Tag: Marketing Campaign

Kuala Lumpur, Malaysia – Tropicana Twister, in a new Raya campaign from The Shout Group, is on a mission to inspire Malaysians to multiply kindness through its ‘Gandakan Kebaikan Bersama Tropicana Twister’ (Double Your Goodness with Tropicana Twister) campaign. This initiative was conceived to spread joy through simple yet impactful acts of kindness and generosity.

At the heart of this campaign is the belief that even the smallest act of kindness can create a ripple effect, bringing people closer together and uplifting those in need. From 7 March to 30 April 2025, Tropicana Twister via an innovative Messenger Chatbot allows participants to journal and share their good deeds. 

With each pledge of kindness, digital oranges are collected, and for every ten oranges, Tropicana Twister, in partnership with local NGOs Kechara Soup Kitchen and The Lost Food Project, will provide a care package to an underprivileged family—turning goodwill into meaningful impact. 

To make participation even more rewarding, consumers who purchase a minimum of RM10 worth of Tropicana Twister during the campaign period and share their acts of kindness via the Messenger Chatbot will stand a chance to win additional rewards.

Moreover, the campaign engages Malaysians through multiple touchpoints, including an interactive messenger chatbot that allows users to log acts of kindness. It is further amplified through on-ground activations, influencer collaborations, and social media engagement. 

Additionally, a series of video content—featuring various acts of kindness—helps drive emotional engagement and inspire participation, ensuring widespread awareness and impact this Ramadan and Raya season.

Jennifer Lee, head of marketing at Tropicana in Malaysia, said, “Ramadan and Raya are a time of togetherness and generosity, and with ‘Gandakan Kebaikan’, we hope to inspire Malaysians to give from the heart. Whether through small gestures or bigger contributions, every act of kindness has the power to make a difference. With this initiative, we also want to show how Tropicana Twister can spark these moments of giving, bringing people closer through the spirit of sharing.”

Meanwhile, Syahriza Badron, managing director at The Shout Group, added, “The beauty of this campaign lies in its simplicity—kindness is contagious, and through an engaging digital experience, we’re making it easier for people to take part in a movement that celebrates and amplifies goodness.”

Auckland, New Zealand – New Zealand has a legacy of incredible female athletes, but women’s sport still doesn’t get the recognition or support it deserves. Less media coverage, lower funding, and fewer resources mean that at a grassroots level, girls are twice as likely as boys to drop out of sports. 

This year, 2degrees is scaling up its sponsorship of women’s sport as part of its ‘Fighting for Fair’ commitment. Off the back of the revolutionary Aupiki TikTok final in 2024, TBWA developed the SupportHER Club, designed to champion women and girls in sports at every level and encourage young women to stay in the game. 

At the heart of the campaign is an emotional, powerful AV piece that captures a young girl’s first-day playing team sport. The poignant story highlights the importance of belonging, growing, and creating strong, supportive communities. It’s a reminder that sport isn’t just about winning, it’s about inspiring the next generation to build confidence, resilience, and lifelong friendships. Rugby star, Katelyn Vaha’akolo provides the voice over. 

The SupportHER Club will be a go-to hub for information on 2degrees’ sponsorships and partnerships with women’s sports teams and organisations. It will also offer practical tools for those playing a role in shaping the future of women’s sport, whether they’re coaching, cheering from the sidelines, or leading the next generation of female athletes.

The campaign will hit screens and streets throughout March, rolling out across TV, VOD, digital, social media, and OOH advertising to ensure the message reaches and inspires as many people as possible.

Anna Gorman, senior sponsorship & community manager at 2degrees, said, “At 2degrees, we believe fairness should extend to every aspect of life – including sport. Women’s sport deserves equal recognition, support, and investment, and the SupportHER Club is about taking real action to drive change. By backing women and girls at every level, we’re helping to create a future where talent, passion, and dedication are what matter most – not gender.”

Meanwhile, Shane Bradnick, chief creative officer at TBWA\NZ, commented, “This campaign is designed to flip the script and give women and girls in sport the backing they need to thrive. Sport is so much more than competition. It’s about finding your people, growing your confidence, and experiencing the pure joy of the game. With the SupportHER Club, we see this as a rich territory to ensure every girl feels they have that chance.”

Kuala Lumpur, Malaysia – MR D.I.Y. is making celebrations extra meaningful with its latest festive campaign, ‘Raya Penuh Makna’. Designed to bring Malaysians together, this initiative is all about unity, gratitude, and creating unforgettable moments with loved ones.

To add to the excitement, MR D.I.Y. is teaming up with popular local actor Syafiq Kyle, who makes a special cameo in the retailer’s web film as a seller of banana fritters, cakes and milkshakes. The campaign’s five-minute web film takes a heartwarming yet humorous look at the true essence of Hari Raya Aidilfitri. 

The story follows Diyanna, who is determined to fit into her favourite baju Raya by resisting the temptation of her beloved treats. But when her grandmother reminds her that Hari Raya is about gratitude, togetherness, and memories – not just appearances, will she embrace the true joy of the celebration?

Sharing his thoughts on the campaign, Alex Goh, vice president of marketing at MR D.I.Y., said, “Hari Raya is a time for forgiveness, unity, and cherishing moments with our loved ones. We want to encourage Malaysians to set aside differences and embrace the true meaning of the celebration – strengthening bonds, sharing joy, and creating lasting memories. Barulah Raya Penuh Makna.”

He added, “Our goal is simple – to help everyone enjoy a meaningful Hari Raya Puasa. Whether it’s through our wide range of festive essentials at “Always Low Prices”, exciting promotions, an exclusive web film, or fun-filled content, we want to deliver great value and make every celebration special.  After all, the best experiences in life are priceless.”

In addition, MR D.I.Y. will be hosting a one-day on-ground activation around Bukit Bintang on March 16 as part of the ‘Raya Penuh Makna’ campaign, keeping MR D.I.Y. top-of-mind for both everyday needs and Raya preparations. The event will feature engaging games with grand prizes, larger-than-life product displays, and exclusive limited-edition collectables.

To make this Hari Raya even more special, MR D.I.Y. is offering over 80 festive home essentials at selected stores nationwide. Shoppers can find everything from Hari Raya torches (pelita raya) and hanging decorations to LED lights, tablecloths, curtains, cushions, dinnerware, shopping bags, green packets, and even fashion accessories. Plus, there are also up to 30% discounts on cleaning supplies, assorted snacks, and drinks.

Lastly, to add to the celebrations, customers will receive a complimentary set of four Duit Raya green packets with every purchase at MR D.I.Y. stores nationwide, while stocks last.

Australia – The Australian Olive Oil Association (AOOA) is back with its bold, ambitious marketing campaign inspiring Aussies to transform everyday dishes with a drizzle of olive oil.

The ‘Get Drizzling’ campaign builds on the success of the 2023 launch and doubles down on the transformative power of olive oil when drizzled generously to finish a dish.

Moreover, the multi-year campaign is based on driving real action in kitchens across Australia and showing how olive oil can transform a dish – taking it from ‘Blah’ to ‘Ahhh!’

For this year, the campaign features a diverse lineup of influential tastemakers, led by Khanh Ong, alongside Stephanie Feher, Sophie Rindfleish, Mel Melbourne, Kayla La Manna, Malissa Fedele, Daniel Lamble and Lucy Rosenberg. The foodies demonstrate how finishing a dish with olive oil can turn the everyday into something extraordinary.

Ultimately the objective is to increase the consumption of olive oil in Australia. The Association has estimated that if 50% of Australians drizzle just 10ml of olive oil a day to finish to finish a dish, this would represent over 47 million litres of increased consumption a year, practically doubling the Australian market. Importantly, this also means more Australians making a healthier and tastier choice when it comes to cooking.

David Valmorbida, president at AOOA, said, “Olive oil is one of the world’s best flavour enhancers, yet many Australians use it only for dressing salads or dipping bread. ‘Get Drizzling’ encourages people to embrace olive oil as the ultimate finishing touch. It shows how a drizzle of olive oil, just before serving, delivers flavour, texture, and aroma and can completely transform a dish. The campaign celebrates olive oil in a focused way that’s inspirational, joyful and easy to understand. It’s a direct invitation to pick up the olive oil bottle and get drizzling.”

He also added, “Last year olive oil prices hit a record high and we saw consumers leave the category because of cost of living pressures. This year, we’re seeing the price come down so it’s the perfect time to promote olive oil and remind consumers about the flavour olive oil delivers, with just a drizzle. The AOOA is proud to provide leadership and drive a fresh approach to marketing olive oil. The timing is crucial to support the rebound of the olive oil category and further growth beyond that.”

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.”