance that while we may be away from our loved ones, we are still able to celebrate Hari Raya with our MAG family.”

Lau Yin May, group chief customer experience officer at Malaysia Aviation Group also told MARKETECH APAC, “It was very exciting to get to create our very first Raya brand film. From conceptualizing the film to shooting it, it was quite the experience. I think the best part for all the Malaysia Aviation Group (MAG) staff involved was being able to meet colleagues across the different entities within the Group that they otherwise would never have met. With some 12,000 odd people working at MAG, you don’t get the opportunity to meet everyone in the company. The making of this film gave us the opportunity to get better acquainted with each other, and also to discover our very own talents. We’re definitely looking forward to working on more brand films like this so that we get to foster a stronger spirit of teamwork and further strengthen the bonds and connections within MAG.”

Jakarta, Indonesia – Online fashion and lifestyle retail company ZALORA has kicked off its ‘Zaloraya – Celebrate love that never goes out of style’ campaign, welcoming the Ramadan festivities with exclusive item deals, designer collaborations, as well as a campaign film. 

In the film, ZALORA showcases a relatable bond between two sisters across the years, with Hari Raya further strengthening the genuine love that they don’t usually show for each other on normal days. 

Going into detail, the film follows younger sister Aamina, who complains about always having the same dress as her sister Aisha as they grew up. After some time, Aamina finally changed up her style and even went to further lengths to show that she isn’t like her sister in mischievous ways.

During Hari Raya however, the sisters exchanged gifts and realised that they had accidentally bought each other the same blue dress. This made both of them laugh and made Aamina realise that it’s also beautiful when things stay the same.

This campaign film emphasises ZALORA’s campaign for Hari Raya 2024, showing audiences that celebrating and loving tradition never goes out of style. 

‘Zaloraya – Celebrate love that never goes out of style, will be running until mid-April on ZALORA’’s social media platforms where the brand aims to captivate followers with engaging Instagram stories and TikTok challenges.

Talking about the campaign, Achint Setia, chief revenue and marketing officer at ZALORA, said, “Zaloraya transcends mere fashion; it’s a timeless celebration of enduring love and style. From our meticulously crafted films that embody this sentiment to our dynamic events that breathe life into our collections, we’re deeply honoured to resonate with the hearts of our customers.”

Philippines – Jollibee is once again creating emotions with two new #MyKwentongJollibee short videos, ‘30 Dates’ and ‘To Love Again’, which are intended to capture the spirit of love this Valentine’s season. The beloved brand continues to strive to tell true love stories by sourcing narratives directly from the people involved, imbuing the films with authenticity and passion.

The short films “#MyKwentongJollibee: 30 Dates” and “To Love Again,” directed by Paolo Villaluna, follow two real-life couples as they negotiate the challenges of life and love.

“In ’30 Dates,’ the story centres on two friends, Kristian and Coleen, who have very different views on love. Kristian wants to start his own family, while Coleen is doubtful and believes that love only exists in movies and television. 

In celebration of Coleen’s birth month, Kristian decided to treat her to 30 days of meals at Jollibee, knowing it was her favourite spot. Will this heartfelt and unique gesture ignite a deeper connection and significance within their friendship, or will it potentially lead to an awkward situation between the close companions? 

The story of Hazel, a single mother who had closed off romance and devoted all of her time and energy to her child, is told in “To Love Again.” Ronald, on the other hand, was instantly drawn to Hazel upon first meeting her. 

Ronald was eager to show Hazel that he was sincere, even in the face of resistance from her family, because he felt deserving of her affection. Despite the scars from her past, can Hazel have the strength to accept Ronald and open her heart again? 

Speaking about the films, Dorothy Dee-Ching, marketing head at Jollibee Philippines, said, “We all have our own Kwentong Jollibee – from memorable birthday celebrations, to going on a first date, and even that unforgettable marriage proposal. While there’s no doubt that Jollibee has impacted the lives of so many Filipinos throughout the years, we’re still pleasantly surprised with the stories that we’ve received. What better way to tell these stories than by letting the real people themselves share their own stories in their own words, thus the birth of #MyKwentongJollibee.” 

She added, “From hundreds of stories, we hope that these two heartwarming tales will touch your hearts and inspire you to share the joy of love this season.” 

Meanwhile, NJ Mijares, group creative director of McCann Worldgroup Philippines, said, “The challenge for this year’s My Kwentong Jollibee is to find stories with topics that people will want to discuss with their peers. We feel that this is a step above what Kwentong Jollibee is and what it means to people. Because apart from just watching true stories, we now give them the opportunity to participate by sharing their own thoughts and feelings.” 

Paolo Villaluna, director of “30 Dates” and “To Love Again”, said, “For us Pinoys, Jollibee is already part of our daily lives: for every celebration of love, family or success, Jollibee is the emotional language we use to express ourselves. Being able to capture that in films was truly fulfilling not only as a filmmaker but as a human being.” 

Paris, France – Multinational advertising and public relations company Publicis Groupe kicked off 2024 with a one-to-one AI-powered New Year’s wish film sent to 100,000 of its employees worldwide.

In this project, a hundred thousand individually tailored films were sent to the company’s team members all over the world. Powered by AI, the campaign is a first-of-its kind experiment that pushes the boundaries of AI video creation, storytelling, and personalisation at scale.

The film contains a New Year’s message from Arthur Sadoun, Publicis Groupe’s chairman and CEO. However, in a unique twist, he is also joined by his AI twin, the AI Directoire+, and the AI double of Maurice Lévy, the chairman of the supervisory board of Publicis Groupe.

AI Carla embraces her sporty side in a thank-you message film with Arthur Sadoun for sports enthusiast team member Eva.

By utilising the company’s platform, Marcel, the team behind the campaign gathered and connected the information of all its employees at Publicis who have contributed to its growth and success. The personalised ‘thank you’ films were also crafted to align with the team members’ interests and passions.

AI Dave performs parkour and water sports to highlight Tony’s interest in this thank-you film with Arthur Sadoun.

Among those who got the unique thank-you film was Eva, a sport-loving Groupe managing partner living in Austria. In the film, chief strategy officer Carla Serrano’s AI double is seen mountain climbing and playing different types of sports while she and Arthur, with Eva’s name tattooed in his arms, deliver their thank-you message.

Gabi, an adventure-seeking business lead from Sao Paulo, also received the well wishes, this time from Arthur sipping coffee from a mug with Gabi’s name and Maurice wakeboarding.

Other thank-you films also featured some of Publicis Groupe’s top executives, including CEO of France Agathe Bousquet’s AI gaming and skateboarding, CEO of Publicis Sapient Nigel Vaz dancing, and CEO of Publicis Media Dave Penski doing parkour stunts.

This and the thousand more films were Publicis Groupe’s way to express their gratitude for those who were instrumental in growth as they secured their position in the market in 2023.

Australia – Victoria’s Transport Accident Commission (TAC) has joined forces with creative agency Clemenger BBDO to launch its latest ‘Drink Driving: Stop Kidding Yourself’ campaign that reveals the truth behind drunk driving myths.

TAC’s new campaign challenges drivers’ beliefs in myths associated with drunk driving, especially the tricks they use to help them stay under the 0.05 blood alcohol concentration (BAC) limit.

The campaign features a hero film where an adult male lists the ‘tricks’ he blindly follows in hopes of staying under the 0.05 BAC limit. As the film progresses, it shows the audience that the list is nothing more than myths that carry heavy consequences.

Especially directed at drivers in Victoria, Australia, the film also gives a particular focus on males, who are overrepresented in drunk driving instances.

TAC’s campaign spotlights the worrying problem with Victorian drivers who continue to drive after drinking, despite the fact that one in five drivers killed on the state’s roads has a BAC on or above the 0.05 limit. The commission wanted to highlight the fact that accidents will continue happening because of misguided beliefs like driving after two or three drinks as long as they’ve paced themselves, consumed lots of water, or eaten a big meal.

The film aims to encourage drivers to separate drinking from driving on every occasion and to continue making that choice so as to ensure safety.

TAC’s campaign film with Clemenger BBDO will launch across TV, online video, cinema, OOH, social, digital, and radio. The first phase was launched on December 4th and will run until January 31st, 2024, with media via OMD.

Tracey Slatter, CEO of TAC, said, “As we head into summer and the festive season, this campaign is a timely reminder to Victorians that drinking and driving don’t mix. We want to embrace a culture where driving after drinking any alcohol is not considered normal.”

She added, “Many people think they can manage their blood-alcohol level by following a set of vague rules handed down through generations, but the only way to avoid the risk entirely is to completely separate drinking and driving.”

Richard Williams, executive creative director at Clemenger BBDO, also shared, “This campaign is about changing an ingrained community behavior.” It’s about debunking myths, and most importantly, it’s about reminding drivers that there is no grey area—if you drink, don’t drive.”