Star Sports in its latest campaign for Indian premier football league, Hero Indian Super League (HISL) is urging Indians to become fan of Indian football to help the sport grow.

The campaign spot titled '#FanBannaPadega" (You need to become a fan) features players of various ISL teams along with celebrities like actor John Abraham, Ranbir Kapoor, Abhishek Bachchan and cricketers like Virat Kohli and Mahendra Singh Dhoni asking people to get over European football and encourage and cheer for Indian football. 

#FanBannaPadega will be supported by a 360-degree execution plan that will be spread across the across the country through ATL/ BTL activities, TV, print, radio, OOH and social media.

Star India spokesperson said: “The Hero ISL stands for the realisation of a dream, the dream for millions of Indians to experience and understand the essence of Indian football. Season 5 of the Hero Indian Super League is all set to usher in a new, refreshed wave of enthusiasm in India’s emerging appetite for football. 

"It is this essence that fuelled the introduction of the #FanBannaPadega campaign for Season 5 of the Hero Indian Super League, bringing football fans in the country together to support their heroes, their team, and their nation."

Sephora has released its first campaign in China that is a mash-up of a music and martial arts video.

The campaign, which was conceptualised for LVMH-owned Sephora by Shanghai-based agency Fred and Farid, sees Chinese singer-songwriter Huang Zi Tao, also known as Z.Tao, dancing and fighting with the colours of various Sephora products exploding around him.

Tao, who is trained in the Chinese martial arts of Wushu, worked with production company Final Frontier in Beijing inside a pair of custom-built studio sets over two days.

Final Frontier also enlisted the help of Shane Griffin, global creative director at Los York and Paolo Cavalieri of BleedVFX, a Buenos Aires-based studio specialising in 3D materials.

“At our core Final Frontier is all about design, and that’s what I loved about this project,” said Gustavo Karam, executive producer at Final Frontier.

“Even with a big live-action component, it was a design piece, with creative set designs, beautiful compositions, artistic inspirations and a cool music video vibe.”

Four real-life mum's 'pump it up' in a tongue-in-cheek music video to express the realities of expressing milk, as Elvie launches the world's first silent, wearable breast pump. 

Centred on the insight that '100% *(ish) of women who breast pump feel like cows' Elvie offers an alternative to clunky and noisy contraptions, advertising that its pump is completely silent, has no wires or tubes and can fit discreetly inside a nursing bra. 

Giving an 'amoosing' approach to a delicate theme, the music video, created by Mother, casts real mums who dance around a barn that pops with colour, while a couple of cows mooch around in the background. 

Enlisting real-life mums infuses the video with authenticity, while the infectious track, 'Pumping. Unplugged' touches on the realities these women have faced from breast pumping: 'In case you haven't noticed these aren't no udders, they're my boobs.' 

The music video culminates in an ultimate reveal: the mothers have been expressing milk throughout the whole choreographed routine - much to the viewer's ignorance. 

Elvie's founder and chief executive officer, Tania Boler commented: "Our aim is to transform the way women think and feel about themselves by providing the tools to address the issues that matter most to them, and Elvie Pump does just that. We’re excited to be launching a product we know will be a huge leap forward in this space.”

The film and social assets will launch online and through social channels in the UK and US from 17 September. 

Welcome to The Drum Creative Works, supported by Workfront.

: 'Some People’ll Do Anything For An Oreo'

Agency:

Client:

Date: September 2018

OREO, the world’s favourite cookie, has today revealed a new brand campaign, ‘Some People’ll Do Anything For An OREO’, as it seeks to drive further penetration in the UK. The initiative features content by YouTube stars The Slow Mo Guys and was developed in partnership with creative agency ELVIS.

 

The campaign is the first work to launch as part of the Mondelēz-owned cookie brand’s partnership with ELVIS, following their appointment in March 2018.

 

‘Some People’ll Do Anything For An OREO’ dramatises the playful lengths people will go for the taste of an OREO. The campaign features a number of executions which tap into OREO lovers’ desire for the delicious cookies.

Credits:
 

 

Client: Katie Dade, Senior Brand Manager, Sweet Biscuits, Mondelez

Creative agency: ELVIS

Account Director: Keelie Lynch

Associate Creative Directors: James Hudson and Rob Griffiths

Creative Producer Louis Mason

Managing Partner – Strategy: David Yates

Motion Designer: Bene Tanser

Media agency: Carat UK

Tags: UK

 

 

 

 

 

 

 

 

 

 

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: 'More Than That'

Agency:

Client:

Date: September 2018

In a country as diverse as South Africa, we are still confronted by acts of prejudice and discrimination driven by our differences in our race, cultural heritage, sexual preference, social-economic standing and background. Labels based on stereotypical labels perpetuate these prejudices and keep us apart. And that’s why Castle Lager, the iconic 150-year-old beer brand that’s always been about friendship, decided tackle the issue head-on.

The insight being that when we sit down and get to know each other over a beer, we see that there is much more to a person than their ‘label.’

The #SmashTheLabel campaign was launched with a provocative film directed by Kim Geldenhuys of 0307 Films. It features a diverse mix of South Africans who boldly state the societal label which has been attributed to them. Stereotypes attached to the characters are well-recognised labels, frequently used in South African culture. Terms like ‘Dutchman’, which refers to a person of Afrikaans descent, or ‘Cheese Boy’ being a black youth who comes from a fairly wealthy background (having the ability to afford cheese).

Further labels include a ‘Slay Queen,’ a label generally attributed to a woman who is excessively materialistic and has a number of suitors to fund her lavish lifestyle and a ‘Stabane’ – a derogatory term used for a gay man. Each character is liberated from their limiting labels as items that signify their label are blown up to an anthemic declaration that they are ‘more than that.’ The track was composed by, DJ Maphorisa, one of the country’s most popular DJs, ensuring that the call for a label-free South Africa travels way beyond our screens.

It’s a radical shift for the brand that is seen as the boy’s club of beers, but it’s just the start of an inclusive, integrated campaign that aims to ignite a conversation that inspires South Africans to confront our biases. One beer at a time.

Credits:
 

 

Chief Creative Officer: Pete Case

Executive Creative Director: Mariana O’Kelly,

Creative Director: Terry McKenna

Art Director: Suzanne Jenner

Copywriter:Steph van Niekerk

Director: Kim Geldenhuys at 0307 FILMS.

Producer: Jo Barber, Debbie Dannheisser

Music: DJ Maphorisa/Pulse

Post-Production: Black Ginger

Colourist: The Mill – Oison Driscoll

Editor: Gordon Midgely

Audio: Stephen Webster

Tags: South Africa, #SmashTheLabel, #tv, #SouthAfrica, #ABinBev

 

 

 

 

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: 'The Great Outdoors'

Agency:

Client:

Date: September 2018

In this new commercial for Dutch telecom provider KPN, two young boys follow the tutorials of a girl vlogger as they go on an outdoor adventure. As it turns out, the boys don’t go that far: the whole camping trip takes place in their backyard, using their parents wifi to watch the videos.

The spot brings back nostalgic feelings of camping, scouting and outdoor adventure, and is the kick-off of a new campaign of the Dutch provider, celebrating the strength and availability of their home wifi.

The spot will air on Dutch television, KPN’s social channels and in cinema’s throughout the country.

Credits:
 

 

CREATIVES: Tim de Waard, Daniel Samama
CREATIVE DIRECTORS: Thijs Bontje, Daniel te Lindert
STRATEGY: Vincent Seeber, Bastiaan Weers
ACCOUNT: Ralph Balk, Louise Mathlener, Dewi van der Kolk Lotte de Rooij

DIRECTOR: Ismael ten Heuvel
PROCUTION COMPANY: Pink Rabbit
PRODUCER: Monique van Beckhoven
D.O.P. : Martijn van Broekhuizen
EDITOR: Martin Heijgelaar, Marc Bechtold
MUSIC: Massive Music
SOUND: Ambassadors
POST PRODUCTION: CAPTCHA!

Tags: Netherlands, kpn, tv-commercial, telecom,

 

 

 

 

 

 

 

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: 'It’s Time to Get Out'

Agency:

Client:

Date: September 2018

This new campaign features a series of beautiful oil paintings by up-and-coming British artists. The calm landscapes are juxtaposed with humorous taglines about photo filters and pointless meetings. It’s a jarring reminder of how ridiculous modern life can be, especially when we are agonising over which emoji to use.

This is the first piece of work for VCCP since they won Pentland Brands earlier this year. It will run across OOH, digital and social and will be followed by an animated TV spot later this month.

Credits:
 

 

Project name: Time To Get Out

Client: Berghaus / Pentland Brands

Creative Agency: VCCP

Executive Creative Director: Darren Bailes

Creative Director: Jim Thornton

Art Director: Myles Vincent

Copywriter: James Rafter

Group Head of Planning: Andrew Perkins

Planner: Jenny Nicholls, Max MacBeath

CEO: Andrew Peake

Business Director: Bridget Limbrey

Account Director: Abby Fox

Account Manager: Matilda Jones

Agency TV Producer: Ed Mueller

Creative Producers: Ben Waters, Cathy Ollmedillas

Media Agency: Mediacom

Production Company: Jelly London

Director: Em Cooper

Producer: Sue Loughlin at Jelly

Audio post-production: Parv Thind at Wave

Tags: UK, ooh, DOOH

 

 

 

 

 

 

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Seek Profile highlights the importance of a complete profile for candidates to attract employers in its latest campaign.

The campaign titled 'Be Seen' is by Clemenger BBDO Melbourne and uses a visual concept of pink smoke to demonstrate how the product makes candidates with a completed profile more visible to relevant employers, and how employers’ opportunities are more visible to the right candidates

The campaign will be shared across TV, OOH, online video, social and radio.

Jenn ten Seldam, marketing director at Seek, said: "Seek Profile gives us amazing insight into a candidate’s experience, skills and aspirations, which allows Seek to deliver the most relevant opportunities into their inbox. 

"On the employer side, the data and insight we get from Seek Profile allows us to deliver their job opportunities to the most relevant candidates, to drive quality applications for their open role. Employers can also search profiles on Seek, and get in touch with suitable candidates directly. Whether you’re a candidate or an employer, you can ‘Be Seen’ thanks to Seek Profile.” 

Clemenger BBDO Melbourne executive creative director, Carmela Soares, said: “This is one of those ideas that is so simple its perfect. Or so perfect it's simple. Everything is right there - message, product, brand - shaped for a seamless world of horizontal and vertical screens.” 

Korean Air is urging everyone to 'Go Korean' with the aim to reinvent its image for a global audience.

The campaign conceptualised by Ogilvy Shanghai aims to portray the modern Korean style and the airline’s newly-introduced amenities and services. The campaign is targeted at modern travelers, with an upbeat aesthetic drawing from traditional Korean design.

The campaign will be live until the end of this year. As the starting point, a brand film was created and shot on a massive soundstage with fully-constructed sets.

The new campaign also includes a completely revamping of Korean Air’s social channels globally with regular weekly posts provide travel fans with the latest and most relevant information on a variety of topics, ranging from destinations to Korean food trends and healthy travel tips.

Content has been further bolstered through partnerships with global lifestyle and news media titles matching target consumers’ topics of interests and content consumption habits.

Hong Kong Tourism Board highlights the nuances of local districts and the stories of locals in its latest campaign.

The campaign titled “Treasures of the heart”, by Grey Group Hong Kong, consists of several short stories directed by film director Chan Chi Fat who joined forces with scriptwriter Chong Mui Ngam.

The first spot, titled 'The Button', features a local fashion designer searching every corner of Sham Shui Po looking for a button for her client who wants to redo her grandmother's coat.

To help travelers decode Sham Shui Po’s eclectic mix of experiences, the Hong Kong Tourism Board has also created QR Codes made with actual pieces and treasures found in the neighbourhood. People can scan and be guided to different hotspots with audio and video guides narrated by locals, as well as a Google Maps navigation experience.

The microfilms are placed on HKTB's social media platforms (such as Facebook and YouTube), the (ATL) above the line ads are placed in outdoor areas in Hong Kong (MTR, Sham Shui Po outdoor banners, street sign hijacks, lamp posts).

The campaign's microfilms will continue to launch one by one per week and will be shown online for the next one year.

Hong Kong Tourism Board previously encouraged locals to share their perspective of the city in new local project.

Thai advertising has gathered a well-deserved reputation for storytelling and the latest ad by Charoen Pokphand Group (C.P. Group), at six minutes long, is a good example.

Created by Ogilvy Thailand, the ad aims to celebrate a positive Thai quality of gratitude, telling a story of a man caring for his mother.

Supachai Chearavanont, chief executive officer of C.P. Group, said: “Gratitude has always been an integral part of Thai culture. As a Thai business, we wanted to celebrate this unique part of our culture, and the qualities it endears when it comes to how we choose to conduct ourselves in life – and for the C.P. Group – our business”.

The film stars a young man who works as a teacher in a remote Thai village. The story builds around parents complaining about the teacher because he brings his elderly mother to school, arguing it was disrupting their children’s education.

In true emotional fashion, the story leads to a conclusion in which the parents understand that the son is simply showing his gratitude for the years his mother spent looking after him.

The theme of gratitude has been selected as the company itself feels thankful for its chance to grow from a small seed shop in the 1920s to a company that employs 300,000 people, across agribusiness and food, retail and distribution, and the telecommunications industries.

“This campaign is all about the gratitude we have for all of our consumers, suppliers, and stakeholders that have each played a role in our success. We hope it inspires our younger generations to embrace the values of gratitude, just as it drives us to continue improving our own operations, products, and services for the betterment of people, society, and the economy,” added Chearavanont.

Mondelez India has unveiled 'Bournvita for Women' as it forays into the growing adult health MFD (malt food drinks) segment.

The campaign conceptualised by Ogilvy & Mather opens with a family conversation over the dining table, where the husband suggests selling off an old van of his grandfather. The wife then offers to buy the van. Thereafter, she takes charge and repairs the van on her own and finally converts the dilapidated van into a full-fledged food truck.

The brand further aims to highlight how the consumption of two cups of Bournvita for Women fulfils the RDA (Recommended Dietary allowance) of calcium and vitamin D for bone strength and of  iron and folic acid to reduce fatigue for women and it has no added sugar.

Bournvita for Women is available across all major urban and rural retailers from this month onwards.

Inderpreet Singh, associate director, marketing (Gum, Candy and Powdered Beverages), Mondelez India, said: “Hectic schedules, fast-paced lifestyles often result in women missing out on meeting their daily nutritional requirements. At the same time, modern-day women are increasingly becoming more aware of issues surrounding health and wellness. As a brand, Bournvita has always focused on the proposition of bringing out the inner strength, and with Bournvita for Women, we are extending the same philosophy to new-age women by providing specialized nutrition with no added sugar.

"Focusing on our benefit story, our communication will highlight how Bournvita for Women will help a woman fulfil her day’s nutritional needs related to strong bones and reduction of fatigue. We are very excited about Bournvita for Women’s  journey in India.”

Serena Williams is fronting an emotive Breast Cancer awareness campaign urging women to touch themselves to stay on top of breast health.

The sporting superstar has recorded a version of The Divinyls, classic song “I touch myself” as part of a campaign by Berlei, which coincides with International Breast Cancer Awareness Month in October.

Williams is a long-term brand ambassador for the lingerie brand and the face of its sports and active ranges.  

The campaign is an extension of the award-winning 'I Touch Myself Project', which launched in 2014 to spread awareness of the importance of early detection of breast cancer.

The campaign was a tribute to Divinyls singer Chrissy Amphlett, who died from breast cancer in 2013 and wanted her global hit to become an anthem for women’s health around the world. The 2014 campaign featured Australian singers including Olivia Newton-John and Sarah Blasko and was viewed by over 400 million people worldwide.

The Berlei campaign will feature an 80-second music video of Williams singing the song, which will be shared via social channels, as well as a cutdown version for TV.  The video has been directed by Daniel Askill, the Grammy-nominated director of Sia’s ‘Chandelier’ video. 

Berlei has also released a limited-edition snakeskin print range, called ‘The Chrissy’ after the rock star. The range includes a T-shirt bra which is lined with the words “I Touch Myself” to remind women to examine their breasts for early signs of breast cancer when they are getting dressed each day.  

Simon Langley, executive creative director, J. Walter Thompson Sydney said,  “Getting young women to pay attention to a breast cancer message isn’t easy. But grabbing their attention with the things they love is. So we decided to start this important conversation by speaking to some of their greatest passions: music, sport and celebrity. And Serena is no ordinary celebrity. She’s a strong, powerful ambassador who is not afraid to stand up and make herself heard on the issues close to her heart."

"Serena is a passionate believer in women taking care of themselves and, although she has never recorded a song before, chose to sing this breast health anthem as a powerful reminder of the importance of self-examination,” said Langley. 

Andrea Michelle, marketing manager for Berlei, said, “We’ve been thrilled to bring together our long-term Berlei ambassador Serena Williams, and the I Touch Myself Project, uniting for a common purpose and to raise money for Breast Cancer Network Australia.”

The national campaign includes print, outdoor, online, and a microsite, all developed by J. Walter Thompson. 

Niine Sanitary Napkins is urging parents to break the taboo of talking to their daughters about periods to commemorate Daughter's Day.

The campaign, titled 'The Talk', features the awkward struggle of a father when he wishes to speak about periods with his daughter. The campaign also aims to tackle superstitions associated with periods like “Don’t visit religious places of worship if you are on your periods as it is disrespectful to God. Don’t touch the pickle if you are menstruating as then it will spoil the pickle. You are ‘dirty’ right now, you cannot enter the kitchen." 

The taboo around periods in India is a big issue and is a topic that brands have already tried to tackle. Most famously was the 'touch the pickle' campaign by another sanitary napkin brand 'Whisper's', which won the first Glass Lion at Cannes Lions.  Cindy Gallop then said that the jury had been laser focused on work that “challenges shallow gender stereotypes and that can effect real cultural change.”

According to a statement by Niine Sanitary Napkins, out of 355 million girls and women in India approximately only 18% of them currently use sanitary napkins with approximately 82% of women often reverting to unhygienic and unsafe alternatives such as old cloths, rags, hay and even ash. 

Amar Tulsiyan, founder of Niine Sanitary Napkins, said: “Parents rarely discuss period hygiene with their daughters because 70% of them believe it to be a dirty subject. It is still considered taboo and shameful to talk about periods but we feel the more we talk about it, the better it will be. It is a natural phenomenon and we need to help all girls get their basic right to bleed hygienically. With this video we hope that parents will be encouraged to start a dialogue around menstruation and talk about periods with their daughters.”

Ankita Gupta, creative director, said: “Our culture has an odd attitude towards menstruation; often, just the mention of a girl’s monthly cycle stops a man in his tracks. With this film we wanted to address the awkward struggle of a father when he wants to have ‘The Talk’ with his girl as she turns into a woman.

"It’s time for all parents, especially fathers, to take a more active role in educating and creating a comfortable environment for their daughters so that they don’t feel like menstruation is a shameful secret, but something they can talk about as its the course of nature that is totally normal and natural.”

Brooke Bond Red Label and Star Sports have joined forces to bring together Indian cricketer Venkatesh Prasad and Pakistani cricketer Aamer Sohail to break barriers over a cup of tea.

The two players spoke about their playing days, when the rivalry was intense between India and Pakistan in cricket, and aimed to dissolve their differences in a live episode. The meeting is the first time the pair have met since a tense match in 1996 and was the idea of media agency Mindshare.

During the India vs. Pakistan knock out match in 1996, Pakistan opener Aamer Sohail had hit Venkatesh Prasad for four to the square boundary and then arrogantly signaled him to get the ball. Prasad kept his calm and turned his back to bowl the new ball. He got in a leg-cutter, and Sohail went for a big shot but completely missed the line and the ball crashed into the off stump. It was then Prasad's turned to show him the way to the pavilion.

Premjeet Sodhi, senior vice president Mindshare Fulcrum, South Asia said: “The idea of getting the two stalwarts from the two most rivalrous cricketing nations of the world to sit down relive and probably share a laugh over a cup of tea made for a great initiative for Red label tea, a brand that has always stood for breaking barriers."

Ajay Mehta, vice president, Mindshare Fulcrum Content+ said:  “No one has seen Aamer Sohail and Venkatesh Prasad together after that electrifying match of 1996. To get them back after 22 years and that too in a live match between India and Pakistan, reliving the moment, this time over a different cup is sweet… isn’t it?” 

Shiva Krishnamurthy, vice president, Tea & Foods, Hindustan Unilever said: “Brooke Bond Red Label's purpose is to help people find common ground over a cup of tea. The India-Pakistan Asia Cup match is the perfect occasion for Venkatesh Prasad and Aamer Sohail to come together over a tasty cup of Brooke Bond Red Label and chat about their epic exchange at the 1996 World Cup Quarter Final.”

Cadbury has invested £2.8m in its first TV campaign in two-decades as it looks to mark the 80 year anniversary of the Roses brand.

The campaign, created by VCCP,  sees the return of Roses memorable slogan ‘Thank You Very Much,’ which was last seen on screens in 1998. 

This homage to Roses past aims to not only evoke nostalgia for the brand, but according to Cadbury's marketing manager Michael Moore, also remind its customers that “thank yous are just as relevant now, as they always have been.”

Talking to The Drum, Moore said: “What we want to do is remind everyone how nice it is to say thank you, and that there isn’t a more perfect gift than Cadbury’s Roses to do that with.”

“We know from research that people prefer to gift with chocolate more than anything else [...] and we want to keep the brand modern and relevant, so people consider it as a brand to gift.”

The advert is part of Cadbury’s new strategy to bank on its heritage as a family brand after it dropped the ‘Free the Joy’ campaign earlier this year. 

Building on their ‘generosity’ theme, the advert follows a young boy and his dad from the moment he is picked up from the school gates. Much to the bewilderment of those they encounter, the lad replaces the word ‘thank you’ with ‘roses.’

Drawing on the innocence of childhood, by the end we discover that the boy has, in fact, misheard his teachers.  Discussing how best to say thank you, one teacher pops a Cadbury Rose chocolate in her mouth, joking ‘with Roses,’ to which the boy takes literally.

It’s been almost a year since Cadbury began working with VCCP. The agency's executive creative director Darren Bailes said: “It has given us such pleasure to reignite this strategy in 2018 with a simple story of father and son walking home from school. Warm, human, fabric of the nation stuff. We are really proud of the work.”

The campaign will launch on ITV’s Emmerdale, with digital, PR and experiential activisations to follow. Digital activity will go live on 24 September to align with the TV launch and it will target a range of interests. The whole campaign will last for seven weeks.

Habito doesn’t hold back with arresting animation that, with the help of 100 evil dead hands, humorously illustrates that you ‘don’t have to go through hell to get a mortgage.’

Juxtaposing the 'hellish' confusion, cost, time and stress generally associated with mortgage applications, with its 'heavenly' easier experience, the online mortgage broker wishes to capitalise on the general dread that engulfs consumers when they need to apply.

In the gory animation, made by agency Uncommon, the protagonist is shown at the beginning of his mortgage journey.

As the mortgage application unfolds into a never-ending application form covered in graphs and non-enticing text, he is presently whammed in the face by a body-less hand, that's not too dissimilar from Thing in the Addams family – though certainly less courteous.

The animation then accelerates into pace, with an army of hands mugging our mortgage man for all he’s worth. Coins, cash, even his gold tooth, the hands become increasingly sinister, robbing him of his spine, and eventually his soul.

Most people’s vision of hell.

Abba Newbery, chief marketing officer at Habito said: “As with our posters, the TV creative is loud, bold and humorous - something you just don’t come across in the world of mortgage advertising. We really hope that, while heavily dramatised, our animation resonates with people. We know that people are currently overpaying, that they suffer from mortgage stress, that they’re confused by the whole process. At Habito, we’re changing that - less cost, less time, less jargon. It’s the way mortgages should be.”

Nils Leonard, Uncommon founder, added: “Is getting a mortgage sometimes so stressful that you feel like 100 evil dead hands are robbing you of everything including your teeth and pulling your soul out of your body? Honestly, sometimes.”

Lee Jeans is appealing to Chinese millennials to change their perspective of the world, with the unveiling of its fall/winter 2018 collection.

The optical illusion campaign is based on Lee's big global brand idea 'Move Your Lee'.

The Chinese ad was created by McCann Hong Kong and aims to integrate Chinese culture's interpretation of the global brand, which focuses on the tagline 'Who's following me?'. According to the agency, the tagline is intended to have a social tone of voice, which encourages the use of imagination and adventure. 

Caleb Cheng, marketing director, Lee Jeans Asia said: “Regionally, we want people to see Lee has an imaginative, playful and energetic brand."

Vincy Ho, senior marketing director, Lee Jeans China said: “With our 4-way stretch technology, we inspire millennials to experiment and view their lives from multiple perspectives. The campaign highlights the duality movement of the body as well as the movement of the mind."

The campaign is in three stages, the second and third being exclusively around promoting special e-commerce-only lines that are aimed at younger shoppers.

The X-line uses different fabrics and is more 'expressive', which is something millennial shoppers crave, according to the brand. “X-line gives creative license to reflect the rising needs of the Gen Z, a new generation living multiple lives in one day,” said Jaslin Goh, chief strategy officer and managing partner, McCann Hong Kong.

The theme of the X-line collection is snacking, which aims to tie into an insight around the fact that millennials like to see a 'fission of self' in which they manifest in may ways and styles, much like snacking. 

The final part of the campaign takes the focus on millennials to the next level, by including a collaboration with snacking brand Lays. A special product, only sold online, is described as the "first ever cross-over wearable potato chips and denim jacket".

: 'Move Your Lee'

Agency:

Client:

Date: September 2018

Lee Jeans is appealing to the Chinese millennials to change their perspective of the world, with the unveiling of its fall/winter 2018 collection.

Based on the 'Move Your Lee' global campaign, the agency has taken a twist in China.  The Chinese culture's interpretation of the campaign is around a concept of 'Who's following me?', which links to the way young people encourage friends to do things, or explore their imagination.

Credits:
 

 

Lee Jeans (China & Apac) : Vincy Ho, Caleb Cheng, Jolin Zhang, Sunny Su, Hagan Chan, Pipe Guan, Season Wang
Managing Partner: Jaslin Goh, Florence Kong

Creative Team: Michael Li, Poppy Qian, Nic Lam, Anthony Yeung

Account Team: Annie Yip, Morris Pun, Jan Ng

Tags: Hong Kong, millennials

 

 

 

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Lion Beer Australia's Iron Jack has partnered with Australian Working Dog Rescue International (AWDRI) to showcase the bond between man and dog.

As part of the partnership, Iron Jack has unveiled a campaign titled 'Thirst Crushing Refreshment', developed by Ogilvy in partnership with UM and Geometry Global, which aims to highlight the qualities of a good man.

The spot opens with a man moving stones with his dog by his side who is also digging the mud. Both travel towards a local pub and the man, on going inside, is offered a beer by the bartender. However, the man asks for water first for his dog and then drinks the beer.

The campaign will be supported by radio, OOH and will have digital and social activity planned by Ogilvy.

Iron Jack has further committed to help AWDRI save more than 1,600 dogs.

Iron Jack’s partnership will provide AWDRI with financial and marketing support, and volunteer hours from its marketing team, enabling AWDRI to continue its efforts rescuing working dogs across Australia. The organisation provides vet work, training, rehoming and increasing fundraising and awareness opportunities.

Iron Jack’s partnership with AWDRI also follows the launch of its “Beers for the Bush” campaign to raise $1m for farmers affected by drought, supporting Rural Aid. Iron Jack will donate $1 from every carton sold nationally, and 50 cents from each schooner of Iron Jack sold at selected regional venues to help support local relief efforts led by the charity.

Toby Harrison, chief strategy officer at Ogilvy Australia, said: “Australia has changed so much in the last two decades. And for many men, the world they find themselves in is complex.

"Their roles and responsibilities have grown and what is expected of them has become harder to navigate. Whilst a lot has changed, what it takes to be a good bloke hasn’t. And we wanted to send a simple message to Australia to remind them of that."

Amy Darvill, Lion’s Portfolio marketing manager of contemporary brands, said:  “The hero of the film is a handy, switched on sort of guy – but he’d be the last to admit it. He’s the sort of bloke everybody wants to have around or be around. While at the end of a hard day there is nothing better than an ice-cold Iron Jack, a good bloke looks after those around him first. That’s just the kind of guy he is."

Welcome to The Drum's APAC Creative Works.

As always, this section is dedicated to showing the best creative work and gives you, the reader, the chance to decide which work we feature as our APAC 'Creative Work of the Week.'

We've now introduced our five-star voting system. To vote for your favorite, make sure you click on the stars. The winner will be chosen based on the average rating and the number of votes cast.

For project information, credits and more hover over the 'i' icon or expand to full screen.

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Virgin Atlantic has inked a new partnership with Ryan Reynold's Aviation American Gin that will see the drink served on-board the airlines flights, but if the new ad is anything to go by the duo have different interpretations of the deal. 

The tongue-in-cheek ad to promote the collaboration sees the pair sitting alongside each other.

Talking business with a tycoon like Branson is a prospect that would daunt even the savviest leader, so imagine you're Reynolds, a Hollywood actor and relatively fresh meat in the business world.

The video bears all the hallmarks of a corporate film, but it soon becomes clear from the dialogue that Reynolds is mistaken about what the "partnership" means. 

Deadpan and staring into the camera, the Dead Pool actor says: "Virgin Atlantic and Aviation Gin are merging" before telling the camera "throw to me" and doing a long, slow clap. "Actually, Bryan this is more of a partnership announcement," quips Branson. 

"At first," caveats Reynolds, increasingly irritating the Virgin boss. "As a business man I know all deals are about scale, scope, and scale. We're even more focused on ROI, KPI, 3PO, EPS and OMGWTF." 

The ad culminates in Branson storming off set, after Reynolds questions which one of them will lead the combined entity - Avia-Virgin-Ation. 

The jargon-ladden spot, scored by cheesy music, provides a comical antidote to the corporate announcements on the likes of LinkedIn and YouTube.

Speaking on the partnership, Branson said: “I’m delighted Virgin Atlantic is working with Ryan and his team on this partnership. Aviation Gin was born out of a spirit of innovation, so serving it on board Virgin Atlantic flights seemed like the perfect combination.”

Reynolds, added: “I’ve been a huge fan of Sir Richard Branson and Virgin for years. For Aviation to be chosen as the gin of choice for such an iconic and quintessentially British brand is a complete honor.

"We look forward to serving Virgin Atlantic guests for years to come and, on a personal note, Sir Richard has promised to teach me the difference between revenue and profit, so I am beyond excited.”

Samsung India highlights how Bixby Voice Assistant can assist Motor Neuron Disease (MND)/ALS patient get a voice in a real-life inspired campaign.

The campaign titled #VoiceForever, created by Cheil India, features a daughter reading out an essay at school where she describes the relationship with her mother. She narrates her bond with her mother through activities where they are spending time together, listening to and laughing with one another. 

However, the mother is missing from the picture and only the daughter is seen speaking to a phone with her father in the backdrop throughout the spot. It is later revealed that her mother is suffering from MND. The film is inspired by the life of MND patient Sonal (name changed) who agreed to let Samsung work on a pilot project to help preserve her voice forever for her daughter.

Samsung Research Institute Bangalore (SRI-B) recorded an independent voice, and using TTS (Text To Speech) technology tested that voice for compatibility on Android OS (Samsung smartphone) for the campaign. 

Samsung is further working with Asha Ek Hope Foundation, the first registered NGO for MND/ALS in India and its testing Tizen OS (Refrigerator, Television) is under progress.

Josh Seokjin, senior art director and Alberto Rodriguez, senior copywriter from Cheil HQ global creative division said: “Samsung, the leader in innovations, is always looking for ways to help people do the impossible. We are developing the first ever personalized AI voice assistant - Bixby to help people affected by Motor Neuron Disease leave their voices for their loved ones before they lose it. 

"Cheil team set out to present a simple yet moving film showcasing the endless possibilities that Bixby can bring to the family coping with this unfortunate condition. We are delighted to see the heartwarming response that the film is getting and we are looking forward to perfecting the technology and inspiring many others.”

Ranjivjit Singh, chief marketing officer, Samsung India said: “At Samsung, we are focused on transforming people’s lives with innovative technologies. The endeavor is to solve real-life problems of consumers through meaningful innovations. This film depicts how Samsung can make the seemingly impossible, possible by using its AI voice assistant, Bixby to preserve the voice of a mother who is diagnosed with MND.” 

Flea and paralysis tick protection brand for animals, Bravecto raises awareness about the importance of animal health among pet owners as it aims to reposition itself.

As part of the campaign titled 'Spot-on', two humorous spots conceptualised by J.Walter Thompson Sydney are rolled out featuring cats and dogs showcasing how the current treatment being given to animals by the pet owners is good but how Bravecto can further enhance the same.

The campaign spots were launched across TV, digital and social.

J. Walter Thompson Sydney executive creative director Simon Langley said: “Pet owners always want the best for their pets. Our new campaign for Bravecto Spot-on humorously taps into the different personalities of dogs and cats to dramatise the contrast between the perfectly functional yet annoyingly regular world of monthly treatments, and the nirvana of the Bravecto world that offers dogs six months’ protection from fleas and paralysis ticks in one treatment and cats up to three months’ protection from fleas and paralysis ticks in one treatment.”

Vanessa Gattellari, marketing lead ANZ at MSD Animal Health said: “When we chose to work with J. Walter Thompson we were looking for a long-term strategic and creative partner to take Bravecto to the next level. We believe this new campaign is designed to engage pet owners in both a fun and informative way that reflects Bravecto’s core brand position.”