Mighty_Xi'an.jpgHavas China has launched a revolutionary line dance activation for Mighty, a well known Chinese cooking oil brand, which aims to position the brand as an advocate of wellness and healthy lifestyle.

In China, line dancing has become one of the most popular modes of exercise and is gaining increasing interest among middle-aged and older people, who are the core target audience of cooking oil. Keeping in mind this trend, Mighty seized the opportunity to promote the health benefits of its products through the use of line dancing.
Cathryn Chen.jpgPublicis Communications has announced that Cathryn Chen, current General Manager of Saatchi & Saatchi Guangzhou, will head all creative agencies under Publicis Communications in Guangzhou, including Saatchi & Saatchi, Publicis Worldwide, and Leo Burnett.

In her new role, Chen (pictured) will enable the access of creative agencies (Saatchi & Saatchi, Publicis Worldwide and Leo Burnett) to specialist agencies, including digital communications specialist Nurun, strategic communications network MSLGROUP, and shopper marketing expert Arc in Guangzhou.

Cannes Contenders: Mirum Hong Kong

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...
 
magicmirror.jpgChow Sang Sang - Magic Mirror
Mirum Hong Kong

High-end Chinese jeweller Chow Sang Sang have an inventory of over a thousand necklaces and needed a solution that would make it easier for shoppers to try everything they wanted. With shoppers aged under 35 soon to account for over 53% of the region's luxury shoppers, the solution had to be digital.

Cannes Contenders: Whybin\TBWA Sydney

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...

David Jones - Shot By Sound - CB-CC.jpgDavid Jones: Shot by Sound
Whybin\TBWA, Sydney
For 2015 David Jones shot its entire Spring/Summer collection imagery in a way that broke an age-old fashion trend. We created a photo shoot controlled by sound - 42 stills cameras, 6 video cameras, all controlled by the music of Daniel Johns and his band. The band played live and every beat, note and vocal triggered a camera to fire while the models walked through the set wearing the S/S collection. We captured everything needed for the catalogue, print, social, in-store and OOH. The process itself created the music video for Daniel Johns' new single "We Are Golden".
DS4S.jpgDS has launched DS 4S, its brand new "refined and dynamic hatchback", in collaboration with Publicis Worldwide's agency La Maison Shanghai. To engage with Chinese "independent business elites", La Maison Shanghai developed an integrated launch campaign for DS 4S, and engaged consumers to disregard conformity and challenge established codes.

VIEW THE SPOT (In Chinese)
Marco Versolato.jpgJ. Walter Thompson has appointed Marco Versolato in the dual role of Chief Creative Officer of J. Walter Thompson Singapore and Global Executive Creative Director for Lux.
 
During his career, which spans more than two decades, Versolato (pictured) has worked on the creative campaigns for brands like Ita Bank, InBev's Guaraná, Intel, Telefônica-Vivo, Whirlpool, McDonalds, L&G, and Johnson & Johnson. His work has earned him more than 30 Lions from the Cannes Lions International Festival of Creativity and has also been recognized and awarded at key industry festivals like D&AD, One Show, Clio, and El Sol. In 2010, Versolato represented Brazil as an Outdoor jury member at the Cannes Lions festival.
Coca Cola That's Gold.jpgMcCann Worldgroup China uses a series of video clips edited to an iconic Tom Jones tune, "It's not Unusual", in a spot spreading happiness for Coca-Cola - That's Gold.

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Cannes Contenders: Ogilvy Vietnam

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...

Poisoning Rhino horns.jpgRhino Rescue Project: Saving Africa's Last Wild Rhinos By Poisoning Them
Ogilvy Vietnam

In Vietnam, unprecedented demand for illegal rhino horn was leaving rhinos dying in agony and on the verge of total extinction. Ogilvy & Mather Vietnam aimed to kill the trade itself by turning rhino horn from a 'priceless' status symbol into worthless poison. It began by infusing African rhino horns with a poisonous cocktail that's harmless to rhinos - but if consumed by humans can induce nausea, vomiting, paralysis and potentially death. Public health warnings were simultaneously launched to ensure every poacher, trader and buyer knew the risks involved, while international fundraising efforts helped to extend the costly horn treatment program - and kill Vietnam's rhino horn trade for good.

Want 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.

 

Cannes Contenders: Ogilvy 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...

Singtel-Firecracker_Digital.jpgSingtel Firecracker
Ogilvy Singapore

When the Singapore government imposed a ban on firecrackers in March 1972, they put an end to a tradition for millions of Singaporean Chinese. We introduced Singtel Firecracker - the world's first co-created firecracker with mobile phones. To begin, people just had to visit the web app on singtelfirecracker.com with their mobile device and tap start. Then get their friends and family to join in by scanning the QR code. Chain the phones up and they were all set to go. Now, they just light it up.

Sequentially, each mobile phone plays a 5-second moving image of a lit up firecracker. With precise calculations in timing, the web app was programmed so mobile phones were able to anticipate when the clip on the previous phone was ending and when to trigger the firecracker on their own screens. This helped Singtel Firecrackers achieve a seamless, continuous roar of a real firecracker.

Cannes Contenders: TBWA/Korea

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...

Adidas Store on a Ciff.jpgTBWA\Korea
adidas Korea: Store on a cliff

TBWA\Korea created a disruptive campaign to attract a younger audience to adidas' 'terrex boost' product line. A pop-up store was created outside a department store in Seoul to allow the public to experience the terrex boost. Not just any ordinary pop-up store, but one that was situated at the top of a 10 metre high cliff - designed to look and feel like a real mountain. People were encouraged to try on the terrex boost and participate in a time-trial to reach the 'Store on a Cliff'. The faster the climb, the bigger the discount received.

Want 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.

83ff88ea72d310d9fbb4de5a_560x560.jpgEmad Tahtouh, director of applied technology at Finch, will be jury president of The NEW at London International Awards (LIA) 2016.

Says Tahtouh on The NEW and the characteristics of its entries: "The NEW category at LIA is such a wonderfully challenging and exciting experience. By very definition, the work must be considered unique or special in some way. However these are not easily identifiable or agreeable by consensus."

Regarding the opportunity to chair the Jury, he adds: "Whilst a lot of other categories have clear metrics and years of previous work by which to measure and compare, 'The NEW' does not have that luxury. For me, that's the most exciting aspect to the medium. For the jury, watching, experiencing, discussing and awarding work which we consider to be groundbreaking or revolutionary, will result in the most thought-provoking and exhilarating conversations we will have all year."
LTA hi-res.jpgDentsu Singapore has announced recent double wins from Land Transport Authority (LTA) and National Environment Agency (NEA). LTA has retained Dentsu for the Graciousness campaign, following a two-year collaboration, while NEA has appointed the agency to undertake the communications strategy for 2016 Clean and Green Singapore campaign.
 
Following the success of its Graciousness campaign (visualized above) which features five cartoon figures including Move-in Martin and Stand-up Stacey, LTA has once again appointed Dentsu Singapore to be its creative partner to work on the continuous strategic communications and media planning for the next phase of the campaign. The campaign will also be supported by Dentsu Singapore's sister agency - Dentsu Mobius Media (DM2), with its digital and media expertise.
Word Debt3.jpgUnder the pressure of financial crisis, education spending in Greece has been reduced by 45% and more than 1000 schools have been closed since 2011. As a result teachers are forced out of work and students have been pushed into overcrowded classrooms and forced to travel long distances each day to get to their nearest school.

In light of these statistics, The Smile of the Child in partnership with HealRWorld is working with Geometry Global Hong Kong and Geometry Global Moscow to assist children in need in crisis-hit Greece. "We owe a cultural debt to Greece" said Julian Hernandez, Executive Creative Director Geometry Global Hong Kong. "As many of the most commonly used words in English and other European languages are of Greek origin, shouldn't we find a way to pay them back?"

VIEW THE CONCEPT
Banjaras.jpgIndian's obsession with fairer skin dates back to immigrants, conquerors and rulers from the west with fairer skin lauding it over the `local' or native Indians which later got defined into a caste system where dalits or 'untouchables' often had much darker skin than the upper castes. The innate implication is that if you have fair skin, you are somewhat superior to others around you. Most of the well-known FMCG companies are encashing upon this paranoia which is deep-rooted in our culture. Such advertisements encourage the notion that a fair girl is the definition of a beautiful girl, and that this skin color would ensure that she goes through a hassle free marriage and fulfill her every dream.

To enhance it's positioning of being known for its natural range of hair and skin care products, Banjara's supports a movement against colour bias in India called "#proud of my colour".

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Pepperfry TVC Snapshot 1.jpgPepperfry's vision is to help 20 million customers create beautiful homes by 2020. As the market leader Pepperfry has taken on the task of expanding the online Furniture category through this new 360o Marketing Campaign by L & K Saatchi & Saatchi India.

VIEW SPOT ONE
VIEW SPOT TWO
gwyneth-paltrow-goop (1).jpgCannes Lions has today confirmed a show-stopping roster of speakers set to keep the red carpet firmly in place outside the Palais des Festivals. Some of Hollywood's most famous will unite with industry stars to share insights and inspiration as part of the biggest programme in the Festival's history.

Oscar-winning directors and actors will talk visionary, risk-taking and creative bravery - themes at the heart of branded communications. Acclaimed director Alejandro G Iñárritu, winner of successive awards for films Birdman and The Revenant, will discuss making mould-breaking cinema with Tham Khai Meng, co-chairman, worldwide chief creative officer, Ogilvy & Mather. Multi-Oscar winning director, screenwriter and producer, Oliver Stone, will share his views on filmmaking, politics and culture with the Guardian.

Chris Kyme: Postcard from Hong Kong

Chris Kyme_April2016.jpgIn our latest "postcard from..." series, Chris Kyme wonders if Hong Kong is working too hard.

Does our Hong Kong industry work too hard? I grew up in an ad industry where the philosophy instilled in us was definitely work hard play hard. You worked your asses off to crack briefs and deliver the goods..then you went out to let off steam. Of course for me it was also about being young free and single and totally into what I was doing. There was no line between work time and off time. And, unless you're a creative genius (which last time I looked I'm definitely not!) the only way to crack out anything good was bloody hard work. Fast forward to Hong Kong today and you can definitely say that the hard work ethic is still there. But also chuck in mad work ethic. Crazy late hours work ethic. Nothing but work ethic.

Cannes Contenders: GPY&R Australia

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...

DDraught.jpgYoung Henry's: Drought Draught
GPY&R Australia
Australia has a lot to lose from climate change. But most Aussie's didn't care. But there's one thing they did care about. Beer. Climate Change will increase the frequency and severity of droughts, impacting beer's main ingredients - barley, hops and water. So to highlight the issue Young Henrys, one of Australia's leading craft brewers, created Drought Draught. A poor quality beer brewed under drought conditions that lets people taste the effects of climate change.
3 (1).jpgAfter ECD roles at J. Walter Thompson Melbourne and sister agency BlueHive Australia, Rich Muntz is headed for Berlin as CCO of a new Innocean Worldwide office.  

Jeremy Craigen, global CCO, Innocean Worldwide, who is in Sydney this week, told CB: "Berlin is gunning for the title of 'start-up hub of Europe', what better city to open a new Innocean venture."

Beyond a European creative hub for Innocean offices in Frankfurt, London, Madrid, Paris, Milan, Moscow and Istanbul, Craigen has added expectations of the new agency: "I've challenged Muntzy to approach Berlin as a true 'start-up'. New office, new team and new ways of taking our clients' brands to market."  

While at J. Walter Thompson, Muntz lead a creative resurgence of the agency brand in Melbourne, with multiple wins at Cannes, D&AD, Spikes, AdFest, OneShow and Clios.  He was then seconded to BlueHive Australia to relaunch the Ford brand. 

Cannes Contenders: Grey Hong Kong/Shanghai

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...

Firstphoto_Lastphoto_Mar 12 2016_026.jpgJoy of Life: First Photo Last Photo
Grey Hong Kong/Shanghai

Killed, aborted or neglected, at least 100 million girls have disappeared - and the number is still rising. In many cultures and countries, gendercide is still prevalent due to the strong preference for sons over daughters.

In Hong Kong, sex-selective abortion is illegal but many have found ways around the law, thus, creating a plight where an ultrasound scan of an unborn girl becomes her death sentence.

Cannes Contenders: Ogilvy Jakarta

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...

MOTHER_Paramex.jpgParamex: Mother, Nerd, Playboy
Ogilvy Jakarta

The triggers of tension headaches are revealed in these posters for Paramex.

Want 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.

Cannes Contenders: Ogilvy Gurgaon

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...

Aeroplane.jpgPhilips India Ltd: Philips LED Storm - Aeroplane, Boat, Cycle
Ogilvy Gurgaon

In the age of out-of-the-world gizmos, super hightech stuff and such, torch, no matter what different light it threw, was not the most interesting of products. So to try and attract attention to it, the effort was to design communication that was larger than life. Communication that was attractive enough to give a beautiful sheen to the product. And compared to the rest, make it different as night and day.

Cycle.jpgBoat.jpg

 

Michel Mommejat - MWG JP -1.jpgMcCann Worldgroup Japan has appointed Michel Mommejat as Managing Director, Digital, Data & Technology. Mommejat comes with 20+ years of experience and a career spanning from Europe to Asia, in a range of global, regional and local roles.

Mommejat (pictured left) has been appointed to oversee business transformation and the digitisation of the McCann Worldgroup companies to maximise potential in a fully integrated, digital era. He relocates from Singapore and will report directly to Charles Cadell, Representative Director, President & CEO of McCann Worldgroup Japan (and President, McCann Worlgroup Asia Pacific).

A digital marketing expert, Mommejat has been a critical player in driving the digital acceleration and data transformation of several organisations and brands both in B2C and B2B categories.
OrchardPic1.jpgWhile advertising agencies are busy creating campaigns to get others to "Go Green", Orchard Advertising has chosen to "Go Green" by planting tree orchards for farmers.
 
"Planting a tree is the single most effective action an individual or organisation can take to truly heal the earth" says Janet, Founder, Treesforfree.org, the tree planting partner of Orchard Advertising.
 
She further adds, "We can turn off lights, use LED lights and drive an electric car to reduce our emissions. But this slows down the rate of global warming. Only trees cool the globe and reverse global warming as only trees can absorb the greenhouse gases and act as carbon sinks."
Marco Polo Club.jpgEight Partnership Hong Kong, together with Cathay Pacific, has launched a new brand, design and communications strategy for Marco Polo Club, the loyalty programme of Hong Kong's global airline.

Developed in close collaboration with the Marco Polo Club team, the new strategy aims to revitalise the brand, placing greater emphasis and pride in the sense of belonging and highlighting the diversity of its membership. The effort is part of the premium carrier's ongoing long-term rebranding process. Eight introduced a more refined approach to the design and developed a brand strategy that intends to recapture the romance of travel for the airline's most loyal passengers.
White Cane Day.jpgSri Lanka has 200,000 legally blind people and over 400,000 visually impaired persons, out of a 21 million population. In many cases blindness can be cured if a healthy pair of eyes are available. But at any given time the eye depositories have less than half the required amount.

The Sri Lanka Eye Donation Society, the main organization involved in devising strategy and programmes for the country's blind problem, wanted to use the White Cane Day to leave a lasting message with the sighted public about the importance of eye donations and encourage more pledges.

VIEW THE VIDEO
Roadeo.jpgAs a cycle brand that's targeted towards young urban boys, Hercules Roadeo has always been an inspiration for the bold, fearless and trend-setters. Its range boasts of stylish steel and alloy designer frames that make it the preferred choice of the young guns today. To further demonstrate this, TI Cycles has rolled out a campaign that establishes the dominant positioning of Hercules Roadeo.

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Leicester City meet Boaty McBoatface

imgres.jpgA regular blog by Damon Stapleton, chief creative officer of DDB New Zealand

(The following was written prior to Leicester City winning the EPL)

"Let's have some new cliches."
-Samuel Goldwyn

My friend and kindred blog spirit, Rich Siegel, writes a fantastic blog called RoundSeventeen. Recently he told me a story about pitching an idea. It was for the Olympics. The idea was simple. Do a campaign about the athletes that come stone last at the games. He and his partner Jerry Gentile understood the power of showing an athlete just making it to the Olympics. How that makes them the true winners of the games. It would show the real spirit that creates the Olympic flame. Just imagine the stories that could be told. They were very excited.

YDA extends entry deadline to Sunday, May 29

YDA LAST CALL FOR ENTRIES.jpgYDA extends the deadline for entries to the new date of Sunday, May 29. This is the last call for entries.

If you need any help finalising your submissions, or if you are worried you may not have time to complete your entries, please get in touch with hello@youngdirectoraward.com.

SUBMIT YOUR WORK HERE
The 520 Kiss Affair campaign Digital Outdoor-a.jpgAlibaba, founded by Jack Ma, has created another new "festival" after the success of "Double 11" (Singles' Day, which is now the largest e-shopping day in China). "520", known as a non-official Valentine's Day in China, with the same pronunciation of "I love you" in Chinese, is now redefined by Alibaba as the "Auction Day", since Alibaba has just combined Ali Auction, the on-line auction platform, and Xian Yu, the biggest second-hand online market. In order to promote its brand up-grading and the newly defined "festival", Alibaba entrusted & Creative Lab Shanghai with the brand marketing campaign.

VIEW THE VIDEO
Shree 2.jpgCotton Collection is a fashion retailer who has built a strong reputation for absorbing, reimagining and carefully incorporating the island's unique identity in to its products.  

For its foreign market, the retailer wanted to design a brand that captures not just the essence of Sri Lanka, but also a concept that creates empathy, admiration and curiosity for its rich culture.

VIEW THE VIDEO
High School Girl.jpgNew York Festivals International Advertising Awards competition has announced the 2016 award-winners at the New York Show gala held at the renowned Jazz at Lincoln Center's Frederick P. Rose Hall in New York City. The annual event celebrating the World's Best Advertising & Creative Communications kicked off with a cocktail reception followed by the awards ceremony and after-party to toast trophy-winners from around the globe.
 
This is the first time in the six year history of New York Festivals Executive Jury that two outstanding entries were selected unanimously to receive the coveted Best of Show Award.

"High School Girl?" and "Mc Whopper" earn best of show awards, Remy Cointreau/Louis XIII Honored with brand of the year and BBDO named network of the year.
Youth Guardian Foundation_Bloody Devils.jpgLeo Burnett Group Thailand has designed a series of posters with photographs of young kids attacking people violently to demonstrate that playing violent games can make children more aggressive and use violence in a real world.

Credits - Chief Creative Officer: Sompat Trisadikun. Executive Creative Director: Paruj Daorai. Creative Director: Somchai Jiu. Art Directors: Sarath Sapimon, Sompat Trisadikun. Copywriter: Paruj Daorai. Photographer: Chub Nokkaew (Chubcheevit Studio Bangkok). Agency Producer: Sarawut Lertkittipaporn. Print Production Company: Chubcheevit Studio Bangkok. Retoucher: Chubcheevit Studio Bangkok. Print Producer: Sukij Pongpisuth (Chubcheevit Studio Bangkok).
mt expo 2015.jpgThe 54th D&AD Professional Awards Ceremony has just wrapped up tonight in London, where two Black Pencils were awarded - the highest accolade in the creative industry.

As well as being the most awarded design agency at the Ceremony, UK technology startup what3words claimed a Black Pencil for their pioneering method of communicating precise locations around the world. iyamadesign also won a Black Pencil for their spatial design of the mt expo 2015 in Japan, on behalf of masking tape brand Kamoi Kakoshi.

DOWNLOAD THE WINNERS LIST: D&AD Pencil Winners 2016.xlsx

Cannes Contenders: Ogilvy & Mather Hong Kong

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...

KFC GROUP.jpgKFC: Finger Lickin' Good
Ogilvy & Mather Hong Kong

KFC's classic slogan - 'Finger Lickin' Good' was coming back to Hong Kong. To raise awareness we created limited edition KFC edible nail polish (Available in Original Recipe and Hot & Spicy).

Not only did it put the brand back on everyone's lips in Hong Kong, this little promotional PR stunt was heard around the world like nothing they'd done before.

Cannes Contenders: Ogilvy Auckland

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...

AA - Get Back_Family.jpgAA: Get Back - Family
Ogilvy, Auckland
Alcohol dependency not only affects a person's life, but also the people around them.This campaign from Ogilvy & Mather New Zealand illustrates that insight by showing how alcohol separates you from your job, your friends and your family. Even though alcohol addiction seems overwhelming, with the help of AA there is a way back.


Cannes Contenders: Ogilvy Japan

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...

Homeless Poster_CarPark.jpgMegamax: Homeless Bed Collection - Car Park, Under Path, Pavement, Bench
Ogilvy Japan

The number of homeless people in Japan is increasing year on year. Moreover, support is always hard to come by as homelessness is seen as a personal failure, the fate that one brings upon oneself.

To raise awareness and donations to this ongoing crisis, Ogilvy & Mather created for Megamax, Japan's leading bed and furniture mega store, and Moyai, the Japanese Association for the Homeless, the Homeless Beds Collection.

Homeless Poster_UnderPath.jpgHomeless Poster_Pavement.jpg




Cannes Contenders: GREYnJ United Thailand

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...

BBQ Fulfill Dog Food.jpgBar-B-Q Plaza: The "All you can't eat" Doggy Bag
GREYnJ United Thailand

Over 200kg of leftovers go to waste every day at Bar-B-Q Plaza, all this due to our habit of ordering more than we can eat. As a solution to help reduce food waste, we gave the doggy bag a real purpose by turning leftovers into food for dogs. In collaboration with PetPal, we cooked up a well-balanced and nourishing BBQ-flavored dog food, and carefully portioned and packed it to feed just one dog - so our best friend doesn't leave anything behind either.

Cannes Contenders: Ogilvy Bangalore

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...

01_Spiritual_Man.jpgGandhi Museum: Spiritual Man, Laburnum Road, Priceless Collection, Non-violence, Toilets
Ogilvy Banglore

The Mani Bhavan Gandhi Museum is one of the most important historic buildings in India. It is the very house where Gandhi lived and planned his campaigns of non violent resistance that brought our independence. The house is now preserved as a museum. Despite its massive historic importance to our nation, awareness is low, especially among millennials. The museum asked us to embark on a campaign which would raise awareness and attract more young visitors to the museum.

03_Priceless_Collection.jpg02_Laburnum_Road.jpg
 


Cannes Contenders: The Monkeys Sydney

How will Asia Pacific perform at Cannes this year? In the lead up to the Festival, Campaign Brief will be showcasing the work we hope will impress the judges...

MLA_Operation Boomerang.jpgMeat and Livestock Australia: Operation Boomerang
The Monkeys
Highlighting the plight of Aussies around the world who miss out on celebrating Australia Day at home, 'Operation Boomerang' gave some of them a chance to make it back in time for a lamb BBQ. In the campaign, a team of Lamb Operatives, led by cult Australian newsreader Lee Lin Chin, repatriated Aussies from around the world for Australia Day. Along with rugby captain Stephen Moore, retired cricketer Mitchell Johnson and even the princess of Denmark were brought back home. Lambassador Sam Kekovich also made an appearance. The campaign generated 1,270 pieces of coverage. A total view of the content stand at over 5,400,000, and it has been shared over 55,000 times. Operation Boomerang also came out on top as YouTube's most watched ad for the Q1 2016.

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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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