Superunion creates a unified look for the NTUC house brand.
A merging of online and offline in a wild neon-lit activation.
The fashion house marked its 34th year in Malaysia with a unique capsule exhibition.
JKR Shanghai’s designs try to communicate across China’s “sea of sponsorship advertising”
The airline built facsimiles of its check-in counters and gates in a busy shopping district.
Diageo is going global with a label 'studio' for Johnnie Walker, executed by Singapore's Untitled Project.
'Largest ever' campaign highlights business expertise and innovation.
Case study: The brand, with Pico, threw a large-scale introduction event for the E-class.
How Turner Asia-Pacific reached young new fans, and their parents, for the relaunch of a beloved animated series.
For its 2015 drinking-glass giveaway through McDonald's, Coca-Cola worked with Arcade for a campaign to run in 22 markets in Asia Pacific, The Middle East and Africa. Arcade worked with Kult in Singapore, which invited six artists to create illustrations inspired by their country during a specific year that McDonald's released a previous Coke glass. The artists worked with a template containing the outline of the glass and were asked to integrate various branded elements while also retaining their own style. Please see the image captions for additional details (provided by Kult).
Chinese luxury brand Goldlion targets successful, fashion-conscious men in a new campaign promoting its fall/winter collection across Greater China. The 'Knowing' ('懂得') campaign, by TBWA Hong Kong, includes outdoor, in-store and digital elements. According to the brand, the target consumers not only invest in luxury goods, but also want to be seen as leaders of a sophisticated lifestyle movement who are 'in the know' about enjoying life. Which leads us to wonder why the plasticised models look so very serious while they enjoy their obviously sophisticated life of motorcycles and small aircraft. Perhaps some of the other 24 visuals in the campaign will show them cracking smiles?
A campaign by Sydney creative agency YOLO for a trio of Australian organisations gives new meaning to the phrase 'above the line' with its simple, memorable message about workplace sexual harassment. The Australian Human Rights Commission (AHRC), Australian Chamber of Commerce and Industry (ACCI) and the Australian Council of Trade Unions (ACTU) spearheaded the campaign in response to 2012 research showing that one in four women and one in six men in the country has experienced workplace sexual harassment. YOLO won the work after a pitch.
Cultural and educational organisation The British Council, working with Grey Group, has launched an innovative online banner ad. Appearing in Singapore, Malaysia, Shanghai and Bangkok, the ‘Know Your English’ banner tracks when a user highlights any word on the page and reveals the meaning of the word as well as an audio clip of its pronunciation. The company reports that the banner has reached 15,861 internet users during a three-day campaign, and that the average interaction rate was 51.8 per cent—19.5 times more than the average rich media ad and 272 times more than a standard banner. Users spent an average of two minutes and 14 seconds interacting with the banner, according to the agency.
A print and digital campaign for Jack Daniels' Tennessee Honey variant by Arnold Furnace features what appears to be a swarm of bees, but on closer inspection proves to be a swarm of festive people. The agency chose the 'Draws a crowd' theme because an approach that worked well in the US and other markets ('A little bit of honey, a whole lot of Jack') did not resonate well in Australia. The agency reports that even Jack Daniels himself is hidden among the buzzing partygoers.
Campaign Asia-Pacific presents a showcase of some of Asia-Pacific's hottest young designers. For opinions from these designers on how brands should harness the power of design, please see the related-article link at the bottom of the page.
Malaysia is preparing for general elections on 5 May. This gallery displays print ads from both the ruling Barisan Nasional (BN, National Alliance) and the opposition alliance Pakatan Rakyat (PR, People's Alliance). One commenter told Campaign Asia-Pacific that production houses are so busy with political ads that it's been difficult to get regular marketing work done. Please see the related-article link at the bottom of the page for more.
Through BBH Asia-Pacific, British Airways is launching a campaign to promote the amenities in Heathrow's Terminal 5 to travellers in Asia. The OOH and print campaign is now running in India and Korea and will roll out across the region in coming months. The vintage-style ads are meant to evoke a more glamourous time in air travel while highlighting the terminal as a destination in and of iteself.
SINGAPORE – OMD, in partnership with creative agency network DDB and outdoor media solutions provider Clear Channel, has launched a quirky outdoor campaign ‘Share the Road’ to create awareness on road safety targeting cyclists and motorists in Singapore.
Residents of Tokyo this week may be surprised to encounter a beanstalk bursting out of the pavement. This example of 3D street art, believed to be the first in Japan, was created by a UK company called 3D Joe and Max to promote the Warner Bros. film "Jack the Giant Slayer", which opens in Japan next week. The company has created similar work—and garnered massive amounts of earned media coverage—for clients including Visit Britain, Reebok, Sprite and Disney Pixar.
AUSTRALIA - Geckos, an adventure-travel company, is urging travellers to 'run wild' with a new campaign developed by JWT Melbourne. (Notice: One image in the following gallery contains a decidedly NSFW word.)