BSN xmas blue.jpgBSN xmas yellow.jpgBank Simpanan Nasional (BSN) in Malaysia decided to take a rather unique way of conveying best wishes for the upcoming 'Festive Season'.

The country's leading Banking Institution committed to champion the mission of 'Savings through responsible spending' decided to creatively turn its mainline newspaper wishes advertisement into more than just a greeting.
Thomas_Kim.jpgOne of Korea's most awarded and respected creative directors, Thomas Hong-tack Kim, has resigned from Cheil Worldwide Korea to start his own business.

"After working at Cheil Worldwide for about 20 years, Thomas is leaving Cheil for new opportunities including launching his own business. Cheil is truly grateful for his work and dedication over the two decades and we wish him the best of luck with all his future endeavors," said a spokesperson from Cheil when contacted today.

Kim (pictured above) was in January ranked #8 in the Top 10 Executive Creative Directors worldwide in the latest Directory Big Won Rankings - the only Asian executive creative director to make the Top 10.
Sonal Dabral B&W.jpgSonal Dabral, Chairman and Chief Creative Officer at DDB Mudra Group in India, has been named Jury President of the Direct Lotus category at AdFest 2015, which runs from 19th - 21st March in Pattaya, Thailand.

Dabral (left) has led three agencies to the No.1 creative position in three different markets across Asia. First, he joined Ogilvy Mumbai in 1991 and, in partnership with Piyush Pandey, drove the agency from creative anonymity to India's top creative agency. He moved to Ogilvy Kuala Lumpur in 1999, which soon became the most awarded agency in Malaysia. At Ogilvy Singapore, Dabral led the team to become the No.1 creative office in Asia, and the 3rd highest awarded office in the world at Cannes 2007.

BBDO Japan helps commuters dream for Home

Dreamer.jpgJapanese commuting time is the longest in the world. The Japanese are known as hard workers and more often than not are very tired when returning home. Commuter trains are always crowded by INEMURI (=falling asleep) people. Against that background, HOME'S, the largest real estate information website in Japan, have released a short film "Dreamer" on web for people are afflicted by fatigue from commuting with the hope of finding a great place to live near them. The film was created by BBDO Japan West.

ANA.jpgDentsu Tokyo has created this interactive app for Japanese airline ANA.

mothsanta.jpgMoth Projects has collaborated with the Sydney Opera House for its Christmas campaign #SantaAtOurHouse, which has launched online.

Co-directed by newly signed Moth talent Scout Jackson & Onil Kotian, the film follows Santa as he reaches the House with his reindeer Blitzen ahead of his impending Christmas Eve visit. Along the way he happens upon members of the Australian Ballet and Sydney Symphony Orchestra.

The film was shot entirely at the iconic landmark, and also sees Santa climb its world famous sails. Jackson and Kotian explore the mysterious qualities of the Opera House via the film which lends itself to a magical piece of exploration and discovery.  


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MITSUYUKI NAKAMURA.jpgAdfest has announced that Dentsu Media Thailand's Mitsuyuki Nakamura will be jury president of Media Lotus and the inaugural Branded Content & Entertainment Lotus category at Adfest 2015.

As president of Dentsu Media South East Asia as well as chief executive officer of Dentsu Media Thailand, Nakamura has enhanced the presence of the Dentsu Media network in this region by raising the bar for its branded entertainment and content business, which is now a distinctive division of Dentsu Media.

Says Nakamura: "It's my honour and privilege to join Adfest 2015 as a Jury President. I'm especially excited to oversee the new Branded Content & Entertainment category, which will definitely bring another excitement to the festival."

Barbie enters relationship with FCB Shanghai

Barbie logo.jpgMattel Barbie, the company who is known for its iconic Barbie doll, has appointed FCB Shanghai to lead its creative account in Mainland China. The appointment follows a competitive pitch against other 4A advertising and digital agencies. FCB Shanghai will provide brand strategy and creative services focused on content creation and social media management, culminating in a major relaunch for Barbie in 2015.
"Bringing digital-driven creativity to FCB is my biggest mission since I joined the agency in September, and winning with an unconventional approach with Barbie is just the start." Feiwei, Chief Creative Officer, FCB Greater China commented.
Human Traffic Sign_speed.jpgLowe China's multi award winning "Human Traffic Signs" campaign for Shanghai General Motors has picked up another major gong with the Best of Press Grand Cristal at the Cristal Awards Festival in France. The campaign also won a Cristal award in the Automotive Press category and a Saphire Award in the Outdoor category.

BBDO Singapore and Fred & Farid Shanghai were also big winners across the two categories.
DWTD XMAS_DECK THE HALLS[2].jpgMetro Trains has released a fresh take on 'Deck the Halls', available on iTunes now, urging everyone to be safe around Christmas. McCann Melbourne teamed up with the original vocalist from Tangerine Kitty and members of the Salvation Army choir to produce the track, which can be gifted to friends with the proceeds going to the Salvation Army Christmas Appeal.

Further, fans can watch a sing-a-long version of the song on YouTube and the track is currently being broadcast on local radio, as well as train station platforms. Commuters will also receive branded packs of jellybeans at stations around the network, as Metro spread Christmas cheer.


Campaigns & Grey Cebu to work with Air Asia

AirAsia.jpgCampaigns & Grey's Cebu office will handle the launch of Air Asia's new flights from Cebu. The win includes; above the line, below the line, out of home and launch events for new routes in the Visayas and Mindanao regions of the Philippines.

AirAsia Philippines is a low cost carrier that serve multiple domestic destinations including; Kalibo (Boracay), Puerto Princesa (Palawan), Cebu and Davao. Their international routes are managed from Ninoy Aquino International Airport (NAIA) Manila and destinations include China and South Korea.
Screen Shot 2014-12-18 at 6.48.23 am.jpgNew York Festivals International Advertising Awards patented Matrix Judging System earns huge kudos within the international advertising community. This two-tier judging system, used exclusively by New York Festivals, brings together the efforts of two distinguished juries to ensure that all entries are judged thoroughly and fairly.

FotorCreated.jpgLions Health, the global creative festival for the healthcare communications industry, has today announced that Rob Rogers (left) and Andrew Spurgeon (right) will lead the juries at next year's awards. Spurgeon previously worked as a CD at JWT Singapore in the late 1990's and early 2000s

Rogers, chief creative officer and co-CEO, the Americas, Sudler, will lead the 2015 Pharma jury, judging communication campaigns that are solely for the attention of healthcare professionals and non-healthcare professionals. Spurgeon, executive creative director, Langland, will preside over the Health & Wellness jury, judging consumer products and education & services campaigns.
BenKidney_headshot-web.jpgAdding further grunt to its established digital capabilities, Ogilvy Australia has lured Ben Kidney back to Australia from RG/A New York to join the agency as head of digital, Melbourne.
Kidney brings more than 11 years of digital experience, across the client service, production, digital media buying and strategy fields to the role.  He has been tasked with further building Ogilvy's expanding digital offering, and starts on December 15.  His appointment follows the announcement in September that Ogilvy had acquired leading digital agency Bullseye, adding more than 100 staff to its digital team.

Christmas harmony from Pepsi + BBDO Vietnam

Pepsi.jpgThe symphony is in the trees in this spot from BBDO Vietnam for Pepsi

11128_10153052460505116_1546886917761787338_n.jpgMichael Faudet, ex-executive creative director, DDB Australia - and before that at DDB New Zealand - has been signed by literary giant, Writers House, New York. Home to multiple Noble Prize and Pulitzer Prize winners, plus best selling authors including Ken Follett, Neil Gaiman, John Green and Stephenie Meyer of the Twilight series.

Faudet, the son of long-time DDB Asia legend Michael Faudet, now resides in New Zealand. He decided to take a break from advertising 18 months ago to focus on building a literary brand with his partner, Lang Leav. During that relatively short time, Leav has written two books, Love & Misadventure and Lullabies, published in the US. Both books have topped best seller charts in bookstores around the world and she has just returned from a three country book tour in Asia; where she did multiple five hour signings for literally hundreds of devoted fans (see pic below).
SyncDinner.jpgThis year, KDDI Corporation will open a special restaurant for one day only on Christmas Eve for people who are unable to get together on Christmas Eve - for example, couples that are separated by distance or those who are on business assignments away from their families.

Plans to create an experience of a futuristic restaurant service took shape from the company's idea to use communication technology to bring people's hearts closer together.

jwt-the-future-100-1-638.jpgJWT has released The Future 100, featuring original analysis and insights on 100 key trends and cultural shifts to watch in the year ahead.

Says Lucie Greene, worldwide director of JWTIntelligence: "It's never been more important for brands to understand change, where it's headed and what it means. The fast-paced digital world, instantly accessible information, globalization and social media have accelerated the pace of trends exponentially. Meanwhile, the speed of innovation is requiring brands to take both a short-term and a long-term view, planning strategies not just for the next year but the next 20."
Screen Shot 2014-12-17 at 12.23.27 AM.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 Peter van Leeuwen, Creative Business Partner, ETCETERA/DDB, Amsterdam.

What strikes me with this category, is that there's nothing under a minute. It makes me wonder, could they tell the story in less time, would it be better if it was shorter or are these commercials good as they are? Not one winner that stands out really. Apart from Wild Aid 'Last Days Film'. It's different. Different enough to keep my attention. Even though it feels too long it's well executed. The web site connects nicely with the film. READ MORE...
Martell_Noblige_Jason Wu.jpgPernod Ricard's flagship brand, Martell Noblige has unveiled the latest limited edition bottle designed by acclaimed fashion designer Jason Wu. The 'Black Tie' contemporary design is infused with timeless codes of masculine style and elegance, with leather-like effects in deep black with touches of gold.

This latest piece of design is part of a long term campaign to build up the Dang Dai Ming Shi community, which is now in its forth year. TBWA\Shanghai and Martell Noblige have nurtured this platform as a means for modern Chinese gentlemen to gain inspiration and guidance on how to live with nobility and elegance.

Pernod Ricard China Senior Brand Manager, Abby Ge, commented: "Martell Noblige has been committed to advocating the elites to explore and pursue breakthroughs in their life. The limited edition by Jason Wu is going to stimulate the consumers' inner and outer elegance and invite them to join the movement to make elegance emerge everywhere and every day. We will continue to explore how a brand can embrace creative collaboration and influencer ability to gain followers, spread the word and advance this social change in China."
Shangra-la_2.jpgThe new Shangri-La Nanjing hotel, situated in the heart of Gulou District, is backed by social media campaign in China, designed and delivered by Ogilvy & Mather Hong Kong. The campaign 'A thousand and one reasons to love Nanjing' promotes the very best the city has to offer and marks the exciting hotel opening in one of China's ancient capital cities.

Ogilvy has recruited four local influencers from Nanjing to record their personal views on why they love the city on location. The public are then invited to film their own reasons for loving Nanjing by posting and sharing their videos on social media channels (Weibo and Meipai). The videos, celebrating different aspects of local history, food and culture, are being hosted on Shangri-La's Weibo minisite. To drive engagement, a lucky participant each week will also be selected by Shangri-La to win a grand prize for the most creative video.
KAN KHAJURA.jpgAfter 3 days of intense deliberations, gathering the Sports Marketing, Brand Culture, PR & Design Juries, the Cristal Festival has announced the winners of it's first categories.

PHD India has taken out one of the big awards of the Festival with a Grand Cristal award in the Brand Culture category. It was awarded for Best Corporate Campaign to the "Kaan Khajura Teshan" campaign for Hindustan Unilever. It also won a Cristal award in the Direct/Relationship Marketing Category. Kan Khajura Tesan literally translates to 'ear worm radio channel' in English. Kan Khajura Tesan aims to help HUL brands engage with low-income rural consumers in media dark areas. Kan Khajura Tesan is the first fully advertiser funded mobile based entertainment-on-demand initiative in India. The driving force behind this campaign is the fact that a large percentage of the consumer group for HUL brands are in media dark villages and cannot be reached via traditional media like TV, radio & print. In these rural areas access to TV and radio is limited and further constrained by poor availability of electricity.
Screen Shot 2014-12-17 at 6.26.14 am.jpgNew Zealand: Inspired by the season's spirit of gifting, Westpac has unveiled the Westpac Giving Tree in Takutai Square, Britomart; the first Christmas tree installation to be powered by public donations via DDB NZ and designed by Rawstorne studio.

The unique display has already dazzled thousands of Aucklanders, and will run until 21st December. It combines motion, sound and light whenever a contactless payment card is used to make a donation, with proceeds helping the For Everyone Foundation fund community-based projects throughout New Zealand in 2015.

Screen Shot 2014-12-16 at 9.58.36 am.jpgNew Zealand: SKY is taking its audience on another epic journey with the launch of a stunning new TVC, created by DDB and directed by Steve Ayson of the Sweet Shop.
The 60" spot first aired on Monday and follows an unassuming young hero as she explores the power of freedom in her own hands.

Titan_1.jpgOver the years, Titan Raga has carved out a special place for itself by celebrating feminine beauty and sensuality. The brand has showcased exquisite collections along with charming stories of the Raga woman. And these stories have served as markers in the journey of the Indian Woman from home and hearth to the outside world.

Publicis_Lou Dela Pena.jpgPublicis 133 LUX Singapore has been appointed the global social media agency by Accor for its Global Luxury and Upscale segment. Sofitel, Pullman and MGallery are among Accor's luxury brands that the agency will be managing from its Southeast Asia headquarters based in Singapore.

The announcement came just three months after Accor moved its Global Luxury and Upscale marketing operations from Paris to Singapore in a bid to grow its market share of luxury travel consumers in Asia Pacific. The global luxury market is valued at USD1.8 trillion. Asian consumers currently account for almost half of global luxury sales.

"We're very excited to be appointed by Accor," says Lou Dela Pena, CEO of Publicis Singapore (pictured). "Publicis 133 Lux has an immense heritage in luxury marketing. This, in addition to our understanding of the Asian market will allow us to help Accor in amplifying their digital footprint in the luxury space. Winning Accor's Global Luxury and Upscale digital marketing business is a fitting end to our year. We couldn't be prouder."

ABICI bikes give you choices

bike.jpgBiking is taking off among Chinese hipsters and expatriates in China in a big way. Apart from the fixed-gear trend, there is also a growing appreciation for luxury custom-made bicycles.

Civilization Shanghai created this spot for ABICI, a brand of handcrafted two-wheelers designed and produced in Viadana, Italy.


O&M absorbs FlamingoEDA to launch K1ND

K1ND.jpgOgilvy & Mather China has absorbed the Beijing-based FlamingoEDA, a brand innovation company versed in harnessing technology to connect products with consumers. Integrating with the newly opened K1ND (pronounced One Kind) office in Beijing, the FlamingoEDA team will work closely with Ogilvy & Mather Advertising to create innovative media channels and digital brand experiences.

"With this, we're building on our ability to combine creativity with technology," says Peony Wu, National Chief Digital Officer of Ogilvy & Mather and lead for K1ND in China. "Brands are realizing that their future requires a more connected, interactive world to enhance consumer experience, and FlamingoEDA will add to the ways we transform conventional products and experiences into extraordinary ones."

Fatherhood is a two-handed job says OPPO

OPPO.jpgOPPO smartphones is encouraging Vietnamese fathers to embrace fatherhood with both hands. The new 'Fatherhood' campaign which launched this month highlights the memorable father/child moments that are created when dads put their phones down, and spend more time engaged in activities with their kids.

The work created by BBDO Vietnam raises the issue that fathers are often too focused on their work and gadgets, and not on real-time experiences with their children.

Thumbnail image for DROGA-HALL-OF-FAME.jpgDroga5 New York - led by David Droga (pictured) has taken out its fifth US Agency of the Year title in eight years with AdWeek honoring the agency with its 2014 award.

The win comes on top of being awarded Campaign of the Year by Adweek and its client Under Armour taking out AdAge Marketer of the Year.

Droga is in Australia this week and will stay on to celebrate Christmas with his family.
Oishi.jpgTBWA\ Santiago Mangada Puno recently won the highest honour at this year's Boomerang Awards, the leading digital marketing competition in the Philippines.

The agency won Gold in the Food and Beverage category and 'Best in Creative Excellence' with Oishi's 'Unskippables' campaign.

Oishi 'Unskippables' effectively disrupted pre-roll ads on YouTube by launching five-second ads that would finish before the viewer could hit skip, and because the ads received no skips, YouTube's ranking system gave them more airtime, resulting in huge savings for the client.

Watch the Oishi 'Unskippables' case study here.

Expose yourself at the AdFest Production Hut

PRODUCTION HUT AND DIGITAL HUT.jpgAdFest will once again host the Production Hut and Digital Hut in 2015 - a platform created exclusively for production and digital companies to directly connect with the creative industry. .
"AdFest is considered the place to meet your target audience and make valuable connections. Its tropical location and passion for fostering communication within the industry provide all the ingredients for growing connections, using the Production or Digital Hut as a base to host meetings, distribute your showreel, or promote your parties," says Kem Suraphongchai, Festival Director at AdFest.
All production-related companies are eligible to exhibit at Production Hut, including production houses, animation companies, post-production, special effects, sound studios, stock photography and footage companies. The Digital Hut is open to all digital/interactive companies.
ADOT_1.jpgADOT_2.jpgTo raise awareness of the 93,000 homeless people all over the UK, Ogilvy & Mather Japan created for ADOT.COM an integrated social campaign, highlighting the fact that, today more than ever, homelessness is all around us but at the same time no one seems to see it.

Based on the insight that homeless people are becoming invisible on the streets of the UK, the campaign idea explores beautifully strange portraits of the homeless wrapped in Christmas lights. This is accompanied by a haunting interpretation of the legendary music track 'Creep' by Radiohead.

The spot has attention grabbing and poetically disruptive images that showcase this concerning issue in a completely different perspective.

BBDO_Spikes Network of the Year.jpgThe BBDO network has bounced back from last year's #3 placing in The Work 2013 to be the top performing network in Campaign Brief's The Work 2014. They notched up a total of 48 acceptances in The Work 2014 with their biggest performers being Clemenger BBDO Wellington (13 acceptances), Colenso BBDO Auckland (11), Clemenger BBDO Melbourne (7), BBDO Guerrero Philippines (6) and Clemenger BBDO Sydney (5).

Previously, BBDO had been The Work's top performing network in 2008, 2009, 2010 and equal #1 in 2011. (BBDO key regional executives are pictured above collecting the Spikes Asia Network of the Year title).

Last year's #1 network, Leo Burnett were placed second this year with 42 acceptances. Their top performing agencies were Leo Burnett Sydney (17), Leo Burnett Thailand (6) and Leo Burnett Melbourne (5).
LeoBurnettSydney_AofY.jpgFor the third year in a row Leo Burnett Sydney has taken out the "Agency of The Work" honour with the most number of acceptances in Campaign Brief's The Work 2014 annual.

Leo Burnett Sydney had 17 acceptances making them the clear #1 this year. Two New Zealand agencies placed second and third with Clemenger BBDO Wellington with 13 acceptances and Colenso BBDO Auckland were third with 11 acceptances. Leo Burnett Sydney also topped the past two years of The Work with 18 and 17 acceptances respectively. (Leo Burnett Sydney ECD Andy DiLallo is pictured above on stage in New York at LB's internal awards with Mark Tutssel and Jarek Ziebinski).

The highest ranked agency from Asia this year is Cheil Worldwide Korea with 8 acceptances.

Three Ogilvy offices - Ogilvy & Mather Hong Kong, Ogilvy & Mather Singapore, Ogilvy & Mather Mumbai - and Grey Group Singapore were the next best performing Asian-based agencies with 7 acceptances each.
img_0642-EDIT.jpgCB Asia Exclusive - Clemenger BBDO will close its Adelaide office and the majority of its staff and clients will move into local independent agency KWP.

Clemenger Group Chairman Robert Morgan said that whilst he was sad to see the Adelaide office close, he felt the acquisition by KWP represented the best outcome for his agency's staff and clients.

The new agency now combines the powerful resources of Adelaide's two leading ad agencies enabling it to further enhance its offering to existing and other South Australian based clients.

iProspect China appoints new CEO

sara si.jpgShanghai based iProspect China, part of Dentsu Aegis Network China, has appointed Sara Si as CEO. Si will be responsible for managing and developing a market leading search and performance practice and will also take an important role to drive the collaboration between iProspect and other Dentsu Aegis Network's brands. The appointment will take effect immediately, and Sara will report to Phil Teeman, Group Managing Director of Dentsu Aegis Network China.

Si (left) is one of the most experienced and cross-disciplined media talents in China with more than 20 years dedicated to the media industry. She started in media planning and afterwards took on multiple senior roles in media trading management,  business management and strategy, as well as major account management.
Nikon_JWT1.jpgTo highlight the professional-level video features of the new Nikon D750 DSLR FX camera, JWT Singapore has created "Breaking Free", an interactive online campaign that allows people to watch an elite group of Korean break dancers from nine different perspectives in a high-energy film shot with the D750 itself.

To demonstrate the D750's agility and superior imaging quality, JWT created a multi-camera video experience to air on YouTube.  Dutch film director Joris Bulstra used nine D750 cameras to shoot Morning of Owl, an award-winning South Korean breakdancing crew, from various angles, capturing different parts of the dance sequences.  Viewers can click on different camera icons on the video to watch the action from a different angle and perspective.

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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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