Cannes Contenders: DDB Group Singapore

How will Asia Pacific perform at Cannes this year? In the lead up to the Festival, Campaign Brief Asia will be showcasing the work we hope will impress the judges...

StarHub.jpgStarhub: G4Good
DDB Group Singapore  

Singapore is ranked the second most connected country in the world. On average every Singaporean has 1.5 mobile phones, but yet at the same time there are underprivileged people in the country who still aren't connected. As a telco, StarHub's promise is to connect people - all people. So, for its 4G campaign, we turned its 4G service into a 4Good platform and empowered subscribers to connect the disadvantaged. For the first time in telecommunications, subscribers were given the power to donate their unused data, minutes and SMSes to charity - instead of letting them lapse and go to waste every month.

The relevance of the campaign is drawn from the customer insight that unused minutes, data and SMSes are perceived to be going to waste every month. As a society, we are used to donating the things we do not use e.g. clothes, books, toys and furniture. So we asked ourselves what if we could donate what we do not use on our mobile too? The premise of the idea made the selection of the media obvious. It is a mobile-first and mobile-led idea. The other channels exist to support and propagate this new mobile movement.
Breast Cancer Foundation_facebook.jpgBreast Cancer Foundation: Facebook, Twitter, Instagram
DDB Group Singapore

Ask women what's the first thing they check in the morning, and more often than not, it's Facebook, Twitter or Instagram. The Breast Cancer Foundation (BCF) wanted to remind women of the importance of regular breast self-examinations in the midst of their busy social media lives. Recognising the digitally savvy as key influencers in driving awareness, DDB Singapore designed posters that featured the famous social media logos. Except they weren't. On closer inspection, the logos show a hand doing a breast self-examination. The copy reads: "If only you checked your breasts as often", reminding the reader that in the time it takes to check social media, she can check her breasts instead.

Want to showcase your agency's best chances at Cannes this year? Open to all Asian based agencies planning on entering Cannes this year. Just email kim@campaignbrief.com with a paragraph or two on each of your best chances. No more than 6 per agency. Include a link to the case study/TVC or supply jpegs if it is print.

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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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