Cannes Contenders: TBWA\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...

Singapore Tourism Board partnered with TBWA to launch a new brand campaign that went beyond traditional tourism to capture the spirit and character of Singapore - a nation shaped by the vision, drive, and ingenuity of its people, and a place where passions and possibilities are realised. Set against the backdrop of many unexpected places found in Singapore, the brand film did more than just showcase the country's iconic offerings but also how it's a place like-minded people come together to celebrate their passions - highlighting not just what they can 'do' here, but what they can 'be' here. The campaign also identified 'Passion Tribes' including Foodies, Explorers, Collectors, Action-seekers, Culture-shapers, Socialisers and Progressors, with separate films focussing on each of these groups and celebrating authentic personal stories of individuals in Singapore.
Life saving pot.jpgManulife\The Life Saving Pot
Mosquitos are a deadly and challenging problem in Southeast Asia, where they breed in stagnant pools of water often found in plant pots. As a life insurer, it's in Manulife's DNA to assess and find solutions for risks. So they partnered with TBWA to create The Life Saving Pot - plant pots decorated with paint containing a non-toxic insecticide that repels mosquitoes from homes by disrupting their nervous systems. Each pot was brought to life by traditional ceramic artists across Asia, with each country's design being uniquely different. But they all have one thing in common: dead mosquitoes disguised as traditional motifs. A Member of Parliament helped distribute the pots at a community launch event, and provided advice to families who affected by dengue and Zika outbreaks in Singapore.

Singapore Airlines carries 1.5 million passengers around the world every month. While their safety is of the utmost importance to Singapore Airlines, what good are safety instructions if passengers ignore them? That's why TBWA created a safety video that not only delivers important messages in a way that can't be ignored, but also shows the beauty and hidden attractions of Singapore to the world. Even on YouTube, where viewers have the option of skipping the film, it was the #1 trending topic within a day of launching, with 28 million media impressions.

We are inviting agencies to showcase your agency's best chances at Cannes this year. Open to all Asian based agencies entering Cannes this year. Just email with a paragraph or two on each of your best chances at this year's festival. Include a link to the case study/TVC or supply jpegs if it is print.

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