Tokyo, Japan – Cosmetics company Shiseido has released a new film in commemoration of the company’s 150th anniversary. The company was founded in 1872.
The film, titled, ‘Our Mission: A Journey of Beauty’, presents Shiseido’s aspiration to create truly happy and fulfilling days for people around the world for the next 150 years through the power of beauty, which they have cherished since their founding.
https://youtu.be/yNuuzrAqYiM
In addition, the film also presents future possibilities for beauty delivered by bold innovation, which the company has pursued since their founding, and leveraging their expertise in science.
“Going forward, we will continue to pursue innovation toward addressing social issues such as environmental problems and realising diversity and inclusion and will strive to bring about a sustainable world where people can enjoy happiness through the power of beauty,” the company said.
The campaign for Shiseido’s 150th anniversary started off on June 1, with it conveying to the world SHISEIDO’s enduring focus on life as the essence of beauty and its ongoing pursuit of uncovering the mechanisms that connect beauty and life.
Melbourne, Australia – The Melbourne Writers Festival has teamed up with creative agency TBWA\Melbourne to launch a new campaign which aims to develop a collection of AI artwork, created by inputting humanity’s most imaginative writing, word for word, into AI.
The art project campaign arrives following the launch of AI Mid Journey, an AI bot that turns written prompts into artwork. The technology has initiated an intense worldwide debate on what AI-generated imagery means for the future of art.
To create the unique art pieces, passages from classic works of literature from literary icons Mary Shelley, Herman Melville, H.G. Wells, Bram Stoker and George Orwell were inserted verbatim into the AI Mid Journey. Each breathtaking visual stands as a timely reminder of the enduring power of the written word.
Casselly Main, marketing and communications manager at Melbourne Writers Festival, said, “This year’s festival is all about ambition and this campaign is the perfect encapsulation. We’re ecstatic about the response the images had at the festival. Even though most of these books were written over a hundred years ago, their words continue to inspire today.”
Meanwhile, a spokesperson for TBWA\Melbourne commented, “Like most of the industry, when we first saw Mid Journey, we experienced a momentary existential crisis. “What does this mean for creativity? Is it now out of human hands?” The short answer is no, far from it.”
They added, “AI like Mid Journey are an incredible creative tool. Even in the past weeks, we’ve seen huge leaps in visualisation, composition and lighting. But our partnership with the Melbourne Writers Festival shows the strength of beautiful writing — past, present and future.”
The campaign was launched in conjunction with the Melbourne Writers Festival appearing in OOH and digital. In addition, illustrated e-books of the classic novels, featuring further AI interpretations, are planned for release in the coming months.
Bengaluru, India – Flipkart has released a new home-centric campaign, which invites its customers to give their homes a makeover through its showcase of home products in store. Flipkart aims to reach customers across the country, offering them the ease of shopping premium brands at an affordable price.
The campaign has brought on board an array of the best possible finds with carefully curated home inspiration to make brick and mortar buildings feel like home. The latest collection features products including bedsheets, curtains, showpieces, plants, cutlery, cookware, home improvement tools, among others.
In addition, the platform is running the influencer campaign called ‘Home Flipover’ with influencers such as Chef Karishma Sakhrani, Aayushi Bangur, Bahaar Dhawan Rohatgi, Ashwiinii Dongare Banga and Chef Kirti Bhoutika joining.
Speaking on the launch, Kanchan Mishra, senior director of consumables (FMCG), general merchandise and home at Flipkart, said, “The recent hybrid work model has encouraged customers to rethink life at home as it has become the place where they spend most of their time. Eventually, it has made them redecorate and enhance the look and feel of their homes. This trend is here to stay as people are spending more time at home than they were before.”
She added, “At Flipkart, our prime focus is to drive value for our customers on the best quality products. To diversify our product portfolio and make Flipkart the go-to destination for all things home, we have handpicked products from branded and premium range to homegrown D2C brands. Now, the home makeover can be a spontaneous plan with a wide range of selections available on the platform.”
The new campaign comes just days after the recent campaign launch for their loyalty program ‘Supercoins’.
Singapore – Global cryptocurrency exchange Bybit has launched a new special pillow, a first of its kind, in a bid to raise awareness to cryptocurrency traders to get quality sleep despite the ‘market never sleeps’.
The pillow launch is accompanied by the launch of a rap video, full with meme references related to cryptocurrency and trading of it.
The campaign, conceptualised by TBWA\Group Singapore, focuses on the fact that due to the decentralised nature of cryptocurrencies, the markets are not managed by any authority in any specific time zone – they remain open to traders all over the world, hence a large majority of these traders never sleep.
Data from The Sleep Judge states that traders are kept awake at night due to stresses about market crashes; learning more about investments; worrying about the disappearances of cryptocurrency and missing the next big thing. The data also noted that almost 70% of non-investors reported to enjoy good to excellent sleep quality versus around 63% of those who did invest in cryptocurrency.
Speaking on campaign execution, Asheen Naidu, executive creative director at TBWA\Singapore, said, “We wanted to change these data points and create a solution to the problem of sleep deprivation among traders. Moon Pillow is the answer. Users can program their pillow to provide vibration alerts when their selected cryptocurrencies experience price swings larger than five percent.”
He added, “To become attractive to the audience, we delved deep into crypto cohort culture to find unique ways to drive excitement for the campaign – from different activation touchpoints, through to the distinct language and meme aesthetics commonly seen on online message boards. It is an exciting product which intends to provide traders with an excellent quality of sleep, and a sound mind that can help them take their investments to the moon.”
Bengaluru, India – Local homegrown e-commerce marketplace Flipkart has launched its first digital campaign to showcase the versatility of its customer rewards program Flipkart SuperCoins.
The campaign simplifies the concept of SuperCoins rewards and highlights its use across partner platforms – Myntra and Cleartrip, and many more brands across various categories like Hotstar, SonyLIV, ZEE5, Domino’s, Pizza Hut, among others.
In addition, the campaign showcases the myriad benefits SuperCoins provide and shares information on how to avail them, not only on Flipkart but on fashion e-commerce Myntra and online travel company Cleartrip as well.
Commenting on the campaign launch, Arief Mohamad, vice president for loyalty at Flipkart, said, “At Flipkart, it is our utmost priority to serve our customers with unparalleled value. We aim to enhance every consumer’s shopping experience and make it more rewarding.”
He added, “Through this campaign, we aim to reinforce the plethora of benefits shoppers can avail of using SuperCoins, not just on Flipkart but across the umbrella of Flipkart partner platforms and brands, thereby enabling a wide pool to shop and avail rewards, significantly enriching their shopping experience. We are delighted to partner with Jatin Sarna in conveying this message to our 400 million customers across the country.”
Kuala Lumpur, Malaysia – Malaysian telecommunications company TM has launched its Merdeka campaign, utilising the ancient artform of wayang kulit or a puppet-shadow play to tell the story of Ibu Zain, who encouraged Malaysians to unite and empowered Malaysian women to fight for their right to an education.
The campaign, conceptualised by VMLY&R, is narrated by Ibu Zain’s daughter Fadzilah Amin–a renowned Malaysian scholar–uses 360° video technology to create a truly immersive 360 Wayang Kulit experience for modern audiences. Titled ‘Ibu, Kisah Seorang Tokoh Kemerdekaan’ (‘Ibu, The Story of Malaysia’s Independence Hero’) the ad was created in partnership with Mojo Film, with guidance and performances by puppeteers from Fusion Wayang Kulit, Malaysia.
The film tells the story of the forgotten Malaysian heroine who encouraged Malaysians to unite and empowered Malaysian women to fight for their right to an education. Said use of the VR technology is part of TM’s #MengukirMalaysia (Crafting Malaysia) initiative to celebrate, elevate and preserve Malaysian culture through technology.
Shanti Jusnita Johari, chief marketing officer at TM, said, “Through our Mengukir Malaysia initiative, we aspire to leverage technologies that not only change the way we live, work and play, but also enhance our perspectives and ideas, drawing from our local culture and history to remind us about what’s made us a great nation.”
She added, “This Hari Kebangsaan and Hari Malaysia, we wanted to remember and celebrate Malaysia’s many unsung heroes, such as Ibu Zain, who made our country great. We hope that through this short film, people will be encouraged to learn more about this historical icon as we commemorate her legacy via Wayang Kulit, one of the first forms of storytelling by our ancestors which we must also preserve.”
Meanwhile, Kenni Loh, CEO, VMLY&R COMMERCE Malaysia, said, “At VMLY&R we believe in harnessing creativity, technology, and culture to create truly connected brands that resonate with consumers in real and authentic ways. TM is a progressive Malaysian brand with technological innovation at its core. With this in mind, we were keen to work with them to design and deliver a campaign that would reflect their national pride, whilst underlining their positioning as an enabler of technology, in a way that would resonate with Malaysians everywhere.”
He added, “Aligning with the Malaysian Government’s ‘#Keluarga Malaysia, Teguh Bersama’ (Malaysian Family, United Together) theme, this campaign couldn’t be any more uniquely Malaysian, reviving a forgotten art form via the use of innovative technology to capture the imagination of the nation and tell the story of one of the country’s most inspiring heroines this Merdeka.”
As part of the campaign, VMLY&R also created a specially curated TM Merdeka microsite tm.com.my/MengukirMalaysia, where audiences can immerse themselves in the world of Wayang Kulit, Ibu Zain and TM‘s Mengukir Malaysia initiative with videos, 360° interactive Wayang Kulit experiences and special behind-the-scenes content. Fans can also feel part of the campaign by adopting one of several Wayang Kulit Instagram filters.
Kuala Lumpur, Malaysia – Insurance company AIA in Malaysia has released its Merdeka-themed campaign focusing on the importance of arts and culture as a way to preserve the diverse traditions and beliefs of Malaysia.
The digital campaign, conceptualised by Mediabrands Content Studio (MBCS), called ‘Perwira Legasi’ (translating to Legacy Heroes) was launched to celebrate a collective of passionate Malaysians who have made it their life’s mission to preserve diverse cultural legacies like traditional art, craft and performance.
In addition, their insightful stories highlight the importance of keeping Malaysian cultural legacies alive, and align with AIA’s three pillars of its ‘Total Wealth Solution’: Plan Well, Live Well and Protect Well.
Over the course of the weeks leading up to Merdeka and Malaysia Day, AIA Malaysia’s social feeds feature original reels, artistic backgrounds and information from three (3) selected local artisans and performers – Wesley Anak Juntan, a former flight attendant who makes Borneo dolls in traditional outfits; mother-daughter duo behind Lizza’s Creations, Lizza (Rosliza binti Muhammad) and Sarah (Siti Sarah binti Isharuddin), with a 28-year history of making hand-crafted Malaysian artisanal batik; and a Malay-Chinese pair, Syafizal-Syazlee Salehud-Din and Ker Yee Ting who are continuing the fading art of traditional Zapin dance.
Amir Faiz, group creative director of MBCS said, “In planning for this campaign, we realised that a lot of people have passion projects that they work on in their spare time as side hustles. It may not necessarily be something they can make a living from, but these passions are relevant and help maintain our heritage and culture. That’s why we celebrate them as ‘Perwira Legasi’. The campaign explores different themes like freedom, independence, and unity, shown through the lens of Malaysians who nurture these arts and crafts in their daily lives.”
Amir added, “The hardest part of this campaign was sifting through the heroes. These are genuine people, each with a truly unique story to share, who have real passion for what they do and create. Cultural diversity is in our very DNA as Malaysians. We hope this campaign shines a light for all Malaysians to embrace this facet before we run the risk of losing these arts as time goes by.”
Jakarta, Indonesia – Fast food chain McDonald’s in Indonesia has released a new ad for its new burgers–but with a twist of convincing people to taste a burger from a different part of the world instead of just promoting it as is.
The ad, conceptualised by Leo Burnett Indonesia, the film features real, relatable moments in a witty and heart-warming manner, as well as dedicated to those who are left behind, stuck at work, nursing injuries or grounded by inclement weather.
The campaign is directed by Kiran Koshy of Directors Think Tank in Malaysia.
Ravi Shanker, chief creative officer at Leo Burnett Indonesia, said, “This was the challenge posed to the team at Leo Burnett. A couple of brainstorms later, we stumbled upon an insight. Indonesians too were bitten by the travel bug. However, not everyone can travel because life in the form of financial constraints, work pressure, family commitments or climate change was getting in the way. While travelling was a possibility in the future, right now many were missing out.”
Meanwhile, Michael Hartono, director of marcomm, CBI and digital at McDonald’s Indonesia, commented, “Taste of the World’ has always been a great platform for McDonald’s and we always look for fresh, new ways to drive relevance. We are all observing how after two years, everyone really wants to experience the true flavours of the world by travelling – but for those of us stuck at home due to practical realities, we really wanted to establish that this delicious menu is available from the comfort of your homes.”
Kuala Lumpur, Malaysia – In commemoration of the upcoming Kebangsaan (Independence Day) and Hari Malaysia (Malaysia Day) celebrations, banking company RHB has launched a Merdeka celebration-themed campaign to showcase the message of unity and love for the country, despite different beliefs and cultures.
The campaign, conceptualised alongside FCB SHOUT, shows a charming story about a group of school children who found themselves at odds with one another after being tasked to work together to paint a mural for their school.
Further into ad, the students find themselves in a debacle of one-upmanship, verbal disagreements and even physical altercations. However, when a catastrophic force threatened to derail and destroy the entire project, what divided the students quickly became what united them in the end.
Speaking about the campaign launch, Abdul Sani Abdul Murad, chief marketing officer of RHB Group, said, “This film is an incredible reflection of the Malaysian spirit and RHB’s brand belief of ‘Together We Progress’. Living in this multi-racial, multi-cultural and democratic country, it’s inevitable that we find ourselves disagreeing with one another time after time. But, at the end of the day, we all want what’s best for Malaysia because it is a home that we share.”
He added, “And like true siblings, we always put aside our differences, come together and stand up for one another whenever adversity strikes. That’s just who we are as Malaysians, and often, it’s this quality we possess that has helped us weather many storms since our independence 65 years ago.”
Meanwhile, Wang Ie Tjer, head of creative at FCB SHOUT, commented, “Malaysia, being such a diverse nation, has an inevitably complex social fabric. Hence, we are delighted to be able to capture the essence of what national celebrations mean to us with such a simple, meaningful and uplifting spot. Huge appreciation to our production partners at PRS Films and GT Records for helping us bring this beautiful story to life.”
Lastly, Ong Shi Ping, co-owner and chief creative officer at FCB SHOUT, said, “The past 2.5 years of challenging times have proven that Malaysians will always rise to the occasion together when it matters most, and we hope this film serves as a timely reminder for us to continue upholding our unique brand of unity.”
The ad was launched on 8 August 2022 and is currently playing across all RHB Bank’s social and digital channels.
Singapore – With the global plant-based food market continuing to grow, First Pride, a company that sells plant-based products as alternatives to meat ones, has launched a quirky campaign to promote alternative ways of enjoying meat without harming the environment–through an ad with a dinosaur named Tony the T-Rex.
The ad, conceptualised with UltraSuperNew Singapore, shows the mind-changing experience from the first bite of First Pride plant-based products—symbolising how those averse to plant-based will discover a new taste sensation. And for meat-lovers, if T-Rex loves it, mere humans will too.
Speaking about the campaign launch, Pimphika Rungarpajaratkul, APAC brand manager, at FIRST PRIDE, said, “The real barrier of the plant-based category is taste and texture, causing anyone who enters the category to lapse. We work with a goal to break the stereotype of plant-based, and innovate our products from a unique substrate made from wheat, soy and citrus fibre for a meat-like texture together with 3-step coating innovation to ensure maximum crispiness.
She added, “We’re extremely confident in our product. So what’s left is a great marketing campaign. UltraSuperNew was able to deliver an attractive, exciting and relevant creative communication platform – even better than we were expecting.”
Meanwhile, Edric Cheong, senior copywriter at UltraSuperNew, commented, “It’s rare to work on something that is revolutionary as plant-based nuggets, especially with partners who understand the value of creativity, and an actor of Tony’s calibre.”
The ‘NuggetVerse’ ad is currently running across FTA TV and radio channels in English and Mandarin, on OOH media, and across digital and social channels in Singapore and Malaysia. The campaign will run until 31 December, with media handled by IPG Thailand (UM).
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