Tag: Outdoor

Shanghai, China – Italian luxury fashion house brand Bottega Veneta has recently opened ‘A Poetic Conversation’, an interactive poetry installation at the Rowing Club, Shanghai. The installation, done alongside LePub Milan and LePub Singapore, features several thousand editions of the anthology ‘In Such a Staggering World’ (Yao Yao Huang Huang De Ren Jian) by Yu Xiuhua, arranged in a three-dimensional Bottega Veneta brandmark. 

Over the course of the day, members of the public can visit the installation and take home a copy for free.

For Bottega Veneta, Yu’s work is a powerful example of the self-expression that is integral to the brand’s founding values and ethos. Known for its iconic slogan ‘When your own initials are enough,’ the house has celebrated authentic individuality ever since it was established by a group of artisans near Venice in 1966. 

With a no-logo philosophy, Bottega Veneta designs never overburden with branding, but rather empower each wearer to be whoever they want to be. 

This ethos comes to life in ‘A Poetic Conversation’. As members of the public pick up their copy of Yu’s anthology, the Bottega Veneta trademark slowly disappears. What remains is the poetry and each reader’s response to it. ‘In Such a Staggering World’ becomes a companion on an individual journey, in the same way that Bottega Veneta bags adapt to the wearer as they move through their day and the world. 

Moreover, the special edition of ‘In Such a Staggering World’ also comes with a fold-out When your own initials are enough poster, as well as a bookmark featuring a new Yu Xiuhua poem inspired by the tagline. 

‘A Poetic Conversation’ will be Bottega Veneta’s second event this year with a prominent poet after the brand hosted a performance by Patti Smith during Milan Fashion Week. With a long history of engagement and advocacy across the arts, the brand identifies in poetry a freedom of personal expression and interpretation that resonates with its design philosophy. 

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.”

Kuala Lumpur, Malaysia – What happens when the line between fiction and reality is blurred? Astro, Talon Creative, and Mindshare brought that question to life with a promotion for the highly anticipated second season of Astro Originals’ series ‘One Cent Thief.’ With a daring antihero at its heart, the narrative spills off screen and into the real world with a bold campaign that pushes the limits of immersive entertainment. 

As part of the promotion campaign, various major platforms were hacked, seized and hijacked, pulling unsuspecting audiences into the world and theme of One Cent Thief Season 2.

The series of disruptions started during the New Year’s Eve countdown. A 30,000 strong crowd at Konsert Countdown MeleTOP 2025 were left baffled as Digital Karma – the protagonist of ‘One Cent Thief’ season 2 hijacked the stage. It then proceeded to the digital space via page takeovers and website skinners. 

The gravitas of the situation increased when multiple billboards at Bukit Bintang displayed cryptic messages about the villainess, Ibu Zara. Afterwards, protagonist Iman Shah gave a fiery speech condemning Ibu Zara on top of Bangunan Yayasan Selang before jumping off the 8th floor while being pursued by special force Every action taken further immersed the audience into the world of One Cent Thief, climaxing with Iman Shah declaring – ‘I will expose everything.’

Benjamin Woo, vice president of product marketing at Astro, believes that Astro’s ability to bring a first-class entertainment experience to fans is not only what keeps the brand strong but also how it’s brought to life. 

“As Malaysia’s leading content and entertainment provider, we’re honoured to champion local stories and talent. We are committed to pushing boundaries and creating immersive experiences that go beyond the screen, bringing Malaysian narratives to life in exciting and innovative ways,” he stated.

Meanwhile, Gavin Teoh, managing director at Talon Creative, commented, “We’ve always believed that entertainment in communications has the power to captivate. And by integrating the story into everyday life, the campaign challenges traditional advertising and invites the audience to become part of the entertainment.”

Lastly, Ang Ching Wen, business director at Mindshare, stated, “Our immersive media activation for One Cent Thief Season 2 seamlessly blended content with the storyline, thrilling fans and sparking wider curiosity. For two hours, Bukit Bintang screens came alive with real-time surprises, making the experience truly unforgettable.”

Manila, Philippines – Wellspring, a brand that offers gummy supplements, has recently apologised over its recent ‘Gil Tulog’ outdoor advertising campaign following order from Makati City Mayor Abby Binay to take down the ads–after being called out by the public for the insensitivity of the campaign.

The campaign ‘Gil Tulog’ was aimed at doing a wordplay on the known Gil Puyat Avenue in Makati City–named after the late Senator Gil Puyat, who served as a senator from 1951 and took the role of Senate President from 1967 up until 1972 when President Ferdinand Marcos shut Congress down following the implementation of Martial Law.

In the statement, Wellspring said that they made a misstep in their campaign and are ‘sorry’. They have also complied with the city’s orders to take down the ads in the city and promised to practice better sensitivity in their campaigns moving forward. 

“It was never our intention to offend anyone in our marketing execution which used wordplay to draw attention to the importance of sleep and how it contributes to one’s overall health,” the company said.

It has also apologised to the family of the late Senator Gil Puyat for the harm and offense that the campaign has caused them. 

“Rest assured that there was no intent to besmirch and disrespect his legacy,” the company said.

They have also extended their apology to Makati City Mayor Abby Binay and the people of Makati for this campaign’s misstep.

Prior to Wellspring’s apology, Mayor Binay had ordered the take down of the ad signs, saying that she wasn’t aware of how this campaign got approved. She also said that the city officials who had approved the campaign were already reprimanded for this ‘glaring oversight’.

“It is unfortunate that the request for a permit for the so-called advertising campaign to change the street signs of Gil Puyat Avenue did not reach my office. The city officials who issued the permit should have exercised prudence. They should have been more thorough,” the mayor said.

Earlier this week, netizens took notice of how various signages of Gil Puyat Avenue were changed to ‘Gil Tulog Avenue’, a word play on the Tagalog word ‘puyat’ (wide awake) and ‘tulog’ (sleep). While some netizens rode the quirkiness of the campaign, many were perplexed and also angry over the insensitivity of the campaign, with relatives of the late Senator also expressing their dismay on the campaign execution.

“Besmirching my late great grandfather’s name to sell freaking melatonin is so disrespectful!” Erika Puyat Lontok, a relative of the late Senator, said on Facebook.

Meanwhile, Victor Puyat–son of the late Senator–has filed a complaint with the Ad Standards Council and asking that the agency who did the campaign–relatively undisclosed as of this writing–be either ‘suspended or banned’. 

He also noted that the campaign violates Section 1 of Article IV of the Ad Standards Council’s Code of Ethics, which states that “advertisements shall not directly or indirectly disparage, ridicule, criticize, or attack any natural or juridical person, group of persons, or any sector of society based on gender, social, cultural or economic status, religion, ethnicity, physical, intellectual and psychological state or appearance, age, race, or nationality.”

On another note, Sander Puyat Joson, who is the grandson of the late Sen. Gil Puyat, told Rappler that they are ‘overwhelmed and grateful’ for netizens who are calling for respect on the senator’s legacy.

“While the ad is clearly a joke, it is a distasteful one and disrespects the honorable name of our grandfather. We ask that the responsible brand and agency adhere to the standards of the Ad Standards Council. We hope that the brand and ad agency also take affirmative actions to rectify their error in judgment,” Joson said.

Update (July 29): The Advertising Standards Council (ASC) of the Philippines has released a statement, expressing their support to the public over the recent desecration of the street name “Gil Puyat.”

“This act has undoubtedly harmed the memory of an esteemed Filipino and Senator, and we join in the collective outcry,” the council said.

However, ASC has clarified that the material in question was not cleared with them as a different advertising body oversees these types of advertising, in this case street signs that doesn’t contain the brand’s name. Nonetheless, the company has advised the ad agency, albeit being unnamed, to not use ‘Gil Tulog’ in any of its advertising content. It could be inferred that ASC is referring to another advertising body, the Out-of-Home Advertising Association of the Philippines (OHAAP), whose regulation on outdoor advertising is needed.

“On behalf of our industry, we sincerely apologise to the family of Senator Gil Puyat for any distress this incident may have caused,” the council further added.

ASC concluded their statement by stating that they are in discussions with the relevant organisations to which the ad agency belongs, ensuring that appropriate actions are taken to prevent such occurrences in the future.

Meanwhile, the Association of Accredited Advertising Agencies – Philippines (4AS Philippines) has also released a quick statement online regarding the incident, stating that they will be embarking with a thorough investigation of the ad fiasco.

“Rest assured that appropriate measures will be taken to uphold our values and ethical practices and how to avoid similar occurrences in the future,” the association said.

Singapore – Deel, a global compliance and payroll solution that helps businesses hire anyone, anywhere, has launched its first outdoor campaign in APAC, which deems to have the second-highest rate of global hiring talent from abroad, just behind LATAM.

The new outdoor campaign aims to help Singapore businesses hire quality talent from anywhere and alleviate the stresses arising from complicated compliance and different legal processes around the world. Singapore-based creative agency SixmoreDays, together with Deel’s in-house design and copywriting team, were responsible for the campaign creative. Meanwhile, GroupM managed the media buying responsibilities.

Located at Tanjong Pagar and Raffles Place MRT in Singapore, the campaign will primarily be targeted at professionals who might want to take up remote working opportunities or businesses facing the challenge of the new global hiring movement.

Catherine Chien, Deel’s head of growth marketing for APAC, shared that talent shortages in Singapore are at their highest in 16 years, with more than eight in ten (84%) of employers reporting finding difficulties in filling roles.

“The remote workforce movement is moving full steam ahead, and so it is the perfect opportunity for businesses to tap into a more global network. Deel makes onboarding and paying global teams much less complex,” said Chien.