Tag: New Campaign

Bangkok, Thailand – Global beverage company Coca-Cola officially unveils its new online film that brings to the forefront the unifying power of shared meals and the authentic connections forged at the dining table. 

The feel-good film is part of Coca-Cola’s ‘Recipe for Magic’ campaign, which aims to explore the enchanting bonds created when loved ones gather for a meal, complemented by the refreshing taste of Coca-Cola drink. It casts the spotlight on the importance of family mealtimes in creating and sharing those ‘pause-refresh-and-cherish’ moments. 

The ‘Recipe for Magic’ campaign embodies ‘Real Magic’. The Coca-Cola global brand’s philosophy is entrenched in the belief that, whether it’s every day or a special occasion, moments can become magical and extraordinary experiences when they are enjoyed together. All it takes is combining the right ingredients: good company, delectable food, and an ice-cold, refreshing Coca-Cola drink.

Coca-Cola also collaborated with their ASEAN brand ambassador, Win Metawin, for the online film. The film articulately captures Win’s journey to prepare his very own home-cooked pizza. 

From meandering through supermarket aisles in search of inspiration and soliciting cooking suggestions from his fans to the moment he surprises his siblings with a mouthwatering, hand-crafted pizza, the story culminates in a beautiful family gathering over slices of pizza and glasses of Coca-Cola, where laughter and love are the main courses.

The online film will be launched across Southeast Asia, from Singapore to Thailand, Vietnam, Cambodia, Myanmar, Indonesia, Malaysia, and the Philippines.

Baron Magtanong, regional marketing manager for Coca-Cola Trademark, said, “Our ‘Recipe for Magic’ campaign aims to bottle up those precious moments of connection. With Win’s inherent warmth and energy, we’re hopeful that the experience inspires others to explore their very own ‘recipe for magic’, turning mealtimes into priceless memories.”

Meanwhile, Win shared that he was excited with the project and that he took on board his fans’ suggestions on what to cook for the film. 

“I have many fond memories that involve me and my siblings, hungrily waiting for a pizza delivery while sharing a Coke. So, fast forward to the ‘Recipe for Magic’ campaign, I jumped at the opportunity to recreate those personal moments of happiness. Given how Coca-Cola has been part of many of our family occasions throughout my life, this campaign was truly close to my heart,” he shared. 

Win further added, “This was a priceless experience to have all my siblings on set, and in fact, created another unforgettable and treasured family moment etched in my memory, courtesy of Coca-Cola.”

Bangkok, Thailand – KFC Thailand unveiled its newest trilogy of relatable advertisements that tapped into the insights of Thai people on how lunchtimes have become a dull mealtime routine. 

The latest advertising campaign is KFC Thailand’s answer to the daily work rush experienced by hardworking employees who are caught in work chaos and forget their sacred rest periods during lunch. It aims to remind the hardworking Thais that lunchtime is intended to be a pleasurable hour of their day to pause, refuel, and reflect while connecting with their colleagues.

KFC Thailand’s new advertising campaign also comes with the launch of ‘The Colonel’s Lunch’, a special lunch set that offers an affordable variety of menu pairs and aims to put an end to lackluster lunch breaks. 

With the combination of their original and iconic menu items, KFC’s ‘The Colonel Lunch Special’  promises a more fun and delicious menu for lunchtime without spending much.

Sakechai Choomuenwai, the general manager of Yum Restaurants International in Thailand, said, “There is no time anymore to think of food the way we used to. Many of us are too busy, so we tend to grab obvious snacks to keep us going through the day, without even tasting it most of the time! KFC, as usual, is on a mission to rescue lunchtime with a more positive approach – and a delicious one too.” 

Sydney, Australia – Five:am, an Australian yoghurt brand, has partnered with The Works, a part of Capgemini, to launch the jealous star Stevie MooQueen, its first major advertising campaign in more than three years. The hilarious series of 15 and 30 second ads depict Stevie attempting to escape her conventional farm for the lush, green grass of the organic farm next door. 

In the first episode, which debuts today, Stevie MooQueen and her two best friends steal a tractor to attempt to jump over the boundary fence in a spoof of Steve McQueen’s thwarted bid for freedom in The 1963 classic The Great Escape. Her envy across the fence shows the disparate differences between organic farming vs conventional dairy farms. 

five:am CEO Matthew Stanton shared, “Demand for organic yoghurt is increasing every year because it’s tastier and better for you, but not enough people know that organic farms are better for the planet, the cows and the farmers. It’s an easy way for us to cut our carbon emissions.” 

Stanton added, “Stevie MooQueen can see for herself how great organic farms are, so she’ll do anything to escape to one. She’s Australia’s bravest and most heroic cow!” 

Meanwhile, The Works’ Creative Partner Iggy Rodriguez commented, “Stevie is the kind of character everyone roots for. Ambitious and a little misguided. Her jealousy sparks a lifelong ambition to get over to the five:am organic side, which always ends in defeat. This sets up the premise for a long running campaign of adventures that will be both funny and touching!” 

“It was a fun campaign to work on and I think we’ve found a way to make consumers think about the choices they’re making when faced with the many options in the dairy aisle.,” Rodriguez adds.

The campaign is set to launch this week across TV, outdoor, digital and social.

Ohio, USA – Procter and Gamble-owned hair care brand Pantene has collaborated with Getty Images’ custom content photographers from around the world to produce #StyleWithPride, the latest edition of their ongoing #BeautifuLGBTQ+ campaign. Embracing the diversity of ways people express themselves, Pantene’s newest advertising campaign features a gallery of real-life depictions of people from all parts of the LGBTQ+ community. 

In addition, Pantene has teamed up with the Dresscode Project to ensure an authentic and inclusive depiction of the LGBTQ+ population, as well as to offer stylists from the LGBTQ+ community an opportunity to contribute to the program.

Pantene said, the representation of the LGBTQ+ community has made major strides in popular culture, especially in areas like film, television, and music. Yet, brands and agencies still lag the mainstream media in representing LGBTQ+ people in their advertising and brand communications. In fact, less than 1% of the most popular visuals at Getty Images feature an LGBTQ+ person and when they are included, those depictions are often stereotypical or one-dimensional. 

Outward expressions of identity including physical appearance, choices of clothing and sense of style, and even hair types, haircuts and hair colours can be an essential component of affirming identity for many LGBTQ+ people. Stereotypes that adhere to the gender binary or heteronormativity, exclude the diverse self-expressions of the LGBTQ+ community from today’s advertising and can have a profound impact on their experiences out in the world.

Brent Miller, Global LGBTQ+ Equality & Inclusion for P&G, said that marketing and advertising images surround us every single day, and so many members of the LGBTQ+ community can relate to not feeling seen or represented in these images,”

“Hair is such a powerful tool for self-expression, yet this often isn’t captured in traditional advertising which tends to often focus on stereotypes or visual shortcuts. Our goal with this campaign is to encourage brands to showcase the beauty in its many forms and celebrate all the ways hair can be used to feel like the best, most authentic version of yourself,” Miller said.

The aim of Pantene’s gallery is both to enable and to challenge the industry to follow their lead and demonstrate what beautiful looks like by accurately representing how LGBTQ+ communities #StyleWithPride. 

Tristen Norman, Head of Creative Insights for the Americas at Getty Images, shared, “Our ongoing VisualGPS research affirms that the most recalled depictions of the LGBTQ+ people are stereotypical, that’s if they’re even seen at all.” 

“This campaign provides an opportunity for us to play a part in celebrating the diversity of self-expression within the queer community, and ultimately help change the prevailing narratives to help fuel better, and more inclusive visual storytelling across all forms of media,” Norman adds.

Kristin Rankin, Dresscode Project founder, commented, “Traditionally the hair and beauty marketing industry has been based on stereotypes and biases related to the idea of gender is binary. This campaign allows us to shine a light on the diversity this community uses to express themselves while challenging stereotypes in the media. For many in the LGBTQ+ communities, their hair journey is immensely personal and being able to see themselves and all the different ways hair can be used for self-expression will allow them to feel celebrated and help break these biases.”

The #StyleWithPride gallery is now live on Getty Images and will be accessible for all brands to leverage. 

And finally, as a show of support for inclusivity and equality for all, Pantene will be donating $1 to Dresscode Project for every photo shared using #StyleWithPride to reinforce their commitment (*up to $100,000). This campaign is the latest in support of Pantene’s mission to represent, celebrate and make the LGBTQ+ community feel beautiful year-round.

Singapore – Meta has launched a new campaign in APAC that aims to showcase the ingenuity of small businesses across the region. The campaign, ‘Good Ideas Deserve To Be Found’, was done together with Sydney-based independent creative agency Now We Collide.  

The campaign consists of a series of 15-second advertisements and highlights the stories of nine different SMBs from countries in the region including Australia, Hong Kong, Indonesia, Japan, and Korea as well as the Philippines, and Thailand.

Each of the creative executions centres on revealing the ‘invisible’ product of a small business. One shows a boy wearing a bike helmet and pads apparently floating along before an Instagram ad unit reveals the bike he is riding. Another features a woman who looks like she is practising Jiu-Jitsu only by herself,  before revealing that she is, in fact, sparring with her instructor.

The goal of the campaign is to raise awareness about the tools and resources available to help small businesses connect with new audiences and expand their businesses online. It’s based on the premise that there are millions of fantastic ideas ‘floating around’, and that it can be challenging to make it stand out from the rest. 

Alex Sloane, director of marketing, Meta Australia & New Zealand, said that the last two years have been uniquely testing times for SMBs, providing some serious challenges with store closures and new opportunities with the explosion in digital retail.

“With this campaign, we wanted to draw attention to the wealth of resources available to help them use digital tools to even better effect, with the potential to create truly global businesses. We genuinely believe that ‘Good ideas deserve to be found.’ and can come from anywhere,” Sloane added.

Ryan Bodger, chief creative officer for Now We Collide, shared, how excited they are to be involved in a campaign that would help out many SMBs across APAC, especially as it was filmed during one of the more challenging periods of the pandemic.

Bodger emphasised, “We had to grapple with these challenges as well, and our team was able to bring to life these stories from all across Asia either filming remotely or in-studio and on location in Sydney.”

“By bringing the client into the studio ‘virtually’, we were able to closely collaborate throughout the production process, making approvals frictionless. We streamlined the process through live video offline edit sessions, bringing together various stakeholders from different locations across the globe,” Bodger adds.

Meanwhile, Keir Maher, chief executive officer of Now We Collide, commented, that one of the more positive things the pandemic has given them is the ability to work in ways we never thought possible. 

Maher added, “Quick adaptation to change has always been part of the Now We Collide DNA, but now it is built into our production processes and methodologies. This campaign is testament to our abilities as a nimble and effective team.”

The campaign will be distributed via digital channels and Meta-owned platforms through Dentsu Media.

India – Taproot Dentsu, a dentsuMB Company & the creative agency from dentsu India, has launched its new campaign for Urban Company that aims to highlight its latest air-condition (AC) servicing techniques. 

The campaign raises awareness of a new-age AC service technique that provides unique ‘foam jet technology’ to clean air conditioners twice as well as routine servicing. This cutting-edge approach of air conditioning maintenance restores ACs to like-new condition at a fraction of the cost. Thus, this summer, it has decided to give air conditioners a fresh lease with its unique foam jet technology.

Additionally, the film’s slice-of-life storytelling approach intends to call into question the long-standing practice of relying on the local technician and encourage consumers to instead choose Urban Company AC service.

Abhishek Deshwal, executive creative director of Taproot Dentsu, shared, “The idea revolves around an unassuming consumer’s desire for better cooling that is up against the apathy of a wisecracking local technician. Through multiple videos, we show the technician’s scepticism being countered by the superior features of the Urban Company service. A nuanced and understated tone of humour adds to the charm for each of the spots.”

Hitanshu Monga, director of growth & marketing at Urban Company, commented, “We, at Urban Company, are committed to leveraging innovation and technology for delivering exceptional customer experience. The problem that most consumers face with their air conditioners is the deteriorating cooling quality year after year despite regular servicing. This happens primarily because of the accumulation of dust inside the AC, which interferes with its capacity to cool effectively.”

He added, Urban Company’s unique foam jet AC service attacks the problem of accumulated dust in a twofold manner. Our two-step process of foam application and high-intensity water spray with power jet ensures 2X dust removal and leads to enhanced cooling, making your AC work as good as a new one. Our expert technicians are equipped with the right consumables, equipment and training to ensure that millions of ACs work as good as new this summer.”