Tag: Marketing Campaign

New Zealand – Kiwi households are some of the worst food wasters in the world, tossing out a staggering $2.9 billion worth of food every year. That’s around three trolleys’ worth per household – much of it perfectly good but left to wilt, rot or get lost in the fridge abyss. But what if the food had something to say about it?

To highlight the need for better meal planning to stop food waste and help households save money, TBWA\NZ brought food waste to life – quite literally – by turning neglected ingredients into brutally honest food critics. 

Played by comedian Josh Thomson, these oversized, irate ingredients aren’t afraid to tell Kiwi families exactly what they think of their meal-planning skills (or lack thereof). There’s the floppy broccoli – a little past its prime and fuming about it. A grape that’s literally falling apart mid-monologue and a peeved pear with a bone to pick. 

These characters appear in the home of a well-meaning family during mealtime to promote a practical message: ‘do better meal planning’ – and ‘don’t forget your free meal planner!’

The three videos are paired with punchy print and OOH to drive the message home to all Kiwis: No one likes a bad review, but with Love Food Hate Waste’s new fool proof meal plan and simple steps, we can keep the Food Critics happy.

Juno Scott-Kelly, communications & marketing manager at Love Food Hate Waste, said, “We know that life can be unpredictable, unexpected events pop up, dealing with leftovers can feel like a challenge or you’re simply too tired to cook and opt for takeaways. By getting Kiwis to stay flexible and follow our meal planning steps, we believe we can help everyone in New Zealand to reduce their food waste and save time and money.”

Meanwhile, Shane Bradnick, chief creative officer at TBWA/NZ, commented, “We’re all guilty of buying food without a proper plan and end up throwing some away. Maybe an intervention from some angry broccoli, disgusted fruit and smelly salmon is exactly what we need to wake up and stop wasting food.”

Australia – As Aussies get back to the grind, Macca’s is reminding office workers that there’s a simple way to bring a little joy to routine, with eye-catching spreadsheet artworks in an out-of-home campaign.

Part of a wider “Return to routine-ish” campaign from DDB Sydney and OMD Sydney, the out-of-home ads target CBD office workers, showing there are more delicious things to crunch than numbers.

Built by certified ‘freak-in-the-spreadsheets’, Adam Bentley, DDB Sydney’s Creative Technologist, the artworks feature three iconic Macca’s products, prompting a cheeky post-meeting, office break or after-work Macca’s run.

The ads are running in more than 760 sites in and around the Sydney CBD, including digital OOH, office building lobbies, and even small-format elevator screens.

Jack Nunn, creative partner at DDB Sydney, said, “There’s nothing quite like a Macca’s run to break the humdrum of the day. With playful visuals and clever media placements, this campaign will cut through like a Guillotine on 80gsm printer paper.”

Meanwhile, Emily Bosler, managing partner at OMD Sydney, commented, “We are executing a tactical, programmatic digital out-of-home strategy to drive contextual relevance during key moments of back-to-work routine. Strategically selecting outdoor in high foot traffic CBD areas and in-office environments, allows us to effectively reach the ‘back to work’ audience and tempt them with a Macca’s run.”

London, United Kingdom – Global fintech Unlimit announced today that actor, producer, and entrepreneur Simu Liu will be the company’s first global brand ambassador. To mark this, Simu will lead Unlimit’s ‘biggest’ campaign to date, headlining a high-impact advert which takes place behind the scenes of a movie production set. 

The campaign shows businesses how important it is to choose the ‘right’ partner in payments and allow customers the freedom to pay any way they want, anywhere they want.

Debuting online on March 3rd, 2025 across the APAC, EMEA, UK, and LATAM regions, the ad will be the first step in announcing Simu Liu as Unlimit’s first global brand ambassador, and will continue running across various digital channels for the remainder of 2025. 

In the ad, Liu navigates the different stages of film and television production and demonstrates how versatility can help people make the right choices when aiming for success. While doing this he highlights various business use cases, showing how Unlimit can tackle different payment challenges all over the globe thanks to its vast payment infrastructure and portfolio of over 1000 payment methods.

The ad was produced by Paradox House Creative and directed by Oscar-winning director Joachim Back. Meanwhile, Critically acclaimed co-chief producers Alex Chang, Merlin Merton, Kristina Tywoniuk & Mike Jones are the team behind the creative, production, and post-production aspects of the campaign.

Speaking on his involvement in the campaign, Simu said, “Unlimit’s mission – to eliminate financial borders – immediately drew me in; I apply the vision of being limitless to all aspects of my work. In the entertainment industry, you need to be as versatile as possible, catering to all scenarios and adjusting to any role; in the global business world, a payment provider has to do the same. I am thrilled to partner with Unlimit, who have successfully supported businesses across the globe for over 15 years, to deliver this message.”

Meanwhile, Kirill Eves, CEO and founder of Unlimit, commented, “Simu Liu is an extremely versatile actor, entrepreneur, and producer. His multicultural, international upbringing, determination, and entrepreneurial mindset make him a symbol of everything that Unlimit represents; he is the perfect choice as our first-ever brand ambassador.”

He added, “This campaign underlines our commitment to continue evolving our product line and payment offering worldwide so that we remain a reliable partner and go-to choice for payments for businesses of all sizes and verticals, all over the globe.”

In addition to the digital launch of the ad, which will consist of multiple strands of activity, including digital takeovers, social media activations, digital & event advertising, and social competitions, as Unlimit’s global brand ambassador, Simu Liu will also take part in the offline phase of the launch scheduled in Q2 2025.

Kuala Lumpur, Malaysia – Julie’s is redefining festive storytelling with its latest Hari Raya short film called ‘Selamat Lari Raya’. Known for its thought-provoking festive narratives, the brand takes a new approach this year–delivering a story that is deeply moving and haunting, yet heartwarming. For the brand, the short film invites viewers on a journey of reflection, questioning the true meaning of forgiveness this festive season.

The short film centres around the life of Johan, a man who has spent his life running from his problems and past. Played by the popular Malaysian actor Fimie Don, Johan’s life was anything but easy. Orphaned at a young age and raised by his grandparents, he eventually fell in with the wrong crowd. This led him down a path of crime and ultimately, prison. 

Moreover, the film explores how Johan’s greatest burden isn’t serving time in prison. It is the overwhelming guilt he carries over the death of his beloved grandmother Melati, portrayed by Dian P. Ramlee, whose shadow continues to visit him in his darkest moments being locked up.

While behind bars, Johan’s grandfather, Pak Hassan, played by veteran actor Dato A. Tamimi Siregar, desperately tries to reconnect with him. But riddled by guilt, Johan refuses his bid for connection. Determined not be ignored, Hassan embarks on an unexpected mission, by attempting various petty crimes to land himself in the same prison as Johan and succeeded.

Now with Hassan in prison, and Melati’s lingering presence by his side, Johan has nowhere left to run. Johan was forced by his grandparents to finally face his past and grief that he had been burying for so long. Instead of judgement, he is met with love and forgiveness that had been there all along. 

As Johan reflected on childhood memories of Hari Raya with his grandparents, especially during the tradition of seeking forgiveness through ‘salam’–Johan finally understands a lesson they once taught him: forgiveness must start within. By accepting their forgiveness and most importantly, learning to forgive himself, Johan finds peace within and rekindles his bond with Hassan. 

Tzy Horng Sai, director of Julie’s Biscuits, said, “As we mark our fifth year of Raya storytelling, we take our audiences on a self-reflective emotional journey about familial reconciliation and forgiveness. Our film delves into the silent killer of unresolved guilt and grief that destroy family dynamics. However, Hari Raya is a time of renewal, healing, and second chances, and we show the importance of addressing the psychological barriers in our healing process.”

He added, “To bring this powerful narrative to life, we collaborated with esteemed actors, whose performances deeply embody the emotional weight of this story, making it all the more resonant and impactful.”

Meanwhile, having collaborated with Julie’s on all of the previous Hari Raya festive short films, Aaron Koh, chief creative officer at GOVT, commented, “Unlike our previous Raya films, we wanted to deliver a wild rollercoaster of emotions this year, blending suspense, humour, fear, and sadness – to resonate with people from different backgrounds. It was a risky endeavour as we have grown a large fanbase over the years, with a recognisable Julie’s Raya tonality, which we have now completely flipped for this year’s.”

He added, “This festive season is the time for forgiveness, yet self-forgiveness, a powerful step to happiness and renewal in life – is rarely discussed. We hope that with this film, we can start conversations surrounding the subject matter and to get people to focus on themselves this Raya.”

Australia – Focus Creative has launched a global campaign for De’Longhi’s La Specialista Touch, marking another successful collaboration between the agency and the global coffee brand. Winning a competitive pitch, Focus Creative was entrusted with developing a 15 and 30-second video for the campaign, as well as out-of-home, digital, POS and social assets.

Internally referred to as the ‘Confidence Campaign,’ the creative concept revolves around the empowerment La Specialista Touch gives its users. 

Designed for coffee enthusiasts eager to elevate their home barista experience, the campaign follows the user’s journey through each of the five essential stages of coffee craft—grinding, tamping, brewing, frothing and enjoying. The result? A performance that would make any barista envious and a taste that rivals the best cafés.

The campaign also represents the latest in a series of collaborations between De’Longhi Global/HQ based in Italy and Focus Creative, reinforcing a strong partnership built on shared creativity and innovation. By integrating deep consumer insights with cutting-edge design and storytelling, Focus Creative successfully crafted a campaign that not only resonates with coffee enthusiasts but also strengthens De’Longhi’s position as a premium coffee brand.

Moreover, the campaign’s production required seamless coordination between global teams. This ensured that the messaging remained consistent across different markets while still allowing for localised cultural nuances. Every aspect of the campaign—from the visual aesthetic to the script—was meticulously crafted to reflect the premium nature of La Specialista Touch and the artistry involved in home crafting.

The creative execution brought together some of the most talented professionals across branding, strategy, design, production, and content creation. The collaboration extended beyond traditional media to include an engaging social media strategy, allowing coffee lovers to interact with the campaign in a meaningful way.

Giulia Ortolan, De’Longhi Brand Specialist, underscored the importance of developing the campaign in Australia, stating, “Australia is a global leader in coffee trends, so it made sense to develop this campaign in a region where the next wave of coffee is being created. Focus Creative has a deep understanding of café culture, and that knowledge was invaluable in the creative process.”

Meanwhile, Carlos Jonmundsson, founder of Focus Creative, highlighted the unique challenges and opportunities the campaign presented, commenting, “Campaigns like this pose all kinds of enjoyable challenges. Apart from the need to engage stakeholders from all parts of the world, we also needed to tell an authentic story that resonated with coffee drinkers who want to express themselves but might feel intimidated by the process.”

United Kingdom – Popular Formula 1 driver Lewis Hamilton has been signed by global apparel brand lululemon as its new brand ambassador, with the F1 star starring in the brand’s upcoming global campaign ‘No Holding Back’.

The campaign highlights the dedication it takes to be a champion through the rigours of daily physical and mental training, highlighting the latest men’s training apparel, including the brand’s Metal Vent Tech franchise.

As a lululemon ambassador, Lewis will work closely with the brand’s Research and Innovation and Design and Development teams to collaborate on future products, providing insight and feedback on athletic and lifestyle collections. 

Moreover, lululemon’s Centre for Social Impact will also partner with Lewis’ global foundation, Mission 44, to integrate movement and mental health experiences into their efforts to build a fairer future for young people through education, employment, and empowerment.

Nikki Neuburger, chief brand and product activation officer at lululemon, said, “We’re thrilled to welcome Lewis to the lululemon collective as our newest ambassador. Lewis is a game-changer in every sense of the word. His relentless commitment to performance, wellbeing, and impact align completely with what we stand for at lululemon. We’re excited to partner with Lewis to innovate, inspire, and create positive change together.”

Meanwhile, Lewis commented, “lululemon product is such high quality, looks amazing, and ultimately delivers the performance I need it to. I’m excited to partner with a brand that embraces a holistic approach to wellness. Together, we want to inspire our communities to be the best versions of themselves.”

Kuala Lumpur, Malaysia – Insurance deals with the financial damages from insurable situations. But what about the emotional damage? This is the issue at the heart of Kurnia Insurans & Liberty Insurance Malaysia’s latest campaign called “Reinvent Regret.” 

Every year, thousands of Malaysians suffer home fires and burglaries, with damaged household items like burnt appliances or smashed windows often serving as a physical reminder of negative emotions like guilt, fear, or regret. 

For this campaign, the insurance brand worked with independent creative agency The Clan collaborated with local artists Anni Tai, Kaiyi Wong, and co2_karbondioksida to give these items a positive overhaul as uplifting works of art. 

Grace Quah, chief distribution officer at Liberty and Kurnia, said, “The area beyond the claims disbursement hasn’t really been addressed. When The Clan came to us with the concept of Reinvent Regret, it immediately struck us as fresh territory that we were keen to explore.”

Meanwhile, Yow Kuan Wai, executive creative director at The Clan, commented, “Art–both the creation and the experience of it–is known for its therapeutic benefits. For thousands of years, mankind has been using art to process complex emotions. So we thought, what if an insurance company used it to help people process a traumatic experience?” 

Lastly, Teh Sue May, Head of Copy at The Clan, added, “Insurance usually just replaces what’s broken. We figured — why not transform it into something beautiful instead? Breaking away from fear-based messaging, we focused on empowerment and creativity to make insurance more inspiring.” 

Despite launching during the congested year-end festive season, the campaign videos achieved over 10 million views in less than a month across Facebook and YouTube. A public contest to win these art pieces also saw an outpouring of real-life stories, many of which were highly personal and emotionally open. 

Australia – Buy-now-pay-later (BNPL) platform Afterpay unveils the second phase of its latest brand campaign, ‘Own It’. This bold brand platform is designed to celebrate and empower a new generation of financially savvy Australians who are redefining modern payment solutions.

In collaboration with creative agency 72andSunny, the ‘Own It’ brand film takes centre stage, following a confident protagonist through a reimagined Afterpay purchase moment. This hyper-stylised narrative showcases Afterpay users as informed, proud, savvy consumers, challenging outdated perceptions of BNPL users.

More than just a marketing initiative, the ‘Own It’ campaign is a movement that highlights the empowerment Afterpay provides its users. By offering extended payment windows and a modern alternative to traditional credit, Afterpay allows customers to enjoy the things they love while managing their spending effectively. 

Joel Moran, vice president of marketing for international maarkets at Afterpay, said, “Our ‘Own It’ campaign is not just about making a statement, it’s about reshaping the narrative. A new generation is redefining financially savvy behaviour, using their inside knowledge to access opportunities to get ahead, and this is what we wanted to highlight.”

He added, “Afterpay is a smart, modern way to pay that empowers users to make confident spending choices. By playing the system, now our customers aren’t the ones being played. Our goal is to champion those who are ‘in the know’ and to inspire more Australians to take control of their spending. We invite everyone to join us in celebrating this new era of financial empowerment.”

The campaign is being rolled out across a comprehensive mix of channels to ensure maximum reach and engagement. The brand film is already live on television and digital platforms such as Meta, TikTok, YouTube, and Snapchat, as well as BVOD. An additional push through out-of-home (OOH) is scheduled for March ensuring the ‘Own It’ message resonates throughout the year.

Kuala Lumpur, Malaysia – U Mobiles, in partnership with MBCS, has launched its Chinese New Year (CNY) campaign which serves as a reminder that the true shape of happiness is togetherness through moments shared.

“Yuan” meaning ‘reunion’ is a touching reminder of family togetherness. It depicts the return of a family to their childhood home, replacing their father’s old round dining table with new, long tables for their reunion dinner. Over the course of the evening, the family reconnects with the significance of the round table which is deeply rooted in Chinese traditions.

Kevin Le, executive creative director at MBCS said, “This idea is a simple, yet profound observation. Most of us grew up with the same round table at home, and it was a piece of furniture that was likely there from before we were born. These tables have seen every milestone, every celebration and every reunion, and holds a universal truth – that the true shape of happiness is togetherness.  

He added, “A traditional symbol of Chinese dining culture, the circular shape represents harmony, equality and togetherness, and so it was very apt for us to reflect these moments of family happiness and togetherness through this ubiquitous, inanimate object. However, it’s not just a piece of furniture, it’s a silent witness to our lives.”

Meanwhile, Bernard Lee, head of brand and marketing services at U Mobile said, “Advancement and innovation is constant, and it’s a natural fact of life that modern families would keep with that pace when it comes to contemporary aesthetics and home design. However, while trends might change, the essence of family connection remains timeless. 

He added, “The round table serves as a metaphor for cherishing family traditions while embracing togetherness, no matter what shape life takes. It’s not the design of the table, but the moments shared around it that truly matters. Our message to all Malaysians is that the true shape of happiness is found in a reunion.”

Australia – McDonald’s in Australia is giving fans the chance to show their love for their favourite Macca’s side, with the new McSmart Meal campaign–done alongside DDB Sydney–featuring a selection of fan favourites. 

This year, customers can personalise their meal more than ever, getting a Cheeseburger, Small Fries and a Small Soft Drink, and then choosing from four iconic McDonald’s sides – 3pc Chicken McNuggets, a Cheeseburger, a Chicken ‘n’ Cheese, or a Small Sundae – all for $6.95. 

The campaign also celebrates this next level of choice with some unique personalities demonstrating their passion for some of Macca’s most-loved sides, whether they’re Sundae stans, Nug lovers, Cheeseburger buffs or Chicken ‘n’ Cheese fiends. 

Tobi Fukushima, head of value, promotions and delivery Marketing at McDonald’s, said, “We know our fans love variety and value, so we’ve added more choice to the McSmart Meal. This campaign is designed to give our customers the flexibility to enjoy their meal, their way.” 

Meanwhile, Jack Nunn, Creative Partner at DDB Sydney, said, “McSmart is a great deal and tapping into Macca’s fandom has been a great deal of fun.” 

Available for a limited time, the McSmart Meal campaign runs until March 4th. 2025.