Campaign Asia

Coca-Cola reimagines Queen’s ‘A Kind of Magic’ to launch its global music platform

The platform connects emerging musical talent including British singer-songwriter Griff.

TikTok wants to ‘democratise’ the creator space with its latest ad product

Advertisers can crowdsource ‘authentic’ content that won’t feel like an ad.

Samsung taps Charli XCX for metaverse concert on Roblox

Fans complete challenges for the chance to be part of the performance.

Unilever will no longer market food and beverages to children

Its food and refreshment brands will not use influencers who appeal to children under 16.

Unilever wants to create lasting change with inclusive marathon in the metaverse

For the Degree experience, participants can select avatars with racing wheelchairs, prosthetics and blades.

Jessica Alba and Zac Efron star in Dubai tourist board spy thriller

The campaign, created by Mother, uses Dubai as a backdrop for fictional film trailers.

Amazon Prime reimagines Rapunzel and Cleopatra for global brand campaign

The work by London's Joint introduces the new proposition ‘Prime changes everything’.

Airbnb hosts more than 200 Tokyo Olympic experiences

Fans will be brought close to the action despite not being able to attend.

McDonald’s dishes out McFlurrys from a ‘walk-thru’ billboard

The London activation supports its new brand platform ‘Fancy a McDonald’s?’

Tinder brings back Cannes Lions-winning interactive experience

“Swipe Night” will be a mystery-solving adventure.

Ocean Bottle calls on consumers to come clean on sustainability fails in debut brand campaign

Consumers can make sustainability confessions that challenge the 'all or nothing' approach.

Pinterest amends wording around weight loss ad policy following enquiry from Campaign

A positive change in its ad policy was promoted with confused messaging.

Gay Times partners Thomson Reuters to deliver hard-hitting LGBT+ news

The partnership has been designed to benefit each brand's respective audiences.

Riot Games sends 'Arcane' brand campaign up in flames

Strategic chaos and destruction were undertaken on a global scale.

Third of budgets wasted due to poor briefing and bad comms: IPA study

Report reveals 'staggering and uncomfortable truths' about the confusion, misalignment and miscommunication between marketers and agencies.

Mediahub UK wins Farfetch media account

Incumbent MediaCom loses out after four-way pitch.

Asos hikes adspend as part of plans to become $9.5 billion business

Refreshed strategy aims to capture global opportunity.

Getting in tune with generation TikTok

TikTok, social media and the gaming world are now where both audience and artists hang out and brands look to join them in a music industry shaped by Covid.

Nike commits to the metaverse with virtual footwear acquisition

Digital collectibles creators RTFKT valued at $33.3m earlier this year.

M&C Saatchi Sport & Entertainment partners Getty for women’s sport exhibition

The show explores how women’s sport has been captured over the past 50 years.

Five brand experience trends to look out for in 2022

As we (hopefully) edge closer to a post-pandemic state of equilibrium, Campaign spoke to experience agencies to find out what brand events will look like over the next 12 months.

Guinness lights up pubs in Christmas push

Displays intended to highlight how pubs bring communities together.

Oatly launches plant-based puppet mini-series

The UK campaign has been designed not to feel like an ad.

Frustrated senior creatives launch anti-sexual harassment campaign

The anonymous group want to call out NDA culture within the industry.

You & Mr Jones changes name to The Brandtech Group

Name change reflects company's use of tech to connect brands with people.

John Hegarty: The future of talent is about fluidity

Freelance talent finder Genie hopes to aid the creation of a diverse workforce.

Allianz light installation launches resolutions into the Alpine sky

The 'Allianz ramp' can be watched globally via a live stream.

Will the experiential sector ever fully recover from Covid?

2022 will build on the foundations laid last year.

Coca-Cola puts trucks back on the festive road

Coca‑Cola is ringing in the holidays by bringing back a well-loved activation.

M&C Saatchi extends 'put up or shut up' bid deadline for second time

Board agrees for talks to continue despite saying the current offer undervalues the agency group.

Heineken launches virtual beer brewed in Decentraland

The beer has zero calories, tastes of nothing and you can’t actually drink it.

Meet the man trying to stream the Glastonbury spirit

The founder of live-streaming production company Driift describes the prospect of filming the festival without a crowd as "liberating".

Google, Unilever, Mars and Diageo among brands uniting for UN Global Goals

Brands and businesses are donating space on corporate HQs to carry giant sticky notes.

Spotify on hunt for global sponsors as it signs up Disney+

This is the third personalised playlist Spotify has made available for sponsorship.

Netflix launches interactive Stranger Things world in Roblox

Fans can play mini-games and explore the Starcourt Mall.

Facebook's VR ad setback shows importance of putting customer experience first

The in-game ads are part of Facebook exploring new ways for developers to generate revenue.

Deepfake Tom Cruise creator launches production house creating hyperreal content

The synthetic media platform uses deep learning and artificial intelligence.

Snapchat launches camera tailored to darker skin tones at annual summit

New AR tools and in-app shopping capabilities were also announced.

Virtual production techniques getting better at blending digital and physical worlds

Imagination's partnership with Epic Games uses similar film techniques to Hollywood movies, integrating objects or people on a small set with a live computer-generated backdrop.

No time to waste: environmental ads target G7 summit leaders

NGOs, Unicef and MusicMagpie target summit of world leaders.

Mastercard enters five-year partnership with World Rugby women’s game

The deal aims to accelerate the development of Women in Rugby.

Heineken brings Uefa stadium experience to homes

Heineken is bringing the stadium experience to homes so fans can feel like they are watching the Uefa Euro 2020 matches at a football ground.

Formula E celebrates its vision of the future in campaign by Uncommon

Spot inspired by Formula E races on city streets.

Olympics goes virtual in bid to capture esports audience

Esports offer will build excitement for the Olympic Games Tokyo 2020.

Samsung throws gig on stages optimised for smartphone video

Vertically stacked stages make filming for social media easier.

Apple named Cannes Lions Creative Marketer of the Year 2019

Tech giant to be recognised for sustained creative excellence.

Mastercard lets fans experience full force of rugby tackle

Fans get to feel impact of professional tackle.

HSBC creates badminton experience ahead of Hong Kong Championships

Experience will promote 'local health and wellness'.

Digital agency Dept creates limited edition AR puffer jacket in Snapchat

The initiative uses NFTs and Snapchat body-tracking to showcase the value of digital ownership and virtual goods.

Bake against the machine: Maltesers partners Google Cloud to create AI cakes

Computer-generated recipe tested against dessert by Bake Off’s Peter Sawkins.

WATCH: Hennessy celebrates 150 years with a daytime firework display

Gunpowder and fireworks artist Cai Guo-Qiang staged the global event in celebration of Hennessy XO's 150th anniversary.

Virgin global brand chief Lisa Thomas to leave amid restructure

Changes will bring Virgin Red loyalty programme closer to Virgin brand.

Absolut champions trash with sustainability-focused fashion show

Catwalk to celebrate vodka brand's limited-edition recycled bottle during London Fashion Week.

Asahi Super Dry introduces UK to concept of 'karakuchi'

Popup experiences in eight cities are part of an integrated campaign for the brand, which says it's growing at a "phenomenal rate" in the country.

Amplify rejigs UK team as founder Jonathan Emmins turns focus to global growth

Agency aims to grow US and Australia offices.

Napster acquired by UK virtual-events company for just $70 million

Music-sharing venture's catalogue will be used to create audio and visual music experience.

Pernod Ricard plans for a very socially distanced Christmas

Virtual masterclasses and at-home party packages aim to encourage customers back to bars.

Peugeot bids to move upmarket with brand refresh and global campaign

The new logo and campaign signify a new time for the Peugeot lion.

Samsung upcycles handsets to support fight against wildlife poaching

Live feeds will be streamed from the Balule Nature Reserve in South Africa.

WPP, Publicis and Unilever back industry-wide plan to get to zero carbon by 2030

In the UK, AA, ISBA and IPA-headed Ad Net Zero held its first supporters' meeting.

Microsoft to put fans in NBA courtside seats, virtually

Hundreds of fans will appear live at ESPN Wide World of Sports Complex.

Oppo opens pop-up microcinema in London

The China-based smartphone maker's theatre shows films on its latest handset.

Pernod Ricard shifts brand experience spend from events to social

Coronavirus pandemic has meant that many of the events that the company usually puts on were not able to take place.

Pokémon celebrates 25 years with Post Malone virtual gig

The concert is part of an ongoing collaboration with Universal Music Group.

The view from Down Under: does Australia point the way for a return to IRL brand events?

Despite low numbers of Covid-19 cases, Australia is experiencing a downturn in brand experiences.

Hands off: can touchless experiences still be fully immersive?

Low-contact events are one way the experiential industry can adapt to ensure it is 'Covid-secure'.

Creative agency uses Animal Crossing to source new talent

A UK agency is looking for someone to take up a three-month paid internship. But don't apply IRL.

Goda nyheter, föräldrar: Ikea creates Swedish language lessons for kids

Sessions designed to keep kids entertained during lockdown.

Airbnb offers movie fans chance to stay in the last Blockbuster store on Earth

The 1990s-themed stay will be available only to people who live near the store in the US state of Oregon. The price: US$4 per night, same as a VHS rental.

The five trends set to drive brand experiences in 2021

With the Covid pandemic continuing to cast a shadow, Campaign spoke to the UK's top experience agencies to find out what brand events will look like this year.