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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 20 Sept.
For project information, credits and more hover over the 'i' icon or expand to full screen.
To submit work for future publication, contact Charlotte McEleny.For voting updates and more follow The Drum Creative Works on Twitter @TheDrumCreative.
TBWA\Hakuhodo: Takashimaya 'Wearing the rain'
Agency: TBWA\Hakuhodo
Client: Takashimaya
Date: September 2016
TBWA\HAKUHODO Japan was invited to create a kimono design for Takashimaya, one of the largest and most prestigious department store chains in Japan, for their special summer collection.
The team designed kimonos inspired by the beauty of nature and its resonance with Japanese culture. A rich language has evolved around this fundamental wonder of nature, which has resulted in the Japanese vocabulary containing hundreds of words to describe the subtle but vast variety of rain.
Kirisame – rain that is so fine it spreads like a fog.
Shinotsukuame – rain that pours down strong like bamboo, piercing the ground as it falls.
Murasame – rain that stops and starts in clusters, replenishing the ground as it passes over.
The team created virtual visualizations for these three descriptive forms of rain, before using modern technology to apply them to the kimonos. The three individual designs were etched into acrylic boards using computerized lasers. Water droplets were then applied, one by one, to the design boards, before being photographed and formed onto the kimonos.
Credits:
Creative Agency: TBWA\HAKUHODO, \QUANTUM
Client: Takashimaya
Chief Creative Officer: Kazoo Sato
Senior Creative Director/Copy Writer: Tomoki Harada
Art Director: Yuki Tokuno
Designer: Hyewon Choi
Photographer: Yukichi Kamei
Re-toucher: Jun Miyamoto
Producer: Koji Togoe
Product Designer: Rosa Uchima
Project Manager: Nozomi Tanaka
Concept Film
Chief Creative Officer: Kazoo Sato
Senior Creative Director/Copy Writer: Tomoki Harada
Art Director: Yuki Tokuno
Designer: Hyewon Choi, Yuta Enoki
Director & Edit: John Eunhee
Agency Producer: Tsutomu Hirakue
Animation: Masato Seto
Music & Sound Design: Thomas Suess , Erik Reiff (Audio Force)
Senior Creative Director/Copy Writer: Tomoki Harada
Art Director: Yuki Tokuno
Designer: Hyewon Choi, Yuta Enoki
Director & Edit: John Eunhee
Agency Producer: Tsutomu Hirakue
Animation: Masato Seto
Music & Sound Design: Thomas Suess , Erik Reiff (Audio Force)
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Fusion: R U Ok? 'Quentin'
Agency: Fusion
Client: R U Ok?
Date: September 2016
The action of starting a conversation to reconnect people is the foundation of an exciting new technology initiative, developed by digital innovation agency Fusion for suicide prevention charity R U OK?
At the centre of the technology is a large Question Mark ‘character’ called Quentin; a fully connected ‘internet of things’ object with a small computer called an Arduino at its heart.
Quentin is leading R U OK?’s challenge to start a million conversations, and via Fusion’s innovative technology will direct R U OK?’s version of the Olympic Torch journey commencing on R U OK?Day, Thursday 8 September.
Credits:
Agency: Fusion
Creative credits: Convert Studios for 3D modelling and production
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TBWA\ Singapore: Samaritans of Singapore (SOS) 'Plaster the Silence '
Agency: TBWA\ Singapore
Client: Samaritans of Singapore (SOS)
Date: September 2016
As part of World Suicide Prevention Week, TBWA\Singapore has once again partnered with Samaritans of Singapore (SOS) to continue the Plaster the Silence campaign, which encourages everyone to show their support by wearing a black SOS plaster on their inner wrists.
The plaster acts as a conversation starter, emphasising that the first step to suicide prevention is to get people talking about their feelings and what they’re going through.
From 5 September 2016, supporters are able to download a virtual plaster, which they can add to their social media profile pictures, effectively spreading the word through the platform most familiar to young adults.
On 10 September 2016, black SOS plasters will be given out at several locations throughout Singapore, particularly in areas frequented by teens. Supporters will be able to collect the plasters, wear them on their inner wrists and post a photo with a heartfelt caption using the hashtag #HOWRU.
Credits:
Agency: TBWA\Singapore
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J. Walter Thompson Melbourne: BeyondBlue 'Dadvice'
Agency: J. Walter Thompson Melbourne
Client: BeyondBlue
Date: September 2016
Australian comedians and new dads are the stars of a new online web show that’s been created to help other new dads deal with some of the emotional stress of becoming a dad for the first time.
The series has been made by mental health charity Beyondblue and J. Walter Thompson Melbourne, alongside Princess Pictures, which made global comedy hits such as Summer Heights High.
The series, which will be seeded on YouTube and hosted on a special Dadvice website, is hosted by comedian Ben Lomas alongside Australia’s top comedians Dave O’Neil, Sammy J and Lawrence Mooney, who are all fathers. Twelve dads will be featured in the content, who all have kids of varying ages.
Credits:
beyondblue General Manager Marketing & Communications – Janine Scott
beyondblue Manager Integrated Marketing: Hugh Miller
J. Walter Thompson:
Executive Creative Director: Kieran Antill
Creative Directors: Jess Lilley & Jim Walsh
Head of Digital: Mat Norton
Senior Account Manager: Tahnee Woodham
Senior Planner: Brigitte Bayard
Head of Integrated Design: Ander Hernando
Agency Producer: Sandi Gracin
Agency Editor (Marketing): Dave Wade
Digital Producer: Ruth Parsons
Stills Photographer: Benny Capp
Production Partner: Princess Pictures
Series Producer: Dave Dellar
Series Director: Nick Musgrove
Series Line Producer: Antje Kulpe
Series DOP: Joanne Donahoe
Series Editor: Ian Carmichael
Series Editorial Assistant: Alta Truden
Associate Producer: Hammy Goodman
Media agency: Mediacom
beyondblue Manager Integrated Marketing: Hugh Miller
J. Walter Thompson:
Executive Creative Director: Kieran Antill
Creative Directors: Jess Lilley & Jim Walsh
Head of Digital: Mat Norton
Senior Account Manager: Tahnee Woodham
Senior Planner: Brigitte Bayard
Head of Integrated Design: Ander Hernando
Agency Producer: Sandi Gracin
Agency Editor (Marketing): Dave Wade
Digital Producer: Ruth Parsons
Stills Photographer: Benny Capp
Production Partner: Princess Pictures
Series Producer: Dave Dellar
Series Director: Nick Musgrove
Series Line Producer: Antje Kulpe
Series DOP: Joanne Donahoe
Series Editor: Ian Carmichael
Series Editorial Assistant: Alta Truden
Associate Producer: Hammy Goodman
Media agency: Mediacom
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Publicis Worldwide: Axa 'Axa Medishield '
Agency: Publicis Worldwide
Client: Axa
Date: September 2016
AXA Singapore has created a campaign to celebrate being the sixth and newest insurance provider for the Integrated Shield medical plans. These plans offer private health insurance coverage to Singaporeans on top of the MediShield Life medical plans provided by the government.
A video shows a girl who arrives in a new neighborhood and how she notices none of children at the birthday party truly know or care what the birthday boy wants. The new girl surprises and impresses the birthday boy with a handmade gift that’s significantly more meaningful to him, a metaphor for AXA Singapore’s distinctive entrance into the Shield category.
Credits:
Creative Agency
Publicis Hong Kong & Publicis Singapore
Executive Creative Director: Thierry Halbroth,
Creative Team: Jonathan Ng, Grace Tan, Faith Lim, KokWei Tay, Nicholas Teo, Don Ellis
Publicis Hong Kong & Publicis Singapore
Executive Creative Director: Thierry Halbroth,
Creative Team: Jonathan Ng, Grace Tan, Faith Lim, KokWei Tay, Nicholas Teo, Don Ellis
Integrated Business Lead: Jacqueline Lam, Frances Kong
Account Team: Sharon Ng, Sabine Wong, Alexander Lin, Sarah Holgado
Planning: Lucile Belleville, Carmen Wu, Carol D’Souza
Media Agency: Havas
Director – Quek Shio Chuan (Reservoir)
Photographer – Teo Chai Guan
Music – John Ferreira (Genuine Music)
Media Agency: Havas
Director – Quek Shio Chuan (Reservoir)
Photographer – Teo Chai Guan
Music – John Ferreira (Genuine Music)
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Slingshot: Wonder Smooth Wholegrain 'Give white bread back to the kids'
Agency: Slingshot
Client: Wonder Smooth Wholegrain
Date: September 2016
Led by Goodman Fielder’s media agency Slingshot and produced by creative services business KOJO, a content series of six films sees children asking parents to ‘Give white bread back to the kids’, encouraging them to trial Wonder Smooth Wholegrain Bread.
The series shows Kids lamenting what they have to put up with in 2016 compared to when their parents were growing up with promises of the jetpack, flying cars and building real dinosaurs.
Credits:
Marketing Manager - Craig Murphy
Media Agency: Slingshot
Chris Johnston - Head of Digital & Data
Lisa Overall - Strategy Director
Vanessa Akem - Senior Implementation Planner
Leslie Yung – Digital Planner
Catalina Beltran - Social Media Manager
Sally Powell – Agency Producer
Creative and Production: KOJO
Producer - Travis Kalendra
Writer/Director - Richard Coburn
Digital Producer - Maxx Corkindale
Production Design - Leeth Keough
Character Design - James Boorman
Casting - RMT Management
Media Agency: Slingshot
Chris Johnston - Head of Digital & Data
Lisa Overall - Strategy Director
Vanessa Akem - Senior Implementation Planner
Leslie Yung – Digital Planner
Catalina Beltran - Social Media Manager
Sally Powell – Agency Producer
Creative and Production: KOJO
Producer - Travis Kalendra
Writer/Director - Richard Coburn
Digital Producer - Maxx Corkindale
Production Design - Leeth Keough
Character Design - James Boorman
Casting - RMT Management
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DigitasLBi: Shangri-La Hotels 'The Table'
Agency: DigitasLBi
Client: Shangri-La Hotels
Date: September 2016
The Table is a programme which gives loyal customers access to special deals and exclusive experiences, as well as the chance to build up redeemable points to reuse in the hotels.
The idea behind the campaign is to play on the emotional aspect of eating by asking ‘what are you in the mood to eat?’ This will be placed across web platforms, print, global social media, CRM, influencer and brand partnerships.
The specialist foodie focus sits as part of the brand’s wider loyalty service The Golden Circle, which celebrated its fifth birthday earlier this year, again via a DigtasLBi campaign.
Credits:
Agency: DigitasLBi
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