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 29 August.
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. For voting updates and more follow The Drum Creative Works on Twitter @TheDrumCreative.
Ogilvy & Mather Japan: Sony Music Japan 'Headbanging activated website'
Agency: Ogilvy & Mather Japan
Client: Sony Music Japan
Date: August 2017
According to Spotify, heavy metal is ruling the streaming airwaves across the world, revealing metal fans as the most loyal among music fans.
To announce Japan’s electrocore metal band Crossfaith’s latest “Freedom” EP with the first single ‘DiavolosI’, the band introduces a one-of-a-kind promo, by engaging with their fans digitally, where visitors of the interactive site are required to headbang in front of the webcam to unlock live-streaming of a new track not available anywhere else in the world. The moment the fan stops the headbanging movement, the music stops.
In addition to fans earning the exclusive rights to sample the new song, they are rewarded along the way with a long sequence of tantalizing visual effects that showcases the contemporary artwork of the album cover that morphs into a metal aesthetic that the community are more accustomed to as the song proceeds towards a crescendo.
Upon the completion of the song -by utilizing the site’s deep learning API, capturing the varied prowess of the headbanging movement- fans are further rewarded with an artwork generated from the image-tracking algorithm and depending on how well they had done to successfully make it metal as the bragging rights.
This experiential idea out of Ogilvy Japan alongside Sony Music Japan, is a unique promo fitting to Crossfaith - whom originated from Osaka, Japan - citing the likes of Slipknot, Bullets For My Valentine, Trivium even electro band Prodigy as their many influences, is also renowned for their intense live performances. This website surely feels like it and with a hell of a lot of conviction.
“Traditional ways of promoting music albums just aren’t as effective anymore as it was in the past. In its place is a new era in which musicians blend art, advertising and technology in smart and exciting ways. That is why we created this unprecedented piece to help launch and propel the band’s new music.” said Ajab Samrai, chief creative officer of Ogilvy & Mather Japan.
“The band has been known for fusing metal with hardcore, dubstep and other electronic forms, but is ultimately a metal band,” added Ogilvy creative director Aaron Phua of this work. “It is important that the idea is authentic and natural for the band and their fans to engage in without being a “sellout”, headbanging certainly connects them with the music both physically and emotionally.”
Credits:
Ajab Samrai - Chief Creative Officer - Ogilvy & Mather Japan
Aaron Phua - Creative Directors - Ogilvy & Mather Japan
Kensui Arao - Creative Directors - Ogilvy & Mather Japan
Aaron Phua - Art Director - Ogilvy & Mather Japan
Yousuke Ozawa - Art Director - Ogilvy & Mather Japan
Aaron Phua - Copywriter - Ogilvy & Mather Japan
Kensui Arao (Japanese) - Copywriter - Ogilvy & Mather Japan
Aaron Phua - Designer - Ogilvy & Mather Japan
Aaron Phua - Illustrator - Ogilvy & Mather Japan
Natsuki Tosa - Agency Producer - Ogilvy & Mather Japan
Chie Sato - Traffic Manager - Ogilvy & Mather Japan
Miyauchi Shunjiro - Web Developer - YAYA Inc.
Kazoo Nakazawa - A&R, Vice President - Sony Music Records
Rew Kubayashi - Artist Manager - Sony Music Artists (Japan) Inc.
Aaron Phua - Creative Directors - Ogilvy & Mather Japan
Kensui Arao - Creative Directors - Ogilvy & Mather Japan
Aaron Phua - Art Director - Ogilvy & Mather Japan
Yousuke Ozawa - Art Director - Ogilvy & Mather Japan
Aaron Phua - Copywriter - Ogilvy & Mather Japan
Kensui Arao (Japanese) - Copywriter - Ogilvy & Mather Japan
Aaron Phua - Designer - Ogilvy & Mather Japan
Aaron Phua - Illustrator - Ogilvy & Mather Japan
Natsuki Tosa - Agency Producer - Ogilvy & Mather Japan
Chie Sato - Traffic Manager - Ogilvy & Mather Japan
Miyauchi Shunjiro - Web Developer - YAYA Inc.
Kazoo Nakazawa - A&R, Vice President - Sony Music Records
Rew Kubayashi - Artist Manager - Sony Music Artists (Japan) Inc.
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Grey Group: ElephantVoices, David Sheldrick Wildlife Trust 'Say Hello in Elephant'
Agency: Grey Group
Client: ElephantVoices, David Sheldrick Wildlife Trust
Date: August 2017
For World Elephant Day on 12th August, whiteGREY Australia has partnered with the David Sheldrick Wildlife Trust and ElephantVoices, for the first time allowing human words and emotions to be translated into elephant calls.
The Trust and whiteGREY today launch ‘Hello in Elephant’ - a website using voice recognition technology, as well as input for text and emoji, to translate messages into the Elephant Language, so their voice can be shared and heard around the world.
Credits:
Client: David Sheldrick Wildlife Trust
Executive Director: Rob Brandford
Executive Director: Rob Brandford
Agency: whiteGREY Australia
National Executive Creative Director: Chad Mackenzie
Senior Creative: Brett Terblanche
Senior Creative: James Blow
Senior Creative: Richard Taylor
WPP Global Head of Strategy: Jon Steel
Senior Strategist: Matt Simms
Group Account Director: Justine Leong
Business Manager: Alex Sunier
Head of Production: Terry Kerr
National Head of Technology: Matt Sayer
Project Director: James Wright
Associate Experience Design Director: Dom Watson
Digital Art Director: Cohan Banfield
Lead Developer: Hoang Phan
Full Stack Developer: Yohan Mocho
National Executive Creative Director: Chad Mackenzie
Senior Creative: Brett Terblanche
Senior Creative: James Blow
Senior Creative: Richard Taylor
WPP Global Head of Strategy: Jon Steel
Senior Strategist: Matt Simms
Group Account Director: Justine Leong
Business Manager: Alex Sunier
Head of Production: Terry Kerr
National Head of Technology: Matt Sayer
Project Director: James Wright
Associate Experience Design Director: Dom Watson
Digital Art Director: Cohan Banfield
Lead Developer: Hoang Phan
Full Stack Developer: Yohan Mocho
Video Production: Hogarth
Video Editing: Form Productions, Nick Margerison
Sound: Smith & Western
Video Editing: Form Productions, Nick Margerison
Sound: Smith & Western
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Iris Jakarta: Ellenka FiberCreme 'Let's Be Friends Again'
Agency: Iris Jakarta
Client: Ellenka FiberCreme
Date: August 2017
FiberCreme, a multipurpose creamer made from plant oils and enriched with fiber and a newcomer in the Indonesian creamer industry, is trying to sway people to make peace with delicious but unhealthy dishes (and beverages) that has been vilified for so long - with the message of “let’s be friends again”. Sparking an idea that something delicious, can be healthy too.
The spots are released in quick successions, about friendship, the struggles (and the drama, of course) that surrounds two characters who are no longer friends with the foods and drinks they used to love.
Credits:
Creative agency: iris Jakarta, Indonesia
General Manager: Irvan Permana
Creative Director: Albert Chan
Copywriter: Adri Zainuddin, Ahmed Pasha, Andika Nugroho
Art director: Feby Elsadlora, Michael Louis, Willson Ariyaduta
Planner: Rahadian Fajar
Account Management: Roma Natalia, Ahmed Syakbani
Producer: Purwono
Production company: KOI Film
Director: Upie Guava
DOP: Ario Wirawan
General Manager: Irvan Permana
Creative Director: Albert Chan
Copywriter: Adri Zainuddin, Ahmed Pasha, Andika Nugroho
Art director: Feby Elsadlora, Michael Louis, Willson Ariyaduta
Planner: Rahadian Fajar
Account Management: Roma Natalia, Ahmed Syakbani
Producer: Purwono
Production company: KOI Film
Director: Upie Guava
DOP: Ario Wirawan
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McCann Worldwide: Cathay Pacific 'The Sounds of Travelling Well '
Agency: McCann Worldwide
Client: Cathay Pacific
Date: August 2017
Cathay Pacific has collected the sounds of travelling to create an original music piece as part of an innovative new campaign.
‘The Sounds of Travelling Well’ has been composed from thousands of sounds – including fastening a seat belt, ordering street food and crossing busy roads - that were captured while travelling around the Asia-Pacific region and then re-mixed to create the song.
The online campaign aims to use the sounds to evoke memories and feelings from travelling.
Credits:
McCann Kuala Lumpur
Yow Kuan Wai – Associate Creative Director
Zachary Yeoh – Copywriter
Thomas Chiew – Designer
Pauline Moreira – Head of AV
Yuinny Soong – Digital Project Manager
Jason Chia – Digital Tech Lead
Hanafi – Digital Designer
McCann Hong Kong
Martin Lever – Executive Creative Director
Rick Kwan - Creative Director
Agnes Lee – Associate Creative Director
Fanny Lau – Associate Creative Director
Dan Jacques – Senior Writer
Daniel Cheong – Senior Art Director
Fuse Adventures in Audio
Jimmy Tan – Producer
Chawirat Tan – Producer
Onn-Jian Lim – Sound Engineer
Kimberly Chin – Music Composer
Passion Pictures
Darrel Tan Hyon-Lè – Film Director
Zureen Zulkifli – Executive Producer
Felicia Choi – Producer
Kenz Koh – Director of Photography
Alex Thong – Sound Recordist
Post Production – VHQKL
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Dentsu Aegis Network: Uber 'UBER launches its first TVC in India'
Agency: Dentsu Aegis Network
Client: Uber
Date: August 2017
Uber, the ridesharing app that is redefining urban mobility across the world, today announced the launch of its integrated marketing campaign in India. With the idea of Apnapan (translates into Belongingness) as its core theme, the campaign aims to build everyday brand relevance and reframe personal mobility. This also marks the launch of Uber’s first TVC in India.
Credits:
Conceptualization - Taproot
Client - Uber
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TBWA\Hakuhodo: Nissan 'Wildest Circuit'
Agency: TBWA\Hakuhodo
Client: Nissan
Date: August 2017
Nissan has launched an entertaining campaign to promote the 60th anniversary of its Skyline model.
The ad features South Africa’s famous painting pig, Pigcasso, who has found fame thanks to the complex line artworks she creates, starring alongside world-renowned race driver Michael Krumm.
Nissan used one of Pigcasso’s creations to design a race circuit and then challenged Krumm to navigate the course in a bid to showcase the car's Direct Adaptive Steering (DAS) technology.
Credits:
Senior Creative Director: Takayuki Niizawa
Art Director: Yuki Tokuno
Copywriters: Masaharu Kumagai, Tetsuya Umeda
Interactive Planner: Tetsuya Umeda
Strategic Planner: Satoru Nakamura
Agency Producer: Tsutomu Hirakue
Interactive Producer: Ryosuke Oohata
Account Director: Naoya Kitaori
Production Company: GEEK PICTURES
Head Producer: Yokoi Hidemitsu
Producer: Eri Tomita
Project Manager: Tomohiro Morishita
Director: Ryo Takebayashi
Cameraman: Yusuke Suga
Web Production Company: HAKUHODO i-studio
Creative Director: Toshihide Murata
Designer: Saki Kato
Producer: Goshi Makkii
Director: Shinya. Fukuda
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J Walter Thompson Group Ltd: Tata Steel 'A journey by PRAVESH #DOORSOFINDIA'
Agency: J Walter Thompson Group Ltd
Client: Tata Steel
Date: August 2017
Tata Steel re-affirms its entry into the home solutions market by launching the new product line, Pravesh - steel doors with wooden finish, as a part of its growth strategy in the B2C segment. To help it create a formidable presence in consumers’ minds, J. Walter Thompson Kolkata has come up with a unique digital-first campaign called #DoorsOfIndia. Coming from a strong insight ‘Every Door Has A Story’, this campaign is a real-time discovery of stories and untold facts of some of the most prominent doors around India.
Credits:
Concept & Project Head: Surojit Sen (AVP & CSD – Digital, JWT)
Campaign Head: Carlton D’silva (CEO & CCO – Hungama Digital Services)
On-ground Lead: Deven Sagar (Hungama Digital Services)
Account Management (JWT): Tania Sinha (AVP & CSD)
Account Management (HDS): Surya Narayanan, Charu Sharma, Ebrahim Mandviwala
Creative Team (JWT): Partha Choudhary, Tandra Chakraborty, Suvrajit Kundu, Shubhrakanti Mandal, Sayasi Ghosh
Creative Team (HDS): Manesh Swamy, Paresh Jodhawat, Suraj Talulikar, Ninad Shelar
Digital Team (JWT): Soham Sengupta, Sulakshana Goswami
Social Media (HDS): Dipshika Ravi, Shreyas Deshmukh
Technology Team (HDS): Mandar Kamat, Tejashree Lad, Nitin Kalel, Tarun Sisodia, Nikhil Khandelwal
Analytics (HDS): Meghana Kelkar, Naman Ahluwalia, Rudolph Pereira
Concept & Project Head: Surojit Sen (AVP & CSD – Digital, JWT)
Campaign Head: Carlton D’silva (CEO & CCO – Hungama Digital Services)
On-ground Lead: Deven Sagar (Hungama Digital Services)
Account Management (JWT): Tania Sinha (AVP & CSD)
Account Management (HDS): Surya Narayanan, Charu Sharma, Ebrahim Mandviwala
Creative Team (JWT): Partha Choudhary, Tandra Chakraborty, Suvrajit Kundu, Shubhrakanti Mandal, Sayasi Ghosh
Creative Team (HDS): Manesh Swamy, Paresh Jodhawat, Suraj Talulikar, Ninad Shelar
Digital Team (JWT): Soham Sengupta, Sulakshana Goswami
Social Media (HDS): Dipshika Ravi, Shreyas Deshmukh
Technology Team (HDS): Mandar Kamat, Tejashree Lad, Nitin Kalel, Tarun Sisodia, Nikhil Khandelwal
Analytics (HDS): Meghana Kelkar, Naman Ahluwalia, Rudolph Pereira
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Dark Horses: 'Juan Mata vs Eleven'
Agency: Dark Horses
Client:
Date: August 2017
Juan Mata has called on fellow footballers to join him in Common Goal: a movement in which players pledge 1% of their salaries to a collective fund that supports football charities around the world.
Credits:
Client - streetfootballworld
Agency - Dark Horses
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AJF Partnership: Farmers Union 'Farmers Union'
Agency: AJF Partnership
Client: Farmers Union
Date: August 2017
South Australia’s iconic iced coffee brand, Farmers Union Iced Coffee, has launched a Fathers Day campaign.
The iced coffee brand will launch limited-edition packaging featuring four unique Father’s Day designs: No.1 Dad, Total Legend, Big Fella and The Boss, as part of a rebrand, which will see the brand called Fathers Union.
The campaign is accompanied by a series of ads featuring Adelaide radio host Dylan Lewis giving advice to help dads enjoy the big day. The ads will run online and on radio and will be supported by OOH and PR activity in the lead up to Father’s Day, which is celebrated on 3 September in Australia.
Credits:
Creative: AJF Partnership
Branding: B-Brand
PR: Alt/Shift
Content Production: Hase Productions
Social: Liquid Thread
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To keep up to date with the latest advertising, design and creative work from around the globe visit our Creative Works homepage where you can vote on which work you’d like to see crowned Creative Work of the Week and Creative Work of the Month.
