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New look for FairPrice aims to accentuate quality, origin, nutrition
Oct 28, 2019
Staff Reporters

New look for FairPrice aims to accentuate quality, origin, nutrition

Superunion creates a unified look for the NTUC house brand.

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Photos: Zalora launches ‘interactive playground’ for brands
Sep 11, 2019
Staff Reporters

Photos: Zalora launches ‘interactive playground’ for brands

A merging of online and offline in a wild neon-lit activation.

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Photos: Louis Vuitton exhibition overlooks Petronas Twin Towers
Jul 14, 2019
Staff Reporters

Photos: Louis Vuitton exhibition overlooks Petronas Twin Towers

The fashion house marked its 34th year in Malaysia with a unique capsule exhibition.

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Budweiser’s World Cup message in a bottle
Jun 14, 2018
Staff Reporters

Budweiser’s World Cup message in a bottle

JKR Shanghai’s designs try to communicate across China’s “sea of sponsorship advertising”

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Photos: Cathay Pacific and McCann take in-town check-in to a new level
Mar 15, 2018
Staff Reporters

Photos: Cathay Pacific and McCann take in-town check-in to a new level

The airline built facsimiles of its check-in counters and gates in a busy shopping district.

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Personal labels increase Johnnie Walker sales
Aug 30, 2017
Staff Reporters

Personal labels increase Johnnie Walker sales

Diageo is going global with a label 'studio' for Johnnie Walker, executed by Singapore's Untitled Project.

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Bionic arms, turbines and Bentleys feature in latest 'Great Britain' work
Feb 19, 2017
Staff Reporters

Bionic arms, turbines and Bentleys feature in latest 'Great Britain' work

'Largest ever' campaign highlights business expertise and innovation.

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How Mercedes got 2,000 sales leads in Hong Kong
Oct 4, 2016
Staff Reporters

How Mercedes got 2,000 sales leads in Hong Kong

Case study: The brand, with Pico, threw a large-scale introduction event for the E-class.

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CASE STUDY: Rebooting the Powerpuff Girls
Jul 31, 2016
Staff Reporters

CASE STUDY: Rebooting the Powerpuff Girls

How Turner Asia-Pacific reached young new fans, and their parents, for the relaunch of a beloved animated series.

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Empty Coke glass inspires illustrators for campaign via McDonald's
Aug 18, 2015
Staff Reporters

Empty Coke glass inspires illustrators for campaign via McDonald's

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).

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Goldlion campaign showcases gentlemen 'in the know'
Aug 14, 2014
Staff Reporters

Goldlion campaign showcases gentlemen 'in the know'

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?

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Campaign shows line between acceptable behaviour and sexual harassment
Jul 6, 2014
Staff Reporters

Campaign shows line between acceptable behaviour and sexual harassment

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.

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Web banners teach English pronunciation for British Council
May 19, 2014
Staff Reporters

Web banners teach English pronunciation for British Council

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.

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Honey draws a crowd for Jack Daniels campaign in Australia
May 19, 2014
Staff Reporters

Honey draws a crowd for Jack Daniels campaign in Australia

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.

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Peering at the future of design in Asia
May 20, 2013
Staff Reporters

Peering at the future of design in Asia

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.

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Election ads from Malaysia
Apr 24, 2013
Staff Reporters

Election ads from Malaysia

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.

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British Airways' vintage-look campaign touts Heathrow Terminal 5 as a destination in itself
Apr 15, 2013
Staff Reporters

British Airways' vintage-look campaign touts Heathrow Terminal 5 as a destination in itself

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.

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IN PHOTOS: OMD launches OOH campaign to encourage safe cycling
Apr 4, 2013
Staff Reporters

IN PHOTOS: OMD launches OOH campaign to encourage safe cycling

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.

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3D beanstalk emerges from Tokyo sidewalk
Mar 13, 2013
Staff Reporters

3D beanstalk emerges from Tokyo sidewalk

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.

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JWT Melbourne unveils 'raw and real' campaign for adventure-travel brand Geckos
Jan 17, 2013
Staff Reporters

JWT Melbourne unveils 'raw and real' campaign for adventure-travel brand Geckos

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.)

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