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 13 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.
Ogilvy & Maher Singapore: Greenpeace 'Save The Arctic'
Agency: Ogilvy & Maher Singapore
Client: Greenpeace
Date: May 2017
Ogilvy & Maher together with Greenpeace Australia created an interactive installation in Sydney to raise awareness and drum up public support to fight climate change.
The installation shows a polar bear perched on top of a slowly melting iceberg with a message inviting viewers to commit to supporting the fight against climate change via a donation or signing a petition as part of Greenpeace’s Save The Arctic imitative.
The drips of the iceberg will slowly erode the polar bear’s home until a viewer interacts with the display. The drips then would slow down and freeze in mid-air before flowing against gravity back into the iceberg, with the effect getting stronger as more people get involved.
Credits:
Chief Creative Officer: Eugene Cheong
Executive Creative Director: Melvyn Lim
Creative Director: Xander Lee
Senior Copywriter: Augustus Sung
Executive Creative Director: Melvyn Lim
Creative Director: Xander Lee
Senior Copywriter: Augustus Sung
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IKON Sydney: Peter Lehmann Wines 'It takes a village to raise a vintage'
Agency: IKON Sydney
Client: Peter Lehmann Wines
Date: May 2017
Ikon Sydney, part of WPP AUNZ, has created a new advertising campaign for premium Casella Family Brands label, Peter Lehmann Wines. The first brand work for at least five years, the objective was to re-introduce Peter Lehmann Wines to consumers by celebrating the many hands of the Barossa community that are involved in making every bottle.
The campaign, ‘It takes a village to raise a vintage’, was brought to life by using the actual fingerprints of people who are part of the winemaking process. Accompanying the campaign is a behind the scenes video which acknowledges the work of all involved; from the growers, to the pickers, cellar hands, viticulturists and wine makers which can be viewed here: https://www.youtube.com/watch?v=2RyObdk9sFI
Ikon Sydney’s full-service team delivered the end to end content campaign, including strategy, media, creative, production, social and digital.
Credits:
IKON GROUP SYDNEY
CHIEF OF INTEGRATED SERVICES: Natalie Musico
ECD: Rob Martin Murphy
CREATIVE TEAM: Simon Collins, Andrew Jones, Zac Goldberg
ACCOUNT DIRECTORS: Shalane Jones, Olga Raigada
MEDIA CLIENT SERVICE DIRECTOR: Ally Kerrigan
HEAD OF STRATEGY: John Halpin
STRATEGY MANAGER: Abbie Love
TRADING & AMPLIFICATION EXECUTIVE: Simone Crawford
PRODUCER: Lisa Ristuccia
CASELLA FAMILY BRANDS
Brand Manager: Caroline Wood
Assistant Brand Manager: Katie McManus
Marketing Manager: Michael Sergeant
CHIEF OF INTEGRATED SERVICES: Natalie Musico
ECD: Rob Martin Murphy
CREATIVE TEAM: Simon Collins, Andrew Jones, Zac Goldberg
ACCOUNT DIRECTORS: Shalane Jones, Olga Raigada
MEDIA CLIENT SERVICE DIRECTOR: Ally Kerrigan
HEAD OF STRATEGY: John Halpin
STRATEGY MANAGER: Abbie Love
TRADING & AMPLIFICATION EXECUTIVE: Simone Crawford
PRODUCER: Lisa Ristuccia
CASELLA FAMILY BRANDS
Brand Manager: Caroline Wood
Assistant Brand Manager: Katie McManus
Marketing Manager: Michael Sergeant
PRODUCTION COMPANY
Toby Heslop
Toby Heslop
ANIMATION PRODUCTION COMPANY
Electric Art
Electric Art
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BBDO Bangkok: Thai Health Promotion Foundation and Deaf Association of Bangkok 'Hearing Rescue'
Agency: BBDO Bangkok
Client: Thai Health Promotion Foundation and Deaf Association of Bangkok
Date: June 2017
BBDO Bangkok in partnership with the Thai Health Promotion Foundation and Deaf Association of Bangkok, have created the world’s first hearing aid that not only amplifies sound, but can also detect the sounds of danger by turning the hearing device into a vibrating wrist band.
According a survey amongst the hearing impaired in Thailand, the results show that 100% take out their hearing aid at night due to discomfort.
Recognising the dangers hearing impaired people face in the night, BBDO Bangkok created ‘Hearing Rescue’ – the world’s first hearing aid that alerts people to danger while they sleep.
The device was developed from a normal hearing aid, adding a connecting piece that turns the hearing aid into a wristband. Built-in sound recognition will detect ‘danger’ sounds such as a siren, a barking dog or a fire alarm, and a minimum of 60 decibels will activate the vibrating function and alert the wearer.
Credits:
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Leo Burnett Shanghai: Amazon 'The love for reading'
Agency: Leo Burnett Shanghai
Client: Amazon
Date: June 2017
Amazon China and Leo Burnett Shanghai have launched a new TV commercial for its Kindle E-reader products targeting people who love, and once loved reading.
The insight comes from Leo Burnett’s observation about people’s reading behavior. In China, people’s reading habits have changed in the recent years. A couple of decades ago, many kids love reading; however when they grow up, hectic lives leave them little time to read. With so many other choices of entertainment nowadays, reading seems to have gradually become a thing they rarely do in their daily lives.
The commercial seeks to call back to the viewer's childhood days when reading was a joy, with the Kindle e-Reader an alternative for adults to regain the same joy while reading.
Credits:
Rocky Hao, Executive Creative Director
Young Yang, Associate Creative Director
Kyle Cai, Associate Creative Director
Seven Wu Associate Art Director
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Leo Burnett Shanghai: McDonalds 'Table Service'
Agency: Leo Burnett Shanghai
Client: McDonalds
Date: June 2017
The hectic pace of modern life leaves many busy working parents with limited time to spend with their children. This means that every moment they can spare is precious.
McDonald’s China understands how parents feel, and has launched a new advertising campaign with Leo Burnett Shanghai to encourage moms and dads who bring their kids to McDonald’s to use the new “table service”. This means busy parents don’t have to queue for service so they can enjoy every precious moment with their children.
The TV commercial, shows scenarios where a son is clamouring for his mother's attention, only to be told to wait a minute. The mother and son end up at Mcdonald's when the son asks the mother how long does he have to wait to get her attention, before a service staff tells both mother and son that they'll take care of the food so they can spend time together.
Credits:
Bati Wu，Creative Director
Siwei Xu, Creative Group Head
Wicky Wu, Art Director
Madman Lin, Associate Art Director
Christina Chang，Associate Art Director
Meg Zhang，Senior Copywriter
Xue Bai, Copywriter
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Ogilvy Sydney: KFC 'Good in Finger Licking Good'
Agency: Ogilvy Sydney
Client: KFC
Date: June 2017
Ogilvy Sydney ad KFC have launched a campaign to give meaning to the 'good' in the famous tagline, 'Finger Licking Good®.'
The video, tells the story about KFC's food in a rhyming prose.
The story-based campaign extends across a range of digital only executions including Youtube Masthead, TrueView long form, Bumper ads, Desktop and Mobile banners including Mi9 page takeover, digital radio (Spotify), Facebook, Instagram, Twitter, eDMs, in App message, SEO, and website landing page.
A range of mini loop animated movies have also been created that each talk to 11 different ‘secrets’ about how KFC makes its food so ‘Finger Lickin’ Good®’.
Credits:
Creative Head: Shaun Branagan
Creative Director/Copy Writer: Boris Garelja
Art Director: Sian Binder and Leisa Ilander
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Marcel Sydney: Tiger Beer '3890 Project'
Agency: Marcel Sydney
Client: Tiger Beer
Date: June 2017
Tiger Beer has partnered with WWF to launch a campaign to raise awareness of the plight of endangered tigers.
The ‘3890 Project’, which references the number of wild tigers left in the world, comprises of a series of documentary films, featuring street artists from around the world.
The films, which are narrated by LA rap artist Dumbfoundead, follow the artists as they aim to raise awareness of the plight of wild tigers and the illegal tiger trade through street art projects.
Credits:
Production Company: Goodoil Films
Director: Justin McMillan
Producer: Andrew McLean
Executive Producer: Sam Long
Post Production: Heckler
Executive Producer: Will Alexander
Head of Production: Aborah Buick
Producer: Amy Jarman
Editor: Andrew Holmes
Online / VFX Supervisor: Jamie Watson
Colourist: Greg Constantaras
Compositors: Chuong Vu, Younguck Ha & Shane Miranda
Designer: Andrew Holmes & Shaun Leong-Williams
Director: Justin McMillan
Producer: Andrew McLean
Executive Producer: Sam Long
Post Production: Heckler
Executive Producer: Will Alexander
Head of Production: Aborah Buick
Producer: Amy Jarman
Editor: Andrew Holmes
Online / VFX Supervisor: Jamie Watson
Colourist: Greg Constantaras
Compositors: Chuong Vu, Younguck Ha & Shane Miranda
Designer: Andrew Holmes & Shaun Leong-Williams
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TBWA\ Singapore: Singapore Airlines 'The Magic Pen'
Agency: TBWA\ Singapore
Client: Singapore Airlines
Date: June 2017
Singapore Airlines and TBWA\ Singapore have launched an animated short film to celebrate SIA's 70th anniversary.
Titled 'The Magic Pen,' it tells the story of a little boy who believes
he has found a magic pen, but when it fails to bring his father back from a long business trip, the boy is heartbroken. In the end, the true magic happens when the father returns home earlier than planned on Singapore Airlines to surprise his son.
he has found a magic pen, but when it fails to bring his father back from a long business trip, the boy is heartbroken. In the end, the true magic happens when the father returns home earlier than planned on Singapore Airlines to surprise his son.
Credits:
Executive Creative Directors: Gary Steele, Hagan de Villiers
Global Creative Director: Perry Essig
Art Director: Weicong Chong
Senior Copywriter: Claudia Ribeiro
Global Creative Director: Perry Essig
Art Director: Weicong Chong
Senior Copywriter: Claudia Ribeiro
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