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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 18 April.
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.
TBWA\Hakuhodo: AIG Direct '#TackleTheRisk'
Agency: TBWA\Hakuhodo
Client: AIG Direct
Date: April 2017
AIG Japan and TBWA\Hakuhodo have created an online film #TackleTheRisk to promote the launch of AIG’s new ‘Active Care’ insurance.
The film turns conventions about the insurance industry on its head and stars the New Zealand national rugby team, the All Blacks, storming the streets of Tokyo, tackling unsuspecting citizens in the city.
These tackled citizens are understandably miffed at first, but all is revealed that these tackles are not random but serve as a life-saving act to prevent a terrible unforeseen accident.
Credits:
Chief Creative Officer: Kazoo Sato
Senior Creative Director: Takahiro Hosoda
Copywriter: Hiroshi Yamazaki
Art Directors: Keisuke Shimizu, Yosuke Sugioka
Senior Creative Director: Takahiro Hosoda
Copywriter: Hiroshi Yamazaki
Art Directors: Keisuke Shimizu, Yosuke Sugioka
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GOVT Singapore: OCBC 'Stay True Campaign'
Agency: GOVT Singapore
Client: OCBC
Date: April 2017
Singapore’s Overseas Chinese Banking Corporation (OCBC) and GOVT Singapore have launched a campaign of advertising honestly and truthfully to consumers.
The campaign, launched under the ‘Stay True’ umbrella, saw three consecutive full-page ads on local broadsheet daily, The Straits Times and was supported by video and media buys.
The main ad in the series promises to remove the hidden restrictions of promotions in fine print, abandon complicated mechanics and not mislead customers with advertising messages.
The other ads will talk about the bank’s products and will feature senior bank executives, including the chief executive officer, Ching Wei Hong. This story is told fully in a video on OCBC’s Facebook page. The above the line campaign was followed up by a social activation where a senior bank executive answered questions on Facebook live while hooked up to a lie detector.
Credits:
Creative Director: Tim Chan
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Publicis Singapore: Vicks '#TouchOfCare'
Agency: Publicis Singapore
Client: Vicks
Date: April 2017
Vicks launched its #TouchOfCare campaign in India, challenging the viewers to redefine what a family means in today’s society while reaffirming the importance of care.
The campaign was created by Publicis Singapore, with the story told in the first person by an orphan Gayatri. The film captures how Gauri, a transgender woman, cared for Gayatri on her own against all odds, reflecting the challenges Gauri faces from society.
As the definition of family changes across India, away from traditional norms, the idea of family now goes beyond biological connections or a surname. The Vicks brand has stood for family care in India and has adopted this progressive stance – that care is the ultimate definition of what a family is.
Credits:
Chief Creative Officer: Ajay Thrivikraman
Creative team: Jocelyn Chabanis & Eugene Pua
Creative team: Jocelyn Chabanis & Eugene Pua
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Domain, Engine Room Productions: ME 'States BBQ'
Agency: Domain, Engine Room Productions
Client: ME
Date: April 2017
Australian real estate site, Domain, has released a new comedy series about the world of Australian property called ‘States BBQ,’ sponsored by home loan lender ME.
The six episode series was written by Domain and produced by Engine Room Productions. The series centred around the current climate of the property market, broaching topics such as house prices, commuting, proximity, first homes, dream homes and investing.
The series explores the key considerations for homeowners in each Australian capital city, pitting them up against each other in a fun and engaging away.
Credits:
Engine Room Productions
Lead Creative: Damien Cassar
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Leo Burnett Manila: McDonalds 'Good Morning, Teacher!'
Agency: Leo Burnett Manila
Client: McDonalds
Date: April 2017
Leo Burnett Manila and Mcdonalds Philippines launched the campaign "Good Morning, Teacher!" to celebrate hardworking early risers on National Breakfast Day.
The film follows Luzminda Santiago, a teacher who has spent 30 years waking up at 4 a.m. to commute by jeepney, bus and tricycle to Makati High School. Throughout her career, she has devoted herself to her students and is now sad about her upcoming mandatory retirement. Her students, past and present has gathered to surprise her and thank her for her care and concern for them.
Credits:
Creative Team: Raoul Panes, Dante Dizon, Ryan Giron, LA Yamsuan, Martin Flordeliza
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DDB NZ: Lotto New Zealand 'Dylan'
Agency: DDB NZ
Client: Lotto New Zealand
Date: April 2017
DDB and Lotto New Zealand has launched a new TV commercial highlighting Lotto NZ's core purpose of generating community funding.
This film enters the world of young Dylan, a keen, albeit trepidatious, football player, who with a light tap of the ball, sees his own life take a dramatic shift.
Credits:
Chief Creative Officer: Damon Stapleton
Executive Creative Director: Shane Bradnick
Creative Directors: Brett Colliver and Mike Felix
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Marcel Sydney: Four Seasons Condoms 'The Extendables'
Agency: Marcel Sydney
Client: Four Seasons Condoms
Date: April 2017
Marcel and Four Seasons Condoms are coming to the rescue of time and sex-starved parents with the launch of The Extendables: a new online cartoon show designed to keep kids busy while parents get busy in the bedroom.
The show, allows parents to monitor the kids by securely pairing their smartphones to any tablet, desktop computer, laptop or smart TV with a webcam, turning it into a motion sensor. If kids wander away from the screen, the motion detector picks up the movement and sends an alert to connected phones to avert the risk of an untimely surprise. Should parents need a little more time when the video reaches its final minute, there’s an option to ‘extend’ for another five minutes, time and time again.
Credits:
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FRED & FARID Shanghai: vivo 'Xplay 6 smartphone'
Agency: FRED & FARID Shanghai
Client: vivo
Date: April 2017
For the launch of the new vivo Xplay 6 smartphone, FRED & FARID Shanghai and vivo will air a new TV and print campaign for Mainland China.
The campaign features vivo’s new brand ambassador, NBA superstar Stephen Curry, highlighting the “blur” and “focus” functions of the Xplay 6.
Credits:
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