Cannes Contenders: OMD Asia Pacific

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...
 
OMD Hong Kong
Going on a date to McDonald's had a bad rap amongst young couples in Hong Kong, so much so that a popular article was published online, entitled: "You should marry the girl right away if she is willing to have McDonald's with you". In order to change this perception, we knew we had to "bring the love back" to our iconic fast-food chain this Valentine's Day, which happened to fall in the re-launch period of McDonald's Shogun Burger. Using millennial research on common attributes used to describe a "modern dream girl", we noticed that Tamago, which means egg in Japanese and is a key feature of the Shogun Burger, had three characteristics in common: understanding, virtuous and soft-hearted. With this insight in mind, we revived a classic love story between the General Shogun and Tamago, positioning McDonald's burger at the centre of it all.
 
Using an integrated media approach, the multi-faceted story began with two huge packages arriving on the baggage belts at Hong Kong International Airport, one with the Japanese word, 將 (means "Shogun"), and the other, 玉 (means "Tamago"). Needless to say, the arrival of "Shogun" and "Tamago" created a lot of buzz on social media. However, the two were somehow separated and it wasn't long after that Hongkongers realized, Shogun needed their help to reunite with Tamago. Flyers were distributed on the street and Missing Person Notices were placed in newspapers across the city, while social media drew additional alerts, asking crowds if they had spotted Tamago. Audiences across Hong Kong's 18 districts uploaded images of Tamago sightings, allowing Shogun to finally reunite with Tamago just in time for Valentine's Day. All the buzz created around the lovebirds had resulted in McDonald's selling out its Shogun Burger 10 days earlier!
Dalda Oils.jpgDalda Oils - #PehleTum
OMD India
Dalda, one of India's oldest cooking oil brands, wanted to engage with and create brand relevance amongst younger generations. To do so, they needed to use their voice for cause that resonated with this demographic. In India, women have achieved tremendous success, both within the country and abroad. However, in the family home, old traditions still prevail. Women eat their meals only after everyone else in the family - an unspoken dining tradition that is based on gender roles and leads to societal inequality.
 
The campaign - #PehleTum, first bite to you - is a unique initiative, urging men to offer the first bite of a meal to the women of the house. To get audiences thinking about this concept, we needed a disruptive method of bringing it to their attention. That's why we pulled a prank in restaurants across the country, using a hidden camera to capture people's reactions. As part of the prank, waiters suggested that they would only serve women after they finish serving men. When this evoked unpleasant reactions from diners, they replied that it's simply "the same thing that happens at home". Once the message was delivered, our celebrity guest, Hiten Tejwani, appeared, revealing that it was all just a stunt. He then urged all diners in the room to take the #PehleTum pledge and led by example, offering the first bite of his meal to his wife, Gauri Pradhan Tejwani.

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 kim@campaignbrief.com 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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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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