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Axe/Lynx's top marketer on helping men break out of the 'Man Box'
Nov 16, 2017
Emily Tan

Axe/Lynx's top marketer on helping men break out of the 'Man Box'

The brand once known for baudy, objectifying ads is now trying to help men escape a harmful concept of masculinity.

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Oath's first campaign aims to showcase its brands and reach
Sep 25, 2017
Emily Tan

Oath's first campaign aims to showcase its brands and reach

Global push includes Singapore, Hong Kong and Taiwan.

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9Gag buries monument to memes in the desert to puzzle future generations
May 3, 2017
Emily Tan

9Gag buries monument to memes in the desert to puzzle future generations

For its ninth anniversary, humour site and meme generator 9Gag, decided to make the ephemeral internet joke permanent - really permanent.

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Samsung underscores #dowhatyoucant brand strategy with new global ad for S8 Galaxy
Apr 7, 2017
Emily Tan

Samsung underscores #dowhatyoucant brand strategy with new global ad for S8 Galaxy

Samsung's new spot for the launch of the S8 Galaxy is the latest part of the brand's strategy to build an iconic identity.

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Blindfolded celebs beat a rice wrap pinata on FB for KFC Malaysia
Aug 9, 2016
Emily Tan

Blindfolded celebs beat a rice wrap pinata on FB for KFC Malaysia

Launch of a Mexican-themed rice wrap has led to a campaign comprising an equally unusual combination of ideas.

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'Nursery crimes': One ECD's quest to stop child sexual abuse in Malaysia
Jul 20, 2016
Emily Tan

'Nursery crimes': One ECD's quest to stop child sexual abuse in Malaysia

Painful personal experience pushed NagaDDB's ECD, Alvin Teoh, to create a powerful campaign against paedophilia.

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Case Study: How an online retailer turned sales around with programmatic
Jan 25, 2016
Emily Tan

Case Study: How an online retailer turned sales around with programmatic

KUALA LUMPUR - Faced with stagnant sales, online fashion and beauty retailer FashionValet engaged Sociomantic Labs to put its limited marketing budget to good use.

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Danone Aqua launches campaign for proper hydration during Ramadan
Jun 28, 2015
Emily Tan

Danone Aqua launches campaign for proper hydration during Ramadan

INDONESIA - If you don't stay hydrated in Ramadan, you'll pass out and cause pandemonium claims Danone Aqua and Y&R Group Indonesia in tongue-in-cheek public-service announcement.

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Waze & Maxis Malaysia introduce child-voices to encourage safe driving
Jun 23, 2015
Emily Tan

Waze & Maxis Malaysia introduce child-voices to encourage safe driving

Navigation app Waze has teamed up with Malaysian-based telecommunications company Maxis and creative agency Ensemble Worldwide to launch a 'children's voice package' in the app in hopes that kiddy voices will promote safer driving.

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NSFW CASE STUDY: Hiding a PSA in a porn flick
May 14, 2015
Emily Tan

NSFW CASE STUDY: Hiding a PSA in a porn flick

SYDNEY - To get Australian men checking for testicular cancer, M&C Saatchi hid a public health message (and demonstration) in a porn flick entitled "Game of Balls", on behalf of The Blue Ball Foundation.

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DNA puts a human face on Hong Kong's litter problem
Apr 21, 2015
Emily Tan, Matthew Miller

DNA puts a human face on Hong Kong's litter problem

HONG KONG - The creators of an Earth Day campaign launching today in Hong Kong analysed DNA from real-life litter to create visual representations of the litterbugs and make citizens think twice about tossing their trash—lest they find their face adorning a future poster.

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Tiger Beer launches cheeky 'Unofficial History' campaign for SG50
Mar 19, 2015
Emily Tan

Tiger Beer launches cheeky 'Unofficial History' campaign for SG50

SINGAPORE - Tiger Beer has launched a quirky campaign with a vintage-feel complete with mockumentaries chronicling the nation's 'unofficial history'.

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HSBC celebrates 150 years in HK with banknote, AR, LED building
Mar 18, 2015
Emily Tan

HSBC celebrates 150 years in HK with banknote, AR, LED building

HONG KONG - HSBC has launched a three-part programme to recognise its 150th anniversary in Hong Kong, offering a commemorative banknote complete with an AR (augmented reality) app, a building decked out with an LED animation and an interactive exhibition.

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Adidas China's new #mygirls campaign sharply contrasts with Western sports marketing
Mar 8, 2015
Emily Tan

Adidas China's new #mygirls campaign sharply contrasts with Western sports marketing

CHINA - Taiwanese singer Hebe Tien leads Adidas' latest installment in its two-year #mygirls campaign series.

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Help families, don't fund a Cambodian 'orphanage factory'
Feb 26, 2015
Emily Tan

Help families, don't fund a Cambodian 'orphanage factory'

CAMBODIA - It's sad when good intentions go awry, but it seems donations to orphanages in Cambodia, instead of organisations that help family welfare, is prompting poor families to give up their children because that's where the money is going.

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FedEx promotes its SME customers in global 'Show the World' campaign
Dec 2, 2014
Emily Tan

FedEx promotes its SME customers in global 'Show the World' campaign

GLOBAL - FedEx opts to showcase its SME clients, and what it can do for them, in its latest global campaign.

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Ogilvy launches new Honor 6 smartphone globally with phone-less ads
Nov 26, 2014
Emily Tan

Ogilvy launches new Honor 6 smartphone globally with phone-less ads

HONG KONG - Ogilvy & Mather Hong Kong is behind a global campaign launching China-made Honor 6 smartphone in new markets.

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P&G Malaysia targets moms with skippable crying kids
Nov 24, 2014
Emily Tan

P&G Malaysia targets moms with skippable crying kids

KUALA LUMPUR - Based on the insight that mothers, particularly ones with clingy babies, lead very demanding lives, P&G and Grey KL hope to highlight the sacrifices mothers make and maybe get those around them to give them a helping hand.

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Intel uses quick tech in #GoFaster campaign
Oct 8, 2014
Emily Tan

Intel uses quick tech in #GoFaster campaign

ASIA-PACIFIC - To demonstrate the speed granted to tablets embedded with its processor chips, Intel has roped in speed-reading tech firm Spritz, employed short-video platform Vine and created some finger exercises (this part's odd).

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NTUC Income wants you to think about 'future you'
Sep 10, 2014
Emily Tan

NTUC Income wants you to think about 'future you'

SINGAPORE - Insurance firm NTUC Income and BBH Asia-Pacific use poignant humour and pretty decent acting to remind young Singaporeans of the need to invest in their future selves, before it's too late.

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