Tag: Marketing Campaign

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. 

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.