Tag: Marketing Campaign

United States – OpenAI has debuted its first TV commercial at the Super Bowl event, with its ad done alongside Accenture Song, and aims to introduce everyday people to the transformative potential of artificial intelligence (AI), marking a milestone in AI’s journey into mainstream consciousness.

As the world approaches the Intelligence Age, OpenAI remains committed to ensuring that artificial general intelligence (AGI) benefits all of humanity. Their products, including ChatGPT, already empower millions to tackle daily tasks, enhance productivity, and solve complex problems. 

This Super Bowl ad serves as an invitation for people from all walks of life to consider how AI can enrich their personal and professional lives.

In terms of the creative process, while AI played a role in the ad’s creative journey, human professionals spearheaded the project’s execution. Accenture Song’s team collaborated with OpenAI’s Sora team to explore innovative ideas during pre-visualisation. However, the final product remains a testament to human craftsmanship, featuring a unique visual style crafted through 2D hand animation and 3D procedural rendering (Houdini).

For Accenture Song, the creative goal was simplicity—cutting through the noise to deliver OpenAI’s vision for the Intelligence Age in a direct, visually compelling manner. Sora served as an experimental tool for rapid ideation, allowing creatives to explore a variety of concepts before refining their final approach.

‘The Intelligence Age’ uses a pointillism-inspired animation style, drawing from OpenAI’s core brand identity and the ChatGPT interface. Throughout the ad, a single data point—referred to as ‘The Point’—transforms into moving iconography, illustrating key moments of human progress leading up to AI’s emergence. This visual metaphor reflects OpenAI’s foundational philosophy: every idea, breakthrough, and innovation begins with a single observation, a single point.

Meanwhile, ‘The Point’ is not just a symbol—it underpins OpenAI’s identity system, influencing its typeface, iconography, and design language. It also appears in the ChatGPT interface, making it a familiar visual cue for users. In the ad, ‘The Point’ serves as a reminder that AI, like all human advancements, is a tool born from curiosity, research, and discovery.

Through ‘The Intelligence Age,’ OpenAI hopes to spark curiosity and inspire individuals to explore the new possibilities AI can bring into their lives. The Super Bowl ad is not just a commercial—it’s an invitation to be part of a defining moment in technological history.

Kuala Lumpur, Malaysia – MBCS has announced its latest film with the Malaysia Aviation Group, the parent company of national carrier Malaysia Airlines, in conjunction with the Chinese New Year (CNY) festive season.

The film, titled “The Race Home” tells the story of three journeys, and one shared destination, with the race home to Malaysia for Chinese New Year. Shown through the lens of the travellers, it highlights the support of airport and airlines staff, encapsulating the essence of coming home. The film was directed by Chevie Law from Directors Think Tank.

Eddy Nazarullah, creative director at MBCS said, “The idea for this film comes from a shared experience that resonates deeply with many Malaysians – the race back home for festive seasons. This is a time of high emotions, as people are excited about reuniting with loved ones, yet anxious about the airport rush. 

He added, “We’ve all been there in those moments of chaos, where every second matters in making that precious flight. The story draws inspiration from the role Malaysia Aviation Group plays in turning a potentially stressful experience into a warm, welcoming one, as amidst the rush, there are always helping hands to make the journey smoother. At the end of the day, it’s not just about the destination but the people who help you get there through the twists and turns.”

Meanwhile, Lau Yin May, group chief branding and customer experience officer at Malaysia Aviation Group commented, “Malaysia Aviation Group is more than just an organisation – it’s a caring companion that understands the emotional significance of travelling home, especially during festive seasons. We get what it’s like to be away from loved ones, and try to ensure that every passenger feels supported, valued, and cared for at every step of the way.

She added, “The MBCS team have told a heartfelt story that reinforces the idea that, while the journey may feel like a race, travellers are never alone. It’s about creating moments of warmth and connection, even in the busiest and most chaotic of times, so that everyone can experience that joy of truly coming home. I’d like to wish all Malaysians and especially those travelling from afar, a very happy Chinese New Year from all of us here at the Malaysia Aviation Group.”

Australia – To remind Sydneysiders how important quality water is to their lives, and the role Sydney Water plays in delivering it to them, agency It’s Friday has created an educational and entertaining campaign featuring three time/3 x Olympic Gold Medallist, Jess Fox.

For Sydney Water, the campaign addresses the status quo of how Few Sydneysiders ever stop to think about the water that comes out of their tap. And even fewer are aware of all the steps Sydney Water goes through to make sure that everyone in Sydney can enjoy some of the best and safest water in the world.  

Starting on a beautiful Sydney waterway, Jess takes us on a tour of the city with a twist: she’s in a canoe that can be rowed to any location in Sydney, whether it’s a tabletop or a garden bed.

Over the course of the commercial, she unexpectedly rows into the lives of several water users. Each of them ends up joining Jess in her canoe as she rows across Sydney, including one of the dedicated experts at Sydney Water, who filter, clean, and test Sydney’s water at every stage of its journey from dam to tap.

Jess’s journey makes a simple point that few think about: water is an essential part of Sydney life. And Sydney Water works tirelessly to look after that water.

Whilst delivering an important message that Sydney’s water doesn’t simply come straight out of a dam, the campaign is light and fun in tone, reflecting the way water helps us enjoy so much of Sydney life.

Speaking on her involvement in the campaign, Jess said, ”If you live in Sydney, your life is tied to water. But it’s not just about our lakes, rivers and beaches. We need clean and reliable water for our morning coffees, parks and gardens, backyard pools – it’s part of everything that makes Sydney great. That’s why this campaign is so important. It lets everyone know what Sydney Water does, and why we should never take our water for granted.”

Elise Barker, head of brand, media and marketing at Sydney Water said, “As Sydney grows so does its demand for water. So it’s more important than ever for people to understand the role we play in delivering drinking water that’s clean and safe to our 5.4 million customers. Because without our water, Sydney just wouldn’t be Sydney.”

Meanwhile, Vince Lagana, CCO of It’s Friday, commented, “Sydney’s water isn’t just any water, it’s the life force of everything we love about our great city. To help Sydneysiders realise its importance, the campaign leads them on a fun journey educating and reminding them how vital water is to the city and that it doesn’t just come straight out of a dam.”

Australia – Uber Eats has launched the latest iteration of its ‘Get almost, almost anything’ campaign via Special and Essence Mediacom. The campaign, featuring Cher, reminds Australians that Uber Eats can deliver more than their favourite takeaway meal.

In the campaign, Cher is seen humming along to one of her most famous songs and pining for her heyday of the 1980s. After using Uber Eats to order a time machine, she seems to get her wish until it becomes clear that she’s turned back the clock a few decades too far, and landed somewhere she doesn’t quite belong.

Pop icon Cher’s unexpected journey continues in a series of social spots which further illustrate the perils of the 17th century, and the array of items available on Uber Eats in the 21st – from retail, grocery, alcohol, convenience and of course, restaurant cuisine.

A teaser launched during the premiere episode of Married at First Sight, complemented by a series of audio ads and social spots rolling out across various platforms.

Previously fronted by Kris and Kendall Jenner, Tom Felton, Nicola Coughlan, Jason Alexander and most recently Andy Murray, ‘Get almost, almost anything’ is a self-deprecating admission that there are some things Uber Eats don’t deliver – demonstrated through the chaos that would ensue if some people’s desires were, in fact, available on the app.

“I get approached to do commercials all the time – but the creativity and hilarity that Uber Eats presented appealed to me right away. I am really proud of the final product. I sincerely hope Uber will get me back my boots,” Cher said during her involvement with the campaign.

Channa Goonasekara, brand lead for ANZ at Uber Eats, said, “There’s not a single syllable in showbiz that projects more starpower than Cher. We reached for the stars and found a way to bring one of her most nostalgic songs and some of Cher’s most iconic outfits from her enduring career into our latest campaign. This is a high watermark for our Get Almost, Almost Anything series. Cher’s performance reminds audiences that while Uber Eats can get you thyme delivered, we can’t turn back time – and as it turns out that’s probably a good thing.”

Meanwhile, Nicole Bardsley, head of marketing at Uber Eats, commented, “Uber Eats is on a mission to bring people thyme and to save them time, I can think of no better ambassador than Cher. Given her timeless appeal it is our hope that this campaign will resonate instantly and remind Australians of the host of everyday items you can get delivered with Uber Eats.”

James Sexton, creative director at Special added, “This platform continues to evolve and provide heaps of opportunities. Who would have thought three years ago that we’d be sending pop icon Cher back to the dark ages.”

Lastly, Harry Neville-Towle, creative director at Special, stated, “Cher is the epitome of glamour, and the 1680s, well it’s anything but. Throwing them together felt wrong, but so very right.”

Kuala Lumpur, Malaysia – AIA Malaysia has teamed up with MBCS to launch a new campaign raising awareness on the importance of combining prevention and protection for healthier, longer, better lives.

The AIA “It’s what’s inside, that matters” campaign launched to educate Malaysians to take a pulse check on their health and take stock of their protection and coverage. 

The campaign microsite inspires a call to action for users to rate their health, and that of their loved ones by way of a simple quiz, alongside the educational video featuring three groups of Malaysians across different walks of life – young adults, family with kids and retirees – who speak candidly about their health scores, journey and concerns.

The 360-degree campaign was executed with sister media agency Universal McCann, and runs till March across digital platforms, programmatic, DOOH and radio. 

Rudy La Faber, creative director of MBCS said, “Malaysians aren’t always the most open when it comes to health, and this is all about getting people to become more proactive and have these active conversations with their loved ones. The inspiration stems from the fact that people’s perception of health is largely based upon how they look physically, but what truly matters is what’s on the inside – looking after yourself fully, both inside and out.” 

He added, “Quizzes are always great fun, and we’ve all at some point in our lives shared a pop quiz with a loved one to get to know them better. So, why not when it comes to health? Rating family and friends through the quiz is a useful conversation starter with loved ones (and yourself), with a rating system to explain your well-being score. It serves as a reminder for Malaysians to complement their preventative measures of exercise and nutrition and is a great opportunity to trigger these deep and life-changing conversations that could positively impact lives in years to come.” 

London, United Kingdom – Global consulting firm Ernst & Young (EY) has released its latest brand film titled ‘Generations’ focusing on a message of how the decisions businesses make today will impact the future of our society as a whole.

Directed by Karen Cunningham, ‘Generations’ showcases the commitment of the EY organisation to positively impact business, society and the environment to build a better working world.

The film also highlights how the decisions of today will impact the world for years and decades to come and seeks to inspire everyone to consider the enduring implications of their choices. 

Moreover, EY teams collaborated with creative directors Graham Fink and Mark Goodwin to develop the concept, Hogarth to lead on the production.

The film’s creative focuses on the next generation of talent who will soon be joining the workforce to symbolize the promise of a better tomorrow. The children at the center of the film span a range of abilities, cultures, ethnicities and genders, emphasisng the global need for sustainable and ethical business practices to help ensure a prosperous and equitable world for all.

John Rudaizky, EY Global Chief Brand and Marketing Officer, said, “Generations seeks to inspire thoughtful leadership. To remind those making long-term decisions today, especially around artificial intelligence, sustainability, social equity and many other global issues, that they must have the interests of the next generation at heart. A generation that will, in the not-too-distant future, become part of the workforce too.”

He added, “Karen’s compelling storytelling and ability to get natural performances from real people has helped make Generations so engaging and powerful. It’s a pertinent, optimistic message embodying the belief that if we shape the future with confidence around the issues that matter, we will build a better working world.”

Meanwhile, Karen Cunningham, director at PRETTYBIRD, commented, ”Authentic casting is at the heart of every film I direct, and we saw over 500 children for Generations. I was inspired by how aware this next generation is of the concerns for our planet, as well as their innate belief that adults will find the way to a better working world. Their truthful insights helped to inform our final film.”

Lastly, Graham Fink, creative director at Fink Different, said, “We wanted to make a film that looks at the future through the eyes of those who will inherit it: children. It’s a reminder for everyone — especially leaders — to innovate responsibly. Our children’s future hinges on the choices adults make today. Let’s shape a world that they truly deserve.”

The Generations film will be featured in a global multimedia campaign and will reach audiences through TV, digital video, audio in business-focused podcasts and feature prominently across EY social media channels and online platforms, plus live client experiences, events and other brand moments. The campaign’s media planning was carried out by EssenceMediacom.

Generations is the second film under the Shape the Future with Confidence banner, following the recent launch of ‘Transformations.’ While Transformations illustrates the many external forces shaping the modern business landscape, Generations takes a purpose-led approach to build momentum around the EY ambition to build a better working world. 

Collectively, the two films and supporting marketing campaign demonstrate the role of EY teams on unlocking value for business, people, society and the environment.

Social media marketing campaigns have become a powerhouse for connecting brands with their audiences in fun and creative ways. They’re not just about selling a product or service—they’re about building relationships, telling stories, and creating moments that resonate with people. 

And what better way to connect than by highlighting one of the most universal bonds we share—our love for animals? Whether it’s a goofy dog meme or a heartwarming rescue story, animals have a magical way of bringing us together and making our online experiences brighter. 

That’s why using social media to celebrate our friendship with animals doesn’t just make for great content—it reminds us of the joy and compassion these furry (or feathery) friends bring to our lives every day.

This is what exactly Grameenphone, a Bangladesh-based telecommunications brand, tackled for its ‘Bondhu Bojhe Amake’ campaign, whose campaign–rooted in our innate relationship and loyalty with our animal companions–resulted in a campaign that encouraged everyone to be more mindful and respectful of our animal companions, as well as highlighting greater brand reach for Grameenphone in the country.

The Background

In Bangladesh, animals have shown loyalty, affection, and friendship toward humans over generations, so much so, that aminal here are loved like family members in any cases; yet animal-human bond remains overlooked. As “friendship” lies at the heart of this beautiful bond, Grameenphone saw an opportunity to redefine it—encouraging society to recognise, understand, and appreciate the signals animals give as acts of friendship. Bondhu Bojhe Amake was born from this vision: to translate animal gestures into a language people could relate to, fostering a deeper bond with our four-legged friends.

The Objective

Grameenphone aimed to redefine friendship through communication between animal and human, and decided to focus on their unique bond – which is often overlooked. By partnering with animal welfare organisations like Paw Foundation, Pranicool, and Animal Coalition BD, the campaign sought not only to create awareness but also to empower people to understand animals in a more empathetic way. The approach was to use relatable content, digital lingo, and user-generated content (UGC) to make the concept accessible and engaging for Digital Bangladesh, encouraging everyone to “accept the friend request” animals send us.

The Solution

For this campaign, Grameenphone embarked on the following initiatives:

Official Video Campaign: The campaign featured an OVC with an animal lover demonstrating friendly gestures animals use to communicate affection and trust. This video served as an educational tool, highlighting that understanding animals is not only possible but simple with a little effort.

Collaborations with Animal Welfare Organisations: Partnering with leading animal welfare organisations, Grameenphone strengthened the message that animal gestures are friendly and approachable. Testimonials from animal experts helped demystify animal behaviour and build trust in the authenticity of the campaign.

Digital Tool – ‘Accepting Friend Request’: This innovative feature enabled users to engage with animals’ “friend requests” through simplified digital lingo. The tool provided an interactive element to celebrate and decode animal communication in a playful, social media-friendly way.

User-Generated Content on Friendship Day: The #BondhuBojheAmake hashtag invited people to share their friendship moments with animals, creating a movement where individuals shared their personal bonds with animals. On TikTok, a CTA encouraged users to create videos with pets using the “Bondhu” song, which inspired widespread participation from both casual users and influencers, amplifying the campaign’s message across social media.

The Results

Rooted in a shared love for animals and strengthened through collaborations with animal welfare organisations, the initiative struck a deep emotional chord. With over 3 million engagements and nearly half a million interactions, it quickly became one of Grameenphone’s most loved and shared campaigns. By pairing heartfelt storytelling with a meaningful cause, the campaign not only showcased the joy animals bring to our lives but also underscored the power of connection and collaboration in driving success.

Kuala Lumpur, Malaysia – RHB Bank, in collaboration with The SHOUT Group/FCB SHOUT, has released its latest Chinese New Year campaign which is based on the true story of Tan Swee Ban, founder of the Peace & Harmony Home, a not-for-profit nursing centre–and details what is the true measure of wealth.

While starting a nursing home is indeed a noble and remarkable act in itself, what made Tan’s heart-wrenching yet inspiring story spread like wildfire all over social media over the past few months was the sacrifices that he made in order to start and maintain the home. 

Told from the perspective of Tan’s mother, the film explores the conflicted emotions of a parent who had to witness and support her son sacrifice his career, his house, his time and even his health in order to serve those who had nothing to offer him in return. 

Abdul Sani Abdul Murad, chief marketing officer of RHB Group, said, “We often associate a person’s legacy with the material wealth that they leave behind, but Mr. Tan’s remarkable story completely flips this notion. He demonstrated that true wealth is measured by one’s actions, which ultimately become their lasting legacy.”

He added, “As Chinese New Year is a celebration that is closely tied to the concept of prosperity, his story feels especially meaningful. Mr. Tan’s selflessness serves as a timely reminder to value not just what we see, but what we feel in our hearts – because that is the kind of wealth that endures for a lifetime. To me, this is the essence of true progress.”

Meanwhile, Tjer, FCB SHOUT’s Executive Creative Director, commented, “When we discovered Mr. Tan’s story, we were immediately moved by the journey of his greatest supporter – his mother. Supporting her son as he chose to sacrifice almost everything in his life to selflessly serve others would be challenging for any parent. And yet, despite being sent to a nursing home by her own son – a scenario that many parents would consider their greatest nightmare – it actually became her source of pride.”

He added, “This poignant conflict of emotions is what makes the story so powerful, and I’d like to extend a heartfelt appreciation to our production partners at D Moving Pictures and GT Records for capturing it so beautifully.”

Lastly, Ong Shi Ping, co-owner and chief creative officer at FCB SHOUT, said, “This story hits home, especially during a season like this when we’re all so focused on pursuing material wealth. This Chinese New Year, as we celebrate prosperity, let’s take a moment to think about the connections we build and the impact we leave behind. At the end of the day, it’s not about what we have, but what we give – that’s the kind of wealth that truly defines who we are and makes this festive season even more meaningful.”

‘Wealth’ was released on 15 January 2025 and is running across all RHB Bank’s social and digital channels in conjunction with the Chinese New Year festive celebration, which starts on 29 January 2025.

Kuala Lumpur, Malaysia – Malaysia Airlines has kicked off the new year with the launch of its global ‘Time For’ marketing campaign, encouraging travelers worldwide to embrace the thrill of exploration and make 2025 a year filled with unforgettable adventures. This initiative seeks to inspire people to delve into new experiences, immerse themselves in rich cultural landscapes, and create lasting memories with every trip. 

Positioned as the premier gateway to Asia and beyond, Malaysia Airlines offers outstanding travel experiences underpinned by its signature Malaysian Hospitality. The campaign also highlights Malaysia’s global appeal through initiatives like tram advertising in Melbourne and branded taxis and buses across the UK. 

These efforts support the ‘Visit Malaysia’ 2026 initiative, presenting the nation’s vibrant charm to a worldwide audience.

As part of the ‘Time for’ campaign, Malaysia Airlines is introducing a global sale offering discounts of up to 20% on fares to more than 60 destinations. The promotion runs until 22 January 2025, providing passengers with the opportunity to access a range of services, including personalised onboard dining through the ‘Chef on Call’ menu, premium amenity kits, and the newly launched MH Young Explorers Club, which caters to families traveling with children. This includes features such as priority check-in, family boarding privileges, and kids’ menus, along with activity packs for young travelers.

Dersenish Aresandiran, chief commercial officer of airlines at Malaysia Aviation Group, said, “Our “Time For” marketing campaign is more than just a celebration of travel; it’s an invitation for the world to discover Malaysia and connect to the best of Asia and beyond. Malaysia Airlines is committed to positioning Malaysia as the ultimate gateway to this vibrant region while showcasing the warmth and diversity of our culture.”

He added, “With curated offerings such as our Best of Asia and Chef-on-Call menus and thoughtfully designed in-flight experiences, we’re setting a new standard for memorable journeys that truly embody Malaysian Hospitality. There’s never been a better time to travel with Malaysia Airlines.”

Kuala Lumpur, Malaysia – Spritzer has launched its Chinese New Year (CNY) 2025 campaign, highlighting the importance of open-hearted conversations, combining tradition with a modern touch while bringing loved ones closer together. Moreover, this latest campaign is another reflection of Spritzer’s values which are deeply ingrained into its commitment to creating positive impact in society and doing good for humanity.

At the heart of the campaign is Spritzer’s touching short film, ‘Speak from the Heart’, a tale reminding us to express ourselves with sincerity, respect and understanding, starring actors and brand ambassadors, Koe Yeet and Jaspers Lai with special appearances by Yagood and Jobroseph. 

The film tells a story familiar to many young Malaysians, about a young man named Jasper who is approaching his 30s and feeling the pressure from his family to settle down. With the Chinese New Year festive season approaching and his anxiety rising, Jasper enlists a hairstylist played by Koe Yeet to pretend to be his girlfriend for the day. 

With her humour, quick wit, and ability to hear the inner thoughts of others, Koe Yeet helps Jasper navigate conversations with his nosy aunt turning a potentially stressful situation into a memorable and light-hearted experience.

Spritzer is also offering exclusive gifts with purchases of its high-quality beverage products to add to the excitement of the season. Customers who buy RM38 worth of Spritzer products will receive a free Spritzer CNY Ceramic Bowl, while those who spend RM18 will get a free Spritzer CNY Retro Mug. These special edition items are sure to add a touch of tradition to festive get-togethers.

Lastly, Spritzer’s Natural Mineral Water is also available with a special edition CNY bottle label to add to the festive excitement.