Tag: OOH Campaign

Singapore – Streaming platform Max has unveiled activations for the HBO Original series ‘The White Lotus’ in Bangkok, Thailand. The campaign follows the series’ third season release on February 17, 2025.

Building on the buzz surrounding the new season’s release, Max has launched activations and marketing efforts across Southeast Asia, including watch parties and OOH campaigns.

Max unveiled a concierge-themed pop-up at ICONSIAM and an OOH installation at the MRT Sukhumvit, inspired by the show’s hotel rooms in Thailand.

In Indonesia and the Philippines, Max hosted watch parties, complemented by billboards rolling out in Manila and Jakarta during the show’s premiere week.

Meanwhile, themed events featuring influencers and celebrities were launched in Taiwan and Hong Kong.

During the show’s premiere at the ICONSIAM River Park, Max turned the venue into an immersive space that featured elements from ‘The White Lotus.’

Thailand – This Valentine’s Day, Durex takes a bold stand against the pleasure gap, partnering with Sour Bangkok to champion pleasure equality in its latest campaign.

Created by Sour Bangkok, Durex’s out-of-home campaign highlights overlooked perspectives and addresses inequalities in pleasure, advocating for inclusivity with its ‘ALLgasm’ message.

The campaign brings the conversation to city streets with striking images of women’s lips—though a change in perspective reveals something unexpected. Alongside the bold visuals, it highlights unspoken truths about pleasure, such as how many women find being on top helps them reach orgasm faster, while others believe toys increase satisfaction.

Durex’s campaign underscores the message that ‘sex is a duet, not a solo,’ underscoring the importance of shared pleasure and inclusivity with its ‘ALLgasm’ concept.

In a statement, the campaign stated, “Because let’s be honest—one side is finishing the race, while the other is stuck pretending to run. Over 60% of women have faked an orgasm, and 15% have never even had one. Some don’t want to hurt feelings, some just want it over, and some simply say, ‘It’s complicated.’ But pleasure should be felt, not faked—and ALLgasm is here to change that.”

Singapore – The Agency for Integrated Care (AIC) has teamed up with The Secret Little Agency (TSLA) to launch a youth-focused mental health campaign that takes an empathetic approach to destigmatise mental health support for Singapore’s youth. 

Called ‘REAL,’ AIC’s initiative aims to provide tailored mental health support for Singapore’s youth, destigmatise mental health discussions, and create accessible, approachable pathways to support.

Developed in partnership with TSLA, REAL addresses a common mental barrier among youth: the tendency to downplay their mental health struggles and dismiss their need for support. The brand’s mission is to validate young people’s experiences, help them acknowledge their challenges, and empower them to take action while normalising the process of seeking help.

AIC and TSLA crafted REAL’s tone of voice and messaging to connect deeply with youth, fostering a supportive space where they feel seen, heard, and understood. 

“With REAL, we wanted to break down the idea that one needs to look or act a certain way to ‘deserve’ help. In a world where mental health is often portrayed in visually homogenous ways, we took a contemporary approach with unique illustrations to portray the very real and complicated emotions and struggles that words or photos often cannot portray,” said Nicholas Ye and Mavis Neo, co-chief creative officers at The Secret Little Agency. 

They added, “By focusing on highly contextual placements and modern and varied relatable content that are deeply culturally resonant of mental health struggles in today’s society, REAL offers a way for young people to connect with support systems meaningfully. We’re here to meet them where they are and show them they’re not alone in what they feel.”

As part of the campaign launch, AIC and TSLA have unveiled vibrant, large-scale out-of-home (OOH) installations at key locations across Singapore, including Raffles Place, Bugis Plus, and Singapore Polytechnic. Each installation represents “larger-than-life” emotions, capturing the overwhelming nature of mental health struggles. REAL’s brand world also introduces characters designed to embody complex emotions, making these experiences more relatable and impactful.

Complementing these installations, REAL’s campaign features OOH placements at bus stops and in central business district (CBD) areas, delivering contextual and evocative messages tailored to youth. Digital ads on social media and YouTube cleverly use “skippable” formats to playfully remind young audiences that while they can skip the ads, they cannot skip or ignore their emotions.

Additionally, AIC and TSLA collaborated with popular youth favourites like PlayMade bubble tea and engaged in tactical media buys with Cups Media at tertiary institutions. These efforts extend REAL’s message through creative sticker packs and branded cups, effectively reaching youths in familiar, casual settings where they feel most comfortable.

The campaign also features the short film Burnout, produced in collaboration with Zhao Wei Films and directed by award-winning Singaporean director and writer Nicole Midori Woodford. The film tells a relatable story of young people attempting to suppress their anxieties, only to watch in horror as their worries grow uncontrollably instead of fading away.

A key character from REAL’s brand world, Fyre—a fire illustration symbolising anxiety—stars in the film, which tells the story of a young intern grappling with mental health. The three-minute short premiered at the 5th Edition Mental Health Film Festival Singapore (7-10 November 2024), bringing the REAL campaign’s mission to life.

The REAL initiative is AIC’s answer to the worrying data produced by their commissioned study, where 90% of youths have experienced a mental health challenge in the past 12 months but more than half are not even considering seeking support. 

“As mental health continues to impact the lives of youths and young working adults, it’s clear that addressing this challenge requires more than traditional approaches,” said See Yen Theng, chief of the caregiving and community mental health division at AIC. 

“REAL represents a shift towards engaging youths and young working adults as we provide the support they need in ways that are accessible, validating, and empathetic. Our goal is for them to know they are not alone and that their mental well-being matters. While recognising their needs, we also offer a wayfinding tool to find nearby community mental health services,” See added. 

Before this campaign, AIC partnered with TSLA on the “Break the Silver Ceiling” initiative, which aims to combat ageism, challenge outdated perceptions of ageing, and foster a positive shift in societal attitudes toward seniors.

India – Being Human Clothing, a fashion-forward retail brand, has partnered with Platinum Outdoor, Madison World’s outdoor specialist unit, to launch a high-impact OOH campaign spotlighting its latest ‘Do it in Denim’ collection.

Designed to showcase Being Human Clothing’s sustainable denim collection, the campaign is strategically timed for the pre-festive season, maximising visibility in high-traffic areas.

For this campaign, Platinum Outdoor strategically positioned media near store locations, deploying over 150 OOH units across 11 cities. The 12-day campaign integrates innovative elements and dynamic DOOH for enhanced engagement.

Irshad Chippa, associate vice president for west at Platinum Outdoor, commented, “Our goal was to create a high-impact, festive-season campaign that not only announced the new sustainable denim collection but also increased the store footfall. The dynamic ‘catalogue’ concept curated by our creative team for DOOH formats has added a fresh dimension, engaging the audience with visually appealing content.”

Singapore – Wild Space, a nature conservation organisation, has teamed up with content experience agency designory, a part of Omnicom Production, to launch a new out-of-home (OOH) campaign in Singapore that reframes wildlife issues as surprisingly relatable human stories. 

Breaking away from typical campaigns that focus solely on grim statistics, Wild Space and designory spotlight wildlife issues through topics that resonate deeply with many Singaporeans, such as housing challenges, scarcity mindsets, and existential dilemmas. 

The campaign’s narratives unfold through a series of social media posts and out-of-home media, generously supported by partners who share Wild Space’s commitment to the cause.

“We wanted to avoid messages filled with grim statistics. Instead, we believe that visual storytelling, relatability, and a touch of humour would resonate better,” shared Daphne Ong, Founder of Wild Space.

Christian Sow, executive creative director at designory, added, “Facts alone don’t change minds. But when people see their own struggles reflected in relatable stories, something stirs within them, sparking empathy. We were excited to land on a concept that approaches wildlife issues with a satirical twist.”

Wild Space’s campaign is part of its latest initiative, ‘Earth in Focus’—Singapore’s first and only nature-based film festival. The festival aims to showcase the beauty of biodiversity while inspiring audiences to protect our fragile ecosystems.

The Earth in Focus: Singapore Nature Film Festival 2024 promises a captivating lineup of local, regional, and international films celebrating the natural world. The two-day festival, running from 2–3 November 2024, will feature film screenings, wildlife conservation workshops, and masterclasses on nature filmmaking and photography. An awards ceremony will also honour emerging creators from Singapore and the region.

“Telling meaningful brand stories has always been at the heart of designory’s mission. We’re thrilled to be part of Wild Space’s journey, and we look forward to seeing people experience the festival,” said Joyce Chen, chief executive officer of designory.

Kuala Lumpur, Malaysia – Home improvement retailer MR. D.I.Y. partnered with creative agency FCB SHOUT for its latest ‘Big and Small, MR. D.I.Y. Has It All’ campaign to showcase the brand’s sizable diversity in offerings.

The collaborative campaign features a giant inflatable MR. D.I.Y. iron floating in the middle of Kuala Lumpur’s Titiwangsa Lake Park. The giant installation is also accompanied by other miniature installations of MR. D.I.Y. products.  

With this eye-catching campaign, the brand aims to show its commitment to offering a range of daily essential items that come in all sizes.

Aside from the giant and miniature installations, the campaign also features a series of digital billboards that parody other ads to demonstrate how MR D.I.Y’s impressively diverse range of products can fulfil everyday needs. 

Titled ‘Kecil Dan Besar, MR. D.I.Y. Ada’, the campaign will run across all media channels, including ATL, BTL, and social media. 

MR D.I.Y’s giant inflatable iron was also recently recognised by Malaysia Book of Records as the ‘largest inflatable iron in Malaysia’. 

Speaking on the collaboration, Alex Goh, head of marketing at MR D.I.Y., said, “MR D.I.Y. is a one-stop-shop for all our customers’ needs, no matter the size. Our product range includes small items like batteries, padlocks, and key chains, as well as larger items such as vacuum cleaners, inflatable pools, and foldable stairs. We offer affordable prices and have different store formats to cater to the needs of our customers in smaller towns and major cities. Our stores serve people of all ages, from babies to retirees. It’s a big promise to make, and one that we are very proud to be able to deliver.”

Meanwhile, Jonathan Chan, creative director at FCB SHOUT, also shared, “Every MR. D.I.Y.store is this terrific treasure trove of daily essentials and products that effectively transcends the brand from a hardware store to a proper superstore, so we wanted to make sure that our campaign reflected that in the most interesting way possible.”

“So, every creative asset in the “Big And Small, MR. D.I.Y Has It All’ campaign, including the giant installations, was not just a senseless spectacle to get consumers talking about MR. D.I.Y, but crucial pieces of a narrative designed to make them remember what the brand truly offers. And we’re proud to work with a homegrown brand loved by Malaysians,” he added.

Sydney Australia – Block Earner, a blockchain-powered fintech company, is moving blockchain and decentralised finance out of tech savvy circles by embracing standard advertising codes with its first-ever OOH campaign in Sydney. The campaign is designed to increase awareness and brand recognition in an increasingly competitive space, and deliver the next generation of financial products to Australians. 

With a minimalist design, the ad simply invites on-the-move people to search for Block Earner online, where a multi-channel digital marketing campaign has been designed to boost awareness, engagement and conversion. Search results also provide curious consumers with a flurry of established and trusted sources that detail the Block Earner story, but also invite them to learn what decentralised finance has in store for them. 

About the choice of an outdoor campaign, Colin Williamson, head of digital and growth at Block Earner, said they want to be in the mainstream consciousness.

“Decentralised finance has many benefits for consumers, but it’s a new space, and we need to help grow the general awareness of it, overcome scepticism and build trust with the people, and give them the tools to grasp the concept, Williamson said.

“This outdoor campaign acts as a portal to a discovery journey inviting visitors to reflect on a new financial way forward, with three layers of narrative around overcoming rising inflation, moving on from legacy financial services that do not benefit them, and unlocking the future of finance,” Williamson added.

The campaign sees a full tram, 50 buses, a double decker, 500 seats, 10 billboards and 82 urban lights wearing the Aussie fintech’s colours for three months. Block Earner worked with Adholics for the campaign planning, Torch Media, Move Media and JCDecaux for outdoor assets and placements, and Studio 3am for the creative and design. 

The digital campaign includes social media amplification, programmatic advertising, and in-game advertising in online and Web3 video games, as well as different landing pages on Block Earner’s website that will be served to visitors based on where they are on their journey through the marketing funnel.

Williamson continued, “Coupling outdoor and digital advertising, with a high-level and simple messaging, Block Earner is aiming to stimulate the curiosity of Australians who understand alternative savings options exist but feel unsure of where to start, and commonly associate decentralised finance with volatility, scams and risk. Instead, we want them to see a wide scope of possibilities, without hurdles, risk or complexity, just better yields for the people to go through these tough times.”

Sydney, Australia – Global commerce company Shopify in Australia aims to encourage businesses and consumers to view the brands that have reimagined retail in their own business operations through Shopify’s latest out-of-home (OOH) advertising, made in partnership with creative content agency Chello and media agency iPROSPECT.

Titled ‘Reimagine Retail’, the OOH campaign is best considered as a celebration of Australian brands that have disrupted retail with innovative products and cutting-edge e-commerce strategies – while doing it all on Shopify.

The campaign comes to life when users scan an inbuilt QR code functionality on all assets, giving users an opportunity to ‘meet’ Australian brands who have reimagined retail, and then shop their stores — from anywhere on any device.

“We wanted a campaign which celebrates and showcases local, independent businesses, who are the backbone of Australia’s entrepreneurial economy,” says Robin Marchant, head of marketing for APAC at Shopify.

Initially intended for a pre-lockdowned Australia, Shopify was keen to proceed as a show of support for its more than 100,000 merchants in Australia. Some of Shopify’s customers featured in the visual assets of the campaign include Go-To Skin Care, frank green, MAAP, and Who Gives a Crap.

“At Shopify, we power more than 100,000 Australian retail businesses to launch, run and grow by making it possible to sell to anyone, anywhere. Every day, we’re inspired by our merchants as they reimagine the possibilities of retail, and we can’t wait to see what the next generation of budding entrepreneurs will do with the exciting, evolving retail space,” Marchant added.

Speaking about the campaign, Tristan Velasco, creative director and co-founder at brand and content agency Chello, shared, “Working with Shopify made two things clear to us. One, that they’re merchant obsessed, and two, they help a long list of innovative, Australian brands redefine retail. It was a no-brainer that these brands would be the heart of our campaign.”

He added, “With so many businesses being hit hard by these latest lockdowns, it’s an exciting time to demonstrate the resilience and willpower of Australian brands on Shopify that have truly reimagined retail.”

Meanwhile, Sam Cousins, chief strategy officer at iPROSPECT, commented, “We recognize more and more in our business that every media touchpoint is a commerce opportunity. It’s great to have Shopify on board with us to help drive this forward through our partnership with Chello.”

Said campaign will run out of home, digital out of home, programmatic and digital as well.

Hong Kong – Southeast Asian women fashion brand Love, Bonito has announced the launch of its new local-centric website, which is accompanied by a month-long social media campaign and most interestingly, a five-week presence along Hong Kong’s well-known trams.

Said campaign, called ‘Travel in Style with Love, Bonito’, is the latest social media campaign of the brand where 500 lucky winners will receive a limited-edition preloaded Love, Bonito branded Octopus card and a Love, Bonito website shopping voucher. Love, Bonito will also be hosting month-long giveaways on its Facebook page.

As for the tram presence, three Love, Bonito branded trams will be travelling around Hong Kong island from today until 29 August. The trams will feature a QR code that Hong Kongers can scan to sign up for the Love, Bonito newsletter and participants can stand a chance to win a limited-edition Love, Bonito branded Octopus card pre-loaded with HK$50 and a HK$50 shopping voucher for the Love, Bonito Hong Kong website. 

Every week starting from the week of 26 July to the week of 29 August, 100 lucky winners will be announced every Wednesday beginning on 4 August to 1 September via email regarding the prizes.

“The new site will mark the introduction of the brand’s new and improved online experience, providing shoppers with a faster and more responsive website. In addition, the new site can also be saved as a mobile home screen application to provide shoppers with more convenient access to the website. We are thrilled to introduce these exciting new features first in Hong Kong and subsequently in other in-market websites in the future,” said Dione Song, CEO at Love, Bonito.

The Hong Kong website will feature all of Love, Bonito’s product lines including work, casual, occasion, The Staples (wardrobe foundations), LYLAS (bridesmaid & party), loungewear, Embrace (maternity), kids, intimates and special collaborations.