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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 16 May.
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.
Havas Singapore: TD Ameritrade 'When you’re ready to go big, you’re ready to TD Ameritrade'
Agency: Havas Singapore
Client: TD Ameritrade
Date: May 2017
Havas Singapore and TD Ameritrade Singapore have launched a new integrated campaign around the tagline, “When you’re ready to go big, you’re ready to TD Ameritrade.”
This marks the first locally produced creative for the securities brokerage and online trading platform developed by Havas Singapore to position the brand as the default platform for elite local trader to trade on the US markets.
The launch TVC tells the story of Stephen, an ordinary guy from middle management who has “gone big” by trading with TD Ameritrade.
Credits:
Andrew Hook, Group Executive Creative Director, Havas Singapore
Kelvin Lim, Associate Creative Director, Havas Singapore
Y2 Villanueva, Copywriter, Havas Singapore
Farhan Darma, Art Director, Havas Singapore
Damien Shatford, Director, The Sweet Shop
Edward Goldner, Director of Photography, The Sweet Shop
Boontawee (Thor) Taweepasas, Art Director, The Sweet Shop
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Grey Group India: Indian Air Force 'I am a girl'
Agency: Grey Group India
Client: Indian Air Force
Date: May 2017
'A girl who is supposed to be the homemaker, is the girl who will now defend our homes' is what Indian Air Force aims to achieve through their new ad film 'Ek ladki hoon main' which translates to 'I am a girl' in English.
The film seeks to empower women and enlighten, or rather portray to the world, what women are capable of. The Indian Air Force is showing the way forward by commissioning India’s first batch of women fighter pilots, walking the talk and shattering the stereotypes around what work women could or couldn’t do. In many ways, this is a definitive stamp of equality, coming from the Air Force - often perceived as a bastion of male–only bravado.
Credits:
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J. Walter Thompson Shanghai: ElaN 'Chinglish'
Agency: J. Walter Thompson Shanghai
Client: ElaN
Date: May 2017
J. Walter Thompson Shanghai and ElaN, a business translation service, launched print ads collecting snapshots of mistranslations across China to hilarious effects.
These Chinese-English mistranslations are everywhere in China, from tourist signs to menus and printed on T-shirts, proving amusing and confusing to English speakers.
Tortured translations such as “’Sixi roasted husband,’ anyone?” from menus to –“Racist park,” “Kiss and Ride” in road signs and finally, “F**ck the fruit area” in supermarkets.
The key message: Get it right.
Credits:
Executive Creative Director: Carlos Camacho
Senior Creative Director: Supparat Thepparat / Theresa Ong
Creative Group Head: Nattagorn Thairattanasuwan / Pathida Akkarajindanon
Art Director: Long Yao Chua / Nattagorn Thairattanasuwan / Supparat Thepparat
Copywriter: Wei Shi / Pathida Akkarajindanon / Theresa Ong
Senior Creative Director: Supparat Thepparat / Theresa Ong
Creative Group Head: Nattagorn Thairattanasuwan / Pathida Akkarajindanon
Art Director: Long Yao Chua / Nattagorn Thairattanasuwan / Supparat Thepparat
Copywriter: Wei Shi / Pathida Akkarajindanon / Theresa Ong
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BMF: Full Stop Foundation '#MakeitStop'
Agency: BMF
Client: Full Stop Foundation
Date: May 2017
Domestic violence charity, Full Stop Foundation, has launched an online film to highlight the many forms of domestic and family violence by exploring the impact of financial and emotional abuse.
The #Makeitstop campaign features a re-enacted phone call to draw attention to the calls the charity receives every day. The call is played to people of different ages and we watch their response to the phone counselling session.
The campaign is asking Australians to share a photo holding their hand out with the hashtag #MakeItStop written on their palms on social media and to donate to the foundation.
Credits:
Executive Creative Director: Cam Blackley
Creative Director: Jen Speirs
Art Director: Jessica Roberts
Copywriter: Justin Butler
Director: Al Moore
Production Company: BMF
Post Production: BMF
Editor: Al Moore
DoP:Oscar Partridge
Creative Director: Jen Speirs
Art Director: Jessica Roberts
Copywriter: Justin Butler
Director: Al Moore
Production Company: BMF
Post Production: BMF
Editor: Al Moore
DoP:Oscar Partridge
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Dentsu: Shaddy 'The Gift of a Magi'
Agency: Dentsu
Client: Shaddy
Date: May 2017
Dentsu and Flatpack Films bring to life a heart-warming story for Japanese gift and lifestyle retailer, Shaddy, about a young couple’s quest to show their love through gifts.
The film follows a poor, young couple who sacrifice their most prized possessions for love.Driven by the desire to give the other a token of their love, each decides to make a sacrifice. At the film’s climax, the girl reveals that she sold her luscious locks to buy her partner a chain for his watch. He then reveals that he sold the watch to buy her a comb. The couple laugh at the irony and, recognising the mutual lengths they would go to for each other, embrace.
Credits:
Creative Director: On Gunji
Director: Wakana Suzuki
DOP: Tetsuya Kondo
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Ogilvy & Mather Malaysia: Ash Be Nimble 'Handbag Dyetonator'
Agency: Ogilvy & Mather Malaysia
Client: Ash Be Nimble
Date: May 2017
Snatch thefts are a rampant threat to Malaysian society, with the most common targets of snatch thefts are women walking alone. Victims lose more than their possessions – they are often injured, or even killed as a result of the attacks. Yet, because the culprits strike fast and disappear on motorbikes, they are rarely caught.
Local sportswear brand, Ash Be Nimble, together with Ogilvy & Mather Malaysia have launched a collaboration to mark snatch thieves with the Handbag Dyetonator, the world's first device to mark snatch thieves after they have committed the crime.
Masked as an inconspicuous handbag accessory, it can be remotely detonated via an SMS from any phone. It then releases coloured dye and a smoke flare, marking the thief permanently and making it easy for police to spot and apprehend him.
Credits:
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McCann World Group Shanghai: ACUVUE 'Dare to Change'
Agency: McCann World Group Shanghai
Client: ACUVUE
Date: May 2017
McCann Worldgroup Shanghai has launched ACUVUE®’s ‘Dare to Change’ campaign, asking Chinese millennials to what has prevented them from achieving their full potential that they want to change.
The brand aims to empower millennials by engaging them to make positive changes, whilst reassuring them and breaking through their heath barriers.
For the campaign a video featured two people, invited for a session with a lifestyle consultant. Both had concerns about their work life that reflect the challenges that Chinese millennials go through in a tough and competitive environment.
The two participants were asked to take a photo and write down the one thing they wanted the most to change about themselves. ACUVUE gave them a full makeover experience including a coaching session on how to communicate and express confidence through their eyes.
When the participants were invited back into the studio, they were unaware that over their two week trial, their friends were asked to secretly film and take photos of them. The lifestyle consultant reminded them of what they wished to change from their first visit and then surprised them by showing them the transformations their friends had captured during their trial. The video ends the participants affirming to camera that they are sticking to the change by tearing up the photo of their old selves.
Credits:
Group Creative Director: Wilton Boey, McCann
Creative Directors: Barbara Jiang, McCann & Betty Jiang, MRM//McCann
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Grey Group Hong Kong: HSBC 'Solar Shelter'
Agency: Grey Group Hong Kong
Client: HSBC
Date: May 2017
HSBC and Grey Group Hong Kong have brought the potential of the Belt and Road Initiative while embracing sustainability to life with a solar-driven tram shelter.
The shelter, outside the HSBC main building in Hong Kong, has been transformed into an innovative statement, lighting the way to a greener future. Solar panels were installed on the tram shelter roof to power the 60 light bulbs at night.
Credits:
Christopher Lee, Creative director
Jeffrey Wong, Associate creative director
Keith Lam, Senior copywriter
Jackie Wong, Senior art director
Elsie Lau, Art Director
Jeffrey Wong, Art director
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