d1a79881-9a3d-4ddc-9ea1-440db1bcc4d4.jpgDwarves, orcs and elves take flight once again as Air New Zealand unveils The Most Epic Safety Video Ever Made via Weta Workshop, ahead of the December release of the final film in The Hobbit Trilogy, The Hobbit: The Battle of the Five Armies, a production of New Line Cinema and Metro-Goldwyn-Mayer Pictures (MGM).
 
Starring in The Most Epic Safety Video Ever Made are members of the cast from all three films in the Trilogy - Elijah Wood (Frodo Baggins), Dean O'Gorman (Fili the Dwarf) and Sylvester McCoy (Radagast). The video, which is directed by Kiwi filmmaker Taika Waititi (Boy, What We Do in the Shadows) also features cameos from The Hobbit Trilogy director Sir Peter Jackson, Weta Workshop co-founder Sir Richard Taylor and Waititi himself, who appears as a Wizard.

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Moon_BW_RGB_crop low res.jpgSTW Australia's Moon Group has bolstered its senior ranks, this week announcing the appointment of former Singapore-based Euro RSCG ECD Rob Martin Murphy as group ECD. Also joining Noon is strategist Emily Taylor.
 
Joining as group ECD and head of strategy respectively, the two new hires will be responsible for the overall creative and strategic output of the Moon Group, forming an integral part of its management team working alongside CEO, Gavin Levinsohn.
Candycoat.jpgTeams from across Asia have picked up Silver, Bronze and Finalist spots in the first round of Young Glory 2014/15 - the international advertising awards competition which test teams across 8 months and 8 briefs set by 8 different judges.

Round 1 judge was 72andSunny Amsterdam ECD Carlo Cavallone, who tasked participants with using technology to address obesity issues. He handed out 7 awards to the Asia region.

"I was really happy with the work, in general," said Cavallone. A lot of people had similar ideas so I favoured those that had something more in terms of engagement, craft, and also those that could actually be made."
MEC.gifMedia agency MEC Hong Kong has been awarded the Regal Hotels International global search engine marketing business.

With a portfolio consisting of 9,400 rooms and around 100 restaurants and bars, Regal is one of the largest hotel operators in Hong Kong, with an expanding presence in mainland China. The agency will handle the search engine marketing activities for all Hong Kong and China properties. The business was awarded after a competitive pitch with other undisclosed agencies.
eos2015_header.jpgThe One Club has announced the call for entries for the prestigious 2015 One Show with the entry deadline set for Friday, January 30, 2015.

The One Club, producer of the prestigious One Show and Creative Week, is the world's foremost non-profit organization recognizing creative excellence in advertising and design. The One Show honors the best work across all disciplines, including Advertising, Interactive, Design and Branded Entertainment. Creative Week takes place in New York City every May and is the preeminent festival celebrating the intersection of advertising and the arts.
IKEA Sing_1.jpgIKEA Sing_2.jpgIKEA Singapore is paying homage to Stanley Kubrik's cult classic, The Shining, in a new Halloween web film by BBH Asia Pacific.

The film shows a small boy cycling his tricycle along eery corridors to equally eery music in a re-enactment of the infamous Overlook Hotel scene.

The Halloween campaign gives an opportunity for IKEA to communicate its daily late night shopping offering of 11pm to its Singapore customers.

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Samsung House Hero.jpgNew Zealand: For a market leader in innovation - how best to showcase Samsung's collection of ground-breaking home appliances that by their nature create smarter, more progressive homes? Homes that stay one step ahead.
 
Colenso BBDO set out to build a house to echo Samsung's philosophy of unending innovation; observing the way people live and delivering inspired design.

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Nutty 1.jpgKrispy Kreme India knows that Diwali is all about sweets, dry fruits and sharing. So, they have given a 'desi' twist to the American doughnuts with a tinge of nuts. Diwali Doughnuts aka 'nutty circle' are a unique combination of chocolate or vanilla doughnuts with toppings of almonds, cashews, walnuts or pistachios. What's more, you might get a chance to win these nutty circles and share with your circle full of nuts!

Created by Frog Walks Out (a digital creative agency specializing in digital engagement, mobile apps and web development), the 'nutty circle' is a unique way of sharing joy with every circle of an individual. It might be a gossip circle, movie circle, kitty party circle or a family circle. To share special moments, people can use the creative circles to tag their friends and family. This will act as a gentle reminder of merry moments shared with the user's 'nutty circle'. Moreover, by tagging one's circle, one also has a chance to win a box of Diwali doughnuts.

Facebook Japan.jpgWieden + Kennedy Tokyo has unveiled the first part of a multi media facebook campaign with the film "You Are Someone's Friend". The campaign extends to online, out of home, train stations, and the worlds-°©‐first integrated 5-°©‐screen experience at Shibuya crossing, as well as of course content on Facebook.

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Teachers.jpgTelecommunications company PLDT teamed up with Ace Saatchi & Saatchi Philippines to create a spot honoring teachers during October - National Teachers Month.

Launched on October 18th, the ad inspires gratitude towards teachers, cleverly demonstrating how important they are in helping students grow to become successful adults. Over 100 actual teachers were part of the cast.

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Elders Day Newspaper.jpgIn most Asian countries elders play an active role in shaping local communities. Sri Lanka is no exception. However, young people have increasingly started to forget their contributions. So, TBWA along with PHD Sri Lanka found a way to re-ignite that feeling of respect towards elders in a tangible manner, by way of a BIG tribute that would also remind the elderly population that they are still thought of.

A few simple insights led to The TBWA Sri Lanka's BIG idea. Firstly, the older you get, the weaker your eye sight and secondly, however hard it was, the older generation still assiduously read their daily newspaper as their prime source of news and information. So, on the International Day of Older Persons, the tribute appeared in Sri Lanka's widely distributed local language national newspaper 'Mawbima' and 'Ceylon Today' (English) national daily newspaper. It was an increase of their overall font size from the normal 10pt to 17pt. An increase by as much as 70%! It was literally the biggest tribute done by any publication or media for elders anywhere, which incidentally also brought tears of gratitude to their eyes.

Credits - Chief Creative Officer: Subhash Pinnapola. Art Director: Vijitha Wijewarnakula. Copywriters: Dileepa Jayakody, Shanuki De Alwis, Chaminda Maolligoda, Imaad Majeed.
RADIO.jpgBy default, humans doubt and therefore, reject the unfamiliar. Sri Lankans are creatures of habit and trust only fuel cars, as that is what they are used to driving. They are sceptical of the concept of an electric car, deeming it too strange and futuristic. Too unbelievable to be considered feasible.

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Thanachart-Insurance_02.jpgThailand has faced significant increase in road accidents this year so rather than just sell insurance Saatchi & Saatchi Thailand and Thanachart Insurance have recently launched a new idea designed to tackle the problem...how we drive.

The campaign is being rolled out through social content, live experiences, as well as improving road signage in key accident areas across the country in the month.

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j21 Frame1.jpgJealous 21, a contemporary fashion brand, is a manifestation of the independent, unapologetic and confident stance of the young woman of today. This season, Jealous 21 presents a racier, trendier and sexier avatar, with the focus shifting from denim wear that fits well, to denim wear that flatters a woman's figure.

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HIT TV.jpgLowe Lintas India has unveiled a sequel to HIT Anti Roach Gel that informs consumers to not kill cockroaches, but just count to 20.

HIT Anti Roach Gel, a revolutionary, innovative product was launched in the year 2012 with the 'Aayenge Khaayenge Aur Jadd Se Marr Jaayenge' campaign. Since HIT Anti Roach Gel is a one-of-a-kind product available in the market, there was a bouquet of unique features that needed to be presented to consumers.

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VetriMayandi.jpgHavas Worldwide Siren Singapore has released its adoption of "Uncommon Sense" to equip both existing and potential clients with brand new strategies in breaking through the clutter of today's information.

The Uncommon Sense approach which is being adopted across the Havas Worldwide agencies in SE Asia will be integrated into Havas Siren's creative process, bolstering its specialist position as a content-led solutions agency within the group. The agency is taking a much bolder step in focusing on high-level communication strategies by questioning assumptions and collectively using consumer insights, business intelligence and cultural trends to achieve branding and
marketing objectives.
McLaren.jpgThe McLaren 650S GT3 is a beast of a machine. From 2015 it will compete at the highest end of the GT championships around the globe, and its imminent release has caused a huge amount of excitement in the GT racing world. Fully integrated creative agency VCCP and global production company The Sweet Shop have collaborated on a launch film deftly showcasing the powerful, imposing 650S GT3 and hinting at the almost primeval instinct to hunt that lies beneath the hood.

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Rice Code.jpgHakuhodo Tokyo's "Rice Code" campaign has won a Grand Prix at the 22nd annual Cresta International Advertising Awards in the Ambient Media category. Hakuhodo was the only Asian agency featuring in the awards list.

The 22nd annual Cresta International Advertising Awards, honor creative excellence in twelve major competitions: TV/Cinema/Online Film; Integrated Campaigns; Press; Interactive; Outdoor; Design; PromotionsIncentives; Radio; Crafts;  Direct Marketing; Branded Entertainment and Ambient Media.

Australia has scored one Gold and two Silver Awards. Finch Sydney scored a Gold in Craft Television - Direction for NZTA's 'Mistakes' spot via Clemenger BBDO, Wellington. Duchenne Muscular Dystrophy's 'The Most Powerful Arm Ever Invented' Havas Worldwide Australia and Red Agency scored two Silver Awards in the Websites category.
WK_Mark Fitzloff B&W.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 Mark Fitzloff, executive creative director at Wieden + Kennedy, Portland.

BEST TV
Winner: BBC Music, God Only Knows. As a California kid, I consider the Beach Boys a sacred cultural institution of my native homeland. They were the third concert I saw live, after Neil Young and Pat Benatar and right before Van Halen. The musicians could've been performing in tracksuits on a highschool soundstage, and this still would've been my favorite spot. READ MORE...
Ross_B.jpgAustralia: M&C Saatchi Sydney has made yet another world class bolster to its burgeoning strategy stocks with the appointment of BBH London strategy director & partner Ross Berthinussen to group strategy director.
 
Reporting to chief strategy officer Justin Graham, Berthinussen will help shape and drive the M&C Saatchi Group's strategic offer in the newly created role.
2_Tim color.jpgFollowing yesterday's news that he had departed Leo Burnett Singapore, Anthony Gregorio, CEO Havas Worldwide Australia Group, has announced today the appointment of Tim Green as executive creative director of Havas Worldwide Australia, effective early December.

Green will fill the void left by the departure of Steve Coll who moved to Droga5 Sydney in late March of this year.
ADFEST-2015-BE-BAD.jpgAdFest has announced the dates and theme for next year's creative festival. The festival will take place on Thursday 19th through to Saturday 21st March with the theme, 'Be Bad'.

AdFest 2015 is a three-day festival made up of seminars, workshops, networking events, screenings, parties and the annual Lotus Awards. It will once again take place at the beachside Royal Cliff Hotels Group in Pattaya, Thailand.

'Be Bad' is a rallying cry to encourage the industry to create braver, more provocative work. In an era of enormous change, it is easy to get distracted by new technology and constant upheaval. Yet distraction is the enemy of great work. What's really needed is to 'Be Bad' more often.
Ronald Ng.jpgCampaign Brief Asia sat down with BBDO Proximity Singapore's Chief Creative Officer Ronald Ng at the recent Spikes Asia Festival in Singapore. With Ng about to enter an exciting new phase of his career, we wanted to find out more about both the highly awarded Guinness campaign that is taking awards shows by storm this year and Ng's career, that has spanned creative leadership roles at BBDO Proximity Malaysia, BBDO New York and BBDO and Proximity Singapore.

The "Guinness Draught in a Bottle" print campaign made its awards show debut at AdFest in March this year where it won Gold. Since then the campaign, created by BBDO Proximity Singapore, has proved itself at every other show that it has been entered into. Without doubt, the campaign will, by the end of the year, be one of the three most awarded print campaigns in the world, in The Gunn Report's 2014 rankings (along with Fiat "Letters" campaign from Leo Burnett Tailor Made Brasil and Y&R Beijing's Penguin Audio Books "Mic" campaign).

"Guinness Draught in a Bottle" already has 3 Yellow Pencil Nominations and 3 in-books at D&AD. At the Cannes Lions Festival, the campaign won a Gold Lion, 3 Silvers and 3 Bronzes in a strong performance. Together with a few other Lions, these Guinness wins helped make BBDO and Proximity Singapore the most awarded South East Asian agency at Cannes this year.
TimGreen.jpgLeo Burnett's global chief creative officer Mark Tutssel has commenced a global search for a replacement for current Singapore creative head, Tim Green (left), who is returning to Australia.

Tutssel told Campaign Brief Asia he is currently in the process of talking to various world class creative leaders about getting them to join the network in Singapore.

"Singapore is a very important market for us - it's the business capital of Asia Pacific," said Tutssel. "We are going to build a very strong business out of there."

In May this year Green was elevated from ECD to chief creative officer of the Singapore agency and global creative director on SKII. The move also saw Clarence Chiew join the agency from Iris Singapore as executive creative director. Green joined Leo Burnett Singapore from their Sydney office in April 2013. He replaced previous ECD Ted Lim, who had resigned to join Dentsu Asia as their chief creative officer for Asia.

Comedy director Harold Einstein joins Curious

Old Table 223.jpgCurious Film is now representing director Harold Einstein in Australia, New Zealand and Singapore through a deal with Dummy, the production company Einstein opened at the start of this year with his longtime executive producer, Eric Liney.

Says Peter Grasse, executive producer, Curious in Sydney: "Beyond the comic charm of Harold's work, I'm inspired by his process."

Veksner: Has the 'ta-da' moment had its day?

cloche.jpgBy Simon Veksner
Creative Partner, DDB Sydney

On another website, a Chief Marketing Officer was saying that he hates the 'ta-da' moment, when an agency does the big reveal of their new campaign.

So... why do we do it?

If we scrapped it, we would certainly save time and money. A 'big' presentation takes a day or two days of studio resource, plus the cost of the materials, which pretty much all ends up being wasted.

And it would save stress. There's always a late night or two putting that ta-da together. And the big build-up to the reveal can create big anxiety; if you haven't cracked it, it's a disaster. READ ON...
Dusit Thai.jpgCampaigns & Grey has won the digital mandate for Dusit Thani Manila, covering management of the hotel's social media platforms Dusit Thani Manila offers Thai style hospitality in the heart of metro Manila. Situated in Makati, the financial capital of the Philippines, Dusit Thani Manila boasts easy access to a wealth of business, entertainment and recreational options.
CCI.jpgBBH China and Y&R Wunderman Singapore are two of only four winners of the fourth Cannes Chimera Challenge.

The four ideas have been selected as winners of the fourth Cannes Chimera global communications challenge. Teams from China, Singapore, Australia and The United Kingdom will each receive $100,000 funding and be invited to attend the exclusive Cannes Chimera workshop at the Bill & Melinda Gates Foundation in Seattle this November.

Launched during the Cannes Lions International Festival of Creativity in June 2014, the brief challenged entrants to develop an innovative communication concept which would inspire Millennials to get involved with and feel connected to global health and development problems.
Pointize Logo.jpgBangalore based Biz Sciences, a mobile CRM, and affinity marketing solutions provider, has launched a mobile first affinity marketing platform - Pointize.

Pointize, helps retailers and service providers, market their products and services to customers of other large partner brands' proprietary customer database. Pointize provides a state of the art cloud based technology platform that enable multiple white labeled mobile and web apps to leverage the numerous marketing capabilities of the platform.
Saatchi & Saatchi New Directors' Showcase in China.jpgEach year Saatchi & Saatchi's Worldwide Creative Board, this year headed up by Worldwide Creative Director Pablo Del Campo, sift th   The NDS has earned a well-deserved reputation for spotting directing talent at an early stage, and established directors including Michel Gondry, Spike Jonze and Tarsem are just some of the big names who were featured in the NDS early on in their careers. Saatchi & Saatchi New Directors' Showcase (NDS) is premiered annually at the Cannes Lions International Festival of Creativity, and brings together in the form of a Showreel, a selection of some of the best new directing talent from around the world.  This year is the 24th NDS since 1991, and 2015 will mark a quarter century of this important event on the advertising calendar.

The NDS is always one of the most well attended events at Cannes Lions Festival of Creativity, and for the 2nd consecutive year the Showreel has premiered in Cannes before setting off on a global tour.  This year there have been NDS screenings since the Cannes premiere in Geneva, London, Los Angeles, Milan, Moscow, New York and Spikes Asia.
Awoo & Shrlene.jpgBBDO and Proximity Shanghai has promoted two of its key leaders in its Shanghai operations. Awoo Lai (left) is promoted to Chief Creative Officer BBDO Shanghai and Sharlene Wu (right) has been promoted to Managing Director Proximity Shanghai

Previously Executive Creative Director of BBDO Shanghai, Lai is widely recognised as an exceptional creative leader. In his new role, he will have the primary responsibility for the BBDO Shanghai creative team and all creative output. In addition, he will take on the unofficial title as BBDO China's 'Creative Ambassador' continuing to represent the agency in the industry.

Grey Group India picks up Reach Mobile account

Reach Mobile.jpgGrey Group India has won the creative duties of Reach Mobile, part of the US Rashmi Group of Companies, who are mainly the manufacturers of cement, steel pipes, TMT bars, mobile handsets and offer services in the B2B e-commerce category.

Sunil Patwari, Managing Director & Vice Chairman, Reach Mobile said, "Out of several top agencies of India, we have selected Grey based on their category understanding, we wish to be among the top handset players of the nation in due course".
Paritosh Srivastava.jpgParitosh Srivastava has been promoted to Chief Operating Officer for Publicis Ambience, India. Srivastava (left) will continue to report to Nakul Chopra CEO South Asia and will join the Management Board for Publicis Worldwide in India.
 
"This is a well-deserved promotion," said Chopra. "For over three years now Paritosh has led Publicis Ambience admirably. The improvement in talent and quality has been remarkable - the growth has been outstanding. With further empowerment in his new role - I have no doubt he will take Publicis Ambience to new heights."
 
Srivastava said: "It's a privilege to lead an agency with the legacy of Publicis Ambience. My gratitude to the fantastic team who has each helped put us on a tremendous growth path. The agency's success can only follow that of our clients, it will be my constant endeavor to continually strive to meet and exceed our clients' expectations."
TimesOfIndia_cover.jpgDDB Mudra West India has today released a prominent and attention grabbing teaser using the Times of India newspaper's front page.

The masthead of India's national paper features the name of the new offering from Infibeam, a new product in the online world that is, reportedly, set to revolutionise the way online works.

Not in recent past has Times of India changed their masthead and has featured a full front page news exclusively created for a brand launch. The front page also featured stories that also used the "OOO" teaser, with relevant articles that point to how people, specifically entrepreneurs, can make the most of online.

Additionally, Infibeam is running a contest online (through its Twitter handle), where people can 'guess' what the new launch is for for a chance tol win an iPhone 6 through a lucky draw.

Rajiv Sabnis, Executive Director, DDB Mudra Group and President, DDB Mudra West said: "The page takeover of Times of India is a teaser that creates hype about something mega about to be unveiled, and a perfect example of disruption. Infibeam wants the reveal and the launch to be a bigger story, but the teaser is sure to be talked about, considering its scale.
D&AD New Pencil Line-up 2015.jpgD&AD is set to replace its In Book and Nomination Awards with two newly designed Pencils as part of an Awards-wide refresh, bringing better clarity and coherence to the existing levels.

Coming into effect from the 2015 Professional Awards onwards, D&AD will award Wood and Graphite Pencils at the equivalent bronze and silver levels, bringing them into line with the Yellow, White and Black Pencil structure. The new Pencils are designed by Turner Duckworth and will be incorporated across all of D&AD's Award programmes, including the New Blood Awards and the new Next series of Awards, launched earlier this year.
EltonJohn.jpgBrianMay.jpgThe Beach Boys' masterpiece "God Only Knows" remade with the help of a few friends to celebrate the launch of BBC Music. With the 80-piece BBC Concert Orchestra at its heart and 27 ridiculously talented musicians from a wide range of genres, this "impossible orchestra" represents the talent, diversity and musical passion found every single day throughout the BBC.

It features Pharrell Williams, Elton John, Lorde, Chris Martin, Brian Wilson, Kylie Minogue, Stevie Wonder, Brian May, Chrissie Hynde and many more. Agency: Karmarama London.

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Gawen Rudder: What will you call your agency?

AGENCIES-LOGOS.jpgIt's always been your dream. You've got a killer team together and lined up a founding client. You'll work out of the family room at home, but with the first baby due anytime, you've got an eye on office space -2010 in Sydney or 3121 in Melbourne - all set, but as with the first born... what will you call it? Ad industry veteran Gawen Rudder investigates...

How about 'Wexley School for Girls?' Apparently the name was picked from a phonebook. The founder of this Seattle-based ad agency's advice to those looking for a name, "Pick one that sticks," (Like The Glue Society, perhaps?) "Something you really love living with and that brave clients will at least call to see what you're on about." StrawberryFrog comes to mind.
King Power.jpgY&R Thailand has launched a new 'traveller' campaign on the occasion of new client King Power's 25th Anniversary. 'King Power - King of Duty Free' is the sole operator of duty free outlets across Thailand.

The new campaign includes a heart-warming TVC 'Robot', in which a young boy excitedly anticipates a toy robot that his father is bringing back from a business trip. The ad concludes with the realization that 'Longing is Precious.'

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Pocket Magic .jpgLeveraging the insight that periods, while a pain, also bring women together, JWT Shanghai has created an augmented reality app that combines Chinese consumers' love of technology, cute characters and selfies into a new brand platform for Unicharm's Sofy "Pocket Magic" sanitary pads.

The campaign aims to help Sofy connect with 18-24 year old Chinese women and position "Pocket Magic", a new slim, pocket-sized sanitary pad that comes in fun, colorful packaging, as a fashionable and innovative brand.

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crystalchan.jpgRazorfish has appointed Crystal Chan as its new Vice President of Media for APAC, based in the Shanghai office.

In her new role, Chan (pictured) will be integral for strengthening the spectrum of the agency's digital solutions across the Asia region, ensuring that integrated consumer experiences deliver performance objectives throughout the entire marketing ecosystem.

"Razorfish is at the confluence of Technology, Creativity and Media. It was important to expand our capability throughout APAC and starting with China, as it is probably the most advanced market for consumer behavior on social commerce platforms. Our objective is not to offer the full spectrum of media services, but to focus on performance media," said Vincent Digonnet, Executive Chairman of Razorfish APAC.

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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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