Luce Grelli - ECD S&S Fallon Tokyo4.jpgLuca Grelli has joined Saatchi & Saatchi Fallon Tokyo as Executive Creative Director as of today. Grelli's global career has taken him to cities such as Milan, Amsterdam and New York, with agencies such as Wieden+Kennedy, 180/TBWA, Johannes Leonardo and Razorfish.
 
Working on international brands such as Nike, IKEA, Bacardi and Adidas, the 19-year creative veteran has helped create consumer experiences for brands that go well beyond traditional and digital realms. One example of this was the Mercedes-Benz Tweet Race, where four driving teams had to rely on supporters' tweets to move their car every single mile.

The Work_CallforEntry_cover.jpgThe Call for Entries to The Work 2014 has been extended. Get your entries in this week.

Now in its 12th year of publication, The Work is a 400+ page, hard cover publication that features the very best advertising of the year from Australia, New Zealand and Asia. Published by Campaign Brief, The Work is recognised as the only true permanent record of creativity for the entire region.

Please note that this year we have simplified the entry process:

All entries are to be supplied on a USB.

This will be used for both judging and artwork for The Work 2014 (this eliminates the need for agencies to send multiple expensive couriers and it will greatly speed up the production process of The Work 2014).

There are three things that differentiate The Work 2014 from traditional award shows:
Scary-BBDO.jpgI kinda like this new ad for GE, by BBDO New York.

The message is that new ideas are scary, and can only thrive in a welcoming environment.

I bet the ad will resonate with many ad Creatives, who'll feel it's an equally valid commentary on our own industry.

But is it actually true? READ ON...
VW-CONFIDENCE-2.jpgAustralia: The Volkswagen Polo 'It's a confidence thing' campaign continues with the latest execution launched via agency DDB Sydney on the weekend.

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Agency: DDB Sydney
Chief Creative Officer: Toby Talbot
Creative Partner/Copywriter: Simon Veksner
Creative Partner/Art Director: Noah Regan
Head of Broadcast: Brenden Johnson
Agency Producer: Claire Seffrin
Managing Director: Nicole Taylor
Group Account Director: Duncan Stevens
Account Managers: Kim Friedlaender & Harry Mountier
Planner: Sam Payne

TomWard-web.jpgAustralia: Enero-owned agencies BMF Melbourne and Naked Melbourne will join together forming one team under the Naked brand, effective immediately. This change is specific to Melbourne only and the combined team will be led by Tom Ward (left), managing director of Naked Melbourne.

Says Ward: "Since moving into the same building a few months ago, the Naked and BMF teams have enjoyed collaborating on a number of projects. It was a natural next step for us to make it a permanent arrangement. This is a great team of people with very complementary skills and the change really enhances our scale and capability. Overall it is a win, win for clients and staff alike."

Says Dominic Stinton, CEO of BMF: "I'm a huge fan of Tom's and having considered what is best for our staff and clients in the Melbourne market, I am very confident the united team, now with greater capability, will continue making great work on an even greater scale."

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PaulRoebuck.jpgFormer Saatchi & Saatchi Singapore and Malaysia CEO, Paul Roebuck (left) is moving to BBDO in the USA as global business head on Johnson & Johnson. Roebuck recently resigned from Saatchis, where he had worked for the past three years, and has been replaced by Shannon Cullum in an appointment announced last week.

Roebuck's official title is EVP, worldwide senior business director with oversight of the agency's Johnson & Johnson consumer business.

Prior to joining Saatchi, Roebuck had been CEO at BBDO Guerrero/Proximity in the Philippines for five years. Roebuck started his career at Saatchi & Saatchi in its London office straight from graduating University. His last posting with Saatchi & Saatchi prior to heading to BBDO Guerrero / Proximity Philippines was as the head of Saatchi & Saatchi Jakarta. Before Indonesia he also held posts in the Malaysia and Cape Town offices. Roebuck will relocate to New York, where he starts at the end of October.
SAMSUNG BLACK CAT HERO[6][1].jpgNew Zealand: Black cats have been in the news lately due to the fact that they are being abandoned, and all because they don't take good selfies. The RSPCA in the UK reported that 70 percent of cats waiting for adoptions are black and one of the reasons people are ignoring them is they are trickier to photograph.

Samsung New Zealand, via Colenso BBDO Auckland, thought it could help and quickly reacted with a smart social campaign that offered a practical solution for all cat lovers whilst at the same time highlighting features of their latest smartphone, the Samsung GS5.

Working with renowned animal photographer Rachael Hale McKenna and the Auckland SPCA Samsung ran a very special photo-shoot that demonstrated how to take better photos of black cats, so people everywhere can help resolve the problem of abandoned or un-adopted cats

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TBWA\Shanghai launches new adidas campaign

Adidas_1.jpgAdidas_2.jpgTBWA\Shanghai is behind the release of the new adidas Originals #thisisme# campaign.

In the campaign the entire adidas Originals family, including actress Fan Bingbing and the King of Asian Pop, Eason Chan - showcase their #thisisme# moment throughout the campaign. Consumers are encouraged to take part in the campaign to express their own personal #thisisme# story.

#thisisme# kicked off a teaser campaign starting July 28 on the streets of Shanghai and Beijing, where stencils featuring the #thisisme# hashtag were posted on street hot spots. On August 12, the campaign continues with a #thisisme# branded bus that will tour Beijing, Tianjin, Xi'an, Chengdu, Guangzhou, Hangzhou and Shanghai for seven weeks, boosting awareness of #thisisme# and the ZX FLUX. Users will be encouraged to take pictures on the bus for their #thisisme# portraits and post their images on social media such as Weibo and WeChat.
Pictionary_2.jpgMattel Southeast Asia teamed with digitally-led marketing agency VML Qais to launch the new Singapore version of family classic Pictionary, resulting in a 20% uplift in sales. Mattel had proudly produced Pictionary Singapore, a local version of its family favourite containing famous Singapore landmarks, dishes and of course words from inimitable local slang 'Singlish and launched it in the lead up to Singapore's National Day 49th birthday on Saturday 9th August 2014.

VML Qais had just four weeks to generate buzz and genuine engagement in the run up to Pictionary Singapore's National Day launch. Given the importance of this national holiday, and significant activity around the annual parade and live telecast, traditional advertising tends to be cluttered. Brand messaging tends to utilise print and TV to either wish Singapore a Happy Birthday, or to wish Singaporeans a Happy National Day. The challenge was to engage people and brands in a meaningful way. The agency's scope of work included campaign strategy and implementation; art direction, content creation and community management/engagement; media strategy, planning, buy and implementation.
OLD-SPICE-ICE-1.jpgOLD-SPICE-ICE-2.jpgOld Spice's Isaiah Mustafa takes on the ALS #IceBucketChallenge - with a twist. Agency: Wieden + Kennedy, Portland.

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Donald Gunn.jpgThe Gunn Report has released 'The Power of Print', a study of the most awarded Print and Outdoor ads in the world, which identifies 13 basic Dramatic Formats used in Print advertising to engage consumers creatively and effectively. It's an analysis based on the creative ideas behind the most awarded Print and Outdoor ads in the world in the last in the last 15 years

A total of 1,028 award winning Print and Outdoor ads and campaigns from around the world featured in The Gunn Report's Print Library have been classified - an average of 50 of the highest ranked ads per year, from 1999 to 2013.
 
'The Power of Print' report includes a description of the specific thought process involved to identify each of the 13 Dramatic Formats, as well as a total of 140 examples of work which support the analysis. The most represented countries across the 140 ads and campaigns featured in the study are the United Kingdom (24 ads/campaigns), USA (21), France (15), Brazil (12), Germany (9) and South Africa (9). The five most represented agencies, with 5 ads/campaigns each, are AlmapBBDO (São Paulo), Saatchi & Saatchi (London), Saatchi & Saatchi (New York), Scholz & Friends (Berlin) and TBWA\Hunt\Lascaris (Johannesburg).
Ringo Fai_Saatchi.jpgSaatchi & Saatchi South China has recruited Ringo Fai and Steven Yip to further enhance the team's digital integration and optimize its digital strategy and execution capabilities. They will be based out of Saatchi & Saatchi's Hong Kong office.

Fai (pictured left) will focus on providing digital integrated planning services for clients as Digital Planning Director for Saatchi & Saatchi South China. Prior to Saatchi & Saatchi, Ringo worked in Tribal Worldwide & BBD Group HK & China as Social Media Lead & Digital Strategist, and then he went to GroupM Interaction Hong Kong to be Director of Social Media. He has more than ten years of digital experience and has provided digital strategy planning service to Microsoft Asia-Pacific, Sony, Canon, Wrigley, Shiseido, Huawei, McDonald's, Procter & Gamble, Volkswagen, IKEA, Fonterra, Vitasoy, DBS Bank, which makes him establish a good understanding on FMCG and youth brands' consumer behaviour.
HomePro.jpgIt's not just horror films that can haunt you. A new retail campaign from BBDO Proximity Thailand has been released with "Prices that haunt you" to promote the anniversary sale for HomePro.

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Kotex_Cat.jpg"Why is it so hard for a woman to find an attractive, gentle yet tough and reliable man?" asks Kotex's latest brand campaign in China.

Kotex, Kimberly-Clark's feminine care brand, released its latest brand campaign via two funny viral video ads that show the importance of "worry-free protection that pleases the senses."

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Alpha.jpgWith more and more smartphones and technology gadgets rolling out, consumers are increasingly faced with the challenge of cluttered communications - most of which, are based on specs, features, and performance of new devices.

Samsung, known for its best-in-class smartphone devices, has partnered with Cheil Worldwide again, but this time, to create a new kind of the optimal convergence of style and cutting-edge technology. Cheil brought this to life by focusing on a new philosophy in Samsung Galaxy Alpha with a stunning new look featuring sophisticated design techniques and compact construction.

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Sign up for the FREE CB Asia daily news email

DailyEmail.jpgMake sure you don't miss any news on Campaign Brief Asia by getting the FREE daily news email.

Just put your email address in the "GET FREE DAILY NEWSLETTER - SUBSCRIBE FREE NOW" near the top right of the Campaign Brief Asia home page and each day you will receive one email around 1pm (Singapore time) highlighting all the days creative news. It's a simple 30 second process that will keep you in touch.
Jaideep Shergill - CEO, MSLGROUP India - Low Res.jpgMSLGroup India has been appointed as public relations support for India Economic Summit 2014. Following a close collaboration for almost three decades, the World Economic Forum, together with the Confederation of Indian Industry (CII), will host this year's meeting in New Delhi, India, from 4 to 6 November 2014. Over 800 participants will participate under the meeting's working theme, Redefining Public Private Cooperation for a New Beginning.

As India undertook the largest democratic exercise in history to elect a new government, the world is now waiting to see how the country will use its pluralist fundamentals to create a shared vision of a prosperous and equitable India. Today, India enjoys the unparalleled advantage of a population of which more than half is under 25 years of age. This large segment of the population offers vigour for new solutions, greater transparency but also a strong demand for jobs. As exciting as it is to reap the benefits of this demographic dividend, it is equally important to address the inequalities of access and resources that persist in India.
Wow.jpgAs a brand which is for the progressive man, the team at Publicis India wanted to redefine the locus of manhood and take it beyond the one-dimensional 'attraction of women'. This was achieved by defining Storm as the essence of manhood itself independently. We looked into all the things apart from attracting women, which inherently made men 'Wow'. And this is how 'Smell like Wow' was born. The creative execution brought it alive in the form of an engaging and endearing ode to modern manhood.

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AdStars4_P1080603.jpgAdStars has announced a major increase in the cash prizes being offered by the festival to the Grand Prix winners. The seven year old Festival, which concluded last week, currently has on offer US$20,000 cash awarded as two $10,000 prizes to the top Public Service Grand Prix and the top Product & Services Grand Prix.

From next year this will increase ten fold with a total of $200,000 in cash to be awarded.

Held for three days from Thursday, August 21 through Saturday, August 23, AdStars 2014 saw the attendance of advertising professionals and other visitors from all over the world before coming to a grand closing. In addition to the increased cash prizes other changes for next year's event were announced.
THFJ Holland V.jpgWalt Disney Studio Motion Pictures has collaborated with Clear Channel Singapore to create a scented OOH campaign to promote 'The Hundred-Foot Journey', opening in cinemas on 28th August 2014.

Produced by Steven Speilberg and Oprah Winfrey, "The Hundred-Foot Journey" abounds with flavours that burst across the tongue. The opening of a new Indian restaurant in the south of France, next to a famous Michelin starred eatery, is nearly cause for an all-out war between the two establishments until Le Saule Pleureur's icy proprietress Madame Mallory (Academy Award winner, Helen Mirren) recognizes her rival's undeniable brilliance for preparing masterful meals. A stimulating triumph over exile, blossoming with passion and heart, with marjoram and madras, it is a portrayal of two worlds colliding and one boy's drive to find the comfort of home, in every pot, wherever he may be.

As part of an integrated campaign that promotes the culinary-centric film, Disney collaborated exclusively with Clear Channel and m/SIX, for an interactive OOH campaign that diffuses the scent of garlic to capture the attention of commuters. A custom built casing placed at the side of panel houses the diffuser that sprays the aromatic scent periodically. Curious commuters can also interact with the panel by pushing the button to release the scent on demand. Garlic was chosen over other food scents because of its unique smell. Also, it is famously known to be a common denominator between Indian and French cuisine.
Shukri Jai.jpgLowe Malaysia has appointed Shukri Jai as its new Client Services Director. He will be responsible for developing and maintaining stakeholder partnerships across the agency. Jai joins Lowe from NagaDDB, where he was Business Unit Head.
 
Across his 14 year career in the industry, Jaii has held integral roles both in-agency and on the client-side, and brings a solid understanding of stakeholder needs from both perspectives. He began his career at Leo Burnett, moving on to subsequent roles with Nestle and Ogilvy & Mather. Over his career, Jai has handled leading national and international brands including PETRONAS, Malaysia Airlines, Astro, F&N Magnolia, Sony, Honda and ING.
 
Mazuin Zin, Managing Director, Lowe Malaysia said, "Shukri has a genuine passion for people and understanding their needs, which are vital components in building a successful business. At the same time, his experience is cross-category, and spans global and home-grown Malaysian brands, making him an excellent fit for driving Lowe forward. We're delighted to have him on the team here in Kuala Lumpur."

VML IM2.0 wins Crayola business in China

Crayola.jpgCrayola, the #1 US brand for kids' crayons, paint, markers, colored pencils and chalk, has appointed VML IM2.0 as its retainer-based digital marketing and e-commerce agency in China. VML IM2.0's service scope includes integrated digital strategy, creative services, media planning and buying, social media marketing, and e-commerce operations. This is a milestone for VML IM2.0, as the agency's most integrated digital client mandate to date, fully integrating digital consumer marketing with final e-commerce purchase.

Screen Shot 2014-07-20 at 8.31.31 PM.jpgEach week Bestads picks the very best advertising in the world, in every medium - which is reviewed by a top creative director or team to select their own personal favourites.

This week's guest judge is Michael Canning, group director at 72andSunny, LA.

BEST TV
Winner: The best TV for me is Jockey 'Supporting Greatness'. This is a funny idea and it's good to see a product like men's undies not taking things too seriously, while at the same time finding a statement that no man will disagree with at the cash register. READ MORE...
L-R Jay Milliken, Partner, Julie Purser, Senior Engagement Manager.jpgGlobal strategic brand and marketing consultancy Prophet has appointed two new members to the Hong Kong office leadership team. Partner Jay Milliken (left), and Senior Engagement Manager Julie Purser (right) bring with them rich experience developing customer-driven growth strategies for iconic brands worldwide.

"Jay and Julie are important additions to Prophet's Hong Kong office amidst our robust business momentum in the region," said Michael Dunn, Chairman and CEO for Prophet. "They have an impressive track record for combining analytical rigor with creativity and innovation to transform the world's leading brands and businesses."
Fruttare Updated.jpgFollowing a major review, Unilever has appointed Arcade to handle digital, social media and activation campaigns for its Fruttare ice popsicle range in the region.
 
Loved in more than 15 countries around the globe, Fruttare, also known as Wall's Buavita in Indonesia, is recognised as a brand synonymous with a positive outlook on life.
 
Originating in Brazil, the brand's flavours and attitude sync well with attitudes in this region. Something that Arcade plans to take advantage of in their new work.
Lipton_2.jpgUnilever has united the forces of two of its biggest brands to offer a fresh new treat for ice tea lovers. With packaging designed by international branding agency bluemarlin, Wall's Lipton Crush launches this summer in Thailand.

Ice tea is immensely popular throughout South East Asia, with many convenience stores carrying the Lipton brand. Seeing an opportunity to shake up this established category, Unilever brought together two household names to create an innovative and exciting new way of hydrating: Wall's Lipton Crush, a freezie tube from Wall's with all the flavours of Lipton Ice Tea.
Emmanuel Upputuru.jpgITSA Brand Innovations in India is partnering with dotDesi (.desi), a new generic top level domain (gTLD) in launching and marketing the brand to audiences in India, the subcontinent and "desis"worldwide. DotDesi is at the forefront of an online revolution that is going to sweep the Internet and change it forever.

A paradigm shift is occurring - challenging what used to be the go-to generic top level domains (gTLDs) like".com",".org", ".biz".  The next generation of domain names will increasingly bring communities together, fostering collaboration and creating and new sense of identity.   Of all the choices that are expected to arrive over the next several years, few have the potential to make as much of an impact as .desi.

The term "desi" refers to the culture, people and products originating from the Indian sub-continent (India,Pakistan, Bangladesh, Nepal, Sri Lanka) and its global diaspora. It is an expression of unity recognized instantly by close to 1.7billion people worldwide.   Increasingly, all things 'desi' are gaining global appeal and entering the mainstream.
Sunrise.jpgAustralia: This morning on Australian national TV network, Channel 7's Sunrise program, 'How to Talk Australians' director Tony Rogers, co-creator and director of the SBS series 'Wilfred' and writer Rob Hibbert (Images You Should Not Masturbate To), had an interview with Samantha Armytage and David Koch, where the question was posed whether the web series is too harsh on Australian culture. 

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Jean-Michel Wu.jpgMcCann Worldgroup Asia Pacific has appointed Jean-Michel Wu as chief talent officer for the network. Working closely with the global management team, headed by Joe Kelly in New York and Charles Cadell, Wu will be responsible for building on McCann Worldgroup's extensive talent capabilities across the network.

Wu (left) was regional talent director at WPP for five years. Prior to joining WPP, he held various senior talent roles within Ogilvy & Mather, a company he joined in 2004.
Dentsu_SoundSenna.jpgJapan leads a strong performance from Asia at the shortlist stage of the 2014 Clio Awards. Excluding the Craft categories, Asia has a total of 100 shortlists at Clio, with Japan leading the way with 22.

The next best performing country is India with 18. Hong Kong has 16 shortlists and Singapore recorded 14. The next best countries were China (10); The Philippines (9); Thailand and Malaysia (4 each); then Indonesia (2) and Sri Lanka and Vietnam (1 each). With craft categories included Asia haul is over 130 shortlists.

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Lowe China win.jpgHuman Traffic Sign_speed.jpgAt AdStars 2014, the international advertising festival held in Busan Korea, Lowe China's "Human Traffic Sign" safety campaign created for Buick picked up an impressive number of trophies, including a first-ever Best of the Best Grand Prix won by any agency in China, which also came with a cash prize of US$10,000. Generously, Lowe China has decided to donate the money to a charity.

Lowe China also won a Print Grand Prix, a Film Gold, a Film Craft Silver, an Outdoor Craft Bronze as well as a Bronze Brand Stars Award for their client Shanghai General Motors.

"I'm so thrilled to accept the Grand Prix trophy and cheque on stage with Kitty Lun, Chairman/CEO, and Connie Chua, our Head of Production," said Norman Tan, Vice Chairman/CCO of Lowe China.
Michael de Kretser Chief Executive Officer GO Communications.jpgIndependent Public Relations network GO Communications has formed a partnership with SKPR Asia in Indonesia. The GO Group partnership offices in Asia now include Indonesia, China, Japan, Thailand, Philippines, Cambodia, Vietnam, Laos, India and Sri Lanka.

SKPR Asia was the first Indonesian PR consultancy from East Java to open an office in the Indonesian capital of Jakarta in 2010. SKPR Asia has clients in real estate, banking, FMCG (fast moving consumer goods), consumer and retail industries.

SKPR Asia CEO Syandra Kwan said, "The partnership with the GO Group will give us extensive knowledge of the Asian business environment and potential to grow our business in Indonesia. We now have the opportunity to tap into the GO Group's client base, expertise and creativity". In addition, Malaysian companies are starting to establish offices in Jakarta and tourists from Malaysia are one of the highest from Asian countries".
M&M Shanghai Launch_Image01.jpgThe first M&M'S World store in Asia has celebrated its official opening in Shanghai in the Brilliance Shimao International Plaza on East Nanjing Road.

Global retail and brand consultancy Fitch worked on the store's conceptual design through to final construction. Inspired by Chinese culture, heritage and modern architecture, the M&M'S World Shanghai store reflects the popularity of the M&M'S brand and provides shoppers with a colourful experience where they can explore, discover and be entertained.
Dix & Lee.jpgSapientNitro has strengthened their client service team in China with two key senior appointments in Yi-Ping Godfrey Lee (pictured right) and Shannon Dix (left), both appointed as client services directors.
 
Lee will lead the Unilever and Metlife digital business across China and will work closely with internal teams to deliver a fully rounded and connected digital marketing and customer experience. Dix will oversee the client services team and focus on regional and global client expansion.
Ferzad Variyava.jpgDDB Mudra has appointed Ferzad Variyava as Group Creative Director at DDB Mudra West based out of the agency's office in Mumbai.

Variyava (pictured) joins DDB Mudra West from L&K Saatchi & Saatchi, where he worked as Executive Creative Director. His advertising career started out with Ambience Publicis and has worked for leading agencies such as, Publicis Ambience, Alok Nanda & Co., JWT, Leo Burnett and McCann Erickson.

With over 13 years of experience, Variyava has worked on household blue chip brands in banking, media, FMCG, beauty, personal care, travel and telecommunications. With a history of partnering new business wins, he has been mentored by industry legends in senior client and agency relationship management.

Variyava has found acclaim and appreciation across several festivals locally and internationally including The Abbys (GOAFEST), New York Festivals, The One Show, D&AD (in-book), Cannes, Clios and Young Guns. 
-1.jpgSpikes Asia is once again offering young professionals and students the opportunity to make their mark within the industry.

Entrants from across the region will compete in the Young Spikes Integrated competition, sponsored by JWT, Young Spikes Media competition and, launching this year, the Young Spikes Digital Competition, while students throughout Asia Pacific can kick-start their careers in the Student Creative Award for Print, sponsored by Y&R.
Jewelry shop-1.jpgTo communicate Secom's 360 integrated security systems Dentsu Plus Bangkok designed a sphere formed by security guards around the property for a new print campaign. It's like a force field that keeps robbers out.

Credits - Chief Creative Officer: Subun Khow. Creative Director: Supparat Thepparat. Copywriters: Pattarapong Lapjarupong, Viraj Swaroop L K, Subun Khow. Art Directors: Nattagorn Thairattanasuwan, Supparat Thepparat. Photographers: Anuchai Secharunputong, Nok Pipattungkul. Retoucher: Chanchay Aussawanuchit.
3d-petition.jpgWorld Animal Protection has launched a campaign where Dutch people can pledge never to ride an elephant again. Each time a name is added to the petition, a specially developed 3D printer prints a piece of a life-size elephant at Amsterdam Airport Schiphol: the world's first-ever 3D print petition. A live stream of the printing progress is available at www.stapvandeolifantaf.nl.

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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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