Tag: Music Video

Kuala Lumpur, Malaysia – 7DAYS, a croissant brand from Mondelēz International, has launched their latest ‘Double Cream’ flavours in Malaysia, alongside a campaign with advertising agency Naga DDB Tribal which highlights how cultures and preferences mix together.

The collaboration boasts local artists Naim Daniel and Bunga, which includes a catchy tune named ‘Gandingan Tergempak Malaysia’ (Malaysia’s Greatest Mix), accompanied by a visually striking music video.

Within the song, Naim Daniel plays the character of a suave, luxurious crooner to represent the decadent nature of the new Double Cream Chocolate Vanilla flavour; while Bunga plays an edgy, high-energy rapper that represents the fresh, sweet yet tart nature of Double Cream Vanilla Forest Berries flavour.

To get the nation excited and involved, 7DAYS also calls upon Malaysians to try the new flavours and dance to the new song’s signature moves to win weekly exclusive prizes via the #DoubleCreamChallenge, which is available until July 14, 2024.

Grand prize includes signed ‘Gandingan Tergempak’ merchandise set by Naim Daniel and Bunga with meet and greet passes, followed by first place prizes of Gandingan Tergempak 7DAYS varsity jackets, second place prizes of Gandingan Tergempak 7DAYS crossbody bags, and consolation prizes of 7DAYS Double Cream tote bags.

Talking about the campaign, Cindy Yeo, senior manager, marketing of Muchico Bakery Sdn Bhd, said, “Our commitment in fostering joy and togetherness evolves with modern consumer habits, such as the desire for new exciting flavours or participating in new online trends. So we at 7DAYS want you to come and join in the fun and show us your best moves!”

Meanwhile, a Naga DDB Tribal representative also commented, “There’s something powerful about a community coming together to share the love for food and fun. It’s the perfect combination that drives happiness, which is at the heart of what we do as experience makers.”

Singapore – Coca-Cola, as part of its global Foodmarks campaign, has released a quirky interactive music video, intersecting the importance of music and food together as well as highlighting the diverse street food landscape in Thailand.

Conceptualised alongside WPP Open X and led by Ogilvy Singapore, the music video tells the story of two legends meeting for the first time and having an epic night out with Bangkok street food and Ice-Cold Coke – creating the ultimate ‘Recipe for Magic’.

‘Coca-Cola Foodmarks’ in Thailand revives a rich cultural legacy of street food, portrayed in new ways to resonate with younger audiences. By blending its culinary attributes as represented by Chef Pom with the latest chart-topper in the Thai music scene, F. Hero, Coca-Cola aims to champion innovative ways for more youthful audiences to discover and engage with these often-iconic signature food destinations.

Launched globally in February 2024, Coca-Cola Foodmarks puts a spotlight on unique “food landmarks” that are shaped by a market’s rich cultural tapestry and crafted with the real magic of Coca-Cola. In Thailand, Coca-Cola sourced the perfect ingredients from both the music and culinary scenes to cook up an upbeat, interactive music video that celebrates the ‘Epic Night Out’ the duo and their crew have in their discovery of Thailand’s own brand of Foodmarks. 

TeeJae Sonza, senior director of marketing at Coca-Cola, said, “Our Foodmarks are not just about the simple act of dining; they represent the love we have in Southeast Asia for discovering hidden culinary gems within dynamic, bussing food scenes. With Foodmarks, we’re inviting people to discover the humble, unassuming yet iconic eateries in their markets with rich histories that remain untold—all while sipping the classic flavour of a chilled Coca-Cola.”

Meanwhile, Nikhil Panjwani, executive creative director at Ogilvy Singapore, commented, “Working with legends like F.Hero and Chef Pom was the ultimate magic recipe we needed to drop Coke and meals into pop culture.” 

Hong Kong – Hang Seng Bank has partnered with DDB Group Hong Kong for its latest anti-fraud campaign that uses Cantopop songs to help customers identify sophisticated financial scams. 

Developed by DDB Group Hong Kong, the campaign uses familiar Cantopop songs with reworked lyrics to provide consumers with helpful information on financial scams. The song lyrics contain information on different types of fraud, including how to identify scam calls, tests, online sellers, and social accounts. 

To ensure that the campaign also gains more traction, the song featured a lineup of artists such as Tonick, Per Se, Serrini, and Nancy Sit that can appeal to various demographics and cover the bank’s diverse customer base. 

While this is not the first time that Hang Seng Bank has featured Cantopop artists in their campaigns, this is the first time that the bank has been able to incorporate financial messages into the melodies. 

The campaign is Hang Seng Bank’s response to the increasing fraud cases in Hong Kong. The bank is investing their resources in ensuring that people have awareness of the various forms of fraud and that they understand the best prevention strategy to avoid becoming the next victim. 

The songs are accompanied by music videos and a live performance at ‘Hang Seng Bank Anti-Fraud Music Concert’. In partnership with the Hong Kong Monetary Authority, the free concert featured all the singers performing their anti-fraud song renditions to heighten public awareness of fraud prevention. 

Jordan Cheung, chief marketing officer at Hang Seng Bank, said, “Scams are a financial crime that can happen to anyone, and so we really want our customers to know what to look out for. At the same time, we understand cybersecurity is not something everyone is interested in. We hope creating easily digestible information in the form of well-loved Cantopop songs will be an effective way to get some important messages across to help protect our customers.”

Also speaking on the campaign, Koman Ko, managing partner at DDB Group Hong Kong, added, “We really enjoyed the challenge of decoding fraud information and creating more understandable messages in the form of catchy lyrics. We hope the outcome is entertaining and, most importantly, arms customers with information to protect themselves from being scammed.”

Singapore – Alcoholic beverage company Diageo has launched its new ‘Enjoy the Flow, Savour Every Moment’ regional campaign for Asia Pacific, promoting responsible drinking and moderate alcohol consumption with K-Pop group EXO’s Suho. 

The campaign will feature an original song that blends familiar sounds such as the clinking of glasses in a bar, sounds of nature, and flowing water to produce multiple layers of music. It will be recorded by Suho and will be accompanied by lyrics like ‘take it easy’, ‘slow down’, and ‘savour every moment’ to remind listeners to drink slowly and pace themselves with water.

Diageo’s campaign further includes a music video and behind-the-scenes footage that underscores the importance of enjoying alcohol in moderation and just savouring the moment. 

Suho’s participation in the campaign aligns with his ‘superpower’ in their alternative EXO universe. In their group’s unique concept, Suho plays the role of someone who bears the power of water, which is aligned with one of the key messages of the campaign: staying hydrated is important to keep drinking in moderation. 

The song, music video, and behind-the-scenes footage will be shared across select Diageo social platforms as well as EXO’s social channels for better reach. 

Joining other similar responsible drinking initiatives, Diageo’s campaign will also guide individuals to DRINKiQ.com, a specialised website focused on responsible drinking. The website is accessible in 16 languages and across 35 country-specific platforms, offering valuable insights, practical tips regarding alcohol consumption, and various resources aimed at promoting moderate drinking.

During the campaign, the site will spotlight a letter from Suho on the importance of moderation and tips such as pacing drinks with water and enjoying beverages with food to avoid heavy intoxication. 

The regional campaign will cover APAC, kicking off in South Korea, and will run in Indonesia, Japan, the Philippines, Singapore, Taiwan, and Vietnam in the coming months. 

Diageo’s new campaign is part of its 10-year sustainable plan, which aims to transform global drinking habits for the better by promoting moderation and addressing the harmful use of alcohol.

Wilson Del Socorro, corporate relations director for Asia Pacific at Diageo, said, “At Diageo, we are dedicated to promoting moderation and investing in programmes that encourage responsible alcohol consumption. This groundbreaking campaign with SUHO enables us to tap into the growing influence of K-culture, engaging adult consumers across Asia Pacific in a creative way to make more mindful choices and embrace moderation.” 

Meanwhile,on the campaign, Suho shared, “I’m happy to participate in a purposeful campaign where I can share meaningful messages for a good cause. Occasionally, when I do have a drink, I make sure to drink in moderation. I really like how we’ve weaved into the song and music video messaging around pacing yourself, savouring the moment, and not losing yourself.”

Manila, Philippines – Toothpaste brand Closeup has launched its latest campaign, with a film that features a fresh rendition of the iconic song ‘Closer You and I’ by Filipino singer Gino Padilla.

Conceptualised by MullenLowe TREYNA, Closeup’s campaign reimagines the song in 2024 for a new generation with singer Adie’s vocals and the love team of Donny Pangilinan and Belle Mariano, affectionately known as DonBelle, in the film. 

This collaboration marks a significant milestone in Close Up’s history, seamlessly blending nostalgia with contemporary charm. The new version captures Closeup’s classic ‘kilig’, resonating with both long-time fans and newer audiences.

Through this campaign, the brand aims to display its unwavering commitment to portray love’s joyous moments, captivating hearts in 2024 just as it did back in the 90s.

Commenting on the campaign’s rendition, Padilla said, “The new version sounds great, and I have to congratulate Adie for doing such a wonderful job. He was able to inject his own style and represent his current generation. It’s a great privilege and honour to be part of the Close Up brand. Up to now, people associate my name with the song, and it really is a great blessing.”

The release of the new single featuring Adie and the DonBelle tandem has garnered over a million views, signifying a new chapter in Closeup’s legacy of fostering connections through the power of love and music.

Ho Chi Minh City, Vietnam – In the midst of brands ramping up their sonic branding, Vietnam Airlines is also on its way to innovating its brand and marketing efforts through a refreshing music video of its theme song ‘Hurry up!’, which dropped through a one-of-a-kind launch. 

In partnership with entertainment company, SpaceSpeakers, the new MV was performed by pop artists Touliver, SOOBIN, Binz, Rhymastic, and SlimV which was officially unveiled right on the flight between Ho Chi Minh City and Hanoi, on the morning of July 11, with 300 passengers onboarded.

On the ‘special flight’, the artists performed the song ‘Hurry up!’, with the event spruced up with more exciting activities in-flight such as lucky passengers receiving a special gift of a pair of round-trip tickets from the airline. 

The MV was simultaneously launched on online music platforms on the evening of July 11. Moving forward, the melody of the song ‘Hurry up!’ will be broadcast on more than 400 flights of Vietnam Airlines every day at the time of landing. 

The partnership said the new music product shows the transformation of Vietnam Airlines with the goal of ‘brand rejuvenation’ to reach more customer segments while preserving traditional cultural values.

More and more brands are recognising the role of sonic branding in their branding identity. This can be seen in other markets such as the Philippines, with consumer finance company Home Credit, releasing its new brand song similarly performed by a top music artist. On the global scene, on the other hand, Mastercard has recently unveiled its first-ever music album as part of its sonic brand journey.

Philippines — Jollibee, the Philippines’ leading fast-food chain, celebrates this year’s Independence Day with a new music video entitled ‘Joy ng Pinoy’. The film aims to inspire a love for the Philippines in a meaningful and personal way.

The music video by Jollibee, made in collaboration with BetterBrandLabs Inc and Ubuntu Premium Studios, highlights how the new generation makes good use of their talent and skills, and willingness to share the joy and contribute to making a difference in society.

Set to the tune of an OPM classic, ‘Awit ng Kabataan,’ the video is headlined by three up-and-coming Gen Z artists – Francine Diaz, Adie, and Alex Bruce – as they represent the voice of today’s youth and encourage every Filipino to proclaim why they are proud to be Pinoy.

https://www.youtube.com/watch?v=24-YZNutOBg

Arline Adeva, assistant vice president and head of brand PR, engagement and digital marketing of Jollibee Philippines, commented, “As the Philippines celebrates its 124th Independence Day, Jollibee looks to continue promoting Filipino pride and joy especially as the country moves toward recovery from the pandemic. Having experienced the worst part of the pandemic, we wanted this video to inspire and bring hope to people through the voice and actions of our youth. It’s not just about bringing joy to family and friends, but also about making a difference in other people’s lives.”

Simultaneously, Gina Lorenzana, chief energist of BetterBrandLabs Inc, said, “As cliché as it may sound, the youth play a really important role in giving hope and shaping our future. For our country to have a better future, we believe that we need to spread joy as Pinoy from the youngest of us.”

Meanwhile, Treb Monteras, the director of the music video, shared, “[In this video] we showcased some of the creative ways the youth are sparking change in the world. From upcycling trash to clothes, competing in new sports, and helping their communities with their skills.”

Monteras added, “This is my first time directing for Jollibee and I’m glad it’s for this particular project. I’m happy to collaborate with a company that values Pinoy culture. Our country has gone through a lot these past two years, and this video will remind us that there is still hope for our nation’s future through the joyful spirit of our Pinoy youth.”

Kuala Lumpur, Malaysia — As Malaysia edges closer to ushering in the long-awaited Raya celebrations without strict COVID-19 restrictions, Sun Life Malaysia, the life insurance and family takaful provider, released a special Raya song and music video, entitled ‘Lagu Raya Buatan Malaysia’, to add on to the festive cheer.

The track holds contemporary elements and features lyrics inspired by the sentiments of Malaysians about things that make their Raya more meaningful. The production starred renowned Malaysian singer-actress, Nabila Razali.

Raymond Lew, CEO, president and country head of Sun Life Malaysia, said that with the lifting of restrictions and borders re-opening, this coming Raya season is set to be abuzz with positive vibes and anticipation.

“Just like our brand tagline, Life’s Brighter Under the Sun, we champion making life brighter and healthier. Music is the best mood-booster and we hope to make this 2022 Raya brighter and happier through this feel-good groovy Raya song. At the same time, we want to remind our Clients and all Malaysians of the goodness of spending quality time with our loved ones,” Lew said.

To gather insights from Malaysians, Sun Life Malaysia earlier launched a contest in March where they asked the public what makes their Raya meaningful – with some of the popular answers being Balik Kampung, donning new Baju Raya, spending time with Saudara-mara and feasting on Kuih Raya.

The participants that shared their thoughts through the contest were not aware that their comments would be turned into a Raya song, making it a delightful surprise for those who were selected!

Commenting on the collaboration, Razali said, “Apart from food, Raya song captures the best of the Raya spirits. I am honoured to be teaming up with Sun Life Malaysia to bring on the festive cheers and happiness. It is my hope that ‘Lagu Raya Buatan Malaysia’ will become an evergreen Raya tune that will be top of people’s mind every Raya season.”

Bangkok, Thailand – In a time of pandemic uncertainty and economic instability, each one of us are always finding ways to spark joy within ourselves. And to showcase what the internet has to say about the various factors that make us happy, bank KrungSri has partnered with advertising company Wunderman Thompson Thailand to create a music video that would reflect just exactly that. 

Produced by musician and director Morvasu, as well as illustrator Kanith, the music video dedicated to Krungsri’s mobile application utilizes the app’s social listening data, which enabled the team to compose the music’s lyrics that ring true to the genuine ways that spark people’s happiness such as ‘Waking up to a nice cup of coffee’, ‘Unboxing my new toy’, and ‘Getting paid cures all ailments’. 

The final verse of the MV, titled ‘Simple Happiness’ focuses on the benefits of the app, and how “Happiness is easy…as mobile banking”.

For Mingkwan Pattanawong, executive vice president and head of corporate branding and marketing division at Bank of Ayudhya, the campaign not only reflects Krungsri’s brand promise of ‘Make Life Simple’, but also aims to give happiness back to consumers under the epidemic situation and during the year-end celebration.

“It is just like KMA – Krungsri Mobile App, which is easy to use, meets every financial transaction need, and helps make consumers smile. For this campaign, we work with Wunderman Thompson to use a new creative style of music marketing by bringing more than 2 million voices of Thai people from social media channels that reflect their simple happiness to create this new song and MV. We believe that this campaign will give our target audience a moment of happiness and smiles together,” Pattanawong said.

Meanwhile, Thasorn Boonyanate, executive creative director at Wunderman Thompson Thailand, commented, “Bank of Krungsri wants to change their appeal from a classic, traditional bank into a more digitally driven service with their app called ‘KMA’. With the tension of COVID-19 where everyone is more stressed than ever, we thought [to create] an entertaining and relaxing music video, combining all the things people love to see with the recent trend where people love to watch ‘Satisfying Video – Lofi – Relax’ videos.”

Singapore – In a first-of-a-kind music collaboration in Asia, Singapore-based singer Benjamin Kheng has recently published its newest music video called ‘WORLDS’, with virtual influencer Rae also taking part in the video, signaling the creative merge of reality and virtual talents.

Rae’s singing is made possible by her latest text-to-speech (TTS) technology that allows audio content to be generated almost instantly. The technology also allows Rae to express her bold personality through a new medium, deepening her engagement with her followers in the digital world and online communities. As a virtual being, Rae speaks in an alto tone with a slight robotic pitch, and is effectively bilingual in English and Mandarin, opening up room for more versatility and creativity in content formats for collaborations.

Speaking about her participation in the music video, she notes that her presence at ‘WORLDS’ was a way to ‘find her voice’, and that it symbolized the natural extension of their interactions across two different realms.

“To create a new experience, we experimented with an electronic treatment for my voice, in contrast to Ben’s vocals. I enjoyed every bit of the co-creation process, from the recording to the filming of the music video. For me, the song expresses the friendships and rapport I’ve established with every individual across our universes. It’s about how our worlds, while different, can converge and connect. I hope that fans will enjoy checking out the video and listening to the new release,” Rae stated.

Meanwhile, Kheng commented, “The song was written about a loved one who passed on, and how I missed her so much I’d dream of lifetimes with her. I was so curious as to how working with Rae would be, but finally meeting ‘her’ was a blast. She might be virtual but she, her team and the whole process felt real ‘real’ to me.”

Rae, as seen on one of her promotions with the new Audi R3 Model last May.

Rae, who debuted last October 2020, has worked closely with local and international brands as their representatives, including working with Audi Singapore for the promotion of the new Audi A3 Model, as well as launching her own non-fungible token (NFT) series collection called ‘TAKE A BYTE’ in July this year.

Virtual influencers, both the human-like and caricature ones, have been recently popping out in support of brand campaigns. For instance, South Korean insurance company Shinhan Life has tapped virtual influencer Oh Rozy for their latest brand campaign, done in collaboration with creative agency TBWA\ Korea. In the caricature realm, ‘VTubers’ or virtual YouTubers have proliferated, from Sony Music Japan announcing auditions for their large-scale VTuber project, to AirAsia debuting their first-ever virtual idol Aozora Kurumi.