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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 30 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.
UltraSuperNew: Lazada 'Mothers' Day'
Agency: UltraSuperNew
Client: Lazada
Date: May 2017
Lazada Singapore and UltraSuperNew launched a new ad for Mothers' Day, taking a capitalist twist on the day about celebrating your mom.
In the video, a mother is being invited for what seems to be a clichèd ad about what moms really want is their children's love and attention. This was turned on its head when the mother begins to rap about wanting her son to buy her things, with the social media influencers playing as her entourage.
Watch the video here.
Credits:
Creative director: Shivram Gopinath / Sy Chia
Art director: Wong Minagawa Rei
Director: Jasper Tan
Music composer: Jason Gelchen (Homeground Studios)
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Iris Singapore: Philips '#StandForTradition'
Agency: Iris Singapore
Client: Philips
Date: May 2017
Philips Malaysia and iris have launched #StandForTradition campaign to promote Philips' all in one cooker in celebration of the upcoming Hari Raya.
The campaign is based on the insight that the younger generation are increasingly losing touch with tradition when it comes to cooking, especially when festive dishes takes a long time to prepare and cook. The videos are centred around two senior folks, a Mak Cik and Pak Cik (Malay for older lady and man) who admonish the younger generation to #StandForTradition in a tongue-in-cheek public service announcement.
Credits:
Ed Cheong: Executive Creative Director
Adam Yeo: Creative Group Head
Woon Chien Chng: Creative
Adam Yeo: Creative Group Head
Woon Chien Chng: Creative
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Purple Creative: Glenfiddich 'Glenfiddich Virtual Infinity'
Agency: Purple Creative
Client: Glenfiddich
Date: May 2017
Glenfiddich and Purple Creative have launched a virtual reality whisky tasting experience for its Cask Collection whiskies.
The Glenfiddich VR experience ‘Glenfiddich Virtual Infinity’ will be interactive and will be available in select airports around the world.
The VR experience will see users transported to Glenfiddich's Warehouse 8 in Dufftown, Scotland, where they are surrounded by casks and stand in front of three Solera Vats. Users will be able to select a vat and enter the world of that expression, where they can write their own tasting notes in the air, with the brushes they write with creating a ribbon effect that matches the colours and aesthetic.
Credits:
Gary Westlake, Founding Partner and Creative Director
Shang Dat Tang, Senior Designer
Jamie Fleming, Copywriter
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Isobar Vietnam: Cốc Cốc 'The Forgetting Tab'
Agency: Isobar Vietnam
Client: Cốc Cốc
Date: May 2017
Vietnamese Internet browser, Cốc Cốc and Isobar Vietnam has introduced the "forgetting tab" to raise awareness about Alzheimer's disease.
Cốc Cốc has renamed its incognito tab as the "forgetting tab," presenting users with a video about Alzheimer's disease. Users can then click through to learn more about the disease that affects over half a million Vietnamese.
Cốc Cốc hopes to encourage more sufferers to come forward and seek treatment as a way to slow down the debilitative process of Alzheimer’s, and give more precious time to them and their families.
Credits:
Isobar Vietnam
Creative Director: Rajib Gupta
Art Director: Rajib Gupta
Copywriter: Rajib Gupta, Nguyen Phan Thuy Tien
Designer: Huynh Ngoc Thuy
Chief Creative Officer (APAC): Tim Doherty
Yeti Films
Director & Editor: Tsering Tashi Gyalthang
DOP: Tenzin Dorjee
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JWT Manila: Manulife 'Stand Up'
Agency: JWT Manila
Client: Manulife
Date: May 2017
J. Walter Thompson's ad to celebrate Manulife's 110th year in the Philippines involves the odd bedfellows of comedy and insurance.
The video, which features Filipino comic Victor Anastacio is loosely based on his own struggles. The online spot tells the tale of how he left banking and began performing stand-up. At the time, his mother was skeptical but his dad backed his son.
The “Stand Up” spot is filled with one-liners about Anastacio’s family, including his siblings, one a lawyer and the other a doctor. The comic’s tribute to his dad tugs at heart strings and ultimately, underscores the importance of relationships.
Credits:
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J. Walter Thompson Sydney: KITKAT 'Snap out of it'
Agency: J. Walter Thompson Sydney
Client: KITKAT
Date: May 2017
KITKAT is bringing a fresh take on the enduring ‘Have a break, have a KITKAT’ campaign by taking on modern life’s frustrations with a new brand platform; Snap out of it.
Created by J. Walter Thompson Sydney, the new work looks at how the little things in life, such as flat pack nightmares can often drive us slightly crazy.
The first film focuses on two characters, Harold and Allen, building a flat-pack catapult in medieval times. As with all flat-pack furniture, the less-than-detailed instructions provide no shortage of challenges.
Credits:
Simon Langley – Executive Creative Director
Jay Morgan – Group Digital Creative Director
Steven Hey – Copywriter
Dylan Soopramania – Art Director
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Grey Group Singapore: Hotels.com 'Instant Savings'
Agency: Grey Group Singapore
Client: Hotels.com
Date: May 2017
Hotels.com unveiled a new brand campaign, focusing on helping users find the perfect stay at the best prices, and letting them do more with their savings.
"Instant Savings," created by Grey Group Singapore, the campaign comprises of a series of humourous short films revolving around the themes of saving money and maximising the vacation.
The ads illustrate several oft-relatable travel episodes; a young couple on their honeymoon debate their itinerary options; another ponders how best to accommodate their children in favor of a quiet moment together; while a third spot comically features a couple scrimping and having to subsist on an instant noodles-based diet.
Credits:
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Arcade: Suntory 'good mood'
Agency: Arcade
Client: Suntory
Date: May 2017
Arcade and Suntory has launched a campaign to launch the good mood drink in Indonesia with two epic movies.
The two short interactive digital films are based on the insight that the difference between having a good day and a bad day can come down to the mood you choose to put yourself in. Both films star the same young male protagonist and chronicle the chain of events that follow him through a good day and a bad day.
The ‘bad day’ film entitled ‘The Bad Choice’ runs in reverse chronology, opening on an apocalyptic scene and transporting the viewer through a series of events that take the protagonist back to a shop where he made the bad choice of picking another beverage over ‘good mood’. Viewers are then invited to click onto ‘The Good Choice’ film.
‘The Good Choice’ film follows the same protagonist through the exact same day, where locations and characters are mirrored, but the chain of events are dramatically different, ending with the character starting a viral sensation.
Credits:
CCO/Founder: Gary Tranter
CCO/Founder: Matt Cullen
Art Director: Kayla Chia
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