Tag: Global campaign

London – Spotify has launched a new global marketing campaign that pays tribute to the vibrant traditions and distinct cultures of music fandoms around the world, spotlighting the millions of passionate listeners who power the platform.

Brought to life through striking film photography, the campaign serves as a visual tribute to fan culture, spotlighting the spirit and identity of seven major global fandoms, including those of Chappell Roan, Doechii, Oasis, Olivia Rodrigo, ROSALÍA, SEVENTEEN, and Turnstile.

The initiative seeks to honour fans worldwide by highlighting the distinct symbols and traditions that define each community—from the pink cowboy hats of Chappell Roan supporters to the iconic recreation of Olivia Rodrigo’s debut album cover and the uniform mod haircuts embraced by Oasis enthusiasts. Through this campaign, Spotify casts a spotlight on the passion and loyalty that fuel these vibrant fan bases.

Marc Hazan, VP of partnerships and marketing at Spotify, explained, “At Spotify, connecting artists and fans is fundamental to what we do, and this campaign puts that into action. We’re fans too, so we understand the passion and unique identities that make these fandoms so special.”

“From the Pink Pony Club’s distinct energy to the iconic style of ’90s U.K. fashion, we wanted these visuals to really resonate. We want fans to see their communities reflected and feel that connection with the artists they love,” Hazan added. 

As part of the campaign, Spotify is rolling out a 360-degree activation across key UK cities, including London, Manchester, and Birmingham. The initiative features high-visibility out-of-home (OOH) placements, such as a takeover at 1 Quaker Street in Shoreditch beginning April 21, and advertising across the London Underground. Additional OOH installations will go live from April 14 at Albion Street East in Manchester City Centre and Lichfield Road near Aston Station in Birmingham.

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.”

South Korea – Samsung has collaborated with Cheil Worldwide and electriclime° Korea on a global campaign film highlighting the technology and features of its new Samsung Vision AI TV.

Promising the next big thing in television, the campaign highlights how Samsung Vision AI enhances the TV viewing experience, demonstrating its ability to interact with users beyond just displaying content.

Directed by South African filmmaker Billy Pols, the global spot follows a family in a contemporary setting, showcasing the AI TV’s stand, cable-free design, and its ability to adapt to user preferences and operate autonomously.

Working with Cheil Worldwide, electriclime° produced the project through its new Korea office, led by Executive Producer Seung Ku Lee. The film, shot in Bangkok, Thailand, with DoP Maxim Desmet, was completed within a 30-day production timeline.

South Korea – Hyundai MOBIS, the South Korean automotive supplier, has introduced a new global campaign focused on next-generation mobility, targeting Millennials and Gen Z drivers.

Centered on the theme of ‘Move Improved,’ Hyundai MOBIS’ new campaign highlights its focus on developing advanced mobility solutions. Beyond technology, the company aims to create engaging and practical experiences designed for the next generation of drivers.

The campaign film also showcases three of Hyundai MOBIS’ latest innovations—the Holographic Windshield Display, Human-Centric Lighting System, and e-Corner System—infused with humor and lighthearted couple banter.

The global rollout of ‘Move Improved’ features dynamic social media activations, leveraging a multi-platform approach to engage audiences worldwide through interactive experiences.

Singapore – Standard Chartered (the Bank) has launched its latest global wealth campaign, inspiring affluent clients to take charge of their financial ambitions and capitalise on opportunities to grow their wealth.

In collaboration with Publicis Groupe Hong Kong and Singapore, the ‘Now’s your time for wealth’ campaign showcases Standard Chartered’s global network, expertise, and wealth investment solutions.

The Bank’s campaign delivers a compelling message: “The cost of waiting could mean falling short of one’s wealth ambitions.” It highlights the Bank’s key differentiators—its global network, client continuum, and wealth expertise—designed to help affluent clients, including global Chinese, global Indians, entrepreneurs, and sophisticated investors, grow, protect, and pass on their wealth.

Samir Subberwal, global head of wealth solutions, deposits and mortgages, and chief client officer, said, “For over 170 years, Standard Chartered has been faithfully serving our clients in Asia, Africa, and the Middle East. Now’s the time to let our clients know that we are with them on their wealth journey. We are well positioned to continue showing them market opportunities and supporting their wealth ambitions with our diversified wealth product offering, a clear wealth advisory approach that is enabled by digital wealth capabilities, and our open architecture platform of differentiated and comprehensive wealth solutions tailored to their needs.” 

The global wealth campaign underscores Standard Chartered’s commitment to data-driven, personalised marketing for a more holistic client engagement. It also highlights the Bank’s goal to grow its affluent business, targeting USD 200 billion in affluent Net New Money and double-digit Wealth Solutions income by 2029.

The campaign will be showcased through a mix of out-of-home advertising at airports and city locations, print ads, film, and content partnerships with leading international, regional, and local media across seven key markets: Singapore, Hong Kong, Mainland China, Korea, Taiwan, the UAE, and India. 

Haymans Fung, global head of marketing for wealth and retail banking, said, “The genesis of our campaign is inspired by our clients and their wealth ambitions, now and in the future. We wanted to break away from the norms of speaking esoterically to the meaning of wealth planning and instead espouse a refreshingly human and direct tone that is in lockstep with the reality of our clients  needs and ambitions. We are excited to unveil our “Now’s your time for wealth” campaign across our network and let the power of the creatives tell the Standard Chartered story.”

UK – Heineken kicks off 2025 with a bold new global campaign for its non-alcoholic beer, Heineken 0.0, aimed at breaking the stigma around alcohol-free choices and championing the right to go alcohol-free without needing a reason.

Titled ‘0.0 Reasons Needed,’ Heineken’s latest campaign delivers a clear message: choosing to go alcohol-free shouldn’t require an explanation. The campaign is reinforced by a series of TVCs that humorously challenge common stereotypes, such as assuming someone is the designated driver or on a health kick.

By celebrating personal choice, the brand aims to uplift those who choose Heineken® 0.0 simply for its refreshing taste, empowering individuals to embrace moderation—whenever and however they want.

Nabil Nasser, global head of Heineken® Brand, shared, “The launch of Heineken® 0.0 in 2017 revolutionised the non-alcoholic space. A premium, high-quality brand offering a 0.0 has helped make moderation cool. It’s exciting to see this new research uncover a growing social acceptance of non-alcoholic drinks—not just accepted, but also something people see as a cool and confident choice.”

“That said, you can see there is still work to be done with the research spotlighting low and no alcohol judgement still exists, so we need to be dynamic and inventive around how we tackle these stereotypes. We’re proud of our great-tasting Heineken® 0.0 and its role in helping to remove the stigmas in this space so people can enjoy it without being judged. Perhaps someone is the designated driver, or maybe they just really fancy a refreshing Heineken® 0.0—our latest campaign shows the bottom line is, you don’t need a special reason to go alcohol-free,” Nasser further explained. 

Heineken 0.0’s new campaign is supported by a recently commissioned study with University of Oxford Professor Charles Spence, which highlights that going alcohol-free can still raise eyebrows—particularly among Gen Z.

The survey found that 21% of Gen Z in the UK, USA, Japan, Spain, and Brazil have hidden their non-alcoholic drink choices due to social pressures, with over one-third feeling pressured to drink alcohol in social settings.

Charles Spence, Professor of Experimental Psychology at the University of Oxford, explained, “Our study has uncovered some fascinating insights into evolving societal attitudes towards alcohol consumption. For many, alcohol is no longer the default in social situations—we’re seeing a shift towards more mindful consumption. Yet, in cultures where drinking alcohol is still predominantly viewed as the norm, opting out can be stigmatised. This is particularly true for Gen Zers and millennials.”

“For generations, alcohol has played a central role in the way humans socialise; therefore, dominant assumptions and stereotypes surrounding our drinking habits remain deeply ingrained in society,” Spence added. 

Heineken’s new campaign is part of the brand’s ongoing effort to expand the non-alcoholic beverage category and reshape consumer perceptions around alcohol-free choices. Beyond growing the market, Heineken seeks to ease social pressures tied to moderation and dismantle the stigma around opting out of alcohol, promoting the right to make judgement-free decisions.

Directed by Hanna Maria Hendrich and filmed in Barcelona, the TV commercials will air globally in January 2025. Heineken remains committed to promoting moderation through campaigns like “When You Drive, Never Drink” and its global sponsorship of Formula 1®.

Indonesia – Indomie, Indonesia’s iconic instant noodle brand, has named K-pop sensation NewJeans as its new global brand ambassadors, marking a strategic move to connect with young audiences worldwide.

The collaboration with NewJeans is a key part of Indomie’s global expansion through its “Oh My Good! It’s Indomie” campaign, designed to captivate younger audiences around the world.

The campaign will launch on November 3, 2024, featuring LED billboards in strategic locations such as Pavilion and Fahrenheit88 in Kuala Lumpur. An Indomie TV commercial will also be broadcast worldwide. Fans can look forward to more updates on the brand’s social media channels. 

Axton Salim, director at PT Indofood CBP Sukses Makmur Tbk (ICBP), said, “We are excited to be the first Southeast Asian brand to collaborate with them. NewJeans’ music and personality, which resonate not only with KPop fans but also the broader audience, align perfectly with Indomie’s fun, energetic, and uplifting character.”

“This is a major step for Indomie to expand our global market and stay relevant with the dynamic young generation,” Salim added. 

Also speaking on the announcement, Elly Betty, deputy head of international division at ICBP, commented, “This excitement will also be extended to various activities in many countries where everyone can experience the excitement of Oh My Good! It’s Indomie campaign.”

Korea – Korean skincare brand Laneige has teamed up with German independent agency Jung von Matt HANGANG (JvM HANGANG) for a new global campaign featuring Jin from K-pop sensation BTS, spotlighting the brand’s latest ‘Cream Skin Cerapeptide Toner & Moisturizer.’

The ‘Jin-ius’ campaign celebrates Laneige’s Cream Skin Cerapeptide Toner & Moisturizer and marks a milestone for Jin, famously known as “Worldwide Handsome,” as his debut in a beauty initiative. The campaign highlights his role in reinforcing Laneige’s global brand identity.

Created by Jung von Matt HANGANG, the campaign captures Jin’s flawless skin from every angle as he explores the product in a sophisticated laboratory setting. Aiming to convey that the product delivers “the deep moisture you need, the milky light texture you love,” the campaign showcases Jin dancing freely, inspired by the product’s innovative impact.

The ‘Jin-ius’ campaign runs worldwide, spotlighting the Cream Skin Cerapeptide Toner & Moisturizer’s signature features, including Cerapeptide™, Micro-blending Technology™, and 120-hour hydration. The campaign content is shared across global social media platforms, including Instagram, YouTube, X, and TikTok, tailored for each region.

Hyitai Kim, managing director from Jung von Matt HANGANG, said, “We are thrilled to collaborate with Laneige, one of the leading skincare brands, and Jin, a global icon. The project exemplifies our mission at JvM HANGANG to empower Korean companies to unlock their potential and make a significant impact on the global stage through innovative strategy and creativity.”

“Furthermore, this campaign highlights the value of collaboration with other JvM offices, such as JvM NECKAR, Jung von Matt HANGANG has worked with other brands in the Amore Pacific corporation’s beauty portfolio, including luxury brand Sulwhasoo,” Kim added. 

Netherlands – Heineken has joined forces with creative agency LePub for a new global campaign aimed at encouraging concertgoers to minimise phone use on the dance floor and fully embrace memorable moments. 

As part of this campaign, Heineken collaborated with the Silver Live Out Festival in Mexico and the Amsterdam Dance Event in the Netherlands to implement a technology that conveyed hidden messages using infrared lighting.

The hidden messages are invisible to the naked eye but appear when attendees hold up their phones to film the performance, encouraging them to cherish the moment instead of capturing it. Leveraging infrared light, the technology creates an unseen display that is visible only through the phone’s camera, requiring no additional apps or downloads.

Heineken has also made the hidden infrared technology available for artists to download and use at their live shows.

In addition, Heineken has created the ‘Boring Mode’ app to reduce smartphone distractions. This app temporarily blocks other apps, notifications, and even the camera, making their devices less engaging. 

Heineken aims to reduce technology distractions so people can enhance their nightlife experiences. With the Boring Mode app, users can simplify their smartphones by pixelating their cameras, blocking apps, and silencing constant notifications, allowing them to focus on enjoying the moment.

Nabil Nasser, global head of Heineken, commented, “Today it feels like tech always comes first, leaving the enjoyment of real life in second place. While technology grants us endless conveniences, it also comes at the cost of not being able to stop and embrace what’s happening around us.”

“At Heineken®, we want to foster moments of genuine connection to enable a more rewarding social life. When we launched The Boring Phone earlier this year, demand was huge, but only a limited number were made. So, we hope the launch of The Boring Mode helps even more people take a step back from taking photos for posting on social media and instead look around to enjoy what’s right in front of them. After all, there is more to your social life when there is less on your phone,” Nasser added. 

The campaign’s launch aligns with a rising trend among artists and DJs encouraging fans to be more present at concerts and festivals. Increasingly, Gen Z and Millennials are also found to be seeking digital disconnection to fully engage with the experiences happening around them.

Over a third (35%) of Gen Z and Millennial smartphone users in the UK, US, and Netherlands admit to checking their phones too often while socialising, and 60% believe they’d enjoy music events more if they could disconnect. Additionally, 41% find it frustrating to see a sea of phones at concerts, while 55% have prioritised recording videos over being present, even though 13% rarely watch those videos later.

Scottish DJ and producer Barry Can’t Swim said, “I’m all in favour of The Boring Phone and Boring Mode, which Heineken has created. When I heard about the new ‘anti-smart’ phone concept, it was something that struck a chord with me. With live music, of course you are more present and immersed if you are giving it your full attention rather than taking a video on your phone. And without phones, the energy is definitely different—people are more connected on the dancefloor.”

The Boring Mode launches in response to the high demand for The Boring Phone, a limited-edition Y2K-inspired flip phone created by Heineken and Boston streetwear curators, Bodega, which saw over 70,000 requests earlier this year. 

Also speaking on the campaign, Bruno Bertelli, global CEO LePub and CCO Publicis Worldwide, shared, “The essence of this tech-driven initiative is to redefine the concert experience, creating spaces with no distractions where people can authentically live the moment and immerse themselves in the magic of live music.” 

“By leveraging creativity and innovation, such as Heineken’s collaboration with Silver Live Out and ADE, we transformed phones into tools for deeper connections. Celebrating the power of music, the Boring Mode app aims to bring people together in meaningful ways and give socialising the quality it really deserves,” Bertelli further explained.

Singapore – Levi’s has unveiled a new global campaign featuring Beyoncé, reimagining the brand’s most iconic advertisements with a fresh, modern twist. The collaboration with the global superstar breathes new life into classic Levi’s ads, blending the brand’s rich heritage with Beyoncé’s visionary artistry.

The announcement comes on the heels of Beyoncé’s hit track ‘LEVII’S JEANS’ from her critically acclaimed album ‘COWBOY CARTER,’ which explores and redefines Americana. This collaboration reaffirms Levi’s enduring influence at the heart of modern culture, driven by one of today’s most influential cultural icons.

In the new campaign, titled “REIIMAGINE,” Beyoncé takes centre stage as the protagonist, blending the timeless legacy of the Levi’s brand with her forward-thinking vision. Inspired by her innovative take on art and culture, the campaign reimagines classic Levi’s looks, revamping iconic ads for the modern era through the lens of renowned filmmaker Melina Matsoukas. 

The campaign’s first film, inspired by the iconic 1985 ‘Launderette’ ad that revived ‘I Heard It Through the Grapevine’ on the Billboard charts, features Beyoncé front and centre. It celebrates Levi’s heritage as a symbol of self-expression, worn by trailblazers and cultural icons throughout history.

“My song ‘LEVII’S JEANS’ celebrates what I believe is the ultimate Americana uniform—something we all wear with pride,” said Beyoncé. 

“I am honoured to work with Levi’s to create quintessential American iconography. Denim on jeans has often been seen through a male lens, so this reimagining campaign, which celebrates the iconic female perspective, is important to me. I look forward to exploring innovative ways for our visions to align in empowering women and honouring their strength,” she added. 

The fully integrated campaign, spanning TV, out-of-home, digital, social media, print, brand activations, and exclusive products, launched with dynamic digital projections in major cities such as San Francisco, Houston, Chicago, New York, Atlanta, Paris, London, and Berlin. 

The teasers gave fans an exclusive preview of the upcoming campaign, which officially launches on September 30 with bold out-of-home activations worldwide, signalling the beginning of the Levi’s and Beyoncé collaboration.

Kenny Mitchell, global chief marketing officer of the Levi’s brand at Levi Strauss & Co., said, “The Levi’s brand has and always will be the unofficial uniform for those moving forward in the pursuit of better. We believe a key part of that is continuously breaking and building the codes of culture.” 

Mitchell continued, “In collaboration with Beyoncé, we explore the power of reimagination through this campaign, helping us to connect with our fans in new ways and supporting the growth of our women’s business as the definitive denim lifestyle brand.” 

The first film was shot by Emmy Award-winning cinematographer Marcell Rév, creating a visually immersive experience. Complementing the film, photographer Mason Poole captured a series of timeless campaign images, adding to Levi’s iconic legacy, which has featured cultural legends from Marlon Brando to Marilyn Monroe—and now, Beyoncé. The campaign was conceived in collaboration with TBWA\Chiat\Day LA and produced by de la revolućion/PRETTYBIRD.