A kiss from nudeJEH Bangkok and Grey Thailand

TicTac_Be Prepared.jpgTic Tac reminds us to be prepared for when the moment comes.

The ad created by nudeJEH Bangkok and Grey Thailand will be launched in various outdoor and print media across Singapore and Thailand.
Credits - Agency - nudeJEH Bangkok. Creative Chairwoman: Jureeporn Thaidumrong. Executive Creative Director: Asawin Phanichwatana. Creative Director: Andrew Chu. Art Directors: Arnon Kantawang, Watjanakorn Mollprasittiporn. Copywriters: Pat Deesawat, Worrawan Chailert. Planner: Jongkoch Dusittanakarin. Account Service: Kanaporn Hutcheson, Konthamas Ratanasuvan, Kodchakorn Walaphon. Agency: Grey Thailand - Chief Creative Officer:,Ali Shahbaz. Account Director: Gaurav Arora. Account Manager: Marie Tan. Assistant Production Manager: Wong Cheng Wah.
Lego 4.jpgThe Art Direction category at this year's D&AD awards judging saw only 12 Pencils awarded. Asia has performed very well with a haul of 7 Pencils.

These Pencils go to Geometry Global Hong Kong's "Magritte, Van Gogh, Wood" campaign for Lego/Hamleys;

Lowe China's "Human Traffic Sign" for Shanghai General Motors;

Y&R Beijing for Penguin Audiobooks "MIC" campaign;

Colgate-Palmolive's "Turning Packaging into Education" campaign by Y&R Hong Kong;

McCann Erickson India's Big Babol "Fruits" for Perfetti Van Melle;

Ogilvy & Mather India's "Sufi Rock - Horns" for Pernod Ricard;

and Ogilvy & Mather Bangkok picks up an Art Direction Pencil for "A/B/P" for the Accident Prevention Network.

848 Pencils have been awarded in total. Winners will have to wait until the awards ceremony in London on 21st May to find out which colour Pencil (Wood, Graphite, Yellow, White or Black) they've won.
Dogs Don't Judge[BUSH].jpgColenso BBDO, Auckland, has has launched a new campaign for Pedigree.

The new work is an extension of the Pedigree 'Found' campaign which launched last week.

It's believed to be a part of a new global positioning that will be launched soon that has been a co-creation of Colenso BBDO and sister shop BBDO New York.

The campaign features print and radio - three of which have been released today with more to be unveiled over the upcoming weekend.

Turning packaging.jpgAsia has picked up 8 Pencils in the Outdoor category on the final day of D&AD judging in London. Hong Kong has collected two Pencils, one for Red Fuse for their "Turning Packaging into Education - Cavities Attack At Night/Good Food vs Bad Food" campaign for Colgate Palmolive and the other to Ogilvy & Mather for Faber Castell's "Just Add Water" campaign.

With one a piece, Y&R Beijing for Penguin Audiobooks "MIC" campaign, BBDO Malaysia for KFC's "So Good", McCann Worldgroup Mumbai for their Perfetti Van Melle/Big Babol "Fruits" print campaign, Lowe Bangkok for Unilever's "Layers", Impact BBDO Lahore Pakistan for "Not a Bug Splat" and I&S BBDO Japan for Myamoto Glasses Shop's "Only The People Who Need Glasses Can See!?"

848 Pencils have been awarded in total, but winners will have to wait until the awards ceremony in London on 21st May to find out which colour Pencil (Wood, Graphite, Yellow, White or Black) they've won.
Mums & Maids.jpgIn the run up to International Worker's Day, or Labour Day, on May 1, Transient Workers Count Too (TWC2), a non-profit organization dedicated to improving conditions for low-wage migrant workers, has partnered with Ogilvy & Mather Singaporevto launch a film and behavior change campaign created by the agency that calls attention to the plight of domestic workers or 'maids' that work for months or years on end with no rest days. The latest figures from the Humanitarian Organisation for Migration Economics (HOME) estimate that approximately 40 percent of Singapore's 222,500 domestic workers do not have a weekly day off, despite a law coming into effect in January 2013 making it mandatory.

Tejali & Ajay.jpgDDB Mudra South & East has appointed Tejali Shete and Ajay Menon as Senior Creative Directors, based out of the agency's Bengaluru office.

With over a decade of experience in the creative communications industry, Shete (pictured left) joins DDB Mudra from Grey Worldwide and a short stint at Leo Burnett, Kuala Lumpur. Shete has worked with leading advertising agencies including Contract, Lowe Lintas, Ogilvy & Mather, Creativeland Asia, and Percept/H. She's worked on an array of world-renowned brands including Coca-Cola regional, Samsung regional, Pantene, AmbiPur, Wella, Downy, Godrej Cinthol, Godrej Aer, Godrej Expert Hair Color, Asian Paints, Samsonite, HSBC, Tata Indicom and Photon, Louis Phillip, Vladivar Vodka, Johnson's Baby, Femina, Ceat, and Brooke Bond Red Label to name a few.
Viveca Chan & Kitty Lun.jpgThe HK4As (The Association of Accredited Advertising Agencies of Hong Kong) is again presenting the International Effie Awards, into its 12th year in Hong Kong in 2015. Under the global theme "Awarding ideas that work", the HK Effie Awards continues to recognize outstanding campaigns which have been brilliantly executed and proven results in meeting challenging strategic objectives.
Two reputable persons in the advertising industry will be Jury Chairmen this year leading the judging committee to ensure a fair and balance judging process and select winners of the year. They are Viveca Chan, Chairman & CEO, WE Marketing Group (pictured left) and Kitty Lun - Chairman/Chief Executive Officer , Lowe China (pictured right).
Top APAC2_Square.jpgEffie Worldwide has announced the most effective marketers, brands, agency holding groups, agency networks, agency offices and independent agencies in Asia Pacific according to results of the 2015 Effie Effectiveness Index.

Now in its fifth year, the Effie Index recognizes the architects of the most effective marketing communications ideas from around the world, determined by their success in more than forty national & regional Effie Award competitions.

Companies ranked highest in Asia Pacific in 2015 include Ogilvy & Mather (agency network), Lowe Lintas Mumbai (individual agency office), Unilever (marketer) and Coca- Cola (brand), WPP (agency holding group),  and New Zealand's Barnes, Catmur & Friends (independent agency).
Asanka Ilamperuma.jpgAsanka Ilamperuma, Creative Director at Saatchi & Saatchi Sri Lanka, has been selected to serve on the 2015 International Grand Jury of the Film Craft category for the reputed New York Festivals International Advertising Awards.

The NYFA has celebrated the "World's Best Advertising" across all media since 1957. The festival brings together the world's most talented chief creative officers, creative directors, film producers, marketing executives and designers to serve on an international Grand Jury which works together through a rigorous online judging process. Last year's Grand Jury consisted of creative professionals from 60 countries.

Over the past decade, Ilamperuma has not only created some of Sri Lanka's most loved advertising campaigns but also directed short films such as The Johnny Mine, which follows the journey of an illiterate child soldier. He is currently the only South Asian serving within the Film Craft category of this year's NYFA Grand Jury.
Go Cheeze World.jpgParag Milk Foods, India's largest private dairy with a portfolio of popular brands - Gowardhan, Go, Pride of Cows and Topp Up has assigned FoxyMoron as digital agency for its popular brand Go Cheese. The mandate is to create innovative digital and social marketing engagements through social media platforms and a dedicated microsite to further enrich the brand. The account was won in a multi-agency pitch.

On this collaboration, Mahesh Israni, Chief Marketing Officer, Parag Milk Foods said, "In tandem with the rapidly changing media habits of our young consumers, we found that it's the need of the hour to extend our brand's presence on the digital platform. Since our brand Go Cheese has a target audience belonging to the digital generation, we have taken baby steps into this digital space with the launch of 'Go Cheese World'. By concentrating our media efforts to an affluent audience, we plan to do a digital campaign like no dairy company has ever done before.
Screencap 1.jpgDDB Group Hong Kong has launched a new thematic campaign for Hong Kong's leading super market chain, ParknShop, under its newly launched brand platform of 'Eat Fresh, Buy Smart'. Featuring classic local cartoon characters McDull and Madam Mak, the campaign aims to connect with modern Hong Kong mums by recognising that being a mother is not an easy job.

FairPrice.jpgIn conjunction with Singapore's 50th birthday, homegrown retailer NTUC FairPrice has tapped on Havas Village's group expertise to conceptualise and launch their latest campaign that aims to celebrate the everyday heroes in our lives.

To kick off the campaign, FairPrice has collaborated with four Singaporean personalities in a video series showcasing how their heroes have inspired and helped them through their lives.
warc logo.jpgWarc has launched the 2015 Warc Prize for Asian Strategy, a cash prize for the smartest marketing strategy in the region. The Prize returns for its fifth year with a Prize fund of US$10,000.

The best overall paper will win the $5,000 Grand Prix. In addition, Warc will award five $1,000 Special Awards for excellence in specific areas.

Warc will award Gold, Silver and Bronze awards to the best examples of strategic thinking in marketing in four categories: 1. East Asia, 2. South Asia, 3. Southeast Asia and 4. Multi-Market (campaigns running in three or more markets).
Screen Shot 2015-04-22 at 10.49.56 am.jpgThe world's number one job site Indeed.com via Mullen, is set to launch a new cinema domination across The Avengers.

A version with a voiceover will be shown on TV later in the year.

Screen Shot 2015-04-23 at 8.07.54 am.jpgDroga5 New York has just released a new online video 'Fueled by Bullsh*t' for Toyota USA which introduces the new hydrogen-powered Toyota Mirai. The campaign features Scott Blanchett, an engineer who tests whether the Toyota Mirai can run on bullshit.

The creative directors on this campaign are Aussie expats and Droga5 New York creative directors David Gibson and Nathan Lennon.

Pandora-kid.jpgHer scent, her touch, her smile. If we close our eyes, chances are we could recall every little detail of the first woman in our lives: Mum.

This Mother's Day, international Danish jewelry manufacturer and retailer Pandora is celebrating that unique bond between mother and child with an emotional, life-affirming new short film created by Danish agency Malling Publications.

The film shows the answer to a single question: could children recognise their own mother without actually seeing her? Six women and their children decided to put that to the test. No actors, no staging, no spin. One by one, each child was blindfolded and asked to pick their mother out of a group of women - using senses other than sight. Each mum waited anxiously, watching her child tentatively feel their way, carefully searching for something familiar in a room of strangers.

Since being released a few days ago, it has attracted over 7.4 million Youtube and 13.8 million Facebook views and half a million Facebook shares.


Midea Air-Con appoints DDB Group Shanghai

Midea.jpgDDB Group Shanghai has won the creative business of Midea Air Conditioninng.

The engagement starts with Midea Air Conditioning Unit, a widely recognized leading air conditioning manufacturer and marketer in China.
Emoji.jpgLook at me_logo3_using the app.jpgBoth Ogilvy & Mather and Cheil Worldwide Korea have been awarded a Pencil in D&AD's Mobile Marketing category, with eleven Pencils awarded overall.

Ogilvy & Mather's Pencil is for Singtel's "Movie Emoji" and Cheil Worldwide's is for Samsung Electronic's "Look at Me".

The D&AD Awards will be held in London on May 21 where the colour of each D&AD Pencil will be revealed.

JUDAS.jpgFollowing the first day of judging at the D&AD awards 43 Pencils have been awarded in the Crafts for Design category, including thirteen to Asia. Japan leads the way with 5, followed by China with 3, Hong Kong and India with two each and Singapore one. Agencies have to wait until the D&AD Awards on 21 May to find out which colour Pencil they have been awarded.

Hakuhodo leads Japan's tally with INFAS Publications' "City Scape" and "Makoto Azuma: Botanist/Flower Artist." Other Pencils awarded to Japan are Dentsu's "Get Back, Tohoku" for East Japan Railway Company, Shirokuro's "Unsigned" for TaitoCity and Tymote's "Message: for Issey Miyake Inc.

London International Awards Call for Entries

LIA-2015-jury-presidents.jpgThe London International Awards (LIA) is accepting entries for the 2015 Awards and has announced a number of category changes.

A New Director category has been added to TV/Cinema/Online Film - Production and Post-Production; a Multimedia Campaign category has been added to Integration and The NEW has been redefined for 2015. Entries into the New Director category can be submitted by production companies or any company or individual involved in the project. The requirement for this category is that the Director has directed no more than 6 client-approved and released pieces of work.
Big Babol_TANGERINE.jpgMcCann Mumbai, Lowe China, Y&R Beijing and Y&R Malaysia are all Pencil winners following the announcement of results at D&AD's Crafts for Advertising category judging. The D&AD Awards will be held in London on May 21 where the colour of each D&AD Pencil will be revealed.

McCann Mumbai, Y&R Beijing and Y&R Malaysia were all awarded in the Illustration for Advertising category for Perfetti Van Melle Big Babol, Penguin Audiobooks "Mic" and Colgate "Turning Packaging into Education" respectively.

Lowe China's Human Traffic Signs for Shanghai General Motors has won a Pencil in Photography.

ReedCollins.jpgOgilvy & Mather Group Hong Kong has been awarded two Pencils in the Radio category at the D&AD Awards following the first day of judging in London.

A total of 20 Pencils were awarded in Radio. Ogilvy Hong Kong's were for "Blogger" and "Made For You" for Birdland Hong Kong.

The D&AD Awards will be held in London on May 21 where the colour of each D&AD Pencil will be revealed.

MIC - Alice.jpgFollowing the first day of judging at the D&AD awards 28 Pencils have been awarded in the Press Advertising category, including three to Asia. Agencies have to wait until the D&AD Awards on 21 May to find out which colour Pencil they have been awarded.

Y&R leads the way with both their Beijing and Malaysian offices being awarded a Pencil for Penguin Audiobooks "MIC" campaign and "Cans of Positivity" for Campbell Soup for Southeast Asia respectively.

The third Pencil winner for Asia is to Lowe China for "Human Traffic Sign" for Shanghai General Motors.

Gawen Rudder: A salute to Stan Freberg

stan-Freberg.gifBy Gawen Rudder
The Knowledge Consultancy, Sydney

Those of you who might remember the crystal set, steam radio, or recall the name and influence of Street Remley will be saddened but smiling at the passing of Stan Freberg.

The advertising copywriter was often referred to as "the father of the funny commercial" and one of Ad Age's top 100 advertising people of the last century.

Freberg had already made a name for himself when adman Howard Luck Gossage persuaded him to start writing commercials in 1956, and a year later became a third partner in the fabled Weiner & Gossage agency, San Francisco.
Get straight to the source.jpgOgilvy & Mather China will once again partner with ADC to host the annual Portfolio Night on May 20, 2015 in both Beijing and Shanghai. Their sixth round in seven years, O&M China will gather nearly 40 Creative and Executive Creative Directors from some of China's most powerful agencies (list below), with the goal to both mentor and discover the finest young talent each city has to offer.

Into its 13th year worldwide, ADC Portfolio Night is a high-energy evening of advice, networking and recruitment. International in scope, 24 cities across the world will be hosting a group of aspiring, young, local advertising copywriters, art directors and designers as they meet with renowned advertising creative directors.

At each event, local creatives present their advertising portfolio to these leading creative directors and receive constructive feedback on their work. The candidate with the very best work in each city will be named a Portfolio Night All-Star and invited to travel to New York City to collaborate with other All-Stars from around the world on a global brand brief. This year, China will send two All-Stars to New York, based on the ECD assessment in each city.
Screen Shot 2015-04-21 at 7.24.11 am.jpgAirbnb, via TBWA\Chiat\Day, Los Angeles, has launched its first TVC in Australia today, as part of the 'Never A Stranger' theme.

It's apparent the world is getting used to staying in strangers' homes. It took four years for Airbnb to get to one million guests and now, in the past two years alone, Airbnb has seen roughly 30 million guests and has over one million listings globally. At the heart of this campaign is Ellie, who in a letter to her Airbnb host lays out the emotional journey of her travels, from addressing her friends' concerns about her staying with strangers, to the delight she experienced throughout her travels across the globe, making friends and embracing the local culture along the way - feeling a true sense of belonging no matter where she goes.

Husband-wife.jpgThe background of the 2015 McDonald's brand campaign is to communicate with consumers, "A hub of togetherness", back to the role of restaurant. To this end Leo Burnett Taiwan have launched the "husband & wife" video.
The campaign has had over 1,230,000 views, 36,000 Likes, 5,430 shares and 1,300 comments on Facebook and also 385,000 views on Youtube within the first five days.

Sooperfly.jpgIn a move that promises to redefine digital video creation and distribution, India's The 120 Media Collective and UK based Diagonal View, have launched their joint venture, Sooperfly.

The partnership is the first of its kind in the rapidly growing digital video space, where two companies with diverse skill sets have come together to create a proposition for talent and publishers to enter the world of video creation, distribution and monetization. The 120 Media Collective will package professional content and substantial audiences to drive premium ad sales and brand integrations.

Clear Channel launches The Wrap in Singapore

The Wrap.jpgClear Channel Singapore introduces The Wrap, an all-in-one bus shelter vinyl wrap that unites the 6-sheet, Display Sheet and 12-sheet in one exceptional campaign with a 90-degree domination that allows total brand immersion.

Impressive in size, the dimension of this newly introduced format promises to deliver high impact, reach, prestige and alluring presence for brands. The Wrap is a mini billboard at street and eye level with maximum visibility and is positioned in prime and high-traffic locations.

The Wrap is offered in two packages; City Wraps and Key Wraps. The City Wrap includes 10 shelters located in the city, reaching out to the desirable high income consumers who live, work and play in the city. While the Key Wraps includes 15 taxi shelters in key regional towns, reaching out to the general public during their daily commutes.

"We use our inventory smartly; always looking for ways to enliven the audience experience, to get consumers talking and to create advocacy for brands." - Kelly Khoo, CEO of Clear Channel Singapore.
jeans.jpgIs It OK to wear jeans when exercising, dancing or jogging, well, many people doubt that.

When picturing a jogger, it's quite obvious people have a specific mental image in mind - fit, sweaty, wearing running bottoms and a tank top, jeans are definitely not on the list of "what to wear for sport."

TOMJULES-thumb-400x298-136353.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 judges are Tom Martin and Julian Schreiber, executive creative directors and partners at Cummins&Partners, Sydney.

Winner: Volkswagen Das Welt Auto. This was the stand out for us. Forget big budgets and special effects, this ad wins simply for its keen universal insight about the parents and the millions of innocent (and frankly obvious) white lies they tell their kids throughout childhood. It then beautifully uses that truth to make an unexpected point about those same parents selling their second hand car to those kids. Both of us remember the oh-so-shady dealings our own parents did. For shame. READ MORE...
liaradio.jpgTom Eymundson (left), CEO of Pirate Group, has been named as jury president for the 2015 London International Awards (LIA). Eymundson will preside over the Radio & Audio jury.

Alongside Eymundson, on this year's Radio & Audio jury will be Simon Blaxland, Jill Cheris, Jill Kershaw, Chris Smith and Paul Wauters.

Says Eymundson: "As this year's president, I'm looking forward to presiding over an esteemed jury, engaging in discussion on ideation, craft and innovation.  It's my responsibility to help mine to celebrate great radio and audio that not only resonates now, but shapes where we as an industry are heading in the future.
Assured.jpgDelay is something which nobody likes. Especially when the delay is with the project completion, it proves to be extremely frustrating for the consumer who often feels let down, given that he/she has invested time & money finalizing a home that suits all his/her requirements . The most common excuses given are pending statutory approvals, material sourcing delays & other pending requisite paperwork. With no effective grievance redressal mechanism, consumers are left feeling helpless with no solution in sight.
Richard Curtis.jpgFutureBrand has strengthened its regional growth plan and leadership, promoting Richard Curtis to the role of Chief Executive Officer South East Asia and Australia.

Adding to his responsibility for FutureBrand's growth in Australia and his leadership of its Sydney and Melbourne teams, Curtis (pictured) will now also lead the company's growth in South East Asia, supporting a range of key client relationships, including General Motors, Lend Lease, Nestlé and Unilever.

Susie Hunt, Asia Pacific Chairman, commented, 'I am delighted to see Richard's continued progress at FutureBrand. He and his teams are creating world-class partnerships with our clients in Australia. I look forward to their further collaboration with our Singapore-based regional team to support our key clients throughout South East Asia.'
BCA-UD-700x420.jpgThe Building and Construction Authority (BCA) has appointed Addiction Advertising as its integrated marketing communications agency for the conceptualisation and management of Project BUILD, a competition aimed at enhancing the appreciation for Universal Design (UD) in the built environment.

Project BUILD seeks to educate and promote greater awareness for UD among families and students. Participants will be invited to form groups to submit entries on their dream UD space using LEGO bricks. The Competition is expected to be launched in June, to coincide with the school holidays.
Screen Shot 2015-04-21 at 7.14.38 am.jpgAfter being deemed having a name too vulgar for the American market, the maker of superbly comfortable underwear for men Comfyballs, has made a short commercial to show that balls can be epic and majestic and not really vulgar at all.

That went well with UK, US and Norwegian media (some questioned, however, whether this was the most daring male underwear ad ever), until YouTube took it down, due to nudity, over the weekend.


Sam Cable: Cutwater, San Francisco Diary #1

SAM_CABLE.jpgSam Cable is a copywriting student at Miami Ad School Sydney, currently going to 'school' at top US creative ad agency Cutwater, San Francisco as part of her portfolio course.

I made it to San Francisco. It is the city of people who are passionate about issues. They are willing to go out on a limb over things they care about. People who have a purpose.
They live in a city that has preserved its buildings and kept its soul, own houses with wide windows and skylights.
They are open. They will make room on the train for a stranger, even when it's a discomfort for them. They will share life lessons, because they know it will help someone, somewhere at sometime.
They are gracious. The hard working grocery shops employees who have helped me find the frozen puff pastry, even when they have never heard of the product; the dedicated information person at the Embarcadero Station who I ask everyday for directions (and never sighs); the housemates who checks in everyday and asks: "Do you still like America?".
NAVY.jpgQuiksilver Japan and TBWA\Hakuhodo have launched a revolutionary new product that enables Japan's over-working businessmen to regain their work/surf balance.

Japanese businessmen, known as 'salary-men', are notoriously over-working. As students with flexible schedules, they were able to enjoy surf time, but once their careers took off, they no longer had the time to hit the waves.

Su-Hyun Park.jpgAccelerate Advertising Singapore has been appointed for marketing communications for Porsche Asia Pacific.

Since its establishment in 2011, Accelerate Advertising is creating and implementing communication measures for the 13 markets of Porsche Asia Pacific.

Su-Hyun Park, General Manager of Accelerate Advertising (pictured), said, "Porsche is one of the most renowned premium automotive brands in the world. We are very honored to be given Porsche's re-assurance to remain their trusted agency for the Asia Pacific region. It is a privilege to partner with such an iconic and for sure exciting brand."
Girish Nalavade.jpgWidening its relationship with the iconic watch brand, Cheil Gurgaon has won the complete retail expansion and visual merchandising mandate for Timex Group India. The mandate, consisting of retail rollout initiatives and visual merchandising, was awarded to Cheil India based on the effective and award-winning work they have delivered over the past year.
Recently, Cheil India and Timex created a splash at the retail industry's In-Store Asia Awards by winning a Gold OMA (for Outstanding Merchandising Achievement).

Helping Timex highlight its patented Indiglo night-light technology, Cheil India's Retail & Visual Merchandising team used its capabilities with cutting-edge technology and modern materials to create a complete package of branded windows and shelf displays.




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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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