Welcome to The Drum's Creative Works, dedicated to showing the best creative work of the past week from the Asia Pacific region.
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: '500 miles ft. Sébastien Chabal'
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Client:
Date: April 2019
French rugby legend Sébastien Chabal has tackled The Proclaimers hit song 500 miles in a music video promoting Marriott’s sponsorship of the 2019 Hong Kong Sevens.
The music video, which is part of Marriott Bonvoy’s sponsorship of Hong Kong’s biggest sporting event, sees Chabal singing along to the classic hit in a variety of costumes.
Credits:
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: 'Knowing nothing'
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Date: May 2019
Big data is fundamentally changing our world. Many companies have also begun to use big data to "manage" their employees. Through data tracking, we can learn about employees' schedule, time allocation, work schedule and any other behaviours that can be measured by data. However, the mental health of employees can’t be identified by data. Your company knows all your data, but does it really know you?
BBDO Shanghai uncovered this insight and helped CEO Roundtable on Cancer-China create a campaign titled Knowing Nothing to let the public know more about mental health training courses, to increase awareness about mental health diseases, and help companies identify employees' mental health diseases and provide support, before it’s too late.
Credits:
Director - Mateus de Paula Santos from LOBO.
Sound production: Jamute
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: 'Charge ahead into your dream '
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Client:
Date: May 2019
Red Bull has released a campaign in Vietnam that showcases a passionate climber who defied the odds by pushing his bodies limits to explore the world’s toughest terrains.
The protagonist of the campaign film is Hoang Le Giang, an office worker and an adventurous dreamer who is born with asthma and recently discovered that he has congenital heart disease. However, that does not stop him in his conquest to conquer one of the world’s seven highest summits.
The film, created by VMLY&R Ho Chi Minh with the help of Noah Conopask, a director at Sweetshop, depicts Hoang’s journey as a young boy with an affinity for heights, to a man who persistently trains each night in preparation for his next epic challenge.
In a moment of failure and frustration training for a climb, he grabs a Red Bull to harness his strength and the will to continue. With a charge of energy, he explodes through the thick wall, upwards and onwards to the mountain and he summits.
Credits:
Client: Red Bull
Agency: VMLY&R Ho Chi Minh
Production: Sweetshop
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: 'Pollution Souvenir'
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Client:
Date: April 2019
Thailand is a top global tourist destination, but it has recently entered a severe pollution crisis, especially in Chiang Mai, Thailand’s second largest city and the north’s main tourist hub. To call attention to the problem, a dirty ‘souvenir’ has been created.
Just like Switzerland sells fresh air in a can, small local businesses at the heart of Chiang Mai’s tourist district got together to create the ‘Pollution Souvenir’ – canned air with a label indicating the levels of PM2.5 pollutants collected each day. Both an apology and a call for help for a city that is often ranked within the world’s most polluted cities.
The souvenir also asks visitors to pledge on social media to come back when the air is clean again. With that, J Walter Thompson Bangkok, the agency that designed the campaign, hopes to create a voice loud enough to finally impose action and help both Thais and visitors breathe again.
Credits:
Agency: JWT Thailand
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: 'Wedding speech '
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Client:
Date: April 2019
New Zealand telco Spark wants to show how everyday technology can be used to create memorable human moments and help people be more human.
In a new campaign film called ‘Wedding Speech’, the telco tells the story of how in the months leading up to a wedding, the bride’s father was hospitalised, adding on to an already emotional period.
The film, created by Colenso BBDO and Christopher Riggert at Finch, then goes on to show the connection between a father and daughter, their shared optimism, and a wedding gift made possible by everyday technology, as the father makes his wedding speech from his hospital bed.
Credits:
Client: Spark New Zealand
Brand Experience Tribe Lead: Sarah Williams
Brand Lead Partner: Hannah Bay
Brand Lead Partner: Frith Wilson-Hughes
Creative Agency: Colenso BBDO
Media Agency: PHD
Production Company: Finch
Director: Christopher Riggert
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: 'A Word of Care'
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Client:
Date: April 2019
Singapore’s Workplace Safety and Health (WSH) Council has launched a new campaign aimed at reminding workers how easy it is to show care for their co-workers and prevent injuries in the workplace.
The campaign named ‘A Word of Care', is created by BBDO Singapore and kicked off with a fun walk at Gardens by the Bay East on April 20, with around 1,000 members of the industry and public in attendance.
It is a follow up from a similar campaign last year, where the concept of ‘Take Time to Take Care’ was introduced with an accompanying mnemonic of the double-finger watch tap.
The council aims to reiterate this message to the industry with the new campaign and remind them to take time to take care of their safety and health.
Workers can do this by calling out a word of care such as “Abang”, “Eh”, “Dei” or even “Ah” when they see their co-workers about to do something unsafe.
Credits:
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: 'Donate with a Mate'
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Client:
Date: April 2019
Pedigree is calling on Australian dogs, and their human owners, to donate blood together to help meet a shortage of canine blood.
The Donate with a Mate campaign, which was created by Clemenger BBDO, aims to raise awareness of the fact that dogs can give blood and help ease the critical shortage of canine blood in Australia.
Pedigree is spreading the message that for every dog that donates blood, it can save the lives of three more dogs.
Credits:
Client: Pedigree, Mars Petcare
Creative Agency: Clemenger BBDO Sydney
PR Agency: Clemenger BBDO PR
Media Agency: Mediacom
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: '#UnitedByVote'
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Client:
Date: April 2019
United Colors of Benetton has launched an inspiring film urging Indians to unite and vote to uphold the values of the country’s Constitution.
The #UnitedByVote campaign, which was created by Taproot Dentsu, aims to encourage Indian citizens to stand up to the politicians that use prejudice and fear to rule and take back their individual power by exercising their right to vote.
Credits:
· Creative Head: Titus Upputuru
· Creative Team: Titus Upputuru, Auryndom, Neharika Awal, Deepali Agarwal
· Account Management: Sunita Prakash, Vrinda Khurana
· Planning Head: Anand Murty
· Films: Dawa Lama
· Director (of the film): Raoul Amaar Abbas
· DOP: Vikash Naulakha
· Photographer: Raoul Amaar Abbas
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: 'Don't Be A Chomu'
Agency:
Client:
Date: April 2019
Angel Broking Limited has showcased the frustrating experience of investing in India in a campaign to promote its new mobile app.
The campaign addresses India’s increasing sense of financial awareness and highlights the issues consumers face when trying to invest in a bid to showcase the seamless trading experience and expert advisory service it offers through its app.
Credits:
Campaign Credentials:
CEO Publicis Communications, South Asia – Saurabh Varma
MD – India & CCO, Leo Burnett South Asia: Rajdeepak Das
MD – India & CSO, Leo Burnett South Asia: Dheeraj Sinha
COO, West: Rakesh Hinduja
Executive Creative Director: Gunjan Poddar
Creative Director: Manasvi Abrol, Gaurav Kumar
Associate Creative Director: Tinna Rajput
Head of Planning, Mumbai – Ajeeta Bharadwaj
Brand Strategy Associate – Shruti Gupta
VP: Divya Bhatia
Brand Services Partner: Rohini Radhakrishnan
Brand Services Associate: Kiron Kumar
Production Company: Prodigious
Director: Ryan Mendonca
Executive Producer: Vandana Watsa
Producer: Andalib Patel
Post Producer: Sajid Sheikh
Music Director: Jamroom
Stylist: Mubaraka Huseini
Make up: Mansi Talwar
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: 'Breast Buffer'
Agency:
Client:
Date: April 2019
Indian Video-On-Demand platform, ALTBalaji, has redesigned its buffering content symbol to provide viewers with a reminder to perform a breast examination.
The ‘Breast Buffer’ is a discreet pop-up which appears when content is buffering and serves as a reminder to women that they should conduct a short breast self-examination.
The aim is to turn a moment of irritation for subscribers while they wait for content to load into an awareness and education exercise. Awareness about breast cancer and preventive self-care has become increasingly important in India due to an increase in breast cancer amond women under the age of 50 years.
Credits:
Client: ALTBalaji India
Agency: Grey Group India
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: 'Have you Ever? '
Agency:
Client:
Date: April 2019
Coca-Cola wants to inspire Thailand’s young people to speak their minds, and share their truth, in its latest summer campaign.
The campaign, which was created by Ogilvy Group Thailand, follows three relationships between a father and daughter, a mother and son and a young couple. In each of the relationships one person has a secret to share and they struggle to tell the other person.
The campaign is a result of research which revealed that Thai people are afraid to speak their minds lest they disrupt relationships and prefer to avoid confrontation. Coca-Cola hopes to inspire young Thai people to be upfront with their feelings and forge closer relationships with loved ones.
Credits:
Group Executive Creative Director: Wisit Lumsiricharoenchoke
Senior Art Director: Dhevan Dhurabhan
Junior Art Director: Khontarat Techatrisorn
Group Strategy Director: Vanich Jirasuwankij
Strategy Director: Sasipa Mongolnavin
Associate, Strategy: Kamemachat Kwaipun
Associate Digital Strategy: Nattawoot Limprasert
Assistant Strategy: Pinyada Napathorn
Business Director: Natdhee Sopondhitipun
Account Manager: Nateera Chanjitwithaya
Account Manager: Wacharapat Sookpiromkasem
Senior Account Associate: Janjira Suntichewinwong
Account Associate: Pusuda Manassewee
TV and Radio Manager: Yuthapong Varanukrohchoke
Director: Ratchakrit Hirisirunkorn, Phenomena Production House
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: 'Maybe this is our last chance?'
Agency:
Client:
Date: April 2019
Unilever beauty brand Pure Line enlisted FCB Artgroup to find a way to celebrate the brand’s responsible attitude to nature and caring for the natural beauty of women for Earth Day.
In a spot that smartly blends Mother's Day and Earth Day, the agency asked women the question, "If today were the last day to say something to your mother, what would you say to her?"
They then asked the same question, but for Mother Earth.
The result was a touching, surprising and emotional video that reflected Pure Line’s commitment to taking care of nature and the environment.
Credits:
AGENCY: FCB Artgroup
Managing Director - Demet Demiray
Regional Creative Director - Juan Pablo Valencia
Art Director - Juan Pablo Valencia
Art Director - Doniyor Mamanov
Copywriter - Juan Pablo Valencia
Account Director - Rustem Sadvakaskov
Regional Digital Director - Tarlan Useynov
Digital Media Manager - Oleg Kozyrev
PRODUCTION COMPANY: Human
DOP - Editing: Din-Islam Sabyrbay
Producer: Marlen Kapbar
Client: UNILEVER
Ece Bagatur | Marketing Director
Anna Panina | Brand Manager
Olga Mert | Senior Brand Manager
Margarita Khon | Senior Assistant Brand manager
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: 'Ditch the distraction'
Agency:
Client:
Date: April 2019
The Transport Accident Commission (TAC) teamed up with comedian Sam Simmons to create a walking comedy show to raise awareness of pedestrian safety.
The campaign, created in partnership with the Melbourne international Comedy Festival, saw Simmons take to the streets of Melbourne to provide commentary for show-goers and competition winners.
The Ditch the distraction campaign aimed to highlight the perils of being a pedestrian by showcasing how important it was for pedestrians to ditch the distractions – such as mobile phones and headphones – and pay attention while on the streets.
Credits:
Client: Transport Accident Commission (TAC)
Concept & campaign production: Graffiti Experiential
Comedy production: Melbourne International Comedy Festival (MICF)
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: 'Targeted Gift'
Agency:
Client:
Date: April 2019
JD CENTRAL, a leading e-Commerce brand in Thailand, saw an opportunity this past Valentine’s Day to increase sales by encouraging boyfriends to buy the right gifts this year.
February, the unofficial month of love, is one of the most profitable seasons for the E-Commerce industry but as marketing research indicates, girlfriends are not always transparent with what gift they want and men often end up buying the wrong Valentine’s Day gift.
It was this insight that led BBDO Bangkok to create a smart and easy way for boyfriends to buy the perfect present.
JD CENTRAL partnered with BBDO Bangkok to create a campaign, titled Targeted Gift, which used a Facebook algorithm to target consumers, creating automated ads that show exactly what girlfriends wanted this Valentine’s Day.
The campaign kicked off with female-targeted ads in order to recruit girlfriends to choose their ideal present. The ad redirects users to a custom built chatbot that helps create ads specifically for their partners. Boyfriends are then targeted with a click-to-buy ad that allows them to buy the gift on the spot. In order to take part, both boyfriends and girlfriends must be registered members of JD Central in order to join the campaign.
As a result, sales on JD CENTRAL leading up to Valentine’s Day increased by 17%, with engagement online increasing by 314%.
Credits:
Credits:
Suthisak Sucharittanonta - Creative Chairman
Anuwat Nitipanont - Chief Creative Officer
Pitha Udomkanjananan - Deputy Executive Creative Director
Thiti Boonkerd - Creative Group Head
Nuttawee Pisanprechatam - Art Director
Jutatat Pattanodom - Group Account Director
Napat Wuttijariyakul - Account Director
Klack Film - Film Production
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: 'India Dega Aashirvad - For a Hunger Free India'
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Client:
Date: April 2019
A new campaign from India Gate has encouraged people to donate the rice they would traditionally throw at weddings, saying the simple action could help millions of poverty stricken Indians.
The campaign, created by VMLY&R, is a new take on the tradition of ‘shower blessings’ which take place during a wedding ceremony. The custom can see many kilograms of rice go to waste after its been tossed on the newly married couple.
Instead, it encouraged couples to have the rice packaged and donated instead.
Credits:
Alok Gadkar - Executive Creative Director & MD
Abhay Chawak - Creative Director
Uday Narasimhan - Associate Creative Director
Kyra Qureshi – Account Director
Anshuman Bhattacharya - Creative Group Head
Mahmoud Helmy – Digital Designer
Tarun Ghosh – Web Developer
Vitthal Deshmukh - Head of Production
Zohra Ameen – Assistant Production Manager
Vishal Munge – Chief Editor
Gokul Sajeev – Editor
Karan Deshmukh – Music Director
Hardik Waghela - Music Director
Umesh Kumar – Animator
Nasir Rauf – Photographer
Prasad Paniker – Cinematographer
Vinayak Patil- Cinematographer
Sandip Bargal - Cinematographer
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