Tag: outdoor campaign

Hong Kong – To mark its 160th anniversary, HSBC has partnered with Grey Hong Kong on an outdoor campaign that transforms walls across all 18 districts into vibrant murals celebrating the stories, textures, and character of Hong Kong.

Titled “HSBC 18 Districts Mural Stories”, the campaign brings together five local artists—AAFK (Anny and Felipe), Fever, Peck, and Sinic—to illustrate the unique identity of each district through public art.

Each mural reflects aspects of local culture, from dragon boat races in Stanley to nostalgic cafés in Yau Tsim Mong, aiming to foster a sense of pride and connection within the community.

Cheuk Shum, head of marketing for Hong Kong at HSBC, shared, “As part of our bank’s 160th anniversary, we wanted to extend the campaign to our communities, collaborating with local mural artists to reflect the unique culture of each of our 18 districts. We look forward to seeing all of you on social media with our mural art in the background! ”

To make the artworks more accessible, HSBC and Grey collaborated with the Arts with the Disabled Association Hong Kong (ADAHK) to produce audio descriptions for all 18 murals, allowing audiences to experience the stories through both sight and sound.

Ranging from an incense ash-painted fire dragon in Tai Hang to a glow-in-the-dark installation in Central, the murals represent more than creative expression—they serve as a shared narrative between the city’s history, its people, and the spaces they inhabit.

“Street art was something I grew up with, so it’s exciting to see how it now brings people together. This project gave us the chance to honour each district in a meaningful way. In Tai Hang, we even sourced the incense ash from the actual fire dragon to paint the mural, turning tradition into texture and history into something you can see and touch,” said Rick Kwan, executive creative director at Grey Hong Kong. 

“This project has given us the chance to create something lasting with a brand that’s always been part of Hong Kong’s history. These murals aren’t just art. There are 18 new reasons to explore, discover and connect,” added Duffy Lau, managing director at Grey Hong Kong.

Indonesia – To launch its limited-edition Space Dunk cookies in Southeast Asia, Oreo has taken its iconic milk dunk to new heights – literally – by sending its cookies into space for a playful dip into the Milky Way.

In collaboration with creative agency Leo Indonesia, Oreo reimagined its classic dunk by simulating a space flight that gave the visual impression of the cookie being dunked into the Milky Way—a creative twist meant to refresh the brand’s iconic ritual for new audiences across Southeast Asia.

To bring the space dunk to life, Leo Indonesia teamed up with UK-based company Sent Into Space to design a custom launch craft capable of sending Oreo cookies into the stratosphere. Equipped with a hydraulic system, the craft released a cookie at a precise angle to create the visual illusion of a dunk into the Milky Way. The entire mission—from lift-off to mid-air ejection—was captured using a multi-camera setup.

“Leo Indonesia’s idea for launching Space Dunk cookies was both challenging and funny at the same time. Despite having launched numerous things into space, sending a small cookie in a specific direction demanded substantial engineering and testing. It was also vital to ensure our custom spacecraft returned safely to Earth with no environmental impact. We’re thrilled with the mission’s success!” Chris Rose, PhD, head of projects & business at Sent Into Space, shared. 

Oreo’s space-themed stunt took place on April 11 in Cukul, Indonesia, a location chosen for its clear views of the Milky Way. The launch event welcomed media and influencers from ten Asian markets. A short film documented the cookie’s journey from Oreo’s factory in Cikarang to the stratosphere. The footage offers a light-hearted portrayal of what appears to be an Oreo being “dunked” into the Milky Way, marking the debut of the brand’s limited-edition Space Dunk cookies.

Jonathan McCarthy, vice president of marketing for SEA at Mondelez, commented, “Oreo and milk’s bond is timeless. Launching Oreo Space Dunk cookies, we added a playful twist, taking Oreo’s dunk to new heights…literally! ”

The broader Space Dunk campaign spans ten Asian markets and features five cookie embossments—rocket, helmet, star, telescope, and shooting star—each referencing space exploration. As part of the campaign, a mobile game on www.OREOspacedunk.com, developed by Leo Indonesia, allows users to simulate dunking an OREO into the Milky Way and earn points toward prizes.

“At OREO, we believe that a spark of childlike curiosity can bring families closer together. And what’s more curious (and fun!) than reinventing the iconic ritual of dunking in milk – dunking an Oreo into the Milky Way? This is one more playful step in our journey to connect the world through playfulness,” Lucas Levy, regional marketing director at Mondelez SEA, said.

“When we wondered how OREO could launch space-themed cookies, the answer came straight from the galaxy. Whether there’s milk in the Milky Way, we can’t say, but we do know this is the most epic OREO dunk ever,” Ravi Shanker, chief creative officer at Leo Indonesia and Publicis Groupe Indonesia, added. 

India – To help reunite families separated in the massive crowds of Maha Kumbh 2025, Asian Paints has launched a heartfelt initiative featuring two towering installations serving as lost-and-found landmarks.

Family separation is a common challenge at large gatherings like the Maha Kumbh. Authorities have introduced measures such as digital Khoya Paya centres and helpline services to address this. Supporting these efforts, Asian Paints collaborated with ashrams to install landmarks across key areas of the Mela for those seeking lost loved ones.

Called ‘Divine Intersections,’ the initiative includes two 30-foot structures resembling paint cans at Kinnar Akhada and Ramjanam Singh Seva Samiti Ashram. Featuring images of deities Shivji and Hanumanji, these landmarks are designed to be easily recognisable in the large crowds.

Additionally, the structures are fitted with LED screens that display real-time photos of missing individuals, helping transform moments of distress into hopeful reunions.

Asian Paints also collaborated with local authorities and volunteers to help reunite separated families. Missing persons’ details were collected and promptly uploaded, aiding the search efforts.

Commenting on the initiative, Amit Syngle, MD & CEO of Asian Paints, said, “The Maha Kumbh is not just a spiritual gathering; it is a powerful reminder of the bonds that unite us. At Asian Paints, our vision extends beyond products to making meaningful contributions to society. These installations symbolised hope, safety, and the belief that the togetherness of family is what truly matters. As a brand, our motto is to bring joy to people’s lives, and this initiative definitely brought a smile to faces when people reunited with their loved ones.”

Philippines – KitKat Philippines, in collaboration with VML Philippines, has launched a creative new campaign that reimagines its iconic chocolate bar as a practical tool for small business owners, cleverly embracing a unique Filipino tradition of taking short breaks.

Called the “KitKat Break Bar,” the campaign offers a light-hearted take on a common challenge for small businesses in Metro Manila with limited staff. Drawing from the local practice of using everyday objects as makeshift door barricades during short breaks, it introduces a playful alternative by repurposing KitKat as a break-time signal.

As part of the campaign, KitKat PH and VML PH introduced specially designed KitKat Break Bars, which can be placed between door handles to signal a temporary closure, giving employees a simple way to take a brief, uninterrupted break.

KitKat Break Bars were distributed to local shops across Metro Manila, offering a playful alternative to the makeshift barricades commonly used during short breaks. Small business owners have also welcomed the initiative as a useful and relatable solution.

“KitKat has always been synonymous with breaks. The campaign champions breaks for shop owners, playing on an existing Filipino behaviour with the signature KitKat humour,” said Jin Nataniel Ong, senior brand manager of KitKat.

Meanwhile, Sara Borquezo, a food stall manager in Quezon City, commented, “This is a big help to us. We no longer need to improvise a door closure when we need a break.”

KitKat and VML’s initiative combines cultural insights with creative problem-solving to address common challenges faced by small businesses. By recognising the universal need for breaks, the campaign has drawn interest from both business owners and the advertising industry.

Maan Bautista, executive creative director at VML Philippines, said, “The best ideas are drawn from genuine insights. It’s rewarding to see a brand and culture blend so seamlessly. Transforming the KitKat into a physical symbol of Pinoy small business breaks reinforces our message: KitKat is there whenever you need a break.”

India –  In celebration of Children’s Day, BigBasket, an India-based online grocery delivery platform, has partnered with advertising agency Talented for a campaign offering frustrated parents a quick toy delivery service to end their kids’ boredom.

The multi-city outdoor campaign is part of BigBasket’s push into the quick commerce race. Alongside its usual offerings—fruits, vegetables, pulses, and poultry—customers can now have a wide range of toys and games delivered to their doorstep in just 10 minutes.

BigBasket aims to assist frustrated parents dealing with bored children by providing a quick and easy way to entertain them when all other options have been exhausted.

Speaking on the campaign, Raagaleena Sripada, marketing head at Big Basket Retail, said, “So many aspects of parenting have evolved—from how we show our affection to kids to how we apologise to them. But one thing that hasn’t changed is the ease with which the kids get bored! You may try to entertain them with all kinds of traditional or known games, but you will still land with a bored kid and a frustrated parent! ”

“Our attempt with this campaign is to offer a quick rescue from such situations—by delivering a great set of toy brands such as Lego, Hotwheels, Hasbro, and many more in 10 minutes,” Sripada added. 

PG Aditiya, co-founder and CCO at Talented, further explained, “As a parent myself, I know that keeping children stimulated is a challenge, and the only ammo we have is dated methods we grew up with. So with this campaign, we showed tough love to parents and parent-adjunct figures who don’t want to own up to the fact that they’re objectively unentertaining. We banked on their deep-seated insecurity to pitch more child-friendly ways of spending time together using toys and games from BigBasket.”

The outdoor campaign is currently live in Bengaluru, Pune, and Hyderabad, with additional activations planned for the rest of the month.