福 Fus, Netflix

During Chinese New Year, cutouts of characters like 福 (Good Fortune) and 寿 (Longevity) called ‘fus’ are pasted on walls across Chinese households for good luck. Most are pasted upside-down because an “upside-down Fu” sounds nearly identical to the phrase “Good luck arrives”. So we matched Netflix Originals with Chinese New Year themes of 財 Wealth (Narcos, Ozark, El Chapo), 福 Good Fortune (The Crown, Bojack Horseman, Riverdale, Orange is the New Black, A Series of Unfortunate Events, Stranger Things) and 春 Spring (Altered Carbon, okja, A Korean Odyssey). The campaign captured the attention of entertainment publishers and created earned media for Netflix during the Chinese New Year season.

Country: Singapore
Agency: Zeno (An Edelman Company)
Direct, social

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The Truth Heals, Band-Aid

Across different markets in Asia Pacific, consumers and even healthcare professionals believed in specific wound care myths which were hurting sales numbers for Band-Aid. The Truth Heals convinces more consumers to cover more wounds with Band-Aid by showing them that covered wounds heal faster and have fewer scars than their competitors, including mother nature. Infographics, interactive educational content, Instagram and interactive display ads helped to debunk the myths and elevate the role of Band-Aid in the healing process. The results were impressive – brand keyword search query increased +110% and purchase intent increased +34% for the main target (30-39F mom).

Countries: China, Japan, Australia and Korea
Agency: Zeno (An Edelman Company)
Digital, social, retail

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Partners for Progress, GE

In Saudi Arabia, GE works in partnership with the government to train professionals in building the future of energy, healthcare and transport. A content series entitled GE Hewar (Hewar means conversation in Arabic), and these two films (Motherhood and People Power) humanize this partnership and share how GE impacts society across the Kingdom.

Country: Saudi Arabia
Agency: TBWA\RAAD Dubai
TVC, OOH, DOOH, digital, social

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Squadcast, Clean & Clear

As part of the Clean & Clear always-on content plan, Squadcast engages newbie audiences across India, Thailand and Indonesia. Newbies in these markets often live in multi-generational households, where privacy is at a premium. Some may even share a mobile phone with their parents, and many parents follow them on social platforms!

Squadcast gives newbies the power to create their own secret messages which are only readable when an Instagram filter is applied. A fun and interactive way that turns Clean & Clear into part of their squad, and a engaging way to incorporate contests, influencers, sampling and more.

Country: Singapore
Agency: Zeno (An Edelman Company)
OOH, digital, social

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Rush Dad, HP

Many families don’t have a printer at home. They depend either on local print shops or printers at their own workplaces. Trouble is, most kids require last minute printing, sometimes late in the evening. Rush Dad tells the story of a last minute homework headache solved by a life-saver mum and an HP wireless printer. 

Countries: Thailand, India, China (featured)
Agency: BBDO Singapore
TVC, OOH, DOOH, digital, social

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Carfu (feat. Fernando Alonso), Mobil1

Car-fu is cars meet kung fu as Fernando Alonso takes on the bad guys in this high-octane display of agility, precision and fluidity. This social campaign was to promote a slightly more premium synthetic motor oil.

Countries: China, India and Thailand
Agency: BBDO Singapore
TVC, digital, social

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Print Pranks, HP

In today’s digital world, the importance of a great printer is oftentimes forgotten. But a good prank? Never. HP Print Pranks shows that the HP Ink Tank printer delivers prints that are so high quality, you can even fool your boss or colleagues into thinking that the prints are actually real.

Country: Singapore
Agency: BBDO Singapore
Digital, social

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The Great Singapore Replay, Temasek

Singapore has a rich, but bumpy music history. Home-grown artists are breaking new ground in ways that weren’t possible for older generations. To connect Temasek with a wider audience, we turned up the volume on made-in-Singapore music – past, present and future. The result: the Great Singapore Replay, an annual program and event that bridges the gap between musical generations and puts Temasek’s values of youth and artistic enablement into action.

Country: Singapore
Agency: Zeno (An Edelman Company)
TVC, OOH, DOOH, digital, social, experiential

 

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Taste The Southwest, Chili’s

Chili’s was launching its Southwest menu and needed a younger audience through the door. Taste of the Southwest roped in virtual singing cowboys to sing praise, country-style. Users visited the microsite, browsed the menu, chose a Southwest meal and invited family/friends to share it. Recipients got a personalized country song inviting them by name to share the meal. This is the first and last country song I have ever written; the tune was inspired by Hey Good Lookin’ by Hank Williams.

Country: United Arab Emirates 
Agency: Memac Ogilvy
Digital, social, retail

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Househunter Test Drive, Nissan

A few years ago, Dubai had heaps of expats arriving daily to join the workforce. The vast majority of these people were on a mission to find a apartment/villa rental AND a vehicle in their first month. Great insights like this are inspiring. HouseHunter Test Drive matches your home, budget, area and family size with the right Nissan for your soon-to-be driveway. I’m proud of the fact that this was listed by Mashable as one of the most “insanely clickable” ads in 2012.

Country: United Arab Emirates
Agency: TBWA\RAAD Dubai
Digital, social

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