Tag: Marketing Campaign

Australia – In Sydney, there’s a growing crisis. Sydneysiders are flushing everything, but the kitchen sink down their toilets, causing blockages that cost Sydney Water a whopping $27M a year.

Continuing the momentum of the Toilet Blockers Anonymous campaign, launched in 2024, Sydney Water, with creative agency It’s Friday, tackle the issue right where it counts – the toilet itself. The solution comes in an unexpected form: a self-help guide with a cheeky twist – world-first ‘Toilet Blockers Anonymous – Flushable Guidebook.’

Created in partnership with eco-friendly toilet paper brand Who Gives A Crap, the guide is printed directly onto loo rolls. Each sheet delivers a humorous but educational reminder of what not to flush down the toilet, from dental floss to hair…and even golf balls. The roll ends with a final pledge to stop blocking habits for good.

To make the message impossible to ignore, the campaign landed straight in bathrooms across Sydney. Led by plumber influencers, such as @SydneyPlumberChick, plumbers across Sydney hand-delivered guidebooks during real-life toilet unblocking visits—catching, but also helping, culprits red-handed.

By reaching Sydneysiders where it matters most—their bathrooms—Sydney Water hopes to flush out bad habits and keep the city’s pipes flowing freely.

Tim Barrett, digital marketing manager at Sydney Water, said, “We needed a way to grab people’s attention where it matters most—literally in their bathrooms. Blockages are expensive and entirely preventable. This campaign delivers an unforgettable reminder right where behaviour change happens.”

Meanwhile, Vince Lagana, CCO at It’s Friday, commented, “Humour has the power to drive real change, especially when it meets people in everyday moments. By turning a roll of toilet paper into a scroll of knowledge, we’re flushing out bad habits—one sheet at a time.”

Australia – To remind audiences to put their phones on silent, Telstra has created a campaign of cinema, for cinema, with a series of intriguing, silent short films.

The films – Mirror Mirror, Four Legged Friend and Magnetic Boy – are directed by FINCH’s Dougal Wilson in his first Australian production and commercial project since 2018.

Brent Smart, CMO of Telstra says, “So much care and craft has gone into these, I can’t wait to see them before some animated film my kids make me watch.”

Meanwhile, Micah Walker, founder and chief creative officer of Bear Meets Eagle On Fire, commented, “This is such a simple, fun idea and getting to work with Dougal again has just made that even better. We couldn’t be happier with how they’ve come to life.”

Lastly, director Dougal Wilson, stated, “It was a delight to work with Micah and his team and Telstra on such a fun project. I loved these ideas and crafting them with my wonderful production team and crew was a hugely enjoyable experience.”

Kuala Lumpur, Malaysia – To promote its latest ‘Pizza Ayam Bakar’ offering, Pizza Hut Malaysia recently teamed up with IPG Mediabrands’ Mediabrands Content Studio (MBCS) to launch a new campaign that showcased a classic Ramadan/Raya fare of flame grilled chicken with Pizza Hut’s flare – smoky grilled bazaar flavours on a fully loaded pizza, in a fun twist that’s anything but “biashe-biashe” (ordinary).

Said campaign, in a nod to the smoky flames from the grill, featured the pizza being launched with a smoke projection billboard above a Pizza Hut store in proximity of one of Kuala Lumpur’s most popular Ramadan bazaars, driving traffic towards the outlet.

In addition, an activation at local bazaars and an in-store contest introduced the Pizza Ayam Bakar promotions and an opportunity to win free pizza for those who could say the pizza’s tongue twister of a name in the game “Say My Loaded Name”.

Mun Tuck Wai, executive creative director at MBCS said, “Ramadan/Raya is a time of food and gatherings, and a classic favourite is the ayam bakar – found in every bazaar. But who’s to say that ayam bakar is just for the bazaar? Sending smoke signals is an age-old tradition, and we looked to lure our customers right to our doorstep to experience ayam bakar like never before. A pizza with these flavours needs a launch that’s equally as bold, and we wanted to tickle that curiosity when introducing an ayam bakar that is out of the ordinary.”

Meanwhile, Aileen See, chief marketing officer at Pizza Hut Malaysia said, “At Pizza Hut, we believe that the best flavors are the ones that resonate with our customers’ hearts and taste buds. With the Pizza Ayam Bakar, we’ve worked hard to craft a truly authentic taste experience that reflects the unique flavors of ayam bakar that you’d get from our local bazaars.”

She added, “The MBCS team have integrated this sensory element of smoke that you’d get from the grill into our campaign, blurring the lines between tech, creativity and cultural relevance for an unforgettable campaign. It’s not just about selling pizza; it’s about the celebration of Ramadan/Raya through our shared language of food.”

Singapore – Marriott Hotels in APEC has recently launched its global campaign ‘Wonderful Hospitality Never Sleeps’, focused on capturing the essence of global hospitality, spotlighting authentic moments of care and thoughtfulness tailored to guests in Japan, India, and beyond.

Conceptualised alongside The Secret Little Agency (TSLA), the campaign’s local expressions bring the global tagline to life by showcasing how hospitality manifests across cultures. Inspired by real stories and insights, scenarios range from a child enjoying both dosa and pancakes in India to a Marriott Hotel associate surprising a guest with a thoughtful gesture in Japan. Each moment captures the true essence of hospitality in its cultural context.

Directed by Australian filmmaker Jared Deparis and produced by The Sweet Shop, the campaign features evocative scenes shot on-location in India and Japan. The film celebrates the spirit of hospitality through real and relatable moments, and most importantly, capturing all the little gestures and everything that goes behind the scenes that makes your stay wonderful.

Nicholas Ye and Mavis Neo, co-chief creative officers at TSLA, said, “Hospitality is a big word. It means different things to different people. For some, it’s being greeted by name as a returning guest. For others, it’s something as simple as peeled fruit on arrival. This vastness in expectations, and how Marriott Hotels quietly continues to deliver on them, inspired the heart of this campaign. It is about the little gestures and the behind-the-scenes effort that make every stay at Marriott Hotels wonderful.”

Moreover, the campaign was developed by The Suite, a collective of independent award-winning agencies across Asia led by TSLA, and is a testament to Marriott Hotels’ commitment to authenticity and cultural relevance. 

Through The Suite, TSLA partnered with UltraSuperNew in Japan and Talented in India, both leading creative independent agencies in their respective markets. From the research phase to final executions, all partners collaborated closely to ensure the work was powered by genuine insights and cultural nuances. 

“All our partners were embedded within the process from the start, and we approached the work as one team, acting as one agency from the get-go. We needed to change the dynamic of multi-market partnerships to deliver the authenticity we strived for – we knew wanted no adaptors, only originators and for all our work to be powered by real strategic and cultural insights. Our partners worked closely with us at every stage to ensure resonance for APEC, India and Japan, down to the final executions,” both Nicholas and Mavis added.

Australia – MINI Australia has welcomed former F1 aerodynamicist and founder of Lune Croissanterie, Kate Reid, as the newest ‘Friend of MINI.’  This partnership coincides with the launch of the new MINI John Cooper Works high-performance models that are now available locally.

Kate’s background in high-performance racing and her passionate commitment to creating the best croissant in Australia mirrors the story of MINI’s own racing legacy. John Cooper saw the potential in the newly introduced classic Mini. He trusted his instincts and defied convention by integrating a more powerful engine, new brakes and sharper steering. In 1961, a legend was born and the modest family car is now a giant-slaying racer.

Speaking on her involvement in the campaign, Kate said, “MINI has been alongside me throughout every phase of my life. Dad’s 1974 Leyland Mini Clubman was the first family car I remember, and when I got my driver’s licence at 18, I immediately went out and bought myself the most perfect 1971 Mini K.”

She added, “In 2017 I took the leap and bought my first ever brand new car – a MINI Cooper S. For the past two years, I’ve been the proud owner of a MINI John Cooper Works. It’s safe to say I have a lifelong love affair with the brand, and I’m thrilled to make it official by becoming an ambassador.”

Meanwhile, Nikesh Gohil, head of marketing for Australia and New Zealand at MINI, commented, “Kate Reid’s journey is an inspiration to many.  Her passion and commitment to excellence aligns perfectly with the love MINI owners have for the brand. Coupled with her extensive involvement in the world of Formula 1, Kate is the ideal ambassador for our high-performance John Cooper Works range. We are thrilled to welcome her as a key member to our ‘Friend of MINI’ program and look forward to the exciting developments ahead!”

Kuala Lumpur, Malaysia – AIA PUBLIC Takaful has released its Raya campaign alongside Mediabrands Content Studio (MBCS) personifying the spirit of togetherness and mutual benefit embodied by the company’s Total Shariah Solution.

The ‘Raya Bersama, Berkat Berganda’ (Raya Together with Double the Blessings) Raya campaign was launched to remind Malaysians of the essence of Raya over the festive season. The three-part mini-series inspired by the Malaysian legend “Puteri Gunung Ledang”, is reimagined as “Puteri Gunung Lindung” (Princess of the Protected Mountain), a subtle reference on the brand’s purpose of providing protection to everyone. 

Moreover, the film also serves as a reminder of togetherness and the essence of community, demonstrating the enduring spirit of Takaful.

The campaign executed with sister media agency Universal McCann, runs through April 2025 across social media, OTT, digital OOH and programmatic platforms.

Rudy La Faber, creative director at MBCS said, “During the festive season, one of the most common family disagreements is the question of where to spend their Raya. Families often debate returning to the kampung (hometown), staying in the city where they’re born at, or travelling abroad to take advantage of the long holidays. The film shows this dilemma and tussle between fellow siblings who end up realising that no matter where they spend Raya, what truly matters is celebrating together with loved ones.”

He added, “We’ve also embraced short-form, vertical content to cater to today’s digital landscape and shorter attention spans. We’re excited to trial this approach amidst traditional long-form videos that usually dominate the Raya season, and so far, it’s resonating well with the audience.”

Kuala Lumpur, Malaysia – Homegrown halal quick service restaurant Marrybrown has recently tapped Dentsu Creative Malaysia for the launch of Marrybrown’s Ramadan Riang Ramadan Raya menu, with a bold, bite-sized, storytelling campaign to match the energy of today’s online audiences.

With Raya being a “superbowl” period in Malaysia, Dentsu Creative Malaysia’s campaign for Marrybrown was delivered to let the local homegrown Halal Quick Service Restaurant stand out through a comedic approach. 

Inspired by Malaysians’ unwavering love for sambal pedas and the excitement surrounding Ramadan-Raya content, the campaign bucked the trend of emotional, long winded narratives, and instead took a fresh, fast-paced approach in delivering engaging, high-impact content that gets straight to the point. 

Blending humour, relatability, and the anticipation of Raya, the campaign features three short episodes, which showcase how Malik, a young working adult who received a good Raya news, that turns into series of excitement. The series is designed to drive engagement across social media, inviting Malaysians to experience ‘pedas tak terkata’ that embraces the thrill of spicy sambal. 

Lynn Low, chief marketing officer at Marrybrown, said, “We wanted to tap into the thrill of Ramadan and Raya in a way that feels true to how Malaysians consume content today—short, punchy, and packed with flavor, much like the dishes we’re offering. This campaign is all about celebrating the pedas-loving, story-craving Malaysian spirit, and what better way to do that than with a spicy, limited-time menu that’s as exciting as the season itself? We’re thrilled to have a partner, like Dentsu Creative Malaysia, that understands our audiences and dared to be different.” 

Meanwhile, Ahmad Nazril Ibrahim, executive creative director at Dentsu Creative Malaysia, commented, “Ramadan is a time of tradition, but also a time of joy and togetherness. With this campaign, we wanted to take that energy and turn it into snackable, entertaining content that reflects how Malaysians interact today. From playful humour to unexpected twists, every piece of content is crafted to keep audiences engaged while celebrating their love for all things spicy.” 

Australia – Philips has recently tapped Australian sports star Isaac Heeny in a new campaign to encourage Australians to rethink their everyday water choices and embrace filtration solutions which reduce the consumption of harmful contaminants and single-use plastic.

The partnership introduces Philips’ innovative approach to water filtration, combining premium technology with environmental consciousness. Their Reverse Osmosis Water Stations feature Aquaporin Inside™ water purification technology, a technology tested in collaboration with NASA and ESA for aerospace applications.

Speaking on his involvement in the campaign, Isaac said, “As an athlete, I know that what you put into your body matters – especially water. I’m excited to partner with Philips because they’re offering Australians a smarter way to think and feel about their daily water consumption. Their filtration technology isn’t just about better-tasting water – it’s about making a positive choice for our health and the environment.”

Said campaign aims to promote Philips’ new Powered Pitchers with PFAS Pro filter (available July onwards), which are certified to NSF standards for the removal of over 50 contaminants, including chlorine, metals, pesticides, herbicides, pharmaceuticals, chemicals (PFAS), microplastics and other harmful substances that can affect water quality and taste.

Moreover, the brand notes that its water filtration range offers a sustainable alternative to single-use plastic bottles, while providing premium filtered water with options for instantly chilled or boiling hot water at the touch of a button.

“Making the switch to filtered water is about taking control of your daily water choices. The convenience of having premium filtered water at home, combined with knowing you’re helping reduce plastic waste, makes it an easy decision,” Isaac added.

Meanwhile, Peter Bosscher, founder of Bosscher Commercial Management Solutions and exclusive agent for Philips Water in Australia and New Zealand, emphasised the significance of the partnership.

“Isaac Heeney embodies the values of excellence and healthy living that align perfectly with our brand. His authentic approach to health and well-being resonates strongly with our target market – consumers increasingly conscious about water quality and environmental sustainability,” he said.

Kuala Lumpur, Malaysia – RHB Bank, in partnership with The Shout Group, has unveiled its Hari Raya 2025 campaign, “Sulaman Kebersamaan” (Belonging), which is anchored by a meaningful partnership with Baju Raya Project. Said project is aimed at bringing communities together through the spirit of giving and sharing Raya clothes.

Baju Raya Project is an annual not-for-profit initiative dedicated to collecting pre-loved Raya clothing from donors across the community. Volunteers then gather to sort, clean, and distribute these garments to orphans and single mothers. 

This year, leveraging on RHB Bank’s extensive reach, the project successfully took place at the RHB Centre on Jalan Tun Razak, resulting in an extraordinary collection of close to 9,000 Raya clothes, which were then subsequently donated to 16 orphanages around Kuala Lumpur.

To complement the initiative, FCB SHOUT conceptualised and produced RHB’s Hari Raya 2025 film, which is inspired by true events surrounding Adib Khalid, the director of the Baju Raya Project. The film sheds light on the poignant stories of orphans who often feel left behind during Raya festivities, capturing the genuine essence and motivations behind the initiative.

Abdul Sani, group chief marketing officer at RHB Bank, said, “Raya clothes have always been a symbol of belonging. Malaysian families traditionally wear matching outfits during celebrations to signify kinship and unity. Sadly, orphans and the less fortunate often miss out on this heartwarming experience.”

He added, “We are glad that initiatives like Baju Raya Project exist, and I’m even prouder that this year, RHB is actively playing a role in supporting their cause. It was profoundly inspiring to see donors and volunteers unite passionately at RHB Centre to transform old clothes into new hope for those who need it most, as that truly exemplifies our brand belief of ‘Together We Progress’.”

Meanwhile, Tjer, executive creative director of FCB SHOUT, commented, “Our film is not merely about Raya clothes; it explores the deeper meaning behind them. Beyond fashion or style, this is a celebration of the power of togetherness, compassion, and empathy – all of which are core values intrinsic to Hari Raya. We wanted this film to portray a profound sense of belonging felt by not only the receivers but also the givers, so that it serves as a reminder that generosity is more than a charitable act; it’s an acknowledgment of shared humanity.”

They added, “I’m glad that the powerful lesson in unity and compassion is beautifully illustrated through the inspiring acts of the incredible people behind this initiative, and my special acknowledgment goes to our production partners at D Moving Pictures, GT Records, and Asia Pacific Videolab for doing their story justice.”

Lastly, Ong Shi Ping, co-owner of FCB SHOUT, added, “True generosity is measured not by what we give, but by the lasting impact and deep sense of belonging that we create. This story captures that thought so beautifully, encouraging us all to reflect on our shared responsibility to ensure no one feels left behind, especially during moments meant for celebration and togetherness.”

Singapore – Tiger Beer, alongside independent creative agency :Teeth, has launched a new campaign highlighting the true spirit of Singapore through a unique and culturally insightful lens.

Tiger’s “Our Roar, Our Way” is a bold new film that challenges the stereotypical view of Singaporeans and instead embraces the quiet, confident strength that defines the nation. The campaign goes beyond just a brand message – it’s a celebration of Singapore’s authentic spirit, and we’ve captured it through real, culturally resonant moments that locals can truly understand and be proud of. 

Whether it’s the way we go all out for the people we love, express ourselves in unexpected ways, or fuse tradition with modernity, this film is a powerful reminder that no one defines us but ourselves.

Backed by a high-energy, locally produced soundtrack featuring Singaporean rapper Aditya Mirchandi Rodrigues (aka dani.kidd0), and directed by up-and-coming Singaporean Director Salihin Ramli, the film goes to great length to capture local nuances.  

Gerald Yeo, marketing director at Asia Pacific Breweries Singapore, said, “Tiger has been a Singaporean icon for generations, progressing alongside the nation while staying true to our rich heritage. Our values have always been intertwined with Singapore’s spirit. Our Roar Our Way brings out those shared values – Courage, Optimism and Respect and owns them in our own Singaporean way.”

He added, “We created a local brand platform that positions Tiger as an ally who gets you and the pressure you face as a Singaporean. Whether you are a Gen Z, Millennial, Gen X. It’s the start of a very big year for us, built around SG60.” 

Meanwhile, Stephen Kyriakou, creative director at :Teeth, commented, “Many have a stereotypical view of Singapore. But the culture here runs much deeper than MBS, Gardens by the Bay and Orchard Road.  I have lived here for 30 years and there are still things that separate me and a true Singaporean. It was important to reflect that.”

Lastly, Diego Barboza, creative director at :Teeth, commented, “We worked especially closely with our local creatives, director and artists to make sure we showed Singapore through an insider’s lens. To look past the surface, and unveil that powerful, unspoken roar with authenticity.”