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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 new five-star voting system. To vote for your favorite, make sure you click on the stars. The winner be chosen based on the average rating and the number of votes cast. Voting closes on Tuesday 21 March.
For project information, credits and more hover over the 'i' icon or expand to full screen.
To submit work for future publication, contact Benjamin Cher. For voting updates and more follow The Drum Creative Works on Twitter @TheDrumCreative.
Y&R Shanghai: Burger King 'Who will be crowned Burger Queen'
Agency: Y&R Shanghai
Client: Burger King
Date: March 2017
"Who will be crowned Burger Queen?" aims to celebrate International Women's Day - recognising the achievements of all women. The campaign starts with video interviews where women questioned if they could be crowned as "Burger Queen," culminating with the opening of burger boxes to find a mirror topped with a crown and a message "everyone of you is our Burger Queen."
Selected Burger King outlets were also rebranded for International Women's Day, with special surprise burger boxes
Credits:
Executive Creative Director - Ong Kien Hoe
Creative Director - Yangwei
Associate Creative Director - Ken Wong
Art Director - Cora Yang, Shayne Xiao, Dean Yu, Luna Ding
Executive Creative Director - Ong Kien Hoe
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J. Walter Thompson Hong Kong: The Women's Foundation '#MyCareerLine'
Agency: J. Walter Thompson Hong Kong
Client: The Women's Foundation
Date: March 2017
The Women's Foundation Hong Kong wanted to tackle casual sexism in the workplace, by taking on the phrase "Career Line," which refers to a woman's cleavage. J. Walter Thompson Hong Kong said the idea behind the campaign was to raise awareness about casual workplace racism and rethink the term.
The campaign started with a fictional plastic surgery clinic website and online campaign coupled with a pop-up booth promoting services of experience surgeons to enhance a woman's "career line." This culminated in a reveal on International Women's Day, where the website was switched to feature a short film from female icons on what is the story behind their real "career line." The campaign included a social media tool where headshots can be uploaded and superimposed on an image of someone tearing up a "career line" poster to share the message.
Credits:
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BMF: UN Women National Committee Australia ''Empower a Woman, Empower a Nation''
Agency: BMF
Client: UN Women National Committee Australia
Date: March 2017
UN Women National Committee Australia wanted to raise awareness and funds about its programs around the world that were empowering women. BMF was commissioned to create a film to encourage people to donate and support UN Women's programs around economic empowerment and leadership opportunities from Pakistan to the Pacific region.
The film calls for people to be 'Empowerment Champions,' to give and support UN Women every month.
Credits:
Creative Director: Jen Speirs
Associate Creative Director: Tim Bishop
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ADK Fortune: Ghadi Detergent '"Is Holi, saare mael dho dalo"'
Agency: ADK Fortune
Client: Ghadi Detergent
Date: March 2017
Ghadi detergent, a brand under the RSPL Conglomerate, has taken on the the issues women face when stepping outside in the time of Holi. The campaign, "Is Holi, saare mael dho dalo?" takes on miscreants who take advantage of 'bura na mano holi hai,' which translates to "don't be offended, it's just holi," and touch women without their consent.
The television commercial highlights this aspect of Holi, urging women not to hold back but stand up to someone who tries to apply colour without her consent. The campaign is also supported by digital, outdoor and print media.
Credits:
ADK Fortune
Executive Creative Director: Akashneel Dasgupta
Creative Director: Manish Kinger
Creative Director: Manish Kinger
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BMF: Aldi ' MiniRoos 'Keep them playing''
Agency: BMF
Client: Aldi
Date: March 2017
Aldi launched its sponsorship of Football Federation Australia's grassroots junior program, MiniRoos with a campaign encompassing TV, outdoor, radio, online, catalogue and Point of Sale.
By capturing the energy of kids' at play where they would find a way to play football, no matter what, Aldi hopes to help grow MiniRoos on and off the field.
Credits:
Executive Creative Director: Cam Blackley
Creative Director: Alex Derwin
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Ogilvy Melbourne: AAMI ''Not Very Insuarancey''
Agency: Ogilvy Melbourne
Client: AAMI
Date: March 2017
AAMI looks to extend its 'Not Very Insurancey' message with new content, covering insurance plans with a combination of traditional story telling and humour.
With a family stranded in Ship creek to over enthusiastic nans in gold leggings to broken heels at broken hill, the campaign hopes to engage with stories and for Australians to identify with.
Credits:
Executive Creative Director: David Ponce de León
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