The Shortlist
CAMPAIGN
DBS Chilli Paneer 2
AGENCY
SapientNitro
CLIENT
DBS Bank
BRAND
DBS Bank Ltd.
DETAILS
The interactive film is about Ken, a young boy who comes to India, falls in love and opens his own restaurant.
 
The film is shot from Ken’s point of view and allows viewers to take decisions on Ken’s behalf.
 
As the film begins you see that Ken and his girlfriend Asha are feeling burnt out running their restaurant. They decide to take a break and, as a viewer, you choose what kind of journey they will take: Adventurous or Ambitious.
 
Both options lead the viewer to Goa but for different reasons. As you move through their journey – viewers are exposed to 15 decision points. Every decision changes the story and every story changes the experience and every experience changes the ending.
 
Each experience is unique from the other. Thus, every film is unique from the other. Written on final draft, the complex story line makes for one truly immersive experience.
CAMPAIGN
Gift the Gifter
AGENCY
Publicis
CLIENT
Heineken
BRAND
Heineken
DETAILS
TET is the Christmas of Vietnam. During TET, every Vietnamese must reconnect with their roots and pay tribute to ancestors and family. It is the most important festival for us since it marks the beginning of the Lunar New Year. For brands it is a time of Cultural competition. Big spenders like Pepsi, OMO & Coke rule TV & online channels during the 60 days leading into TET. Almost 30 brands ran TET campaigns in 2015. There is always a strong emotional hook & Family reunion is most overused campaign theme. TET is a completely different kettle of fish for Heineken. This is our first TET campaign after being in Vietnam for 15 years. With beer advertising regulations preventing us from telling a cultural story on TV and limited access to YouTube, we harnessed the power that web and social media possess in creating topical relevance. 
 
The objective of the media strategy was to breakthrough in culture. By dividing the phases as: culture mirroring, culture fuelling and culture shaping we created a three-stage campaign. At the heart was a soul-stirring insight that every young Vietnamese could relate to. The heart was complimented by a smart digital execution strategy using some unseen tech. The idea helped us maximise investments and surpass business objectives. The campaign tied together a series of online & offline initiatives featuring celebrities. Not only did it break Vietnam benchmarks of Omni-channel storytelling but it also created cheer in the cultural mainstream. The idea helped Heineken grow its market share and change from a Christmas brand to the brand that opened the world of Family bonding for a target that was feeling disconnected from TET.
CAMPAIGN
Great Chinese Names for Great Britain
AGENCY
Ogilvy & Mather
CLIENT
VisitBritain & UKVI
BRAND
Britain
DETAILS
For centuries the British circumnavigated the world, planting the Union Jack and naming places. In a PR and social-led 360 creative campaign to drive Chinese tourism to Britain, we invited Chinese people to return the favour!
 
Our research and insights phase uncovered that Britain was viewed by Chinese as cold and unwelcoming, losing out in tourist appeal against competing nations like France, the USA, Australia and Germany.  Language was a large part of this unwelcoming perception, which we cracked as the basis for our creative, earned-influence driven idea.
 
We persuaded VisitBritain to extend a first-ever invite to the people of China - an opportunity to name the country’s places, people, events and icons in Mandarin Chinese. The Government would recognize the names. Google Maps would include them. Travel guides would be changed forever.
 
More than 13,000 often-hilarious names were submitted. Translated directly into English, these names included:
* Strong Men’s Skirt Party for the Highland Games
* Street of the Tall, Rich and Handsome for London’s famous Saville Row
* Tripe that Wafts Aroma for the Scottish delicacy otherwise known as haggis
* Porcelain Cheese for the legendary pungent English cheese, stilton
 
Immediate tourism benefits were felt with Chinese visits to Britain marked incredible increase. Significant contributions were also made to the British economy with Chinese tourist spend leaping to the highest level in past 3 years. And in many ways it marked the beginning of a bourgeoning Sino-British relationship, eventually heighten by the visit of President Xi Jin Ping to the UK in 2015.
CAMPAIGN
Lucy the Robot
AGENCY
Atomic 212° Group
CLIENT
Double Robotics
BRAND
Double Telepresence Robot
DETAILS
Global technology company, Double Robotics, wanted to launch into the Australian and broader Asian markets with its double telepresence robot. Awareness was extremely low, as was the budget. The company wanted to generate buzz around the brand, with a secondary objective of generating leads. 
 
Insight: Absolute relevance and entertainment drive fanaticism. So we set about finding a fanatical global event to leverage. 
 
We identified the launch of the iPhone 6s and developed an idea to add relevance and entertainment to those fixated on the event. We wanted to piggy-back on the event in a unique way that made consumers and the media welcome us, and our robot. To add a human element, we focused on Lucy, the girl behind the device.
 
‘Lucy the Robot’ was born – we placed the humanoid robot outside the George Street Apple store in Sydney to line up for the global release of the iPhone 6s.  The device waited in queue for two days, and was controlled remotely by Lucy, who added much needed personality. The campaign was driven by outreach, branded content marketing, search marketing and social media. We targeted both consumer and business media, as the campaign had both B2C and B2B components. A microsite was developed to funnel sales leads. 
 
Over a 48 hour period, the campaign was covered globally in over 4,000 news stories, and generated $44m in sales opportunities. The robot was first out the door of the Apple store, meaning the first iPhone 6s was bought by a robot. 
 
CAMPAIGN
Nam Ngu - The Best Meal in The World
AGENCY
Redder Advertising
CLIENT
Masan Consumer
BRAND
Nam Ngu
DETAILS
The Vietnam’s local No.1 fish sauce brand, Nam Ngu, wants to lift up the brand preference with Mom targets by recognizing the best care of Moms for their children through their heart made meals, which the brand is a part of, on a very special occasion, The University Entrance Exam. More than 2.4 million Youtube views, 500,000 Facebook Interactions including 120,000 shares, 150 earned PR stories, 30% brand preference lift up, 2% market incremental share are the campaign successful result.
CAMPAIGN
Oreo Wonderfilled Bands
AGENCY
Carat
CLIENT
Mondelez
BRAND
OREO
DETAILS
Due to its history of family-focused advertising, in South East Asia OREO faced a challenge. The world’s best-selling cookie had no relevance to a millennial audience, and a perception that OREO is “just for kids”. 
 
To shift this perception and broaden appeal for Oreo we needed to move away from our legacy category led product advertising and instead create content that was culturally relevant and connected to Millennials interests. 
 
We succeeded in doing this by identifying one unifying passion and a creative format that would cross borders. We collaborated with Music Artistes to create four entertaining music videos. We united Music artistes from the Philippines, Malaysia and Indonesia, inviting them to write and perform, one Regional “Oreo Wonderfilled” song together, in English language. Plus each artiste wrote and performed their own Wonderfilled song in their native language.
 
We placed our Wonderfilled music on the devices and in the environments where music plays. With 23 million views online, we achieved our goal of reaching 40% of millennials. Brand perception scores ‘OREO is for everyone’ increased. Over 1,000 positive comments on Youtube indicate that OREO has become a credible composer of Music, with increased relevance among millennials.
CAMPAIGN
Perfume Portraits
AGENCY
J. Walter Thompson
CLIENT
Hindustan Unilever
BRAND
Lux
DETAILS
Lux was becoming a generic beauty brand in an increasing crowd of specialised skincare brands in India. To stand out, Lux decided to adopt a differentiated new platform: fragrance. However, how do you connect an invisible benefit like fragrance to a visual dimension like beauty? We had to redefine the concept of beauty itself, and de-link it from a sight-only definition. Our message: beauty is not only seen, but felt. 
 
Lux Perfume Portraits, a digital video starring Bollywood superstar Katrina Kaif, was an experience that demonstrated this multi-dimensional approach to beauty. The results were staggering: 15 million views within 3 weeks (94% women), 30% sales uplift, and 14% growth in brand preference. 

While staying true to its decades-old brand core and strategy, Lux managed to bring in a totally different take on beauty and how it is perceived – something the category had not done in the 90 years it has been around.
CAMPAIGN
Resesh Flowershop experience
AGENCY
I&S BBDO
CLIENT
Kao Corporation
BRAND
Resesh Pleasure Bouquet
DETAILS
Fabric refresher market is big in Japan, and usage rate is remarkably high of over 90%.  The brand shares remain flat for years.  In order to expand the share of KAO Resesh, we needed to change such user mind and motivate them to switch brands.
 
2015, Resesh launched new product with “fresh flower scent” which is unique and innovative in the category. “Pleasant scent” is an important value that young women for their daily life.
 
But, there was a challenge. Scent can’t communicate with TVC.
 
So, we provided the audience a digitally created virtual experience that makes them feel as if they are actually surrounded by the pleasant fresh flower scent, which is difficult to communicate only with TVC.
 
Digital campaign idea: Resesh flower shop experience
A binaurally recorded web movie to re-create experience of flower shop. 
By introducing “binaurally recorded movie content” to the targets’ everyday PERSONAL device which are “smartphone and headphones,” this digital tool provided them a virtual experience of “actually visiting a flower shop and being surrounded by pleasant fresh flower scent” through a unique and innovative method that they have never experienced before. Many young female enjoyed this movie at the personal moments such as in the Japanese long/crowded commute train or in the bed before they sleep.This campaign reached the target with buzz, got them talk about the product, and maximize the effect of spreading and sharing information. It created shocking experience enough to convey flower shop experience,
 
This campaign boost brand awareness and sales. Brand awareness amongst female category purchasers in their 20s and 30s via this digital campaign doubled from previous year web campaign and increased share of the new product.
CAMPAIGN
Stop Saying "NO", Experience the Power of "YES" with Your Child
AGENCY
IPG Mediabrands
CLIENT
Dutch Lady Milk Industries
BRAND
Friso Gold
DETAILS
With intense competition from other infant milk formula brands harping on improving children's intelligence, Friso Gold faces an uphill battle of losing consideration among moms who prioritizes academic excellence. Friso noticed that moms’ habit of saying "NO" and protecting their children from the outside world has become a norm. This presents a good opportunity for Friso to champion and demonstrate its USP of stronger immunity. Friso collaborated with 2 famous Malaysian moms and put them through a 4-weeks experiment, challenging them to start saying "YES" and exploring the world together with their children. Their series of weekly videos that were shared online were so relatable, it inspired other moms to start rallying and sharing their own 'Say YES' experiences online. The campaign also shot Friso Gold up to the Top 3 consideration list for moms, improved market share and sample request conversions that exceeded beyond the KPI by leaps and bounds.
CAMPAIGN
Together for a lifetime
AGENCY
BBDO and Proximity
CLIENT
Platinum Guild International
BRAND
Platinum
DETAILS
The institution of marriage in China has never been more fragile. For every four marriages that took place in 2015, there was one divorce. With divorce rates soaring to new highs, young couples’ faith in marriage reached new lows.  It is no wonder that the appeal of marriage is weakening; the number of couples getting married has been declining 3% year-on-year since 2014 (Source: China Civil Affairs Bureau, Statistica.com).
 
So, while other bridal jewelry communications typically portray fairy-tale scenes of everlasting romance, the “Together for a Lifetime” campaign from The Platinum Guild found new relevance among young marriage skeptics by explicitly highlighting the inconvenient truth about marriage – that there will always be problems in a relationship (e.g. a spouse losing one’s youth/beauty, every day quarrels, etc.), and that couples need to work really hard to keep the relationship strong FOR A LIFETIME.
 
The campaign moved the hearts of millions. It also moved their wallets – increasing purchase intent from 76% to 91%, and pushing up sales of Platinum bridal jewelry by 8% in a market that declined by -4% (Source: PGI 2015 Retail Barometer).
 
CAMPAIGN
Visa The Voice
AGENCY
BBDO and Proximity
CLIENT
Visa Information System
BRAND
Visa
DETAILS
Over 130 million* Chinese will travel abroad in the coming year. As these tourists collectively spend an estimated US$229 billion** during their trips, they will likely be using a credit card powered by government-owned China Union Pay instead of foreign mainstays like VISA (sources: HSBC, Global AEA Tracking Study). 
 
To get them to use VISA, we acknowledged the embarrassment caused by the bad behaviour of many Chinese tourists abroad (e.g., unruly, defecating in historical sites, vandalizing ancient monuments) which were immediately reported by both the news and social media sites around the world - creating a humiliating stereotype of Chinese tourists. The situation got so embarrassing, Chinese authorities issued a 63-page ‘Guidebook for Civilized Tourism’ to its citizens.
 
VISA’s ‘The Voice” campaign did more than just market a better credit card. Instead, it gave young Chinese travellers a platform to challenge these negative stereotypes. It also made innovative use of mobile technology and retail partnerships to enable a “new way” of travel which better reflected the new Chinese generation’s growing sophistication.
 
The campaign immediately gave “face” to a proud nation. The campaign successfully engaged 100 million young Chinese in just 2 weeks. Although we spent 34% less on media than China Union Pay, VISA grew +63% faster** than total outbound spending as a whole – enabling the brand to gain share over the local giant. 
 
Sources: *China National Tourism Administration, **HSBC
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