Tag: Leo Burnett

Bangkok, Thailand – Credit card brand First Choice in Thailand has released its newest ad – a parody of making the world’s first metaverse commercial. The ad was developed by creative agency Leo Burnett Thailand who shared that the inspiration was none other than the coming of the metaverse and how it is becoming a hot topic for younger generations across the globe. 

The agency shared that the brand aimed to promote its credit cards to a young and blockchain-savvy audience, which gave them the idea: Why not shoot the commercial entirely in the metaverse?

With metaverse an entirely new phenomenon, the agency spun a sarcastic flavour to the ad ‘Metaverrrrrr,’ which shows the First Choice marketing team working alongside Thai Stars Mario and Pattie. The ad demonstrates how unique the demands and challenges will become in shooting in a metaverse setting, such as lagging and disappearing avatars. 

“As a credit card brand for the young generation, First Choice is jumping on the Metaverse trend with a unique vision for brand communications and a funny, witty execution,” says Athip Sinpagekan, EVP and head of marketing at First Choice.

Sompat Trisadikun, chief creative officer at Leo Burnett Thailand, added, “We loved the idea of filming in the Metaverse in a style that will engage this generation of banking customers. It’s relatable, timely, complete with glitches and poor signals: we hope it will stand out in a category that is often safe and conservative.”

First Choice credit cards offer benefits such as credit health checks, spending alerts, bonus points and cashback rewards. ‘Metaverrrrrr’ builds on another recent campaign by Leo Burnett Thailand, which is the First NFT Credit Card ART Collaboration. 

In January, First Choice unveiled its first NFT Credit Card ART Collaboration, a one-of-a-kind NFT token designed in collaboration with Thai NFT artist PUCK.

“The banking system is facing radical transformation as a new generation moves towards the blockchain system. We have been working with Leo Burnett Thailand to let them know that First Choice is ready to face the change together. Our goal is to penetrate this market and promote our brand image to suit the lifestyles of the Metaverse,” added Sinpagekan. 

Singapore – Public Groupe’s creative communication hub Publicis Communications has promoted Sharim Gubbels, its former group creative director, to be its new executive creative director for advertising agency Leo Burnett in Singapore.

Gubbels has been with Publicis Communications for the past five years, focusing on growing social and digital expertise across Publicis’ brands. In his former role, Gubbels has previously worked with Leo Burnett for the past 18 months leading the McDonald’s account. He has also worked on Samsung, Audi, and Disney accounts.

In his new role at Leo Burnett, Gubbels will be working closely with Publicis Communications’ CEO Lou Dela Pena and Chief Creative Officer Jennie Morris. He will be responsible for reimagining the agency’s ethos of HumanKind – the agency’s bold philosophy that represents the notion that ads must be centered on meaningful experiences – and what it means for creativity and clients in the new normal.

Commenting on his promotion, Gubbels said, “HumanKind is such a powerful way to create and foster true connections between brands and people, and I can’t wait to further expand on Leo Burnett’s already amazing body of work, and its ethos.”

Meanwhile, Morris shared that as the world re-evaluates what is really important and returns to the ideals of culture and community, there has never been a more important time for its ethos of ‘HumanKind’. With this, she sees Gubbels as the perfect person to lead the creative charge at Leo Burnett.

“Work like the highly acclaimed McDonald’s Ramadan ‘My Happy Table’ activation shows the power of what’s possible when we set out to not just solve business problems, but human problems,” said Morris. 

Dela Pena also commented that they are excited to elevate one of their brightest talents to lead the next chapter of Leo Burnett’s growth and to deepen human connections for their current and future clients.

Last April, Leo Burnett launched one of its projects with McDonald’s Singapore, physical activation ‘My Happy Table’. It uses technology and a camera set-up to help Singapore-based individuals ‘reunite’ with their families in Malaysia during Ramadan.

Singapore – To celebrate the Islamic holy month of Ramadan, McDonald’s Singapore has launched ‘My Happy Table’, a physical activation that uses technology and a camera set-up to help Singapore-based individuals ‘reunite’ with their families in Malaysia.

‘My Happy Table’ aims to help bridge the distance felt by Singaporean and Malaysian families due to the COVID-19 pandemic. Through this experience, family members will once again be able to eat breakfast together as though they are seated at the same table.

The setup will be done within party rooms at the McDonald’s Canberra Plaza in Singapore and McDonald’s Taman Desa Tebrau in Johor Bahru, Malaysia. ‘My Happy Table’ will open for public usage starting from 23 April to 28 April, with the call for entry on 19 April. 

Furthermore, McDonald’s Singapore has also released a video to mark the launch of ‘My Happy Table’, showcasing its employees in Singapore who are originally from Malaysia, and highlighting the difficult decisions the employees have had to take to support their families. The video underscores their longing for their family, especially during Ramadan.

The activation and the filming of the launch video were done in partnership with Publicis Communications’ global advertising company Leo Burnett Singapore.

“‘My Happy Table’ at McDonald’s is our way of helping to narrow that distance by facilitating mini-reunions for Muslim families during this Ramadan. As a brand that celebrates family togetherness, we’re heartened to see our employees and customers reunite ‘virtually’ with their families and create happy memories during these trying times,” said Drina Chee, the senior director of marketing and digital customer experience at McDonald’s Singapore.

Meanwhile, Jennie Morris, the chief creative officer of Publicis Communications, commented, “McDonald’s is one of the few brands that can authentically participate in culture. ‘My Happy Table’ is a wonderful example of meaningful creativity, where even just for a few hours, McDonald’s could recreate the magic of sharing a meal together – showing that our Spirit of Ramadan is definitely stronger than the border that divides us.”

Kuala Lumpur, Malaysia – Former CEO of advertising agency Publicis Groupe in Malaysia, Kien Eng Tan, has been appointed by the Malaysian arm of global communications network dentsu as its CEO, effective February 8 this year.

Through his new role, Tan will be responsible for continuing the business’ transformation journey, driving integration across media, creative, and CXM service lines, building a strong culture with its people, and growth for its clients’ business. He will report to Ashish Bhasin, CEO of dentsu Asia Pacific.

“I am excited to be joining dentsu, with its strong heritage of innovation at such a pivotal time. The market has never been more dynamic with COVID-19 rewriting consumer behavior and therefore, expectations of the brands they engage with. Dentsu is excellently placed to capitalize on this pivot for its clients, and I am looking forward to working with the teams to develop and grow these opportunities,” Tan commented. 

Prior to joining dentsu, he also served as CEO to advertising agency Leo Burnett in Malaysia, accumulating more than 30 years experience in advertising and communications, and 15 years of senior leadership roles in the advertising industry.

“I am delighted to have Kien take over at such an important time. Over the years he has built a formidable reputation creating visionary work and growth for brands, as well as strong and united teams and I am looking forward to seeing him take Malaysia into its next era of growth. Nicky has been CEO at dentsu Malaysia for almost six years; I’d like to thank him for his leadership and wish him success with his future endeavors,” said Bhasin. 

Tan’s predecessor Nicky Lim is said to move on from his role to pursue other interests.