Creative Work of the Month: Now, DigitasLBi, Supermoon and more take on the challenge

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.

betty is a new femcare brand aimed exclusively at 11-14 year olds that seeks to break down barriers and help them feel comfortable about talking about the things that are happening to their bodies. Anchored around betty.me and key social platforms, betty is aiming to be the go-to place for 11-14 year olds to find out all they need to know about growing up as well as fashion, love and health and wellbeing. The site will be the first ‘real’ lifestyle hub for this age group.

Launching with a full through-the-line campaign including cinema, social media, press, DOOH with an education programme for schools starting in the new year, betty has the vision to help this generation to become trailblazers - empowered to stop periods being an awkward taboo or stigma.

Uncle Ben's is on a mission to get kids cooking, and the rice brand has rolled out a touching film created by BBDO San Francisco that might change the way people think about getting their young children involved with dinnertime meal prep. In the film, kids are shown mirroring their parents' actions in the kitchen, except the children are using toy foods and utensils while their moms & dads use real ones. When each child attempts to go into the kitchen to help out with the actual meal preparations, they aren't taken seriously, and are told to go back to playing with their toys. The film ends with the message, "Your kids want to learn to cook. They just need an invitation," reminding parents that learning to cook is a useful skill for kids to learn that can put them on a path to a healthier future. 

The The Health Promotion Board has launched a campaign to encourage healthier eating.

The campaign screens a familiar face played by Chua En Lai as Winston Leow aka Win Leow, and he engages users in a light-hearted and humorous way. When the onscreen button “Call Me” is activated by users, the screen transforms to give the audience the experience of a simulated phone call with Win Leow, who offers valuable tips to Singaporeans on how to choose healthy and win big with attractive prizes of up to $8,888 in cash and more.

The campaign runs for 2 weeks from 25 August to 07 September 2016 at 10 bus shelters located near high traffic areas such as Suntec City, SMU, Middle Road, Holland Village, Tanjong Katong, Dhoby Ghaut MRT, Kranji MRT and Kovan MRT.
 

Leo Vegas, the online casino, is launching a new brand campaign created by Now. The ad highlights how Leo is the undisputed king of mobile casino and is able to find ways to play in the most ordinary, everyday situations. The spot, called ‘Carcass’, is the first in two-part series of films shot by directorial duo Big Red Button through Biscuit.

The new work features Leo Vegas, the lion, on a night out at his local social club when he spots a partner he finds simply irresistible. After a passionate spin around the dance floor with the object of his desires, we’re left to watch as Leo takes a bite of his new-found partner.

WaterAid has unveiled a new campaign running across 17 UK TV channels and in cinemas. Directed by Guy Paterson the campaign looks to appeal to younger audiences, capturing supporters for the future.

Southwest Airlines has brought back its 'Wanna Get Away' tagline after a nine-year hiatus in a funny campaign that puts a spotlight on embarrassing moments. In a TV spot called 'Secret Identity,' an anonymous source's identity is revealed during a live news show when a clueless employee accidentally turns on the lights to offer the show's staff some coffee. In partnership with vacation rental marketplace HomeAway, the airline is also asking people to share their most embarrassing moments on social media using the hashtag '#WannaGetAway' for a chance to win an all-expenses paid trip to an island. 

The Honest Company has created a limited-edition line of election-themed diapers to bring some fun to what has been a heated election season. The diapers, which feature red elephants and blue donkeys, “were inspired by all of the little ones out there who were born not to see red or blue, but simply to love," according to The Honest Company's co-founder Jessica Alba. In a spot created by Supermoon, babies wearing the diapers are seen playing and dancing amongst a sea of stuffed animal donkeys and elephants while the song 'Why Can't We Be Friends' by War plays in the background. 

University of Phoenix has rolled out a campaign featuring Arizona Cardinals wide receiver Larry Fitzgerald, who graduated from the school earlier this year with a Bachelor's in Communications.