Corporate Image & Information

The Shortlist
CAMPAIGN
Accepted
AGENCY
Dentsu Jayme Syfu
CLIENT
Smart Communications
BRAND
Smart
DETAILS
For SMART Comunications, the biggest mobile telco in the Philippines, the next frontier for growth is digital. The brand needed to be seen as one that leads in the constantly changing digital world by making SMART relevant to one’s digital needs.
 
“Accepted” TVC is not just about embracing change per se. It signifies how digital channels used more and more by people from different generations, brought about by a reliable network, can actually bridge the great divide between people. With SMART, change can indeed be a welcome change.
 
CAMPAIGN
Globe Telecom Rogue One Mask
AGENCY
Publicis JimenezBasic
CLIENT
Globe Telecom
BRAND
Globe
CAMPAIGN
PETRONAS CNY 2016-‘Rubber Boy'
AGENCY
Leo Burnett Group Malaysia
CLIENT
Petroliam Nasional Berhad
BRAND
FESTIVE
DETAILS
The objective of the Chinese New Year campaign was to leverage the festive occasion in strengthening the affinity for brand PETRONAS and making it a part of Malaysian life.

We found that the celebration of Chinese New Year was becoming associated with materialistic things, especially among the younger generations. There was a need to remind them that the true CNY celebration is with their most precious possession – Family. In this campaign, we have tried to remind people of this human value, a value that PETRONAS has always believed in – making the bonds of Malaysian family stronger.
 
This thought was conveyed to the Chinese community (primary TA) and mass Malaysians (Secondary TA) through a marketing mix that involved Web film, TVC, Cinema hall advertisement, Digital Marketing and Internal Communication. 
CAMPAIGN
Troublemakers
AGENCY
SapientRazorfish
CLIENT
SapientNitro
BRAND
Employer Branding Advertising
DETAILS
Here we are a business where client need drives larger initiatives. We realized that our business need was evolving and we needed the type of talent who could co-create solutions with our clients and help them navigate digital disruptions and enable their transformation.  With this knowledge and our deep understanding of the talent started the journey of our Troublemaker campaign; not one person but the genre of people who are undaunted by change, love to challenge the status quo and are keen to reimagine the world we live in.

For us, Troublemaker is not a negative word but allows for a round peg to be in a square hole. It was an unusual call to a curious bunch of restless people, who will shape and be our future.

The impact of Troublemakers as a campaign is visible and we are still counting success. The story does not end here.  We now have teams asking to introduce the Troublemaker conversations in the work that they do. The traits of Troublemakers are being taken forward as behaviors that business would like their teams to exhibit and therefore further enhances our already renowned culture. The focus has now shifted from client delivery to making an impact.

All this was possible because of the way Troublemakers was conceived and driven internally. The objective of Troublemakers to fulfill a changing business need, enabling change and impact is on the right path.
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