Singapore – LePub Singapore has appointed award-winning creative leader Stephan Schwarz as its next executive creative director to lead its Asia-Pacific headquarters. He will build on the growth and momentum that LePub has achieved across the region since opening in late 2022.

In his new role, Schwarz will work closely with Bruno Bertelli, global CEO at LePub and CCO at Publicis Worldwide; Ajay Thrivikraman, chief creative officer at Publicis Groupe Southeast Asia and share leadership of LePub alongside Hanh Kanssen, general manager for APAC at LePub Singapore.

Schwarz joins LePub after being part of the team behind Singapore’s first-ever Grand Prix at this year’s Cannes Lions in his previous role. He began his career in public relations and corporate communications but moved into advertising in 2012, lured by the power of ideas and the art of nurturing them. 

He moved to Singapore in 2022 – a gateway to some of the fastest-growing markets in the world. Schwarz has worked with world-class brands in sectors ranging from FMCG to F&B, retail and aerospace, collecting many awards along the way.

Speaking on his new role, Schwarz said, “I’m excited to be joining the team at LePub Singapore. I love its flagship brands and its ability to use data to understand consumers in each market. I love the work the agency has done to create brands that resonate culturally to rise above the competition. Backed by Publicis Groupe’s ‘Power of One’ capabilities across the region, my goal is to create meaningful, locally relevant work that showcases how fascinating and diverse this part of the world truly is.”

Meanwhile, Bertelli commented, “Stephan is an exceptional talent whose vision and leadership will be pivotal in shaping the future of LePub Singapore. His track record of delivering award-winning work, combined with his deep understanding of the APAC region, makes him the perfect lead to drive growth in the region. We’re excited and looking forward to seeing how his expertise will enhance our teams to deliver creative excellence and let innovation drive our impact in one of the world’s most dynamic markets.”

LePub Singapore, a part of Publicis Groupe, is behind a series of innovative campaigns in 2024 including Heineken Korea’s LaundroMatch, which won Bronze in Cannes this year; Enjoy the Smoothness, created for Heineken Vietnam in collaboration with Leo Burnett Vietnam; and Playbrary for Singapore’s National Library Board.

Singapore – The National Library Board has teamed up with LePub APAC to launch an innovative project called ‘Playbrary’ that turns books into games with the aim of reviving reading. 

In this game-changing initiative, books are literally transformed into interactive text adventure games, blending the timeless charm of storytelling with the engagement of digital gameplay. 

Through cutting-edge AI technology, Playbrary transforms conventional books into captivating text-based adventure games. Staying true to the book’s original storyline, these games offer dynamic interaction, enabling players to shape the narrative’s direction. Beyond adapting to player choices, the AI enriches the experience by generating vivid images to complement the text, resulting in a fully immersive and multisensory experience.

Playbrary is in partnership with OpenAI, integrating it seamlessly with ChatGPT and allowing users to engage with these literary adventures directly through the platform. 

Furthermore, Playbrary offers a free prompt generator, ensuring that everyone can enjoy the fusion of reading and gaming. Once kids ‘play’ a story, they can borrow the original from the National  Library Board, Singapore’s catalogue of books and eBooks. 

The Playbrary was born out of the challenge libraries globally face, which is keeping books relevant in an age dominated by digital distractions. More than just a digital library, Playbrary is an interactive journey through literature, where stories are not merely read but experienced. 

Moreover, beyond just entertainment, the initiative will also serve as an accessible educational tool for many. By gamifying the reading process, it presents a novel solution to the dwindling interest in traditional reading among younger generations. 

The National Library Board’s initiative hopes to solve the issue of younger generations losing interest in traditional reading.

Playbrary has the ability to turn any book in the public domain into a game since AI has read all of them already. With this, more than 1,000 classic books will be playable at launch, and LePub APAC is also inviting authors and publishers to add their books to Playbrary. 

Ng Cher Pong, chief executive officer of the National Library Board Singapore, said, “This is part of NLB’s ongoing efforts to make generative AI accessible to all. Our partnership with LePub APAC opens new, innovative ways for more people to read and learn. Through the gamification experience of Playbrary, we hope to encourage more Singaporeans to read these classics after playing the game. We also invite like-minded partners onboard to explore emerging technologies that inspire new ways of interaction with NLB’s resources, such as through GenAI.” 

Meanwhile, Cyril Louis, executive creative director at LePub APAC, shared, “As Playbrary begins its journey, it stands as a testament to Singapore’s innovative spirit and a potential beacon for the future of libraries in the digital age. Playbrary celebrates books through the lens of technology, inviting a new generation to rediscover the magic of stories in a format that resonates with their digital-first lifestyle. Once they’ve ‘played’ a story on Playbrary, many kids will be curious to read the original.” 

Hanh Kanssen, managing director at LePub APAC, also added, “Playbrary is an exciting project for LePub, which not only helps to rekindle a love for reading in young adults but is also a great educational resource. I am very proud of our great creative team behind this creation, who helped to make this project happen at the speed of light so that people all over the world can discover the joy of reading.” 

Singapore LePub APAC’s Singapore office has announced the appointment of four key leaders, namely Belynda Sim-Mak as cultural strategist, with Mark Peeters and Robert Nelk serving as associate creative directors. Sergey Mast has also joined as the creative director of art and technology. 

Sim-Mak just joined LePub as a cultural strategist, having previously served as the head of strategy, APAC at VCCP Singapore. With over two decades of experience developing brand and communications strategy, she adds to LePub’s goal of improving people’s lives through culturally relevant brand experiences.

Peeters and Nelk, who were credited for creating The Next Rembrandt while living in Amsterdam, relocated to Singapore in 2019. The previous year, they were formally added to LePub’s squad.

Throughout his more than ten-year career, Mast has been helping several organisations find fresh ways to convey their stories and build relationships between technology, innovation, and advertising. 

Speaking about Sim-Mak’s appointment, Hanh Kanssen, managing director, LePub APAC, said, “Bel is a very strategic hire for LePub APAC: going into year two of operation, we will have an even greater focus on our unique creative proposition of helping brands to find a seat at the table of culture. Bel will also build our Data & Culture Lab at our LePub APAC hub in Singapore, strengthening its proposition and our diverse offers for clients in the arena of cultural branding.” 

Meanwhile, Cyril Louis, executive creative director at LePub APAC, stated, “When we opened our doors in late 2022, LePub APAC offered a new kind of agency that’s globally connected and locally relevant, helping brands to deliver experiences that matter enough to live in culture. Already, we’ve won eight Cannes Lions and grown our client portfolio to include some of the world’s most ambitious brands. Now our momentum continues with four outstanding creative thinkers joining the LePub APAC family.” 

Singapore – International premium beer from Asia, Tiger Beer, has launched the latest instalment of the ‘Brewed for your fire campaign’, a campaign which positions Tiger Crystal as the ultimate crystal-cold refreshment for those “who passionately pursue their dreams and aspirations.” 

Created by BBH Singapore and LePub APAC, their task was to evolve the already successful ‘Brewed For Your Fire’ campaign in a way that ensures Tiger Crystal continues to stand out in the category with its unique point of view on premium refreshment. ‘Brewed for your fire’ revolves around the thought that when individuals follow their dreams and excel at what they love, they deserve a crisp and smooth refreshment that’s ‘brewed for your fire’. 

“Tiger Beer believes everyone should pursue their passions fearlessly, yet we all have moments of doubt when our confidence wavers. In these moments, it’s important to find that spark that comes from doing what you love, igniting your inner fire. And in those ‘on fire’ moments, there’s nothing more refreshing than a crystal-cold, extra smooth Tiger Crystal,” explains Sean O’Donnell, global brand director at Tiger Beer.

The product, Tiger Crystal, is said to be brewed at -1 degrees Celsius with a unique filtration process for a lighter, smoother, and crisper taste. ‘Brewed for your fire’ tells the story of a group of partygoers who find themselves totally in the zone and ‘on fire’ whilst dancing at a house party. To visualise how this feels, the film’s mixed-media technique is inspired by the memes, GIFs, and TikToks of Gen Z’ers.

Sascha Kuntze, chief creative officer at BBH Asia Pacific, explains, “A giant Yeti, crazy eskimos, a gate-crashing skier, a girl riding a giant Tiger – what a party, what a visual spectacle and all mixed to a killer soundtrack. We haven’t seen beer celebrated quite like this before and we are extremely proud of the world we have conjured up for Tiger in this film and the brave clients who came on this ride with us.” 

Cyril Louis, executive creative director at LePub APAC, adds, “We wanted to make people feel what it is like to be in the zone through the film’s protagonist. At first, she is unsure of herself when invited onto the dancefloor, but she soon finds her inner Tiger fire, and the fiery, high-energy visuals spread to show more individuals being ‘on fire’ and in the zone.”

“Tiger® knows what confidence and defying the odds mean. It was born at a time when few believed that an ice-cold beer could be brewed in the tropical heat of Asia, in a place where no barley or hops would grow. Today, it continues to celebrate the confidence that allowed it to do what it believed in – brewing a winning beer on the equator that has won more than 40 international awards and is enjoyed in more than 60 countries worldwide,” said the brand. 

Directed by Brazilian trio YOUTH, ‘Brewed For Your Fire’ has recently launched in all key Tiger markets.