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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 27 June.
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.
Isobar Malaysia: Mudah.my '#GoodbyeGoodBuy'
Agency: Isobar Malaysia
Client: Mudah.my
Date: June 2017
Isobar and Malaysia’s largest online marketplace Mudah.my has teamed up to launch #GoodByeGoodBuy campaign for Hari Raya.
The video centres around a young Malaysian looking to sell off some of his old possessions to earn money for a new purchase, which will enable him return to his hometown for the festive season.
The campaign also launched a microsite for users to write ‘break-up letters’ to the items they wish to sell. The microsite looks to inject fun into selling the pre-loved items, with users able to list and upload photos of the items they have ‘broken up’ with on Mudah.my and Facebook.
Credits:
Executive Creative Director – Liew Sanyen
Creative Group Head – Celestine Lau
Creative Group Head – Wong Chin Wei
Copywriter – David Lim
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M&C Saatchi Sydney: AIME 'Cogs'
Agency: M&C Saatchi Sydney
Client: AIME
Date: June 2017
Australian charity AIME has launched a global campaign to raise awareness of its mentor programs for underprivileged children.
The charity has released an online film as part of a global campaign to recruit volunteers to help establish its mentor programs within local universities.
The organisation aims to bridge the inequality gap through education and its programs partner university student volunteers with underprivileged high school students and children.
The film was created by M&C Saatchi Sydney and directed by Academy Award winning director Laurent Witz and his team at Zelit Productions.
Credits:
Director: Laurent Witz
Animation: Zeilt Productions
Animation Director: Mickael Coëdel
Animation: Zeilt Productions
Animation Director: Mickael Coëdel
Executive Creative Director: Michael Canning
Creative Director: Andy Flemming
Copywriter / Art Director: Curt McDonald
Copywriter / Art Director: Chris Brailey
Lyrics: Andy Flemming
Executive Producer: Loren August
Designer/Illustrator: John-Henry Pajak
Integrated Designer: Chi Yusef
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R/GA Singapore: Uber '#RideToReconnect'
Agency: R/GA Singapore
Client: Uber
Date: June 2017
R/GA Singapore and Uber have launched #RideToReconnect campaign during Ramadan.
The campaign focuses on helping riders reach out to loved ones during Ramadan, turning their travel time into meaningful moments. The campaign includes fitting selected cars in Singapore, Jakarta and Kuala Lumpur with WiFi and tablets, allowing free audio and video calls anywhere in the world to be made during journeys.
The campaign also features a microsite, which will be accessible as Hari Raya approaches, allowing riders to send greetings to friends and family members with bespoke gifts commissioned from noted local illustrators in each market.
Credits:
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Clemenger BBDO Touchcast Wellington: New Zealand Human Rights Commission 'Give Nothing To Racism'
Agency: Clemenger BBDO Touchcast Wellington
Client: New Zealand Human Rights Commission
Date: June 2017
New Zealand Human Rights Commission has launched a national anti-racism campaign, that features a celebrity appeal video with a twist.
The online film features Taika Waititi, the director of The Hunt for the Wilderpeople and the upcoming Thor Rhaganok film, details how easy it is to give in to casual racism while encouraging people to fight against it.
The Give Nothing to Racism campaign also includes a series of short films featuring a host of New Zealand celebrities including actor Sam Neill and rugby player Sonny Bill Williams, as well as outdoor advertising.
Credits:
Agency: Clemenger BBDO | Touchcast
Media: OMD Wellington
Production Company: Curious Film
Photography: Match Photographers
Media: OMD Wellington
Production Company: Curious Film
Photography: Match Photographers
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Goodstuph: Hewlett-Packard 'Live Forever'
Agency: Goodstuph
Client: Hewlett-Packard
Date: June 2017
HP Singapore and GOODSTUPH launched a music video advertisement crafted exclusively for smartphones.
In the video, the majority of a couple’s young, blossoming love takes place over the glow of a smartphone screen, supplemented by an endless list of messaging and social media apps.
Leveraging on this insight and the popularity of vertical videos among our audience, HP Singapore and GOODSTUPH teamed up with Benjamin and Narelle Kheng of The Sam Willows, to kick off the Singapore launch of the HP Sprocket Photo Printer with ‘Live Forever’ - an original song and video. As the video takes over the screen of your mobile phone, the view is transported to the world of Benjamin Kheng as he experiences the highs and lows of a young relationship – with the crux of his journey being the moments that matter.
Credits:
Executive Creative Director: Pat Law
Art Director: Nigel Tan
Director: Jayden Tan
Assistant Director: Nicholas Ee
Editor: Jayden Tan
Story: Nigel Tan, Takumi Kinjo, Jayden Tan, Teo Chin Yen
Junior Creative: Issa Mauricio
Art Director: Nigel Tan
Director: Jayden Tan
Assistant Director: Nicholas Ee
Editor: Jayden Tan
Story: Nigel Tan, Takumi Kinjo, Jayden Tan, Teo Chin Yen
Junior Creative: Issa Mauricio
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BBDO Bangkok: Thai Health Promotion Foundation 'Speed Limit Monk Statue'
Agency: BBDO Bangkok
Client: Thai Health Promotion Foundation
Date: June 2017
BBDO Bangkok and the Thai Health Promotion foundation have created a monk statue that cautions drivers when driving.
In Thailand, there are more than 35 million drivers on the road, and of those drivers 75% place monk statues on their car dashboards because they believe that being holy, the monk statue can save them from road accidents. However, Thailand still ranks second in the world for road fatalities.
This innovative product detects legal speed limits, and should the driver exceed the limit, the statue will automatically play phrases warning drivers to be mindful, slow down and drive safe.
Using a GPS tracker and a speed detector, this technology was made available for free to all motorists, distributed at rest areas along public roads and highways during the Songkran Festival period.
Credits:
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Lowe Mumbai: Godrej Hit 'Kills Cockroaches as soon as they enter'
Agency: Lowe Mumbai
Client: Godrej Hit
Date: June 2017
Lowe Mumbai and Godrej Hit have launched a TVC that informs homemakers of fighting cockroaches at entry points.
The video starts with a closed door that’s thrown open in Bollywood masala style, marking the hero’s grand entry. This is instantly lauded by a smitten mother who’s watching the movie with her son and her friend at home. Just as she reacts in awe with the hero’s entry, her friend's attention shifts to another entry; the cockroach entering the kitchen from the drain.
Credits:
Chief Creative Officer: Arun Iyer
Executive Director: Shantanu Sapre
Creatives: Shishir Kapre, Mayank Yadav, Siddhant Mago, Kunal Parkar, Deepak Nare, Jayant Mundekar, Srinjayi Sengupta
Executive Director: Shantanu Sapre
Creatives: Shishir Kapre, Mayank Yadav, Siddhant Mago, Kunal Parkar, Deepak Nare, Jayant Mundekar, Srinjayi Sengupta
Production House: Fingerprint Films
Director: Karan Shetty
Director: Karan Shetty
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BBDO Malaysia: Guardian 'Bawang Putih dan Bawang Merah'
Agency: BBDO Malaysia
Client: Guardian
Date: June 2017
BBDO Malaysia and Guardian celebrates Malaysia’s rich cultural history by adapting a well-loved Malay folklore on screen, using Wayang Kulit (shadow puppets) as its main visual element.
The story that inspired the web film is also dubbed the “Malay version of Cinderella” because of their similar storylines; a kind-hearted woman (Bawang Merah) overcoming her evil stepmother and sister to be with her true love. The film adaptation, however, takes on a more comedic twist.
Credits:
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Y & R Indonesia: vivo 'Perfect Selfie, Perfect Ramadan'
Agency: Y & R Indonesia
Client: vivo
Date: June 2017
Smartphone company Vivo and Y&R Indonesia have launched ‘Perfect Selfie, Perfect Ramadhan’ VIVO V5s camera-phone campaign.
Vivo's mascot ‘Mini V’ is a popular part of his neighbourhood, helping people and brightening everyone’s day with kindness, balloons and his trademark ‘moonwalk’ move. After his confidence is shattered by a rain-soaked run-in with a vengeful gang, the neighbours rally ‘round, showing him a selfie that says ‘Kangen Mini-V’ (Miss you Mini-V) which encourages him to don the suit once more and bring cheer to the community.
Credits:
Executive Creative Director: Yerry Indrajaya
Creative Director: Hendra Wangsa
Art Director: Decky Bagus Hermawan
Writer: Pratiwi Marshely
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BBDO Hong Kong: Vitasoy 'Geep Unites Us All'
Agency: BBDO Hong Kong
Client: Vitasoy
Date: June 2017
BBDO and Vitasoy have launched a new brand campaign for Vita Lemon Tea (VLT).
Drawing from the insight that VLT’s multi-layered ‘Geep’ (bittersweet) taste is universally loved by the people of Hong Kong, a TV spot, was created with different people using VLT ingredients as a component to the music.
One of the key elements of this campaign is a VLT app that allows consumers to fully appreciate the complex layers of VLT’s taste, through the world’s first AR music jam on a stage they are all familiar with – the VLT pack.
By scanning limited edition packs of VLT, users can uncover different performances from their favourite musicians, from solo renditions to group harmonies.
Credits:
Executive Creative Director: Frankie Luk
Associate Creative Director: Clara Ho
Senior Art Director: Kevin Cheung, Teri Ng
Art Director: Vince Cheung
Copywriter: Agnes Ho
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Leo Burnett Group Malaysia: Tenaga Nasional 'Aida's Raya Woes'
Agency: Leo Burnett Group Malaysia
Client: Tenaga Nasional
Date: June 2017
Leo Burnett Malaysia and Malaysian electric company Tenaga Nasional (TNB) celebrate Hari Raya with a reminder that family matters most.
The video titled, “Dugaan Raya Aida” (Aida’s Raya Woes) follows Aida who works in the city as she tries to overcome multiple challenges in preparing for her trip home to spend time with her loved ones. She has to take on extra work at her office, earn extra income to meet the expectations of her family members, and make it home despite losing her bus ticket. Everything is stacked against her but she perseveres, and in the end reunites with a very forgiving family.
Credits:
Group Creative Director: Iska Hashim
Senior Art Director: Hyrul Anuar
Senior Copywriter: Ayuni Safira
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