June 2012 Archives

Another healthy win for Scarecrow Mumbai

Manish & Raghu_Scarecrow.jpgHot on the heels of acquiring Justbooks and the corporate brand of Religare, Scarecrow Communications Mumbai has been appointed as the creative agency for Emami Healthy & Tasty.

Healthy & Tasty, from Emami Biotech Limited, is one of India's fastest growing edible oil brands with a presence across 6 states and has an ambitious plan to go national during the course of this financial year. Despite being in existence for a short period of just over two years in a highly complex category with various regional variants and preferences and a litany of national and local players, the brand has been able to create a premium imagery and consumer preference for itself and is well on it's way to becoming a strong national brand.
Happy.jpgHappy Creative Services, which recently launched their Mumbai operations has been appointed the creative agency for two new accounts based out of the city.

The first one being Ola Cabs, a technology based cab service that allows people to book a cab directly through an app on your smart phone along with the option to book via telephone and the web. The service is currently available in Mumbai, Delhi and Bangalore currently and shall soon roll out to 8 cities within the year.
Screen shot 2012-06-29 at 9.23.50 AM.jpgScreen shot 2012-06-29 at 9.26.25 AM.jpgScreen shot 2012-06-29 at 9.30.16 AM.jpgIt's nearly a week after the end of the Cannes International Festival of Creativity, you've had time to mull over the winners, so do you agree with the judges that Chipotle 'Back to the Start', via CAA Los Angeles, was worthy of the Cannes Film Grand Prix?

Or do you think it should have gone to The Guardian 'Three Little Pigs' from BBH London?

Or Canal+ 'The Bear' via or French friends at BETC Paris?

Or what about the hilarious BGH Air Conditioners 'Dads in Briefs' via Del Campo Nazca Saatchi & Saatchi Buenos Aires?

Or Doritos 'Dips Desperado' via AMV BBDO London, directed by Australia's The Glue Society?

Or none of the above (nominate your own Grand Prix choice).


Lowe Vietnam wins Unilever's brand Axe

michel-borelli.jpgLowe Vietnam has been awarded the creative duties for Unilever's prominent male grooming brand, Axe.
The agency will build a full services campaign, harnessing the brand's global expertise and reputation to create a presence strongly aligned to the local marketplace.

Michel Borelli, Chief Executive Officer, Lowe Vietnam (pictured left) said: "It's an honour to partner one of the world's greatest brands, with such an appetite for edgy, creative work. We look forward to helping build Axe's iconic position in Vietnam and leverage their creative and business excellence."
loop.pngThis Saturday, June 30, live at the X Games, drivers from Team Hot Wheels will attempt to break their second World Record in a year - this time for racing two vehicles through a six-story double vertical loop, a life-sized version of a real Hot Wheels toy.

People will be able to see the stunt as part of a special ESPN package of the X Games telecast.

BBDO Vietnam unveils 'Big 'n Juicy' for KFC

KFC.jpgKFC has unveiled its latest dish in Vietnam, 'Big 'n Juicy', a campaign created by BBDO Vietnam.

The two TVCs highlight not only the innovative cooking method that keeps the meat tender and juicy - coined 'foilicious', but also the surprisingly large portion of roasted chicken leg served.


The work was founded on the insight that Vietnamese consumers are often sceptical when purchasing food that is wrapped, unsure as to what they may be buying, which can often lead to disappointment. Playing on this idea, both ads address the concern head on, using other food occasions to illustrate. Specifically the first advert uses the example of Nem, a Vietnamese snack of pork wrapped in banana leaves, with the second demonstrating the displeasure of receiving a miniature morsel served in a snobby French restaurant.
qantas.jpgQantas today launched the first phase of its new advertising campaign titled You're The Reason We Fly developed by Publicis Mojo, Sydney.

The campaign focuses on Australians and encourages Australians to get involved and be part of the new marketing activity.

MatherRon.jpgThe Campaign Palace was named Campaign Brief Agency of the Year in 1987, 1991, 1992 and 1998. And would have done so almost every year from 1972 to 1986 if CB had been around. In the following piece for AdNews former Palace Sydney ECD Ron Mather recalls why the agency was so damn good.

Working in an advertising agency with the simple philosophy of 'Be The Best' and then living up to that promise is an amazing experience. The agency was The Campaign Palace.

An agency that won everything worth winning at every major award show.

An agency that was respected around the world.

An agency that put Australian advertising on the map.

An agency that had the best creative department in the country.


Ethel Goldschmidt makes her debut at Cannes

Ethel.jpgDDB Worldwide has announced
that it is the agency responsible for Ethel's Brew - a new beer that was recently introduced at the Cannes Lions International Festival of Creativity.


Featuring the tagline "Go Out With a Bang," the effort was created to raise awareness of DDB's successful social creativity approach through the case-in-point development of an exceptionally creative brand with only a two-week marketing window and minimal budget. 

From rupee to pounds right before your eyes

WU Queen.jpgWestern Union was the first to claim to be the fastest way to transfer money.

To prove this McCann Worldgroup Mumbai created a poster campaign erected close to Western Union outlets, and as you got closer to the billboards they changed currency right in front of your eyes.
Raghu&Manish.jpgJustbooks Clc has appointed Scarecrow Communications as its creative agency. The account will be handled out of Scarecrow's Mumbai office.
The Bengaluru-based Justbooks is India's first and largest community library chain. Owned by Strata Retail & Technology Services and incubated and nurtured at IIM Bangalore, Justbooks is already present in 10 cities including Mumbai, Bengaluru, Pune and Hyderabad.

With over 6,00,000 books across different categories, Just Books offers a wide range of titles to its members in any age group. Aiming to expand across India, Justbooks incorporates proven retail practices, like warehouse backed operations with centralized inventory and new generation technology usage like cloud hosted infrastructure with RFID enabled touchpoints to meet the ultimate goal of every library - Get every book a reader and get every reader his/her book.
YunaSparkle.jpgIn a recent collaboration between Samsung Electronics Malaysia and international musical sensation Yuna, advertising agency Leo Burnett Malaysia took the opportunity to create the world's first ever music video shot and animated entirely on the Samsung Galaxy Note.


The music video, Sparkle, is the result of The Sparkle Project, a collaboration between Yuna and her fans where their ideas and suggestions are pooled into an 'Idea Cloud' based on the themes in her song - doubt, beauty, hope, courage, dreams and spark of love.
LIA_statue.jpgThe deadline for entries to the 2012 London International Awards has been extended to Friday, 13th July.

2012 Jury Presidents
  • Mark Tutssel, Global Chief Creative Officer, Leo Burnett - TV/Cinema/Online Film
  • Steve Back, Chief Creative Officer, Ogilvy & Mather - Non-Traditional • Print • Poster • Billboard
  • Amir Kassaei, Chief Creative Officer, DDB Worldwide - Integrated Campaign
  • Nick Law, Chief Creative Officer, R/GA - Digital
  • Colleen Decourcy, CEO and Founder, Socialistic - The NEW
  • Deborah Adler, Designer, Deborah Adler Design - Design • Package Design
  • Anna Fawcett, Executive Producer, Filmgraphics Entertainment - TV/Cinema/Online Film - Production | Post-Production
  • Andy Bloch, Managing Partner/Composer, human - TV/Cinema/Online Film - Music
  • Donna McCarthy, Creative Director, Dory Advertising - Radio
Judging will commence in September at Wynn/Encore, Las Vegas.

Entries submitted must be broadcast, published or released in a commercial environment with client approval between lst July 2011 and 31st July 2012.

Click here for complete entry information.

JWT steps out with new Samsonite campaign

Samsonite.jpgJWT Hong Kong and Samsonite have launched a new regional 'Step Out' campaign that captures that bold, aspiring spirit of breaking out and progressing forward, whether it's to achieve another landmark, to embrace an inner desire, or simply in search of something new.


The 'Step Out' brand idea, which was created by JWT in 2011, aims to elevate Samsonite from a durable luggage brand to a lifestyle brand that is an essential part of the personal lives, dreams and ambitions of the target Asian executive market, both in and out of office hours.

Maurice Wee joins BBH Asia Pacific

Maurice.jpgBBH Asia Pacific has appointed Maurice Wee as Creative Director.

Having originally trained as a graphic designer, Wee has worked across Singapore and Hong Kong at agencies that include Saatchi and Saatchi, Ogilvy & Mather and TBWA.

Amongst the many notable accounts he has worked on are Singapore Airlines, Huggies, SoyJoy, Ben & Jerry's, and the Health Promotion Board (HPB), for which he has won an Effie's award on HPB's campaign to improve teenage self esteem, and Campaign Magazine's top three campaigns for 2011 for Singapore Airlines' recent global brand campaign featuring the iconic Singapore girl.

Wee was ranked the no. 1 creative in Asia in 2003, and no.1 in Singapore in the 2011 Campaign Brief Asia Creative Rankings. He has collected over 25 Clio's, Cannes Lions, D&AD pencils and One Show pencils.

Russell Wager joins DDB Guoan Beijing

Russell Picture.jpgDDB Guoan has appointed Russell Wager as Senior Vice-President and Managing Director for its Volkswagen Group Import Cars business to serve one of the agency's largest key client relationships.

"Russell is one of the best there is at the automotive sector and has delivered exceptional results for clients through the years as a trusted strategic advisor and partner. He is one that is passionately and positively dissatisfied to break new grounds and constantly inspires his team and clients to push the envelope to deliver exceptional results," said Dick van Motman, President and CEO, DDB Greater China Group.

Wager assumes the role of Senior Vice-President and Managing Director at DDB Group Guoan and will report directly to Richard Tan, President of DDB Group Guoan, Beijing. Formerly President of TBWA\Hakuhodo International, Tokyo, Wager led global strategy and creative execution for Nissan initiatives across 52 countries.
Toyota-Logo1.jpgBrand consultancy and author of the annual Best Global Brands report, Interbrand has released its 2012 Best Global Green Brands report revealing Toyota as #1.

The 2012 Best Global Green Brands report also saw Johnson & Johnson (#2), and Honda (#3) top the ranking with Danone (#9), Ford (#15), Starbucks (#36) and UPS (#43) as this year's top risers. This year's report shows that industries around the world are taking actionable and quantifiable measures to improve both their sustainability performance and their degree of external reporting.
Google Docs: Hall & Oates was far and away my favorite. A lot of ads use popular music in an offhand - and arguably lazy - way. This concept, while deceptively simple, bakes the song and the nature of the duo act into what is effectively a fun and engaging product demonstration. It's hard to do, and in this case it's a home run.
JOE-HAWKINS.jpgAward-winning copywriter and rock band drumming machine Joe Hawkins has left the sweat-drenched shores of Singapore to take up an associate creative director role at McCann Sydney.

Hawkins has been away from Australia for over 5 years, having spent the past year at digital hot-shop R/GA Singapore and a four year stint at DDB Auckland. Prior to this he was writing up a storm at Gatecrasher, Perth.
OCBC.jpgMcCann Singapore's new campaign for Oversea-Chinese Banking Corporation (OCBC) celebrates its latest accolade, being named as the world's strongest bank earlier this year.

In May, OCBC topped Bloomberg Markets magazine's annual ranking of the world's strongest banks for the second consecutive year. The magazine assessed 78 banks around the world with assets over US$100 billion, and analysed their assets and efficiency, to rate how well banks could withstand a shock to the economy.

OCBC handed its creative account to McCann in June 2011.

Credits - Executive Creative Director: Todd Waldron. Copywriters: Alex Tagaroulias, Todd Waldron. Art Director: Rashid Salleh. Account Servicing: Blake Delandro, Sandeep Arya, Aaron Yeo. Planner: Salim Mohamed.
Raghu&Manish.jpgReligare Enterprises has appointed Scarecrow Communications as its creative agency for its corporate brand. The account will be handled out of Scarecrow's Mumbai office.
This win represents a deepening of Scarecrow Communications' relationship with the Religare group. Scarecrow already handles Religare Broking, Religare Health Insurance and Religare Macquarie.
Religare Enterprises Limited (REL) is one of India's leading financial services groups offering a wide array of services including broking, insurance, asset management, lending solutions, investment banking and wealth management. With a network of over 2,200 business centres across 550 plus locations, and more than a million clients, REL enjoys a dominant presence in the Indian financial services space.

Coke brings people together with love seats

Seat.jpgContinuing Coke's global 'Open Happiness' platform, Ogilvy Singapore wanted to create something that would bring people together and turn strangers into friends in the process. To achieve this they came up with the 'Love Seat', a specially designed bench, built on an angle that made it impossible not to slide.


Entry deadline for LongXi Awards 2012 is June 29

deadline.jpgLongXi Awards 2012 is now calling for entries. Deadline for submission is 29 June 2012 and will not be extended!

Registration and entries upload (except for submission of 3 dimensional entries in certain categories of Design and Catch) are available online now.

For details please visit LongXi official website

After LongXi Creative Awards, LongXi NOVA and LongXi Green are coming soon.
Lumberjack.jpgClimatic changes are affecting the world and TBWA\Kuala Lumpur recently launched a viral video and poster campaign for GreenLife CSR to educate the masses.

The viral videos entitled "Lumberjack" and "Heavy Traffic" explain the causes of global warming, specifically deforestation and greenhouse gas emissions from vehicles. Since these viral videos are meant for YouTube, the agency used the red loading bar as a thermometer and the temperature rises as the videos of deforestation and heavy traffic progress.

Cannes Lions Banner_2012.jpgThe final night of the Cannes Lions International Festival of Creativity has concluded with the Film, Film Craft, Branded Content & Entertainment, Titanium and Integrated Lions Awards Ceremony.

Of the 3475 entries in the Film category, the jury, led by Tham Khai Meng, Worldwide Chief Creative Officer of Ogilvy & Mather, shortlisted 257 entries of which 11 were awarded Gold, 19 Silver and 39 Bronze Lions. The Film Grand Prix was awarded to Creative Artists Agency Los Angeles for its entry 'Back to the Start' for Chipotle.

Creative Artists Agency Los Angeles also took the first-ever Branded Content & Entertainment Grand Prix for 'Cultivate Campaign' for Chipotle. During the ceremony, the inaugural Lions were presented by jury president Avi Savar, Founder & Chief Creative Officer, Big Fuel. 800 entries from 52 countries were received into this category of which 87 were shortlisted and 18 gold, 13 silver and 24 bronze Lions were awarded.
Screen shot 2012-06-24 at 2.54.02 AM.jpgCanal + 'Bear', produced by Soixante Quinze for BETC Paris has taken out the coveted Cannes Film Craft Grand Prix, awarded tonight at the Palais de Festivals.

Only 56 Lions were presented on the night.

VIEW THE SHORTLIST: Film Craft Winners - CL2012.xls
Screen shot 2012-06-24 at 9.14.20 AM.jpgScreen shot 2012-06-24 at 9.08.21 AM.jpgDroga5 New York - pictured tonight by  CB -  has taken out the prestigious Cannes Grand Prix for Good, won for its Help Memories 'Bandages' campaign.

The Grand Prix for Good rewards work ineligible to win a Grand Prix in their sections because they are made for charities and public services. Each of the Gold winners in these categories across ALL entry sections were judged by the Titanium and Integrated Jury, who choose one piece to receive the Cannes Lions Grand Prix for Good, awarded during the Awards Ceremony tonight.

The brief from the client
More than 650,000 people around the world are diagnosed with leukaemia and lymphoma every year. And for many them, a marrow transplant is their only hope. About half find a match. There aren't nearly enough people on the Marrow Donor Registry. And to make matters worse, it's so complicated to sign up that it's a wonder anyone's registered at all. So we set out to make it easy. Thoughtless even. To change registering as a marrow donor from something complex to simple and everyday. And, above all, to save a bunch of lives.

Ogilvy & Mather named Network of the Year in Cannes

Tham Khai Meng - Film & Press Lions Jury President.jpgOgilvy & Mather Worldwide was named Network of the Year at the 59th Cannes Lions International Festival of Creativity.

This week at the Cannes Lions saw Ogilvy & Mather have its best ever year. It has been presented with the prestigious Network of the Year award, and has won 83 Lions across all categories, including 1 Grand Prix to China, 12 Gold, 20 Silver and 50 Bronze. The network  has also achieved a record 305 finalists during the festival.

They beat BBDO and DDB to the title.
Tham Khai Meng (left), Worldwide Chief Creative Officer at Ogilvy & Mather and Film & Press Jury President at Cannes 2012 said he was delighted to be crowned Network of the Year in Cannes 2012 on top of winning a Grand Prix and 83 Lions.

"The awards are a reflection of our strong creative and management teams, our client relationships, and our agency culture that places its emphasis on creativity. It's great to be recognised by our peers," said Khai Meng.

Dentsu Tokyo wins Titanium Lion for Honda

Cannes Lions Banner_2012.jpgDentsu Tokyo has been awarded one of only 5 Titanium Lions handed out at the final gala awards ceremony in Cannes. They won for Honda Internavi 'Connecting Lifelines'.

In the Integrated category Asia's only Lion winner was Hakuhodo Tokyo who won Bronze for Google Japan 'Memories of the Future'.

The Titanium Grand Prix went to R/GA for Nike+ Fuelband.

VIEW THE WINNER LIST: Titanium&Integrated Winners - CL2012.xls
Cannes Lions Banner_2012.jpgAsia's awards haul in The Film Lions category presented tonight in Cannes included two Golds to Japan.

Hakuhodo Tokyop won Gold for Google Chrome 'OK Go - All is not lost' and Projector Tokyo won Gold for Intel 'Museum of Me'.

BBDO Guerrero Philippines picked up a Bronze Lions for their Saridon campaign and O&M Bangkok also was awarded Bronze for Thai Life Insurance 'Silence of Love'.

Only 70 spots worldwide made metal this year. The grand Prix went to Chipotle 'Back to the Start' via Creative Artists Agency, Los Angeles beating highly fancied favourites Canal + 'Bear' and Guardian 'Three Little Pigs'.

SEE THE WINNER LIST:  Film Winners - CL2012.xls

Screen Shot 2012-06-23 at 9.30.20 PM.pngCreative Artists Agency's much lauded Chipotle 'Back to the Start' film has just been awarded the Cannes Film Lions Grand Prix.


Leo Burnett wins first ever Lion for Sri Lanka

Sachin.jpgLeo Burnett Solutions Inc. created history by being the first ever Sri Lankan agency to win a Lion at the Cannes Festival. They won Bronze in the Best Consumer Engagement category for work done for the Mawbima newspaper, with the agency's national flag concept.

Ranil De Silva, Managing Director, Leo Burnett Solutions Inc. commenting on the win at Cannes Lions International Festival of Creativity stated, "We at Leo Burnett Solutions are overwhelmed with the acknowledgement that the national flag concept received at the world's most recognised festival of creativity, this is the first time that a Sri Lankan agency has been recognised at Cannes. We consider it a great honour that has been bestowed upon Sri Lanka ad industry; Leo Burnett Colombo is honoured to bring creative recognition to Sri Lanka.''

The national flag initiative was created by Leo Burnett Sri Lanka in partnership with Starcom to celebrate the national day by creating a patriotic feeling amongst all Sri Lankans by turning a national newspaper into a national flag which engaged people like never before.

Cannes seminar highlight - Day Six

Paul Yole in Cannes.jpgPaul Yole, head of strategy at The Brand Agency, and a regular contributor during Cannes week, highlights the best seminars from each day of the Festival.

Sir John Hegarty and Dan Wieden on stage together was a temptation I couldn't resist and I don't think anyone was disappointed.

For those who don't know, these two advertising legends founded their agencies, BBH and Wieden + Kennedy, on almost exactly the same day 30 years ago. They've been great rivals ever since and the banter between the pair was both entertaining and informative.

Some sound bites:
Screen shot 2012-06-23 at 12.07.42 AM.jpgCAMPAIGN BRIEF ASIA WORLD EXCLUSIVE CANNES VIDEO:  DDB Worldwide chief creative officer Amir Kassaei has accused some Cannes 2012 jurors of bias - claiming that judges of certain global holding groups had been ordered to vote for work from their respective groups.

In this world exclusive video interview with Campaign Brief Asia he said the integrity of Cannes was at stake, and suggested that DDB Worldwide would boycott Cannes next year if an investigation of this year's jury decisions was not undertaken by the Cannes organisers.

Says Kassaei: "I have been notified by no fewer than 12 jury members that people from other holding companies this week were briefed to kill Omnicom, especially BBDO, DDB and TBWA, this is a fact."

Screen shot 2012-06-21 at 3.35.34 AM.jpgNick Worthington, creative chairman of Colenso BBDO, Auckland, was president of the prestigious Promo & Activation jury. Here Worthington reports on the experience of heading this jury.

It's been amazing. 25 jurors, from every continent except Antarctica. No arguments just lots of illuminating discussion. It's a pleasure and a privilege to spend 5 days with some of the cleverest people on the planet. And draining.

Asia and Australia has held its head up high in our category. There would have been some happy people on the night. NZ has done well too. Let's hope we continue to do well through the week.

Nigel Dawson's Cannes Diary

Campaign Brief 514.pngNigel Dawson, ECD at Grey Melbourne is a representative on the Cannes Lions Press jury. Dawson, wrote this daily review for Campaign Brief.


Well, it's not reality, is it.

The ascent into an unreal world started with the drive from Nice airport in a purring E Class with a purring Helmut at the wheel. The yachts at anchor in front of the hotel definitely are not real - floating penthouses the size of A 380s. The very fixed grins on the faces of expensive looking people you pass in the lobby are a bit dubious. And the bodies on the beach certainly aren't real; if it gets any hotter, bits will melt.
museum_of_me.jpggoogle-miraikioku-com.jpgAsia has six at the Shortlist stage of the inaugural Branded Content & Entertainment Lions. Only 87 entries worldwide have made the cut.

Japan leads the way with Hakuhodo Kettle (Google 'Memories of the Future'), Projector (Intel 'Museum of Me' and Hakuhodo (Google Chrome 'Hatsune Miku') all shortlisted.

China has two shortlists - PHD Shanghai (Clear Channel 'Unbeatable Season 2') and NIM Digital Shanghai (Oppo 'Find Smartphone')

Bacardi India also made the cut for India with Dewars Scotch.

VIEW THE SHORTLIST:  Branded Content & Entertainment Shortlist - CL2012.pdf

museum_of_me.jpgTiger.jpgFive Japaneses entries have made the cut at the Shortlist stage of the prestigious Cannes Titanium & Integrated Lions. India and The Philippines also had a shortlist. Only 45 entries worldwide have made the cut.

Hakuhodo Tokyo is shortlisted for Google Japan 'Memories for the Future'; TBWA Hakuhodo is in for The Future of Japan Project; Projector Tokyo for Intel 'The Museum of Me'; Party Tokyo for Toyota 'Backseat Driver' and Dentsu Tokyo is also shortlisted for Honda 'Connecting Lifelines'.

Taproot India also made the cut for The Times of India 'A day in the life of India'

And ACE Saatchi & Saatchi Manila is also on the list for Kraft/Tiger Biscuit 'Tiger Energy Playground'.

VIEW THE SHORTLIST:  Titanium & Integrated Shortlist - CL2012.pdf

Cannes seminar highlight - Day Five

Paul Yole in Cannes.jpgPaul Yole, Head of Strategy at The Brand Agency and a regular contributor during the Cannes week highlights the best seminar from each day of the Festival.

There were a couple of stand out sessions on Thursday.

Amir Kassaei, the newly appointed Worldwide Chief Creative Officer of DDB, gave an impassioned plea for us to "create relevance, not awareness", talked about avoiding "PowerPoint Karaoke" and asked us to treat people as friends, not as target groups.

Amir also showed some neat work, including a very funny campaign for Mexican Internet portal, Terra. It involved dogs and WiFi and you can see it here.

The best talk for me was from the acclaimed philosopher and writer Alain de Botton, who was brought to Cannes by Ogilvy & Mather. He drew parallels between advertising and art, which he describes as "the sensory presentation of an idea."

Scene in Cannes - Day 3 & 4

Cannes1.jpgThe Campaign Brief camera is getting a real workout at all the parties in Cannes.

Here's some captured moments from the past two days.


Create and share instantly with Sony Handycam

SONY_romance.jpgY&R/The Campaign Palace Jakarta demonstrate SONY Handycam's new built-in projector function.

In"Romance" they show how one can capture and share instantly with SONY Handycam with a Built-in Projector to set up a romantic moment.

Paint bloobys creating magic in the home

Blooby.jpgThe Nippon "Create Magic" campaign from Naga DDB Kuala Lumpur is based around the concept that Nippon paint not only changes the colour of your walls but also your mood. The film features the Blobby characters first launched by Nippon in 2008. The challenge was to breathe fresh life into an existing execution.


In the commercial, the family are led through a transformation of their house as the Blobbys create magic from the mundane. The commercial was supported with a nationwide roadshow and online
BIANCA.jpgBBDO/ Proximity Malaysia has appointed Farrah Bianca as its Associate Creative Director of Proximity Malaysia.

Bianca kick-started her 10-year advertising career in BBDO across a vast portfolio which included BMW MINI, Maxis, Fonterra, MARS and Pepsi to name a few. She returned to the agency 18 months ago after spending a short stint away. With this recent appointment, Bianca will helm the creative leadership of Proximity Malaysia, reporting directly to the Executive Creative Director, Richmond Walker.

Luke Chess' Cannes Diary: Day 6 & 7

Campaign Brief 491.pngLuke Chess, creative director at Clemenger BBDO Sydney is Australia's representative on the Cannes Lions Outdoor jury. Chess, along with most of the Australian jurors, is of course reporting exclusively for CB.

Day 6
I Should Get Outdoors More.
It's over. For the last four days we've had ads offered to us like an AK47 offers bullets. And now suddenly ... nothing.

It feels weird actually. Like I can go back to using only 10% of my brain. I've been wandering around the Palais trying to look at the Direct and Press entries, but without a barcode scanner in one hand or a judge's smart tablet in the other it's just not the same.
Film Lions Judging.jpgA total of 257 films have been shortlised in the Film Lions category in Cannes. Asia only has 12 shortlists with Dentsu Tokyo and BBDO Guerrero Philippines leading the way with three each.

Dentsu's shortlists are for Toshiba, JP Domain and Iwaki City while BBDO Guerrero's are for their Saridon campaign.

Other agencies to make the shortlist are BBH Shanghai, JWT Shanghai, Cheil Korea, ADK Tokyo, Taproot India, O&M Bangkok, Hakuhodo Tokyo and Projector Tokyo. All have one shortlist each.

VIEW THE SHORTLIST: Film Shortlist - CL2012-1.pdf

DDB at Le Moulin de Mougins

P1050042 copy.jpgOne of the highlights of the Cannes week is the DDB lunch at Le Moulin de Mougins - one of the region's most awarded restaurants. The day is wonderfully hosted by DDB Asia Pacific's John and Lisa Zeigler.

P1050046 copy.jpgP1050043 copy.jpg

LEG-LUN-29.jpgLEG-LUN-22.jpgLEG-LUN-30.jpgThe highlight of Cannes Week for around 60 Aussies and Kiwis is the annual Campaign Brief/FBI Legendary Lunch at La Colombe d'Or in St Paul de Vence, undoubtedly the world's most beautiful garden restaurant. The lunch has been an annual event in Cannes for the past 17 years.

Special international guests included Jeremy Craigen, worldwide CD on VW, DDB London, Eric Quennoy, ECD of Wieden + Kennedy Amsterdam, Toby Talbot, ECD of Y&R London, David Alberts, CCO of Mofilm UK, Matt Eastwood, ECD of DDB New York, Malcolm Poynton, ECD, SapientNitro London, Alex Romans, CD at Johannes Leonardo, New York, Tom Eslinger, worldwide digital CD, Saatchi & Saatchi, Brent Smart from Saatchi New York, Sean Boyle, recently departed planning director at BBDO New York, Corey Esse, head of content at Fallon USA, John Zeigler, CEO of DDB Asia Pacific, James Hurman, planning director at Ogilvy Shanghai, Barbara Levy, head of London International Awards and former Saatchi regional CEO Jim O'Mahony, now based in LA.

Top Kiwi guests included Colenso BBDO's Nick Worthington and Nick Garrett, DDB's Andy Fackrell and Y&R's Josh Moore.

Screen shot 2012-06-21 at 7.16.32 PM.jpgLeo Burnett worldwide hosted a special 25th anniversary lunch at The Majestic Barriere of its annual Cannes Predictions, which have been uncannily accurate over the time.

Started by Donald Gunn in 1987 and continued first by Paul Kemp-Robertson - then fresh from editing Shots magazine, now founding editor of Contagious magazine - and later by Leo's worldwide creative director Mark Tutssel.

Benetton.jpgThe winners of the Press, Radio, Design and Cyber Lions categories were announced and awarded last night at the third Awards Ceremony of the Cannes Lions Festival week.

This year the Design Lions attracted 2182 entries, the Cyber Lions received 2458 submissions, Radio saw 1784 and entries totalled 6056 in the Press Lions.

The Press Lions Jury, chaired by Tham Khai Meng, Worldwide Chief Creative Officer of Ogilvy & Mather, shortlisted 501 entries before awarding 14 gold, 35 silver and 44 bronze Lions. Fabrica Treviso Italy took home the Grand Prix for the United Colours of Benetton campaign 'Unhate (Palestine and Israel)', 'Unhate (USA and Venezuela)' and 'Unhate (Germany and France)'.
Campaign Brief 511.pngBMF managing partner Chris Kay and Sydney ECD Shane Bradnick are in Cannes and report exclusively for CB. 

Day 2 is over and we are continuing the slightly lazy theme of a dual blog written from a suit and a creative view of what we have seen so far in the South of France.

Cannes seminar highlight - Day Three

Paul Yole in Cannes.jpgPaul Yole, Head of Strategy at The Brand Agency and a regular contributor during the Cannes week highlights the best seminar from each day of the Festival.

Undoubtedly the highlight from day three was queuing.

Waiting in a line for half an hour before being told the auditorium was full was not what I had in mind when I shelled out a few thousand dollars for my registration.

There are a couple of ways around this of course. One is to get in early for the first session and just stay there the whole day. Unfortunately this means sitting or sleeping through those sessions that don't really interest you or are just plain boring. Or you may not be able to go to a workshop or master class for fear of missing out on the one seminar you really wanted to see.
Screen shot 2012-06-19 at 6.39.45 PM.jpgCB interviews Anders Sjostedt, managing director / North America, of Hyper Island, the digital education facility that runs courses for many of the best advertising agencies and marketers in the world. Hyper Island offers creative learning experiences in all things digital.

Thumbnail image for Mark Harricks photo.pngJWT Australia has taken over operations of fellow WPP agency The Campaign Palace - ending, up until recently, a mostly glorious 40 year era for the Palace.

All existing staff and clients will be moving into the JWT Sydney office from July 1 - but the Palace name will cease to exist - at least for near future.

The Campaign Palace Melbourne-based staff have been integrated into the Y&R Group in Collins Street.

Mari Tamura joins McCann Worldgroup Japan

tamura_photo.jpgMcCann Worldgroup Japan has appointed Mari Tamura as Senior Planning Director.  A deeply skilled strategist and strong leader, she brings over 20 years' experience in advertising to the role.

Prior to joining McCann Worldgroup Japan, Tamura was at Beacon/Leo Burnett Tokyo where she handled brands including MacDonald's and Proctor and Gamble (P&G). In her new role, she will lead strategic planning for key agency clients including L'Oréal and Sunstar Global.
Campaign Brief 487.pngThis report is from Young Lions Mietta McFarlane from Ogilvy & Mather Sydney and Peter Renigeris from M&C Saatchi Sydney (pictured with Aussie expat creative legend Bob Isherwood).

- Tim Mellors 
- Google
- The Bill and Melinda Gates Foundation Winners
- Ted Royer

These could be our highlights from the 2012 Cannes Festival. But no, it's only day one in the Cannes Young Lions Academy. And we still haven't had lunch yet.
Cannes Lions Banner_2012.jpgJWT Shanghai has won a Gold Lion for its campaign for Maxam, Asia's only Gold Lion. JWT Shanghai also won a Silver and Bronze Lion for the same campaign.

Silver Lion winners are Creative Juice\Bangkok for their Office Depot campaign, Leo Burnett Mumbai for Bajaj Electricals, DDB Hong Kong for Westone (Thinking Group), DDB Singapore for Life Cycle and Leo Burnett Group Singapore for Christian Care Services.

BBH win Creative Effectiveness Grand Prix

Cannes_creative.jpgThe Cannes Lions International Festival of Creativity has held the second of four awards ceremonies to honour a further four of its 15 entry categories; Creative Effectiveness, Media, Mobile and Outdoor Lions winners.

The Creative Effectiveness Lions category, which saw 92 entries, was led by David Jones, Global Chief Executive Officer of Havas & Euro RSCG. 13 entries were shortlisted with 5 winning Creative Effectiveness Lions and BBH London taking home the Creative Effectiveness Grand Prix for their Unilever entry 'Axe 'Excite' - Returning to Universal Truths to Create Global Hits'.

The Media Lions jury, led by Mainardo de Nardis, Chief Executive Officer of OMD Worldwide, voted and deliberated on a total 3247 entries and selected 11 Gold, 28 Silver and 67 Bronze winners from a shortlist of 281. The Jury decided to award the Media Grand Prix to Manning Gottlieb OMD London for their Google entry, 'Google Voice Search'.

Cyber shortlist includes 21 entries from Asia

Cyber Lions Jury.jpgThe Cyber jury (pictured) have released the shortlist with 21 from Asia.

Japan leads the way with18, with Hakuhodo scoring 8.

VIEW THE SHORTLIST: Cyber Shortlist - CL2012.pdf
Cannes Lions Banner_2012.jpgAsia has scored a huge 48 shortlists from a total of 169 entries in the Design Lions category.

Japan has 16 shortlists with Dentsu and Hakuhodo leading with 6 and 5 respectively.

India follows with 8 shortlists, Malaysia 7, Singapore and China both with 6.

In the Radio Lions Asia has 12 shortlists with Malaysia in the lead with 6.

VIEW THE DESIGN SHORTLIST: Design Shortlist - CL2012.pdf
VIEW THE RADIO SHORTLIST: Radio Shortlist - CL2012.pdf

Photoplay and Six Toes destroy a library in China

Library4.jpgPhotoplay and Six Toes collaborated on this light-hearted but action-packed Mizone commercial for Y&R Shanghai. The story not only required a guy physically on a tilt but a library to collapse like a row of dominoes. Husein Alicajic, Director at Photoplay, wanted to use in-camera effects as much as possible so a set was built in studio with real shelves and wire rigs.


Alicajic said "I really wanted to achieve everything for real and in camera, and given the scale and complexity of the shoot this proved very challenging. Giant bookshelves falling on to one another over and over, wire rigs, set builds and lots of time chewed by re-setting everything. Everyone involved did an amazing job and it was great to work with the local Chinese crew who have such an expertise in wire rigs and stunts."
Outdoor Grand Prix_coke.jpgOgilvy & Mather Shanghai's 'Coke Hands' has scooped the Grand Prix in the Outdoor Lions category. The same ad also won Gold.

DDB Singapore was also dominant winning 2 Gold Lions for their Life Cycle campaign.

Other Gold winners from Asia were Lowe Singapore, JWT Shanghai and McCann Mumbai

VIEW THE WINNERS:  Outdoor Winners - CL2012-1.xls

The Coke Hands campaign ran in Shanghai in bus shelters and elevators across the city to build on Coke's 'Open Happiness' initiative.
Ogilvy & Mather China's Chief Creative Officer, Graham Fink said: "This award is a fantastic recognition for Ogilvy Shanghai, and for creativity in China as a whole. Nurturing young talent is hugely important to me and I want Ogilvy & Mather China to be a place that attracts them and gives them opportunities of doing famous work on famous brands. Jonathan Mak Long is a prime example of young talent and it's great that he will be here in Cannes to go up on stage to receive his first Lion - before he has even finished studying."
Tham Khai Meng, Worldwide Chief Creative Officer at Ogilvy & Mather said: This Grand Prix is truly a great honour for Ogilvy & Mather China, and for the network. We are immensely proud of our achievement."

On the first day of the 2012 Festival, Ogilvy & Mather scooped 19 awards including 5 Golds. Last year the network took home a haul of 61 Lions.
Shane&Chris.jpgChris Kay, managing partner at BMF & Shane Bradnick ECD at BMF are in Cannes and report exclusively for CB.

It's that time of year again - where untanned ad folk switch black t-shirts for white linen blouses, break out the shorts and get stuck into a week of drinking Rose´ and talking advertising.
Arriving in Cannes on a Monday is like arriving badly dressed at United Nations. It's the day when all the long distance countries roll into town. Tired looking delegates queue for their passes and then push themselves onto the Gutter bar for one drink to knock them out before they try and get over the jet-lag.

Cannes seminar highlight - Day Two

Paul Yole in Cannes.jpgPaul Yole, Head of Strategy at The Brand Agency and a regular contributor during the Cannes week highlights the best seminar from each day of the Festival.

Picking the highlight today was difficult because there was not a lot of great stuff to choose from.

The Contagious session was good but you might expect that as they curate the coolest stuff from around the world and therefore had good content to start with. At least they had a clear theme - use your skills to do good - and they stuck to it.
Campaign Brief 481.png

Effie Worldwide and Warc, the global marketing intelligence service, revealed the global results of the Effie Effectiveness Index today.  

Launched in 2011, the Effie Index recognizes the architects of the most effective marketing communications ideas from around the world.

After analyzing finalist & winner data from 39 worldwide Effie competitions from the past year, following are the results for Asia Pacific: Unilever is the most effective advertiser, McDonald's is the most effective brand, Omnicom Group is the most effective advertising holding company, Ogilvy & Mather is the most effective agency network, Ogilvy & Mather (Mumbai) is the most effective agency office and Happy Soldiers (Sydney) is the most effective independent agency.

Long after the pleasure is over

Shit Car.jpgPublicis Mumbai exaggerated this condom's long lasting effect by showing the passage of time, accumulated bird droppings and through overgrown tree roots.

Credits- Account Team Rohil Paralkar. Production Manager: Prathamesh Prabhu. Executive Creative Director: Vivek Rao. Art Director: Anant M Singarwadi. Copywriter: Ashish Khazanchi. Client Team Director: Dilip Poddar. Photographer: Shekhavat Himmat. Chief Executive Officer: Ashish Khazanchi.

Don't leave it to your lucky charm

monster.jpgA new TVC for Monster.com from Dentsu India.


Credits -  Director: Abhijit Chaudhuri. National Creative Director: Soumitra Karnik. Copywriter: Aneesh Ayyappan. Art Director: Himanshu Sharma. Production: QED Films.

Speaking through the picture

William Shakespeare.jpgPublicis Mumbai created this print campaign for books talk audio books using images of popular authors (William Shakespeare, Arthur Conan Doyle & Lewis Carroll). Only this time, they replaced their mouths with a 3.5mm headphone jack. This made it look as though the authors were literally "speaking" through their works.

Credits - Chief Creative Officer: Ashish Khazanchi. Executive Creative Director" Vivek Rao. Art Director: Anant M Singarwadi. Copywriter: Sivaram Subramaniam. Client Team Director: Jayashree Mantri Easwaran. Photographer: Atul Patil. Photographer: Shiva (Rentacam). Illustrator: Ramesh Nannware. Account Team: Rohil Paralkar.

The television with big booming sound

Speaker.jpgTo demonstrate VU Technologies' powerful television with a sound boost feature, Publicis Mumbai created a speaker symbol which also looked like a graphic of a theatre's seating arrangement. Therefore the line, 'Theatre of Sound'.

Credits - Chief Creative Officer: Ashish Khazanchi. Creative Director: Vivek Rao. Art Director: Anant M Singarwadi. Copywriter. Alok Mahadevia. Chief Executive Officer: Devita Saraf. Account Manager: Farrosh Khosravi.

How to cure a shark bite

letone-bandages-shark.jpgHeadline for this print ad from Brand 8 Beijing is - LeTone bandages, waterproof.

Credits - Creative Director: Li Gang. Art Director: Gang Zong. Copywriter: Lao Tao.
Cannes Lions Banner_2012.jpgThe Cannes Lions International Festival of Creativity has announced the winners of the Promo & Activation, PR and Direct Lions categories.

Cheil Worldwide Seoul led the way for Asia with 3 Gold Lions - 1 in Direct for Emart 'Sunny Sale' and two in Promo & Activation for its Samsung 'Insight' campaign. 

South Korean agencies also won 4 Bronze Lions. Japan scooped 8 Silver Lions plus 5 Bronze. The Philippines won one Silver and one Bronze. Thailand won 2 Bronze whilst Singapore, India, China and Hong Kong all received one Bronze each.

VIEW THE PROMO & ACTIVATION WINNERS: Promo & Activation Winners - CL2012.xls
VIEW THE PR WINNERS: PR Lions Winners - CL2012.xls
VIEW THE DIRECT WINNERS: Direct Winners - CL2012.xls

Scene in Cannes

P1050032 copy.jpgCampaign Brief Asia arrived in Cannes on Sunday afternoon and headed straight to base camp (aka Carlton Terrace) where it was moderately quiet and one could order a beer without having to wait an hour.... sometimes.

P1040993 copy.jpgP1050025 copy.jpg

Campaign Brief 473.pngProdigy director Ben Briand has made the cut for 'highly respected' cultural authority VICE Australia's listing of the best brand content on the web.

Entitled Brand Rolled,  the selection was a competitive list that includes top global talent Spike Jonze,  Harmony Korine and Johnny Knoxville.  Featured brands included Grolsch,  Absolute,  K-Swiss and Phillips.

Hippo.jpgOnly one Asian entry has been shortlisted in Creative Effectiveness Lions, Hippo Baked Munchies from Creativeland Asia Mumbai out of a total of 13 entries.

VIEW THE SHORTLIST: Creative Effectiveness Shortlist - CL2012.xls

Cannes Lions Banner_2012.jpg38 Asian shortlists have been announced in the Media Lions at this years Cannes Festival of Creativity.

South Korea has an impressive total of 11 shortlists with Cheil Worldwide Korea dominating with 6 shortlists followed by Innocean Worldwide with 4.

Japan has 5 shortlists, Thailand 4, Hong Kong 3, The Philippines 2, and Malaysia, China, Singapore, Sri Lanka and Indonesia all 1.

VIEW THE SHORT LIST: Media Shortlist - CL2012.xls.

Asia scores 12 shortlists in the Mobile Lions

Cannes Lions Banner_2012.jpg12 Asian shortlists have been announced in the Mobile Lions Shortlist at this years Cannes Festival of Creativity.

Leading the way is Japan with 6 followed by Singapore with 3. Hong Kong has 2, and South Korea 1.

Party Tokyo, TBWA Hakuhodo Japan, TBWA\Group Singapore and McCann Worldgroup Hong Kong all have 2 shortlisted.

VIEW THE SHORT LIST: Mobile Shortlist - CL2012.xls

Screen shot 2012-06-18 at 7.59.04 PM.jpgCB interviews Mark Tutssel, the worldwide creative director of Leo Burnett, who is here this year to mark the 25th anniversary of Leo's Cannes Contenders, which have been uncannily accurate every year, and why most of the world's biggest marketers are more interested in Cannes than ever before.


Cannes seminar highlight - Day One

Paul Yole in Cannes.jpgPaul Yole, Head of Strategy at The Brand Agency and a regular contributor during the Cannes week highlights the best seminar from each day of the Festival.

Not so long ago, nobody went to any seminars on the first Sunday. You'd just arrived and they didn't seem all that interesting anyway.

Changed days. If the queues at The Palais yesterday are anything to go by, it's going to be a long week that will test the patience of delegates.

I'm going to try and pick out one seminar each day and give a quick run down of the content. Good or bad.
TBWA Young Lions.jpgIn a big coup for Singapore Nuno Teixeira and James Holman from TBWA Singapore have beaten 41 other international teams to win the Cannes Young Lions print competition. The brief was to create a print ad to a brief given by Control Arms, a global civil society alliance campaigning for a "bulletproof" Arms Trade Treaty that will protect lives and livelihoods.

The coalition has a great variety of agencies and NGOs from around the world (of which Oxfam is a founding member). Control Arms members have campaigned for this treaty for more than a

The winning gold team will be presented with their gold medal on Wednesday at the Press, Design, Radio and Cyber Lions Awards Ceremony. They will also receive a framed, limited edition print from Getty Images and a complimentary registration to the 2013 Cannes Lions International Festival of Creativity.

Raw Asian pervasive creativity launches in Cannes

Raw_main.jpgDavid Mayo, President, Ogilvy & Mather ASEAN and Kunal Sinha, Regional Cultural Insights Director, Ogilvy & Mather Asia Pacific today, in Cannes, launched their new book collaboration - Raw: Pervasive Creativity in Asia.

More than two years in the making, this book looks at everyday ingenuity and creativity in Asia and through a mixture of striking photography and real-life examples demonstrates the diversity, the creative spirit and the can-do attitude that lives on the streets of Asia.

Award-winning lifestyle photographer Steffen Billhardt and his father, noted documentary photographer, Thomas Billhardt took more than 30,000 images from the streets of Asian cities in China, Japan, Indonesia, Korea, the Philippines, Thailand and India during the development of the book.
samsonite_heavenandhell-1.jpgJWT's highly acclaimed 'Heaven and Hell' ad for Samonsite has become most awarded print ad of all time according to The Gunn Report.

'Heaven and Hell', which took home 10 Grand Prizes, 38 Gold awards and 3 Yellow Pencils over the last 12 months, displaced Volkswagen's 1999 "Wedding", which reigned as the most awarded print ad for the last 13 years, according to Emma Wilkie, Managing Director of the Gunn Report.

"We were extremely fortunate the stars were aligned on the Samsonite Cosmolite project; we had a great team, a great product and a great client that had vision and courage," said Yang Yeo, Chief Creative Officer for JWT Shanghai.

Heaven and Hell kicked off its winning streak at Cannes 2011, where it brought home four Gold awards and China's first-ever Grand Prix.  The campaign also brought home China's first ever Grand LIA from the London International awards, and went on to dominate every major award show worldwide over the next 12 months.

Luke Chess' Cannes Diary: Day 4 & 5

Luke on Croisette.jpgLuke Chess, creative director at Clemenger BBDO, Sydney is sitting on the Cannes Outdoor Lions jury. Here Chess gives a rundown on his experiences so far in Cannes.

Day 4
I Should Get Outdoors More.

Another 1,340 entries for me to judge today. I kid you not. And that's just a third of the total number of non-ambient entries in Outdoor--we're still split into our three sub-juries.
Campaign Brief 465.pngSirisha Pulapaka, commercials channels and customers strategy marketing manager with Roads and Maritime Services and Helen Luong, CRM marketing executive with Audi Australia are in Cannes and report for CB.

With 9,000 of the most inspiring and creative people on the planet in one small French city, we decide to embrace crowd sourcing and ask delegates their advice to two questions that will have plagued advertisers at one point or another. What do I need to succeed and what makes this industry worth fighting for?
Press Lions Jury.jpgSingapore and India have followed up their domination in the Outdoor Lions category with a similar performance in the Press Lions.

Singapore has an impressive total of 36 shortlists with DDB Singapore again leading the way with 14. Lowe (7), Leo Burnett (6) and Ogilvy & Mather (5) were also strong performers.

India's total of 30 shortlists was lead by Mudra DDB with 10, closely followed by Leo Burnett (8) and Ogilvy & Mather (6).

China scored 17 shortlists, Hong Kong 15, Thailand 11, Malaysia 6, Philippines 5, Vietnam 3 and Indonesia 1.

VIEW THE SHORTLIST: Press Shortlist - CL2012-1.xls
Cannes Lions Banner_2012.jpgA big total of 120 Asian shortlists have been announced in the Outdoor Lions at this years Cannes Festival of Creativity.

Singapore has 24 shortlists with DDB (9), Lowe (6) and Ogilvy & Mather leading the way.

India has 22 shortlists, Malaysia 18 (12 for Y&R Malaysia), China and Hong Kong with 11 each, Indonesia 10, Thailand 9 Japan 7, Philippines 3 Taiwan and South Korea 2 each and Sri Lanka 1.

VIEW THE SHORTLIST:  Outdoor Shortlist - CL2012-5.xls

Cannes PR Lions release shortlist

Screen shot 2012-06-16 at 2.11.06 PM.jpg Yawn. The most boring category in Cannes - the PR Lions - has released their shortlist.

This is the category where the winners hide their Lions in their room straight after the ceremony before they head to the Carlton Terrace where they can still announce "we won two Lions tonight!" and people will think they won for Direct or Promo + Activation.

A world total 134 entries made the cut in the PR Lions. If you are really bored you might want to download the attachment below...

VIEW THE PR SHORTLIST: PR Shortlist - CL2012.xls

Screen shot 2012-06-16 at 2.11.06 PM.jpg36 Asian entries have made the cut at the Shortlist stage of the Direct Lions while 31 entries are through in the Promo & Activation Lions.

Japan leads the way with 16, followed by South Korea with 14, India 12, Singapore 7, China 5, Thailand 5, The Philippines 3, Malaysia 2, Indonesia 1 and Hong Kong 1.

A world total of 227 entries made the cut in the Direct Lions, while 251 made it though to the shortlist stage of the Promo & Activation Lions.

VIEW THE DIRECT SHORTLIST:  Direct Shortlist - CL2012.xls
VIEW THE PROMO & ACTIVATION SHORTLIST:  Promo & Activation Shortlist - CL2012-1.xls

Parit removes heat from chilli making it chilly

Chilli.jpgThe patient communication from RK Swarmy BBDO Mumbai addresses this perception in this print campaign.

People can easily consume spicy food without worrying about acidity because Parit's cooling effect (by reducing acid production) will 'de-heat' the food thereby reducing the symptoms felt due to GERD.
Ellen Hou.jpgMcCann Worldgroup China has appointed Ellen Hou as Chief Strategic Architect & Culture Officer, Greater China.

As part of the first generation of local planners in China, Hou has 14 years of experience in strategy planning, across a wide portfolio of accounts including McDonald's, Pfizer, Visa, Shanghai Volkswagen, Pernod Ricard China and TsingTao.

Before joining McCann, Hou was previously with TBWA/Greater China as Head of Planning, driving planning innovation and cultural understanding throughout the agency through key cultural studies, such as youth, women, luxury, Chinese values and made in China. Her leadership and strategic insight won a China EFFIE award for McDonald's.
How will NZ perform at Cannes this year? In the lead up to the Festival, Campaign Brief showcases the work we hope will impress the judges...

Screen shot 2012-06-10 at 3.25.03 PM.jpgGreenpeace "Oil on Canvas"
Publicis Mojo

On October 5, New Zealand suffered its worst ever maritime environmental disaster when the MV Rena cargo ship ran aground and spilled 350 tonnes of oil into the Bay of Plenty, killing 20,000 birds. The New Zealand government has opened its waters to foreign oil companies for deep sea oil prospecting. They promised that it would be safe and that they could control any environmental impact from an oil spill. But if they couldn't control a small spill on the surface of the water, how could they ever hope to stop a massive spill 3kms below it?

Screen shot 2012-06-15 at 1.09.17 PM.jpgSmirnoff 'Night Project'
Special Group

Smirnoff ran a campaign that asked NZ'ers to submit their best ideas for an extraordinary night out. They chose the best ones, put up the money and help but gave the winners just 1 week to pull the event off. Everything was filmed and turned into a TV series: The Smirnoff Night Project. The series was a critical hit (Sunday Star Times, The Listener and stuff.co.nz all had Smirnoff Night Project as 'Pick of the Week' ) and it doubled the TV station's viewership when it aired.

Luke Chess' Cannes Diary

2012 Outdoor Jury.jpgLuke Chess, creative director at Clemenger BBDO, Sydney is sitting on the Cannes Outdoor Lions jury. Here Chess (in the green t-shirt), gives a rundown on his experiences so far in Cannes.

Day 1
I Should Get Outdoors More.
I already feel like a winner. I'm in the airline lounge, having negotiated the usual phalanx of stony-faced officials and heartless bureaucrats to get here.
Take the agency finance department, for one. If you're a suit heading off to a six-day strategy workshop in Chicago, expenses are okayed no problems. But I'm a creative - admit that you're eagerly anticipating a week of judging on the Riviera and the result is your claim becomes a case study in forensic accountancy.

Steve Coll's Cannes Diary

Steve coll promo jury.jpgSteve Coll, ECD at Euro RSCG Australia is sitting on the Cannes Lions Promo and Activation jury. The Promo and Activation shortlist will be released around 3pm Singapore time tomorrow Here Steve reports on how the judging has been going.

Day 1
It's my first time on a Cannes jury. And I must say it's rather strange being here in the week before the Festival. Pre-festival Cannes is a completely different proposition from my previous experience. The major surprise is that French people actually live here, something you could be forgiven for missing once the advertising hordes have descended en masse. It's a proper Gallic frenzy of shugging and well-practiced nonchalance.

Our jury gathers for judging at 8.30am. There's a wonderful international contingent of genuinely likeable characters, reinforcing Cannes position as the pre-eminent international show. I've had a good stab at learning all the names of my fellow jurors, but its no easy task. My two favourites are the delightful Ulrika Good from Sweden, and a tremendously talented bloke called from Japan who is appropriately called Messiah. Genius. Our jury kicks off with a bit of a history lesson on previous promo Gold and Grand Prix winners from jury chairman, Nick Worthington. The list includes Gatorade replay, American Rom, Magic Salad Plate, and Matt Ryan's 4th Amendment Clothing. It's a reminder of how great the work in this category has been, and it's a perfect way to ensure the bar is set pretty high.

Bestads passes magic 100,000 members mark

Screen shot 2012-06-14 at 1.23.43 AM.jpgBestadsontv.com - the worldwide creative site showcasing the world's latest and greatest commercials, print, outdoor, radio, interactive and integrated work - has passed the magic 100,000 members mark.

Not bad going for a site started from scratch by Brian (Beamo) Beamish in 2003, reaching 10,000 members by August 2007, when he sold the site to Campaign Brief. Since then, we've made major changes to the site and as a result, added around 18,000 members per year.

Bestads_iPhone_2.jpgIn April 2010 we also launched the Bestads App, which gives you immediate access to the weekly Top 6 TV/web film, Print, Outdoor/Ambient, Radio and Interactive advertisements from bestadsontv.com, plus guest judge comments each week by top international creatives. The App ranks highly on iTunes Top Business Apps charts in many markets - currently #203 in Australia and #112 in New Zealand. (Incidentally, the CB App is currently #252 in Australia and #177 in NZ).

Somewhere in the Italian Alps are the Fireflies

fireflies.jpgThe Fireflies Tour 2012 is officially underway and 50 riders are currently battling extreme weather conditions, gruelling climbs and lethal downhills to raise money for Leuka.

The 12th FireFlies Tour kicked off from a new starting point of Lake Garda, Italy on June 12th and will conclude in Cannes for the Cannes Lions International Festival of Creativity on June 20th, at the Palais des Festivals.  During those 8 days, the riders will cross 19 mountains, cover 1168km (726 miles) and will climb 20,554m (68,000ft).

The FireFlies have launched a new web site for this year's ride, including an interactive feature where people can follow a specific rider, see where they are at any precise moment and see their average speed, their ETA, their total climb, and more. The Fireflies are committed to raising money for Leuka. Inspired by the courage it takes to fight Cancer the riders annually tackle the most gruelling climbs of the Tour de France; their motto is FOR THOSE WHO SUFFER WE RIDE.

ADFEST 2012 speaker sessions now online

Adfest.jpgADFEST is delighted to announce that delegates of ADFEST 2012 can now view a series of Speaker Sessions at ADFEST 2012 online.

"The ADFEST Speaker Sessions provide a rich source of inspiration for advertising executives around the world. By making the Speaker Sessions available online, ADFEST hopes the industry will continue to build on the conversations and debates that were sparked during this year's Festival," says Jimmy Lam, President of ADFEST.

ADFEST 2012 took place in Pattaya, Thailand in March. Delegates who attended the festival will be given login details so they can access the sessions online.
JWT has agreed to acquire a majority stake in Hungama Digital Services, India's leading digital agency, a move that significantly adds to JWT's digital offerings in this critical, high-growth market.

India overtook Indonesia as the second-largest Facebook nation in the world in February this year, and digital advertising expenditure is rising sharply as companies strive to connect with Indian consumers through social media and online. Digital ad spend in India will grow by 35% this year, according to GroupM.

Entry deadline extended for the LIA Awards

LIA.jpgDue to numerous requests the deadline for entries to the London International Awards 2012 has been extended to Friday 29th June.

Entries submitted must be broadcast, published or released in a commercial environment with client approval between lst July 2011 and 31st July 2012.

Entry deadline is now 29th June 2012.

Categories include: Billboard, Design, Digital, Integrated Campaign, Music, Non Traditional, Package Design, Poster, Print, Radio, The NEW, TV/Cinema/Online Film - TV/Cinema/Online Film - Production/Post Production.

Visit here for the complete entry system.

Lowe Vietnam name Christopher Catchpole as ECD

Chris Catchpole Lowe Vietnam.jpgChristopher Catchpole has joined Lowe Vietnam as Executive Creative Director.
Catchpole began his career in London, where he worked with Steve Harrison at Harrison Troughton Wunderman, before setting up his own award-winning, integrated agency in the capital. From here Christopher moved to be ECD of Tribal DDB Amsterdam, then ECD at Ogilvy Singapore where he was instrumental in winning the Dumex brand, among others.

With more than 22 years' experience in design and advertising, spanning Europe and Asia, Chris is a regular juror on the creative awards circuit, and is known as an outspoken and passionate advocate of great work.
In addition to his agency credentials, Catchpole has a passion for design education and for the past eight years has lectured regularly in London to both lecturers and students, as well as in Budapest, Ljubljana, and Prague. He is a trustee of the Graeme Robertson Trust which encourages young people into the advertising industry.
FeedtheLions.jpgMobyPicture and Tribal DDB Amsterdam launch Feed the Creatives, an online content platform that brings together all social media buzz surrounding large advertising festivals.

Click to check out the platform

Register and become a festival ambassador here

JWT Singapore and Friso take moms on a journey

Friso Stage 2 Girl.jpgFriso's new global campaign, created by JWT Singapore, is aimed squarely at a specific audience: progressive moms who want to encourage their child to explore the world and learn through experience.


The TV portion of the campaign shows a mom clapping as her toddler falls backward onto her bottom on a sandy beach, then encouraging her to get up on her own without reaching to help her; another mom rolls in a pile of autumn leaves in the forest with her son, in a spontaneous moment of rough and tumble outdoor play.
Conga.jpgIn line with the latest responsible drinking television commercial being rolled out in the region this year, Asia Pacific Breweries (APB) has appointed Yolk (a Grey Group Company) as its creative and digital agency to launch 'Endless Conga', a regional digital campaign aimed at reinforcing the message of responsible drinking by promoting the positive habit of using alternative transport, as opposed to driving, to get home safely after alcohol consumption.
Ronald Ng.jpgBBDO Singapore has appointed Ronald Ng to Chief Creative Officer for BBDO/Proximity Singapore. Ng was most recently an EVP and Executive Creative Director with BBDO New York. He will relocate to Singapore in August.

Jean-Paul Burge, Chi9ef Executive Officer of BBDO/Proximity Singapore and President SEA said, "We set out to find the best creative leader that we could for the Singapore office. Ronald was our first choice from the start; someone who brings with him not only bags of experience, but also enormous creative muscle and the rare ability to manage a large creative department.  This move reinforces our commitment to leveraging the BBDO network to ensure we are retaining an unfair share of the world's most exceptional talent and producing world class work for our clients.  It also signifies the growing importance of Singapore, and the region as a whole."
image.jpgUnderpants is the creative pairing of Auckland-based moving image practitioners Paul Freeman and Rachel Guidera, who together are considered to be one of the most talented creative partnerships to emerge from New Zealand in recent times. 

They have joined the Prodigy roster.
Offering a unique blend of expertise in direction, animation, VFX, design, online and editing, their work has been described as highly innovative, meticulously detailed and in many cases striking.

Notable commercial credits include Telecom 'Spark' (NZ), Comfort 'Crème' (UK) - one of several successes in the Comfort canon - along with spots such as Sci Fi Channel 'Bumps' (AUS), Singapore Police 'Chess' (SIN) and the charming Tip Top 'Goody Goody Gumdrops' (NZ).

Asia's Cannes Contenders - BBDO

Campaign Brief Asia is asking agency networks to nominate some of the best chances at this year's Cannes Lions. Over the next two weeks in the lead up to the Festival we will be showcasing the work we hope will impress the judges.  Here's some from BBDO.

Anlene-Spike_1.jpgAnlene - Look After What's Important
BBDO Singapore

We found that while many people do not see the value of having healthy bones, they do treasure material goods like antiques and collectibles. In order to jolt people into action, we exaggerated the consequences of valuing material goods over bone health, while driving home the message of "Save what's truly important" in the sign off line.

Sex Trafficking-Restaurant.jpgTraffick Lights - Sex Trafficking Awareness
BBDO Singapore

To raise awareness of Sex Trafficking in the South East Asian region we teamed up with Traffick Lights to create a campaign that reached out to and educated university students within Singapore, as the future pillars of society.  The executions highlight the false pretences under which many are brought to the country.  Behind the façade many are faced with a very different reality, which we worked closely with Traffick Lights to accurately capture.

Are you stuck with a bad name for life?

NAMES.jpgThere's a sea of bad brand names out there. And when you have a bad brand name, you're stuck for life. Lucifer Labs Chennai tried to bring this aspect to the fore by focusing on people with weird names.

Infiniti M.jpgDirected by Matthias Zentner and entitled "Genesis", this commercial highlights what would happen if one is given the power to create a car that meets our demands for performance, comfort and intelligence. The result is the Infiniti M.


BBDO Guerrero add to strategic planning offering

cristinapepperkaren.jpgBBDO Guerrero | Proximity Philippines has made some significant appointments and hires within its strategic planning and account management departments.

Pepper Feraren (middle) is appointed as the new Planning Director of the agency after a period working as strategic consultant at the Agency. He has previous experience of working at Ogilvy and BBH Singapore.

Cristina Buenaventura (left) has been promoted to the position of Deputy Planning Director and will support Feraren in the administration of the department. She has been with the Agency for over five years and has worked on J&J, Pepsico, Fonterra and Emperador amongst others, whilst overseeing many of the Agency's award-winning effectiveness papers.
Golden Egg Model.jpgTBWA\Hong Kong has created a new print advertising campaign for The Hong Kong Science and Technology Parks Corporation (HKSTPC) aimed at raising awareness for the corporation's role in innovation and technological advancement in Hong Kong.

The campaign is part of an ongoing integrated marketing effort to promote HKSTPC and raise awareness for science and technology in Hong Kong. It consists of two ad versions, targeting businesses in the technology sector as well as the general public.
LIA.jpgThe deadline for entries to the London International Awards 2012 is fast approaching with only two days to go.

Entries submitted must be broadcast, published or released in a commercial environment with client approval between lst July 2011 and 31st July 2012.

Entry deadline is 15th June 2012

Categories include: Billboard, Design, Digital, Integrated Campaign, Music, Non Traditional, Package Design, Poster, Print, Radio, The NEW, TV/Cinema/Online Film - TV/Cinema/Online Film - Production/Post Production.

To submit entries click here. See here for more information.

Build homes with the soles of your feet

Feet.jpgBBDO Proximity Singapore has teamed up with Habitat for Humanity, a global organisation with a mission to ensure that everyone has a decent place to live, to promote their annual fundraising event 'Bare Your Sole'.  

The agency was tasked to drive participation in the event through various channels incorporating ATL, BTL and through the line executions. The key visual featured a foot comprised of various building materials, highlighting the cause behind the walk.

The 5km barefoot walk took place on June 2, with almost 5,000 people taking part, kicking off their shoes to support building projects for those less fortunate in the region. Jean-Paul Burge, Chief Executive Officer, BBDO Singapore and President BBDO South East Asia, was presented with a plaque before the start of the walk in recognition of the agencies support of the charity and the event.
leo-burnett-cannes-predictions-advertisers.jpgLeo Burnett Worldwide has unveiled its 25th anniversary edition of Cannes Predictions, a glimpse into the advertising industry's most prestigious award show, The Cannes International Festival of Creativity.

This year's Cannes Predictions include 40 creative pieces from 15 different countries, all expected to win a prestigious Cannes Lion.

Make your own predictions by completing the 2012 Cannes Prediction ballot: 2012CannesPredictionsBallot.pdf

View the full 2012 selection and learn more about Cannes Predictions, its 25-year history and review the 2012 Cannes industry trends.
Campaign Brief 430.pngBEST TV
Winner: COCA-COLA: CAMARITAS. Clearly the most interesting work in this category. I only wonder where this will be broadcast? This would also work as individual spots and will certainly keep its pole position. Well done, Argentina.

Second: MTV BRAZIL VOCAL CORDS Because of its simple implementation, MTV Brazil's Vocal Cords climbs to second place from a tail-end position. Excellently implemented, a simple idea has been kept simple until the end. Well done, Brazil. Third: AIDES: GUNS The Aides campaign comes in third. A good movie keeping the viewer in suspense until its last frame. The message is clear. Well done, France.

Vote on Donald Gunn's Cannes selections

DonaldGunn.jpgWith only a week to go till Cannes and Donald Gunn has released his Top 20 which everyone can vote on.
Please go to The Gunn Report's Cannes Lions Sweepstakes and you'll find a reel of 20 selections which The Gunn Report thinks will win (and deserve to win) at Cannes. 

All you have to do is view the films and use the Contest Form to forecast whether each one will be No Lion (Gunn Report wrong) or a Bronze or Silver or Gold - and for one of them, if you think it's on the reel - the Grand Prix.  Winners and their prizes will be announced on The Gunn Report website the week after Cannes.
OMO_01_Archaeologist.jpgA nicely crafted campaign for Omo from Lowe Singapore that shows how "Dirt is Good". Especially when it's the result of your kids going out into the world to have fun, explore, learn and create.

To make the idea come alive, Lowe Singapore asked 3-times World champion sand artist, JooHeng Tan to build a series of 18-ton dirt sculptures showing kids' potential futures.


Volkswagen China Blue Mobility wins MOTD

Think Blue.jpgTribal DDB Beijing, in collaboration with T+D (Trommsdorff + Druner) has won the FWA Mobile of The Day (MOTD) Award for Volkswagen China's Blue Mobility In-Car Mobile App, the first eco-driving App in China on 12 June 2012.

The FWA is an industry recognized award program, established in 2000, showcasing projects that use cutting edge technology, together with inspirational ideas, that lead the way for future generations.

BBH Asia Pacific sends Chuck on a mission

chuck.jpgThe irreverent and unflappable Chupa Chups mascot, Chuck takes his Life Less Serious message to infinity and beyond.

Armed with his trusty Chupa Chups, Chuck has a super-natural ability to go through any situation with an unmatched sense of 'unseriousness'; in this case being abducted by a tiny alien spaceship.


Catch the Chip Shop awards from London June 13

Campaign Brief 410.pngIf you can't make the Chip Shop Awards in London on 13th June, they'll be blogging from the event.  Spread the word to your creative colleagues and friends, get yourself a bag of chips and settle down with your laptop or iPad and watch as the results are revealed. 

From 7.30pm (GMT) on 13 June go to the Chip Shop website or thedrum.co.uk to see the blog action. Full coverage will start when the awards are announced at around 9.30pm. They will also be showing some of your tweets, so use #chipshopawards to have your say.
Lenovo.jpgRanbir Kapoor is the protagonist who is confident of his laptop pulling off some fun stunts. Ranbir is a young photographer sitting in a park, working on his Ultrabook. His dog comes and urges him to play. Ranbir gives in and surprisingly chucks his laptop like a Frisbee some distance away from where he is seated. The dog fetches it which drives home the message that the Lenovo Ultrabook is light and tough.

By contrast, a non-Lenovo user sitting next to Ranbir is unable to throw his laptop when his dog urges him to.


Art meets advertising with Lux co-creations

Lux.jpgWorld-renowned Spanish illustrator, painter and engraver Gabriel Moreno recently collaborated with Unilever and JWT Singapore to create a unique mixed media painting using Lux Magical Spell body wash, for a campaign for the brand's Fine Fragrance Elixir line.

Drops of the fragrant purple and red coloured Fine Fragrance body washes were used by Moreno to create a large scale art work in his trademark, intricate style, which has won him a place among the world's leading illustrators. Moreno, who earned a degree in Fine Arts from the University of Sevilla in 1998, has worked with top-tier publications, including Rolling Stone, Time Out London and the Los Angeles Times, which also featured his illustration of Los Angeles Philharmonic conductor Gustavo Dudamel on its August, 2009 cover of L.A. Times Magazine.

Jack Sainte-Rose appointed EP for PRODIGY NZ

Campaign Brief 415.pngAustralasian film production house PRODIGY has announced the appointment of Jack Sainte-Rose as executive producer for New Zealand and the launch of new offices in central Auckland.

Sainte-Rose brings global production experience spanning some 25 years to the business, having successfully produced projects in a range of disciplines including international documentary, drama and feature projects as well producing and line-producing commercials with both local and international directors.

Having begun her career in London, Sainte-Rose moved to New Zealand in 1996. Throughout her career, she has worked closely with producers and directors of international acclaim, many of whom she still considers mentors, including Steve Golin (Anonymous Content), Mehdi Norowzian (Joy Films, RSA UK) and husband Jesse Warn (Spartacus, Criminal Minds, Vampire Diaries) to name just a few.

BBDO Taiwan play Chinese chess with M&Ms

mmss.jpgTo increase sales for the M&M's Family Pack and increase the consumption frequency BBDO Taiwan created this game by utilizing the colorful coating of M&Ms combined with the nature of Chinese chess.

Credits - Executive Creative Director: Alex Lin. Creative Director: Tom Huang. Art Director: Peggy Chen. Copywriter: Popeye Weng. Account Directors: Jeremy Kuo, Grace Tsao.

Become Dave Droga's pen pal via Cannes Couriers

cannes couriers_1.jpgHere's an interesting campaign for the ad community in Australia - Today, mates Dave Gibson (Publicis Mojo Sydney) and Guy Lovell from (McCann Sydney) will don some questionable lycra and join the annual Fireflies Cycle Tour to tackle some of the most gruelling climbs of Le Tour de France. Their mission - to help raise money for leukaemia research and treatment.

To order a Cannes Courier simply click on this link and take part in this great project, which is for such an important cause.

Asia's Cannes Contenders - Leo Burnett HK

Campaign Brief Asia is asking agency networks to nominate some of their best chances at this year's Cannes Lions. Over the next two weeks in the lead up to the Festival we will be showcasing the work we hope will impress the judges. Here's some more from Leo Burnett Hong Kong.

Wall.jpgOrbis - Break The Wall
Like the East Germans imprisoned by the Berlin Wall, 39 million blind people are held hostage by a wall of darkness. To galvanize our target, Orbis gave them their own historical moment, their own wall to bring down. At TheDarkWall.com, each visitor could take part in tearing down this wall. And just like Berlin, they could take away the actual piece of wall they broke. Each fragment was individually recreated and delivered to the donor, containing a unique part of the illustration as concrete proof of an act that took place in cyberspace, but impacted the real world.

Live.jpgZoo Records - Hidden Live
In Hong Kong it's practically impossible for indie bands to find space to perform live. As Hong Kong's alternative music champion,Zoo Records created a new venue for them - your mobile phone. Introducing the world's first live mobile music festival - Hidden Live 2011.

Happy launches Design Cell

HappyDesign.jpgIndia: Bangalore based boutique agency Happy has launched its Design Cell. This comes post the announcement of their Mumbai operations earlier this year.

"We have been offering design services to many from the day we started. We've also been fortunate to win a few awards for our work in Design. We took our time to build a body of work and crystallize on a strategic design process that is our own. The design cell shall work as an independent unit with its own business targets and talent pool. We see a huge opportunity in this space and are confident we can inject new energy and excitement in this space" says Kartik Iyer, CEO, Happy.

Happy's Design Cell shall focus on offering services in the space of Identity creation / Branding / Packaging and some amount of retail / environment design. It will be led by Shilpa Colluru in Bangalore and Pallavi Nayak in Mumbai. While business development will driven from these two offices, the objective is to serve clients from across the country with the creative delivery happening out of Bangalore.

Asia's Cannes Contenders - Leo Burnett

Campaign Brief Asia is asking agency networks to nominate some of their best chances at this year's Cannes Lions. Over the next two weeks in the lead up to the Festival we will be showcasing the work we hope will impress the judges.

Hair.jpgChulabhorn Hospital - Hair for Hope
Leo Burnett Bangkok

This campaign was developed to help finance cancer treatments for patients at Chulabhorn Hospital. Using the work of Thai artist Imhathai Suwatthanasilp, the agency developed an exhibition where original hair sculptures, made out of the lost hair from chemotherapy treatments, were sold and the proceeds went to finance further cancer treatments.

Sand.jpgCanon  - Photo Fighters
Leo Burnett Bangkok

Following the 2011 Thailand Floods, rather than just donating money for the recovery efforts, Canon wanted to help shift people's perception of what the floods meant to the country, by gathering sand bags from flooded areas to commemorate the fighting spirit of the Thai people with a series of sand posters. Each sand poster was crafted to resemble iconic images of people fighting the flood, to remind Thai people of the fighting spirit that helped them to endure and survive the worst flooding in half a century. 250 sand bags were used to create a series of sand billboards that helped rebuild the fighting spirit of over 200,000 people who attended the 6 days event.

RAPID.jpgJWT Singapore's Red Cross Rapid Rescue app was named June 10th's "Mobile of the Day' by the Favourite Website Awards (FWA.com), a UK-based industry award program designed to showcase web and mobile sites that feature cutting edge technology and inspirational ideas.
"I'm thrilled that Rapid Rescue was singled out for recognition by FWA out of all the apps available worldwide," said Karan Dang, Art Director at JWT Singapore.
Rapid Rescue, which was rolled out in Singapore earlier this year, is an innovative location-based app that allows people who face a medical emergency to use their iPhone to locate individuals near to them who are trained in first aid. In an emergency, a few taps through the app's menu will send out an alert to registered volunteers within a two-kilometer range of the victim, using location based software.

Creativeland Asia to revamp iconic brand Cinthol

Godrej.pngCreativeland Asia has picked up the Cinthol account, one of Godrej's legendary personal care brands. As part of the mandate, Creativeland is required to revamp Cinthol with their fresh new thinking while making it relevant for today's consumer and their needs.

Commenting on this development, Sajan RaJ Kurup, Founder & Creative Chairman, Creativeland Asia said, "Godrej has shown immense faith in Creativeland Asia. Working on Godrej Expert was an interesting challenge and the response from our client-partners has been very encouraging. I am excited to work on Cinthol. Right from the 1980s, Cinthol has been an iconic brand. We all remember the days when popular celebrities such as Vinod Khanna endorsed the brand. We need to simply recreate the magic and the stature Cinthol enjoyed in the past."

Asia's Cannes Contenders - Lowe Philippines

Campaign Brief Asia is asking agency networks to nominate some of their best chances at this year's Cannes Lions. Over the next two weeks in the lead up to the Festival we will be showcasing the work we hope will impress the judges.

Map.jpg Pro-Bono - Sendong
A week before Christmas, Typhoon Sendong (Washi) flooded southern Philippines. The provinces of Cagayan de Oro and Iligan didn't know what hit them. We designed an image where The Philippine Map was submerged in flood water and uploaded it on Facebook the day after the disaster struck. Together with a message "There are 27 million Filipinos on Facebook. If each one donated 5 pesos to Red Cross, we could raise 135M." This single image moved thousands of people to act and contribute 45% of the cash donations worth 63.5M.

Planaform.jpgPlana Forma - Sweat/Heart/Breath/Stretch
Plana Forma (forma-asia.com) is a workout combining dance, yoga and Pilates. The intensity of the workout is legendary. We decided to combine the visceral intensity of the Plana Forma workout with an artistic approach that suited their interiors. One-of-a-kind artwork, each with an original line, was displayed, in a way that lent a gallery feel to the workout space. Splatters of sweat and intense breathing joined watercolor, ink and vigorous movement to result in a unique typographic solution.

AdStarsWinners5.jpgThe final entry deadline for AD STARS 2012, the world's first convergence advertising festival, is June 15th.

Unlike many other ad festivals that charge fees, entries for AD STARS 2012 are absolutely free. In addition, it is very simple and easy to enter. Meanwhile, the two AD STARS Grand Prix awards each carry a US$10,000 cash prize. Applicants can enjoy and participate in the festival to discover and experience different types of ads from around the world.

Capa+Fabular.jpgTBWA\Santiago Mangada Puno Advertising's Abi Capa (pictured left) and Nolan Fabular brought home the bacon in the local Kidlat 2012 Awards, under the design category. The team's award-winning campaign landed them a trip to the Cannes Young Lions Festival 2012.
The winning campaign for Called to Rescue, art directed by Fabular and written by Capa, expressed the organization's drive to save sexually exploited children worldwide. The team gave character to the advocacy by developing a logo and tagline in a brave, urgent and eye-opening manner. To make the cause more personalized, they launched an application that allows volunteers to use their own photos for the logo. Other brand identity components included stationery sets and calling cards.

Melvin Kuek appointed MD at Y&R Singapore

MelvinKuek.jpgMelvin Kuek has been promoted to Managing Director for Y&R Singapore from the role of Chief Client Officer which he has held since joining Y&R Singapore in November 2011.

"Melvin is an extremely accomplished advertising professional who quickly proved his mettle to both clients and colleagues, consolidating and then strengthening the team that he now leads at Y&R Singapore. We look forward to continued growth with him at the helm," commented Sanjay Bhasin, Chief Executive Officer Southeast Asia Y&R.

With over 15 years in advertising and marketing, Melvin Kuek started his career at the now legendary Batey Ads working on the UOB business.

Since then he has worked on a diverse range of accounts including Changi Airport, ExxonMobil, M1, McDonalds and the National Trade Unions Congress (NTUC) at a diversity of agencies including DMB&B, DDB and TBWA.

Taking DNA from mouth.jpgTBWA\Hakuhodo Japan has launched a new creative organization called 'Disruption Lab'.

Disruption Lab is a group of individuals with strong personalities, so to share these personalities, the agency came up with an unprecedented branding strategy featuring innovative business cards and website.
TBWA\Hakuhodo's Disruption Lab wanted to incorporate individual talent directly into its business cards, creating 'DNA ID'. DNA samples were collected from staff, transforming their personal identities into digital designs.
cleavage.jpgTangled up in a classic, "Whatcha lookin' at?" moment, the protagonist shows us the funny side of being lost in translation in this film from Taproot Mumbai for Fox Movies.

PRentice Porter.jpgInternational digital design award-winner, Prentice Porter, has joined TEQUILA\Singapore as Senior Art Director.

A specialist in digital media, interactive design, motion graphics, visual effects and 3D animation, Porter has won numerous prestigious awards, including two Young Guns bullets, a Gold at The Best Design Awards, a Silver Effie, a Cannes Gold Lion and Adfest's Innova Lotus.

Porter joins TEQUILA\ Singapore from TEQUILA\Sydney, where he spent a year as Senior Digital Designer. He also previously worked with TEQUILA and SHIFT (also part of the TBWA network), in New Zealand.

"Prentice will be invaluable to our team, not only from a client perspective, but also internally for our young team members who will benefit greatly from his wealth of experience," said Brent Farrell, Managing Director of TEQUILA\Singapore.

"His ability to weave an exceptional understanding of user experience into work that is contextual, beautiful and engaging, helps us continue to address the fast-changing user habits around the world, across different devices," Farrell added.
Cannes.jpgJeff Goodby has produced a teaser for the Goodby, Silverstein & Partners & General Motors: Can Your Client Be Your Friend? seminar to be held at the Cannes Lions Festival on Friday June 22nd. Goodby, the co-chairman/creative director of Goodby, Silverstein & Partners and former Cannes Titanium President, will host the seminar with General Motors Global CMO Joel Ewanick in which the two marketing giants will have a live, frank and potentially controversial conversation as they debate "Can Your Client Be Your Friend?"
You can watch the teaser here.
Metro Queen of the Re-Pin.jpgGrey Singapore, along with Yolk, a Grey Group company, has developed a new campaign leveraging social media for Metro, Singapore's locally owned department store. In conjunction with Metro's Great Singapore Sale, a social media led, competition-based campaign was created and launched via Facebook then Twitter, with the third phase running on Pinterest.

Following the tagline Grey Singapore created for Metro, 'Whatever Your Mood', the Pinterest promotion variation is "I'm in a queen of the re-pins kind of mood." The competition urges fans to re-pin pictures from the Metro pin-board to go in the draw to win that product.

Living a life full of wonders with Canon

CanonTV.jpgTo demonstrate the stunning quality of full-frame images, this campaign from Communion W Hong Kong is filmed with EOS 5d Mark 3 and features different wild open landscapes. With EOS 5d Mark 3, you can now open up your world and experience life to the fullest.


The TV was enhanced by a press campaign (see below).

Screen shot 2012-06-08 at 11.34.10 AM.jpgBestadsontv.com - the worldwide creative site showcasing the world's latest and greatest commercials, print, outdoor, radio, interactive and integrated work - is fast approaching the magic 100,000 members mark, hopefully reaching that target during Cannes week or soon after.

Not bad going for a site started from scratch by Brian (Beamo) Beamish in 2003, reaching 10,000 members by August 2007, when he sold the site to Campaign Brief. Since then, we made major changes to the site and as a result, added around 18,000 members per year.

Bestads_iPhone_2.jpgIn April 2010 we also launched the Bestads App, which gives you immediate access to the weekly Top 6 TV/web film, Print, Outdoor/Ambient, Radio and Interactive advertisements from bestadsontv.com, plus guest judge comments each week by top international creatives. The App ranks highly on iTunes Top Business Apps charts in many markets - currently #200 in Korea, #242 in Indonesia, #203 in Australia and #112 in New Zealand. (Incidentally, the CB App is currently #252 in Australia and #177 in NZ).

Screen shot 2012-04-03 at 9.36.12 AM.jpgIf you would like to join Bestads, it's free, although for only US$30 per year (less that $3 per month), go BestadsPRO, which offers the following:

Screen shot 2012-04-03 at 10.08.08 AM.jpg• Access every archive ad, back to 2003
• Download any video or image of ads from the site
  (compiling a reel of great automotive or beer
  commercials for example, is now a breeze)
• Access Bestads rankings (by Agency, Country,
  Creative, Director, Production Company, etc)
• Get 500MB space to display your best work to the
  advertising community
• Access and contact over 98,000 Bestads members
• Be a part of the global creative advertising community


All for only US$30 per year
(1/3 the cost of other creative ad sites).
Haol2.jpgHalo3.jpgPart one of the Halo 4 Xbox briefing exclusively from E3. Halo 4 "The Commissioning" Live-Action Trailer witness the unbridled optimism of the launch of the UNSC Infinity, then its crash as an ancient evil pulls it into a mysterious world where the Master Chief will begin an epic new Halo adventure.

Created by twofifteenmccann, the trailer was filmed by (Sony 'Balls') Nicolai Fuglsig in Romania and music score by Massive Attack's Neil Davidge.


Halo 3 became the biggest entertainment launch in history when it was released in 2007, earning $170 million in its first day in the U.S. and surpassing $300 million worldwide in its first week. the "Halo" franchise has generated revenue of more than $2 billion, selling 40 million copies worldwide.
Dan Wieden photo.jpgThe organisers of the 59th Cannes Lions International Festival of Creativity have announced that the 2012 recipient of the prestigious Lion of St. Mark will be Dan Wieden, co-founder and global executive creative director of Wieden+Kennedy, which also celebrates its 30th anniversary this year.

The accolade is presented in celebration and honour of his long and outstanding contribution to creativity in communications.

Wieden grew up in Portland, USA, graduated from the University of Oregon and worked briefly in public relations before applying his writing talents to the advertising business. Initially he wrote trade magazine copy for a timber company. And then he set about changing the face of communications as we know it.

In 1982 Wieden, together with his creative partner David Kennedy, founded Wieden+Kennedy. Their first client was the upstart company Nike. After being told by Phil Knight, founder of Nike, that 'He didn't believe in advertising', the pair set about making some of the greatest advertising that doesn't believe in advertising ever made. Wieden famously coined the Nike tagline 'Just Do It'.
Cocaine1.jpgCocaine2.jpgDartmouth films asked Leo Burnett London to help them take the cool out of cocaine with the UK audience who regard it as a rock and roll drug, snorted by celebrities and supermodels alike. Rachel Seifert's film 'Cocaine Unwrapped' will be rolled out nationally to highlight the constant issues facing South America with this devastating industry that wrecks thousands of innocent lives.

The UK is the biggest consumer of cocaine in Europe. What harm is snorting a line or two when you're having fun is a typical attitude of some people today.

Leo Burnett want to bring home to them the effect their habit has on people who are caught up in this destructive trade thousands of miles away. They wanted them to imagine how they'd feel if the terrible consequences surrounding the supplying of this drug were closer to home.

Asia's Cannes Contenders - JWT Indonesia

Campaign Brief Asia is asking agency networks to nominate some of their best chances at this year's Cannes Lions. Over the next two weeks in the lead up to the Festival we will be showcasing the work we hope will impress the judges. Here's a couple more from JWT Indonesia to add to the network's previous contenders.

Neck.jpgPerwatusi - Osteocessories
In Indonesia, 2 out of 5 women develop osteoporosis. However the disease is considered an ugly topic, no woman wants to talk about it. Perwatusi wants to spark a discussion among young women to increase awareness on how to prevent osteoporosis and keep the conversation going.

Lowe Malaysia net Spritzer creative duties

Spritzer.jpgLowe Malaysia has been appointed to Spritzer's roster to handle the flavored water products range, Spritzer Tinge. Spritzer Tinge, which entered the Malaysian market about three years ago, is a natural, non-carbonated mineral water that comes in a variety of flavours. Targeted primarily at the youth, Lowe Malaysia's mandate is to drive awareness of existing as well as new flavours. A new campaign is due to break later this month.
This news comes on the back of Lowe having announced the arrival of a new Managing Director, Mazuin Zin as well as being appointed the agency for the automobile giant Perodua recently.
"The brief for Spritzer Tinge gives us a great opportunity. Communicating to the youth is never an easy task and our teams are relishing the challenge  to do some really exciting things in the digital and social media space, where the brand's core target reside," said Khairudin Rahim, Lowe Malaysia's Chairman.
Campaign Brief 386.pngAriel Martin, director at Filmgraphics Entertainment has been selected in the SHOOT Online magazine's worldwide search to discover the best up-and-coming directors. 

Out of hundreds of entries, 32 were selected based on their initial work that shows promise to achieve and positively contribute to the advertising and entertainment industry. Martin's winning piece was his short film 'Bars and Tone'. You can view it here 
Martin has also recently been shortlisted for the Young Directors Awards in Cannes for his short film 'The Future Shooter' that he wrote and directed for the Adfest Fabulous Four competition.
Towngas.jpgThe year 2012 marks the 150th Anniversary of The Hong Kong and China Gas Company (Towngas). To celebrate the occasion, DDB Group Hong Kong has launched an energetic campaign to reinforce the brand's quality services.

The campaign marks the first work DDB has developed since winning the Towngas account last year.

olivermaisey.pngIn a shock move McCann Worldgroup NZ has closed, just four years after it reopened in Auckland in 2008.

As a result managing director Greg Eichmann, who returned to New Zealand in 2010 after three years as CEO of DraftFCB Australia, has been retrenched.

CB understands Oliver Maisey, who joined McCann Worldwide NZ as creative director in November 2010, and added the Sydney CD role in December 2011, is not affected by the closure.

McCann's New Zealand business is now being handled by McCann Worldgroup Australia. However, McCann New Zealand will still operate out of a small office in Beaumont Street, headed by group account director Callum Hayes.
Fachry Badry.jpgMcCann's Worldgroup Indonesia's digital marketing division, McCann Digital Jakarta, has been entrusted with Unilever's Food Solutions Business, along with two of its key brands, Cif and Kecap Bango.
McCann Digital has been tasked with strategy development and creative implementation to elevate the digital presence of the Unilever brands, across a full range of responsibilities, including CRM, website, apps and social media.
Kevin Sim .jpgTBWA\Singapore has appointed a new Creative Group Head with Kevin Sim (left) joining the agency.

Sim brings more than two decades of advertising industry experience into the agency.

He joined the industry in 1990, specialising in design and art direction. His previous experience includes the position of Senior Art Director at Lowe & Partners Kuala Lumpur, where his work on key accounts like Kidzcare and Johnson & Johnson earned him significant recognition at awards such as the Kancils and Tambulis.

As Creative Group Head of TBWA\Singapore, Sim will manage creative output for the agency's key clients, including the global Singapore Airlines account and Eveready.

"Kevin is ideas driven and media neutral, two key attributes that are hard to find in the industry today," commented Mel Du Toit, Creative Director, TBWA\Singapore.

"He is one of Malaysia's top art directors, so it's great to have him on the other side of the Johor Strait," Du Toit added.
Mazuin + Khairudin.jpgLowe Malaysia has appointed Mazuin Zin (pictured left) as Managing Director. Zin joins Lowe from Leo Burnett, where she spent well over a decade in various roles based in Malaysia and Singapore.

Throughout her career, Zin has managed numerous global brands and large local clients including Samsung, P&G, Dutch Lady, Petronas, Proton, Malaysia Airports Berhad, McDonald's, Philip Morris, ING, Pepsi, Unilever and Nestle. Most recently, she was General Manager for Leo Burnett and Arc Worldwide in Malaysia.
In her new role as Managing Director, Zin is tasked with further strengthening the agency both on capability-development and business growth.

APPIES to award medals in July in Singapore

Goh Shu Fen.jpg100 'LIVE' campaigns from across 15 countries in Asia will vie to impress regional marketing heads and win APPIES 2012 Gold Medals in Singapore, on July 26 & 27 at the National University of Singapore Society where the event, organised by the Institute of Advertising Singapore and sponsored by SingTel, will be held.

APPIES 2012 offer an unparalled networking and knowledge-sharing platform for the industry with its stellar congregation of inspiring marketing leaders and creative gurus.    

The members of APPIES 2012 advisory council and panel of assessors represent leading global brands across broad spectrum of industries such as FMCG, Consumer Durables, Financial Services, Automotive, Tourism and Technology have been announced.
There are several really nice spots to choose from in this bunch but I'd have to say my favorite was the GettyImages. spot. The spot is a wonderfully simple idea, technically complex, yet does a great job of demonstrating what Getty has to offer. Going all the way to bingo might have been too far, but nice nonetheless. Runner up was a tossup between the Nike spot and the YDA spot. I have to give the nod to the Young Director spot though. Fun idea and well-cast.

Gold_Press_Lion.jpgA record 34,301 entries from 87 countries have been submitted to the Cannes Lions 59th International Festival of Creativity due to start in just over a weeks time.

An overall increase of 19% versus last year, entries have been submitted in 15 different categories: Creative Effectiveness, Cyber, Design, Direct, Film, Film Craft, Media, Outdoor, PR, Press, Promo & Activation, Radio, Titanium & Integrated and the new Mobile and Branded Content & Entertainment Lions categories. The largest category is the Press Lions up 12% to 6056 entries. The new categories of Branded Content & Entertainment and Mobile attracted 800 and 965 entries each.

In total the Asia Pacific region entered a total of 7169 entries - 5554 entries from Asia and a total of 1615 from Australia and New Zealand. Leading the way was Australia with 1268 entries, India with 1182 and Japan with 1058.
MassiveWednesday.jpgAfter announcing a partnership to organize the infamous Wednesday evening event during the International Festival of Creativity (Cannes Lions), international music agency MassiveMusic and MediaMonks, the biggest digital agency in Europe, are putting the finishing touches on creating the world's biggest and most awarded agency: MM&MM. For one night only. Hans Brouwer (MassiveMusic) and Victor Knaap (MediaMonks), will assemble the perfect team from the four corners of the globe, to deliver the right blend of beats and beverages. Only the best and bravest will be invited to join MM&MM for one night to show their party skills.


MUG.jpgOver 73% of Taiwanese men think that grooming is just about cleanness, preferring a clean-shaven look over any type of beard and stubble. In order to increase penetration of Philips grooming kits, OgilvyAction Taipei created "Low-tech Augmented Reality Mugs" to spark their interest and elevate any possible look they may have after grooming.


MIRAI NIHON house and electric car1.jpgTBWA\Hakuhodo Japan has designed Mirai Nihon, a new kind of house in which technology and nature coexist with people to enable a 100% off-grid life.
To make it happen, the agency collaborated with several companies providing new technologies and inventions that bring the concept to life, and then launched the house as a product available for purchase.

Leaning billboard for Mumbai Traffic Police

Seat belt hoarding_main.jpgInstead of merely talking about the benefits of wearing a seat belt DraftFCB+ulka Mumbai chose to demonstrate them.

At a busy traffic junction a full sized billboard was erected leaning forward at a precarious angle, held back by a giant seat belt - Seat belts save lives.

Asia's Cannes Contenders - DDB Hong Kong

Campaign Brief Asia is asking agency networks to nominate some of their best chances at this year's Cannes Lions. Over the next two weeks in the lead up to the Festival we will be showcasing the work we hope will impress the judges.

Kikkoman-Tofu_s.jpgKikkoman - Tofu/Fish/Shrimp
How do we get consumers attention about the great value of our soy sauce when they are bombarded with the same messages at every corner. (See below for the full campaign)

Glad-Apple_s.jpgGlad - Apple/Pineapple/Melon
The challenge was to find a new and engaging way to tell the same old story that consumers has heard a million times over.
(See below for the full campaign)

Paul Heath.jpgFollowing the retirement of Tim Isaac as Asia Pacific Chairman, Paul Heath (pictured left) steps up from CEO to Chairman of Ogilvy & Mather Asia Pacific.

Isaac retired as Chairman in May this year after 18 years with the Agency.

Following last week's regional management meeting in Kyoto at which Heath gathered 350 of the region's top managers and staff, Ogilvy & Mather Worldwide CEO, Miles Young, says: "Now it is time for Paul to take the helm as Chairman. His ambition for the region, energy and dynamism is infectious. No one could have earned it more."

Don't get your hands dirty when you break down

tata motors.jpgRegional newspapers are usually printed on cheaper quality newsprint. Consequently dark colours bleed off the page and readers often end up with stained fingers.

DraftFCB+ulka Mumbai used this problem to their advantage, to communicate the benefits of Tata Motors' 24x7 On-Road Assistance.

The evolution of some tough stains

Breeze_Chocolate-s.jpgOver the years, stains have become far more complex and tougher to remove. Whereas chocolate used to be made mainly from milk and cocoa, today its a complicated blend of preservatives, dyes and enhancers.

To illustrate this, Lowe Singapore designed a series of posters and press ads for Breeze Liquid, showing the progression of how stains have evolved.
Kelly_Bennett.jpgKelly Bennett, Eleven PR New Zealand founder and Managing Partner, will lead the expansion of TBWA's brand activation, experiential and PR services for the network throughout Asia Pacific.

In his new role (based in Auckland, New Zealand) Bennett will foster inter-agency collaboration, growth and development throughout the various TBWA offices in Asia including Singapore (T\PR), Vietnam (BIZ\TEQUILA), Australia and New Zealand (Eleven PR). In addition, he will continue to further develop brand activation and PR specialties in other APAC offices.
"The rules around client engagement have changed as the broad role of brand activation and PR in the communications mix has become more important," said Keith Smith, TBWA's President - International. "Brands can no longer rely on the old channels of paid media and just as social media is now a well established part of all campaign planning, so too is PR and experiential activity. That's why we're offering an entity and services in this area that better suit the new world businesses operate in."

Raj Nair joins BMB India as Chief Creative Officer

raj&prabha.jpgRaj Nair has been appointed Chief Creative Officer of BMB India. BMB is a joint venture between Trevor Beattie's BMB and Madison World.

Prabha Prabhu, Chief Executive Officer, BMB India said, "When we started BMB India, our objective was to imbibe the BMB culture. Hence we got Pat Burns from our London office as Creative Director. Now that we have passed that stage, we thought it was time to get a Creative Head from India. A person with stature. A person who has rich experience, done some edgy work, won lots of awards and has a respectable name in the industry. Raj Nair fitted the bill. I am delighted to have Raj as our Chief Creative Officer to help me take BMB to the next level."

The 'Man'tra comes to life across India

Man.jpgBasics Life is a menswear fashion retail chain with more than 90 stores across south of India. This year they decided to launch their e-commerce portal to make themselves available to all parts of the country. The objective was to create communication for people who had never heard of the brand and also somehow make it work for the current customers of the brand.


Euro RSCG launches e-learning training program

TrendsU - Classmates_small.jpgEuro RSCG Worldwide is applying its "digital at the core" philosophy to its new e-learning training platform, its latest initiative to promote collaboration and engagement across its own global network of 11,000 employees.

The platform debuts in June with TrendsU--a four-module program kicking off with "TU101: Introduction to the Art and Science of Identifying What's Next," followed by three advanced-level courses that draw on the impact of trends in the media, among brands and consumer demography and will conclude with trendspotting for strategic leaders. The TrendsU course--led by Marian Salzman, noted trendspotter and Chief Executive Officer of Euro RSCG Worldwide PR North America--aims to develop Euro RSCG Worldwide employees' understanding of the role of tools, brands, demographics and leadership as they relate to trendspotting.

"As we build more tools to develop the talent of our amazing team around the globe, we become stronger and smarter as a company," said Naomi Troni, Global Chief Marketing Officer of Euro RSCG Worldwide. "In this social and digital age, the competitive difference among agencies is talent and technology--and this new collaborative e-learning platform and the TrendsU program help us deliver on both fronts."
EffieAwards.jpgAustralia: The Communications Council today announced the campaigns that have made round two of Effie judging. 

A total of 101 finalists, from 29 agencies, are now competing for advertising effectiveness awards across 18 categories.

View the 2012 Effie Award Finalists Round 1- Effies 2012 Finalists.xlsx

View the 2012 Effie Award Finalists IN AGENCY ORDER Round 1 - Effies 2012 Finalists - Agency.xlsx

Asia's Cannes Contenders - DDB China Group

Campaign Brief Asia is asking agency networks to nominate some of their best chances at this year's Cannes Lions. Over the next two weeks in the lead up to the Festival we will be showcasing the work we hope will impress the judges.

The Keyboard of Isolation_sml.jpgThe Keyboard of Isolation
DDB Group, Shanghai

We made more than 100 various, vivid 9 cm figurines -- crafted in the likeness of these family members, recreating the scenes of them overusing computers. Then set up a massive installation in an IT mall and put these figurines in sealed glass jars of different sizes. The glass jars with figurines were arranged in the form of a 5-meter-long keyboard, just like all the real-life family members being isolated in the keys. Every single person inside every single key had an isolated story. We extended the installation to places where more people could experience it, at outdoor plazas, hotels and metro stations.

PIGGY.jpgIn this direct marketing campaign from Ogilvy & Mather Mumbai the label on the piggy bank reads 'The First Reusable Piggy Bank'.

It looks like any other normal piggy bank until the meaning of the claim is revealed when the piggy is broken. Inside is a tube of Fevikwik, the instant adhesive.

Credits - Chief Creative Officers: Abhijit Avasthi, Rajiv Rao. Creative Directors: Sameer Sojwal, Amitabh Agnihotri. Copywriter: Nandkishor Prabhukelusakar. Art Director. Shankar Kamble.

All Thai people have the agricultural spirit

Y&RBangkok.jpgY&R Thailand has resisted the usual in a new corporate branding campaign for agricultural machinery manufacturer Siam Kubota Corporation.

In a category that normally focuses on functionality and product attributes, the new campaign tells the real-life story of Dr Pongdit - a surgeon and former hospital director, who left behind his prestigious medical career to become an agriculturalist. Targetting not only Kubota users and dealers, this insightful story sought to connect with the general public, igniting Thai pride in their agricultural heritage.

Kevin_Chiu.jpgKevin Chiu has been appointed Group Creative Director at wwwins Isobar Shanghai where he will be tasked with leading several teams to develop creative and innovative ideas for the agency's Coca-Cola, Sprite, and Minute Maid brands.

In his new position, Chiu will report to Tim Doherty, Creative Partner at wwwins Isobar China and sit under the creative leadership of Peter Shen, Chief Creative Officer at wwwins Isobar Greater China.

 "We've admired Kevin's creative approach and the award-winning work he's produced over the years, so we're thrilled to finally have him be part of the team. I believe he will inject fresh thinking into our constant quest for digital creativity and innovation," said Wayne Fan, Managing Director of wwwins Isobar Shanghai.

 "With years of creative experience and proven senior leadership, I know Kevin will inspire our teams to create and deliver great ideas for our clients, like never before," said Tim Doherty.

Leo Burnett make three key digital appointments

DIGITAL team.jpgLeo Burnett Asia Pacific have announced three key digital appointments across Bangkok, Melbourne and Kuala Lumpur on the back of strong growth in its digital business. The appointments also reinforce the agency-network's continued focus and investment into building digital capabilities at the heart of its business.

New to the Leo Burnett team are: Sanjeev Saluja, digital director in Bangkok, Luc Wiesman, head of digital in Melbourne and Nura Yusof, digital planner in Kuala Lumpur. Earlier this year, the agency also announced the appointment of Venke Sharma, technical advisor - digital for its Jakarta team.
Momentum - HP display 2.jpgMomentum Worldwide Singapore has created a dynamic store window installation to mark the exclusive showcase of market-leader Hewlett Packard's (HP) latest products in its Envy range in Singapore.

The HP Envy14 Spectre notebook PC and Envy 110 e-all-in-one printer combine extraordinary design with high performance technology. Both products feature sleek, midnight black glass casings, while the laptop keyboard senses a user's presence, illuminating as they approach.

Invitation to open the box and play with sand

IBM (Sand).jpgInternational Business Machines (IBM) was finding it increasingly difficult getting people to attend its seminars and conventions. Fewer and fewer wanted to travel and spend time out of the office or home.

Getting them to come to a new office opening seemed a task that had disaster written all over it, until Ogilvy Bangalore came up with an invite with a difference.

Invitees received a large black box that contained a pouch of sand. They were instructed to pour the sand onto the enclosed plain white card and then read the message that appeared on it.
John Zeigler.jpgDDB Mudra Group has announced that Maatra, its pre-media production solutions specialist agency joins the global integrated production powerhouse Gutenberg Networks, a part of Omnicom Group. Maatra will be rebranded as Gutenberg Networks India and become the 4th global centre after France, UK and USA.

Gutenberg Networks is a global integrated marketing production organisation with core expertise in developing and executing cost effective communication campaigns in broadcast, web, press and print. With an expert workforce of over 1200 employees globally, Gutenberg Networks works closely with some of the biggest brands leveraging and creating value through tightly executed global campaigns. It has worked with over 75 clients for an average tenure of over a decade. Some of its partners include Philips, Star Alliance, PepsiCo Tropicana, Volkswagen, Canadian Tourism Commission generating substantial savings for clients.
Effies_money.jpgThe Effies only award the most innovative, impactful campaigns so McCann Singapore threw down the gauntlet to Singapore's creative industry this year with an integrated campaign that challenged marketers to prove that their work works.
The Effies are the only global awards show which sits at the intersection of creativity and effectiveness, rewarding the great ideas that achieve real results and the strategy that goes into creating them. The Institute of Advertising Singapore (IAS) tasked the agency with creating a campaign which drove award submissions and also elevated the significance of advertising effectiveness throughout the industry.

Commenting on the campaign, Todd Waldron, Executive Creative Director, McCann Singapore said, "We set out to create a campaign which embodies the Effies core principles - that as an industry we hold creative to its highest standard, and demand the work delivers real results. If it doesn't get results, it doesn't get an Effie."

DDB Mudra Delhi add vice-president of Planning

Xavi Bech de Careda.jpgXavi Bech de Careda has joined DDB Mudra Group, Delhi as Vice-President of Planning. De Careda joins from an independent consultancy in Barcelona.

With more than 15 years of experience, Bech de Careda began his career in London as a food technology researcher in the research and development team of Unilever Research (UK). Later, he moved to the agency side, joining BBDH. Before moving to Barcelona in 1997, he also had stints with BBH and McCann Healthcare in London. While in Barcelona, he worked with BBDO Tiempo, Rapp Collins and DDB Barcelona as a brand and communication strategist.

Leo Burnett pick up IKEA Singapore/Malaysia

IKEA.jpgIKEA has appointed Leo Burnett as its creative agency to run its full suite of creative services. Leo Burnett will be tasked to develop a regional strategy that encapsulates IKEA's brand position, which will be used across the Singapore and Malaysia markets.

"IKEA is excited about this new partnership and Leo Burnett stood out with a refreshing angle that we believe will effectively deliver our brand promise across to customers, co-workers and our other stakeholders. We hope to strengthen the IKEA brand proposition as fun, inspirational, and accessible to the lives of the many through this partnership," says Irene Lau, Regional Marketing Manager, Ikano Retail Asia (the owners of the IKEA franchise). 

Asia's Cannes Contenders - JWT

Campaign Brief Asia is asking agency networks to nominate some of their best chances at this year's Cannes Lions. Over the next two weeks in the lead up to the Festival we will be showcasing the work we hope will impress the judges. First up is JWT...

JWT Halls.jpgKraft Thailand - Halls Soft "Stage Show"
JWT Bangkok

The objective of the commercial is to introdue Halls Soft as a new chewy candy that creates a multi-sensation experience from chewing. Aiming at the target audience of Male & Female, aged between 18-24 years old, living in the urban area, the creative execution demonstrates the multi-sensation experience from chewing Hall Soft.

JWT Schick.jpgSchick Unplugged
JWT Tokyo

As a leader in the wet shaving market, Schick wanted to compete against the dry shaving market and further expand its share. In response, we invented a small holder that reminds people not to use electricity by blocking the electrical outlet and provides a place to hang a razor at the same time. To spread our effort, we created a unique ambient which combines a holder and a razor together and jacked the outlets in bars and restaurants. The shaver and holder were sold together in promotional packs and strategically located alongside electric shavers in electronics stores.

Campaign Brief 339.pngThe latest phase of Tourism Australia's global marketing campaign, There's nothing like Australia, has been launched today in China with a strong focus on using digital channels, social media and advocacy to showcase Australia to the world.

TonyPoon.jpgMcCann Worldgroup has appointed Tony Poon to the newly created position of Asia Pacific Regional Director in Performance.

Based out of McCann Worldgroup's Regional Headquarters in Singapore, Poon (pictured left) will be responsible for leveraging the power of data to advise clients on developing an analytical and data-driven approach across all facets of their business, including marketing and communications.

"With increasing financial pressures, combined with the growing complexity of our marketing landscape, it's critical, as an agency, we link our integrated marketing strategic practice to global intelligence and marketing performance systems, ensuring effectiveness is embedded into everything we do," said Charles Cadell, President McCann Worldgroup, Asia Pacific. "We're delighted Tony has returned to McCann Worldgroup, his collaborative style and adept understanding of the agency environment, will lead to the successful implementation of a number of new tools and performance analytical processes, strengthening our position, and our clients', to win the war for growth."
2012 HK4As EFFIE Awards Grand EFFIE Winning Team - McDonald's.jpgThe Association of Accredited Advertising Agencies of Hong Kong (HK4As) held the 9th 2012 EFFIE Awards Gala Presentation Dinner last week and awarded a total of one Grand EFFIE, three Golds, six Silvers and ten Bronzes Awards. This year the EFFIE Awards received a record number of 78 entries - beating all previous records in the Hong Kong chapter and also set new definition of effectiveness for the booming trend of digital campaign.
The winner of Grand EFFIE and Gold was McDonald's Chinese New Year campaign
"Sharing the Blessings with One and All" by DDB Group Hong Kong. Other Golds went to Coca-Cola China "CHOK! CHOK! CHOK!" via McCann Worldgroup Hong Kong as well as the campaign "Life Interrupted - Accept Nothing Less than 4G" from TBWA\Tequila\Hong Kong.

Will Australia go all the way with R/GA?

Screen shot 2012-06-01 at 11.58.57 AM.jpgScreen shot 2012-06-01 at 12.15.36 PM.jpgFollowing its inclusion on the prestigious Qantas roster, CB has contacted New York-based Nick Law, R/GA's chief creative officer, who was in Sydney last week.

Law told CB he is delighted to be on the roster and assures us that it won't be too long before R/GA opens up a Sydney office. CB guesses to will be early next year.

Rob Greenberg (above right, with Law in the latest print issue of Campaign Brief), R/GA chairman, CEO and global chief creative officer, first revealed plans for a Sydney office in an exclusive live video interview with CB during D&AD week in London back in April.
Alfa.jpgMcCann Worldgroup Indonesia has named Alfa Aphrodita as its newly appointed Creative Director -- effective immediately. Aphrodita (left) is recognized as one of the leading award winning creative directors in the country and will be responsible for helping strengthen McCann Worldgroup's creative product.

She leaves Ogilvy Indonesia and will report to her former ECD there, Gary Caulfield, who joined McCann in May as Executive Creative Director.

Said Berndt Soderbom, McCann Worldgroup's President Director in Indonesia: "We're thrilled to now be in a position to attract local talent of Alfa's calibre. Attracting creative talent is a top priority for us as we continue our transformation of bringing creativity and innovation to the agency core."

Commenting on Alfa's appointment Gary Caulfield added: "Alfa has proven to be an outstanding creative talent in this country, her success and contribution to the advancement of the Industry has been acknowledged through her much lauded trophy cabinet. Especially having recently won two Bronze awards at Clio."

Ogilvy Beijing introduce the new electric Golf

VW.jpgWhen Volkswagen were introducing the new electric Golf to Hong Kong, people waiting to view the new car were shown how far the car could travel on small amounts of electricity used by ordinary household appliances.


Save at lunch time while the sun shines

Emart.jpgIn partnership with Cheil Worldwide, retail giant Emart set out to increase sales during lunchtime, when sales traditionally decrease dramatically. The resulting idea was to give people a unique experience only available during lunch hours. Cheil Worldwide installed a "shadow QR code"a 3D model that turned into a functional QR code when the sun struck it between noon and 1pm creating an event called 'Sunny Sale'.

DDB at EFFIEs.jpgThe Institute of Advertising Singapore has announced the winners of the 2012 Singapore Effies. In total, 17 Effies were handed out, including four Gold, six Silver and seven Bronze Effies.

Omnicom's DDB and OMD swept the 2012 Singapore Effies Awards with a combined total of 11 Effies, of the 17 awards handed out.

DDB Group Singapore topped the Effie awards, for the ninth consecutive year. The agency continued its winning streak and reign as Singapore's Effie Agency after clinching three Golds, two Silvers and one Bronze at the Effie Singapore Award ceremony, while OMD were awarded two Gold, two Silver and a Bronze.
MDK and Bob Chua.jpgThe newly formed GO Communications Group have acquired one of Thailand's leading Public Relations agencies DC Consultants.

This is the first step in GO Communications regional expansion plans. The group also includes GO Communications Malaysia, voted Malaysia's best Public Relations agency. Within the next 12 months the GO Communications Group will embark on a strategic acquisition exercise aimed at building Asia's largest independent Public Relations network.

Negotiations are already underway with Public Relations agencies in Indonesia, Cambodia, Vietnam, Laos and Sri Lanka.

The newly formed Group Board will comprise of GO Communications Group Chairman, Bob Chua, Michael de Kretser CEO of GO Malaysia, Peter de Kretser COO and Danai Chanchaochai, CEO of DC Consultants Thailand.

clemtedx.jpgTEDxSydney briefed Clemenger BBDO Sydney to create an experience bringing to life the event's theme: Real. Live. Now.

Premiering at TEDxSydney the one-off installation, 'Mimeisthai' visualised the flow of ideas around the room in real time. Think of it as trending topics 'in real life'.

AFAA plans new initiatives in the region

afaa-president.jpgAfter the Asian Federation of Advertising Associations (AFAA) first executive committee meeting, newly elected Chairman of AFAA Pradeep Guha (pictured) said "there was a sense of purpose and urgency at the meeting".

Following its new mandate the Executive Committee of AFAA has planned a slew of initiatives that will be rolled out in the months ahead.

The first one is a skills re-orientation initiative to be held in September in Kuala Lumpur where young professionals will be exposed to a program that has been carefully crafted keeping in mind the needs of our profession. The Advertising Council of India (ACI) which represents India on the AFAA International Council will be setting in motion a process to send three young professionals representing advertising, media and marketing respectively to attend this program.

There will be a master class conducted by senior professionals with 30 students from countries all over Asia. This would provide a unique cross-cultural flavor to the program which would benefit the participants enormously.
Campaign Brief 303.pngBEST TV
Winner: Nike: Barbershop. There's a lot I like about this commercial, it's smart and uses a pro athlete in an interesting way. Every player wants to be remembered, Mario Balotelli has had a colourful and controversial career thus far. A simple trip to the barbershop sends a strong message to soccer fans. With Euro 2012 around the corner we'll soon know whether Mario and his fohawk have what it takes. Great casting and wardrobe. Pro athletes typically don't act very well, Mario does a good job here. I like his delivery of the line, "not bad".
Runner Up: Biolit: Sleep. It's weird, it's memorable and it's definitely not something you'd see on TV here in the US. The thing that interests me most about this spot is the cut away to the guy screaming in the forest. I'm not sure it's totally necessary, but it certainly makes the spot more memorable.

Thumbnail image for qantas.jpgCB Exclusive - Campaign Brief believes Qantas has picked Droga5 Australia to look after its business after an almost one year pitch process.

Back in March Qantas shortlisted Droga5 and Publicis Mojo (includes Amnesia Razorfish) for the creative and digital part of its account from the original long list which included Leo Burnett and BWM - and according to one source, R/GA New York.

Grey Singapore launches KFC Tri Pepper push

KFC Tri Pepper Crunch.jpgGrey Singapore has developed a fiery new cross-platform advertising campaign to launch KFC's new Tri-pepper Crunch chicken.

As KFC fans get their desire for a new chicken flavor satisfied, the campaign will focus on the Tri-pepper Crunch's explosive three pepper combination and the tagline "Prepare to be blown away!" Stemming from the success of the past two KFC Black Pepper chicken campaigns, KFC Singapore concocted the Tri-pepper Crunch to amp up the peppery kick so-loved by consumers. This provided the creative positioning for the campaign which will run until July 10th 2012.
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A blog for advertising creatives in Asia. To pass on news or advertise on the CB Asia blog, or to subscribe to Campaign Brief Asia or Campaign Brief Australia/NZ magazines, or The Work 09 Annual, email: Kim or Michael

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