Cannes Contenders: BBDO and Proximity Malaysia
It all started from an insight: Malaysians spend a quarter of their waking hours on phones. KFC wanted Malaysians to reconnect with the people around them through good food. The agency saw an opportunity to challenge the always-on smartphone behavior to allow people to make time for simple, meaningful connections, by turning the source of the problem, the smartphone, into the solution.
We challenged people to put their phones down at mealtime. The KFC Phone Stack is an app that allows people to link their phones in a stack. The challenge was to leave the stack untouched for as long as they could resist. Touch their phone, and the link was broken. Leave the stack alone, and the more KFC rewarded them when they hit time-based milestones. What began in stores soon spread everywhere. In one month, over 6,000 ‘So Good’ minutes were shared. The campaign has already picked up two Silver Pencils at the One Show and Gold at AdFest.
The challenge was making the product story of WATERLESS jeans relevant to the target market – a collection that uses up to 96% less water in the finishing process. How does Levi’s make a pair of jeans designed around water conservation relevant to a nation with the highest water consumption per capita in the region?
The idea challenged the youth of Malaysia to live the very DNA of the product. Through a dialogue started on social media and press ads, we got the target audience to save water by changing water usage habits. After one month, they would have to prove it by bringing in their water bills to the store. Old bill vs. new bill. If they made a positive change and saved enough water, they would save on the Levi’s WATERLESS collection.
The campaign was a success in 41 stores nationwide. Sales increased by 20%. Store traffic increased by 15%. And we got the youth of Malaysia to see WATERLESS jeans as something more than just a fashion statement.
U Mobile ‘Search on – UFO’
U Mobile wanted to get people to notice their unlimited data offering in a way that stands out from the usual data package.
This simple print ad is part of a series of ads highlighting possible answers to popular mysteries, suggesting that if you had enough data you could keep searching for the answers to anything. In this case, the answer to extraterrestrial sightings. The campaign was awarded Bronze at AdFest earlier this year.