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Welcome to The Drum's APAC Creative Works, the Ramadan special.
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 19 June.
For project information, credits and more hover over the 'i' icon or expand to full screen.
To submit work for future publication, contact Shawn Lim or upload via our online form. For voting updates and more follow The Drum Creative Works on Twitter @TheDrumCreative.
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Serviceplan: BMW '#30daysofjoy'
Agency: Serviceplan
Client: BMW
Date: June 2018
Ramadan is the most valuable time of the year for every Muslim. It’s the time of being humble and kind. It’s also the busiest time for everyone who works in the Middle Eastern advertising industry, as every brand beckons its customers with special deals in the so-called ‘Month of Generosity’. This campaign cuts through the clutter of Ramadan offers, by staying true to the BMW brand’s core values.
The BMW brand is focussed on the sheer pleasure of driving, so the #30daysofjoy campaign communicates the unique assets of the cars: high-tech innovation and luxurious yet sporty performance.
Serviceplan Group Middle East created four hero videos, opening with dynamic driving shots to highlight performance and features.But it’s not just a car for people who love to drive – it’s much more than that. A BMW reflects the driver’s identity and personality too. So, when it’s the time of the year – the most important time of the year for every Muslim – to focus more on togetherness and family, your BMW will be with you, a vital part of your family. Therefore, this Ramadan is not just about driving, but about driving home to enjoy family time and moments of togetherness.
Each film is complemented with a still product photo shot for additional online, offline and out of home communication. In addition to the main campaign Serviceplan Group Middle East created a special website, which celebrates the Month of Generosity and BMW driving pleasure every day of Ramadan. It was designed to entertain users during the day and surprise them with exclusive BMW gifts and prizes.
The film vignettes were shot in the UAE. A production team from Neverest joined the leading creative team from Serviceplan Group Middle East.
Credits:
Director Marc Hartmann
Executive Producer Anett Grünbeck
Executive Creative Director Moe Jawhar
Creative Director / English Copy Kazuko Yokoe
Strategy Director Frances Bonifacio
Arabic Copywriter Khalil Haddad
Account Director Ona Linda Johnson
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Coca-Cola: FP7/McCann 'Sunset'
Agency: Coca-Cola
Client: FP7/McCann
Date: May 2018
Ramadan, a month in the Muslim world when people fast from pre-dawn to sunset, is a month of unity and togetherness; when Muslims are meant to be kind to each other and be more humane to each other. It is when people from different walks of life are meant to get along and get together. So, through this ad, in Ramadan, Coca-Cola is inspiring people to see each other, both Muslims and non-Muslims in a different light.
The intent is situating the story in the Western world, without specifying any particular nationality or geography. It’s the story of Ramadan abroad, in a foreign land. The story transcends national boundaries and is meant to address unnecessary divisions and prejudices between us; that keep us apart vs. bringing us together.
The ad tells a story of a Muslim woman and a Western non-Muslim woman – without specifying any particular nationality – enjoying a Coca-Cola as the sun sets.
Credits:
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FCB: Levi Strauss & Co 'Hidup Positf'
Agency: FCB
Client: Levi Strauss & Co
Date: June 2018
The campaign wants to show an authentic self-expression and focuses on the change of mindset and behaviour, which is an important part of the Ramadan experience. It also featuresmusic artists Daiyan Trisha from Malaysia and Indonesian band Batiga.
Credits:
Senior marketing manager for Levi Strauss SEA: Eleanor Chin
Marketing manager for Levi Strauss Indonesia: Adhita Idris
Marketing manager for Levi Strauss Malaysia: Jennifer Chan
Levi’s director of brand environment for AMA: Carlos Collins
Marketing manager for Levi Strauss Indonesia: Adhita Idris
Marketing manager for Levi Strauss Malaysia: Jennifer Chan
Levi’s director of brand environment for AMA: Carlos Collins
Agency: FCB Jakarta
Executive creative director: Ravi Shanker
Managing director: Sony Nichani
Creative group head: Jovita Damiani
Art director: Fahad Mecca
Head of digital: Chetan Shetty
Account director: Dian Putri
Agency producer: Yuannita Pancaarini
Executive creative director: Ravi Shanker
Managing director: Sony Nichani
Creative group head: Jovita Damiani
Art director: Fahad Mecca
Head of digital: Chetan Shetty
Account director: Dian Putri
Agency producer: Yuannita Pancaarini
Production house: Making Name
Film director and photographer: Ithyle Griffiths
EP: Anand B Krishan Singh and Minda
DOP: Roni Arnold
Art director film: Ichlas Yanuar Putra
Sound engineer: Jacko
Offline editor: Dino
Line producer Nindy Kharisma
Film director and photographer: Ithyle Griffiths
EP: Anand B Krishan Singh and Minda
DOP: Roni Arnold
Art director film: Ichlas Yanuar Putra
Sound engineer: Jacko
Offline editor: Dino
Line producer Nindy Kharisma
Music composed: Universal Music Indonesia with Batiga
Music producer: Sugio Dwinanto Wibowo
Performed by: Daiyan (Malaysia) and Batiga (Indonesia)
Music producer: Sugio Dwinanto Wibowo
Performed by: Daiyan (Malaysia) and Batiga (Indonesia)
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Dentsu: AirAsia 'AirAsia Ramadan 2018: Ikhlas and Harvest 2018'
Agency: Dentsu
Client: AirAsia
Date: June 2018
AirAsia's Ramadan video dives into the lives of individual Allstars (AirAsia employees) and relishes in the true spirit of Ramadan. The video focuses on and celebrates the determination, integrity, perseverance and sense of responsibility that's heightened for all Muslims throughout the Holy Month.
To celebrate Kaamatan and Gawai Harvest Festivals, AirAsia draws inspiration from a social enterprise whose rice business has flourished through the connections enabled by AirAsia's extensive network. The story is centred around Langit, a hard working rice seller from Kuching, a small town in Sarawak whose dream was to expand his rice business across Borneo. The tale carries viewers through Langit's life; how he started his own family and his son's aspirations in bringing his father's dream across the continent.
Credits:
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