Welcome to The Drum’s APAC Creative Works.
As always, this section is dedicated to showing the best creative work and gives you, the reader, the chance to decide which work we feature as our APAC ‘Creative Work of the Week.’
We’ve now introduced our new five-star voting system. To vote for your favorite, make sure you click on the stars. The winner be chosen based on the average rating and the number of votes cast. Voting closes on Tuesday 7 June.
For project information, credits and more hover over the ‘i’ icon or expand to full screen.
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DDB Hong Kong: Link Park & Dine ‘Link Park & Dine series’
Agency: DDB Hong Kong
Client: Link Park & Dine
Date: May 2016
To highlight the Park & Dine apps services DDB Hong Kong and Cantonese language site VIUTV have created a branded TV series.
The short episodes aim to be a comedic look at every day situations, in the style of US TV show The Amazing Race, putting the app to the test in each episode.
The premise sees an ‘odd couple’ at the middle of the plot, played by actress Christine Ng and composer/ musician Andrew Lam.
Supporting online and print ads are being used to promote the mini series.
Client: Link Asset Management Limited
Agency: DDB Group Hong Kong
Executive Creative Director: Clifford Ng
Creative Director: Wilson Ang, Timothy Li
Senior Art Director: Colin Siu
Senior Copywriter: Joe Ting
Head of Broadcast: Annie Tong
Head of LIVE: Valiant Yip
Group Account Director: Debby Lai
Account Manager: Fiona Mok
Event Manager: Wing Or
Account Executive: Angela Lee
Tags: Asia, Link Park & Dine, DDB Hong Kong, VIUTV, Hong Kong, branded content, TV
Video of FOR PRESS ONLY: LINK_Park &amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp; Dine App_Episode 3
Video of FOR PRESS ONLY: LINK_Park &amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp; Dine App_Episode 5
McCann Worldgroup: Coca-Cola China ‘Coca-Cola Olympic Campaign China’
Agency: McCann Worldgroup
Client: Coca-Cola China
Date: May 2016
McCann China has launched a campaign for Coca-Cola to extend its global campaign to the local market. The campaign leverages global “That’s Gold” marketing platform of Coca-Cola by celebrating the human elements that really allow for everyone to have a “Gold Moment.”
The campaign debuts with two films that will run on both on TV and on digital platforms. The first POV spot reveals a vulnerable side to China’s Olympics heroes while also honoring their greatness. The second Anthem spot features ordinary people from different ages and backgrounds experiencing gold moments with their supporters.
Coca-Cola Asia Pacific Account Heads: Prasoon Joshi, Cia Hatzi
Executive Creative Director: Prasoon Joshi
Creative Directors: Akshay Kapnadak, Tomaz Mok, Jeremy Guo, Hesky Lu, Kris Yang, Lucky Yu
Account Management: Star Zhou, Sophia Guo
Creative Planning: Jitender Dabas, Jay Caplan
Agency Producer: Alison Lin
Music Composing and Piano Playing: Lang Lang
Orchestrating: Yilin Zhang
POV Film Director: Augusto Fraga
Cinematography: Sergi Gallardo
Production House: Cases Films
POV Anthem Film Director: Yujie Shen
Cinematography: Liang Zi, Shiping Su, Yunfeng Zhang
Production House: Mili Films, 16:9 Films
Tags: Asia, china, coca-cola, Olympics, Rio 2016 Olympic Games
Video of Coca-Cola 2016 Olympics anthem video
Video of Coca-Cola 2016 Olympics POV film
Ogilvy Tokyo: Refugees International Japan ‘Refugee Collection’
Agency: Ogilvy Tokyo
Client: Refugees International Japan
Date: May 2016
Refugess International Japan want to highlight the plight of refugees to a country that has distanced itself from the problem in recent years, allowing only 11 applications for asylum in our of 5000.
Ogilvy Tokyo has created the Refugee Collection, consisting of 100+ items donated by refugees from Somalia to Myanmar, the collection included burned toothbrushes, broken torchlights or damaged mobile phones.
It was promoted via an integrated campaign and a pop-up shop was opened in Omotesando, where all the objects were made available to buy. All funds generated reverted back to the refugees who supplied the items.
Brand: Refugees International Japan
RIJ CEO: Jane Best
RIJ Operations: Sarah Brett
CCO: Ajab Samrai
ECD: Ajab Samrai
CD: Ricardo Adolfo
Copywriter: Ricardo Adolfo/Maiya Weister
Art Director: Andy Fenning/Maiya Weister
Designers: Maiya Weister, Andy Fenning, Odding Wong, Angela Lai, Meri Giogobiani, Robin Seufert
Creatives: Rafael Angulo, Jonathan Chekpo, Amelie Scheinert, Jay Nabin Syed, Jiayi Wang, Adel Abouelfetouh
Agency Producer: Atsuko Keino, Yuichi Aso
Accounts: Ichiro Ota, Amanda Marshall,
Planner: Naoko Ito
Director/Editor: Dixon Wong
Activation Director: Junya Takahashi
PR: Shawn Mullins, Edelman Japan
PR: Abi Sekimitsu
Photographer: Akihiko Ohsugi, Andy Fenning, Maiya Weister
Packaging Production: Takashi Terashima/ Shigeru Jin
Tags: Asia, refugee crisis, japan, Ogilvy Tokyo, charity
Zeno Singapore, GOVT Singapore: History Asia ‘#BuyOutSlavery’
Agency: Zeno Singapore, GOVT Singapore
Client: History Asia
Date: May 2016
#BuyOutSlavery is a Southeast Asia-led initiative by Not For Sale, in partnership with HISTORY and the CNN Freedom Project, to raise global awareness about modern slavery.
To drive awareness and positive change, the strategy was to connect with them at a point where they least expect to… in their favourite online stores. Online shoppers start seeing slaves listed in their favourite sites across Southeast Asia, the purchase could then be made to support the campaign and shared on social media.
A film using celebrities was also seeded out to promote the campaign.
Tags: Asia, charity, Slavery, Not For Sale, Southeast Asia, history channel
Video of Buy Out Slavery PSA
MullenLowe Philippines : Manila Bulletin ‘Magkano ang boto mo? (How Much is Your Vote?)’
Agency: MullenLowe Philippines
Client: Manila Bulletin
Date: May 2016
To coincide with the recent 2016 Philippines election, MullenLowe Philippines designed a website to show the true cost of a vote. magkanoangbotomo.com (how much is your vote) was launched to enlighten Filipinos to the true cost of selling their votes.
Partnering with leading Philippines broadsheet, the Manila Bulletin, the site operates as a ‘calculator’, showing how much a voter’s future is worth per day, relative to the price of selling their vote. It also breaks down the per capita cost of the country’s losses, caused by unsolved problems due to corruption.
Head of Digital Development: Rico Mossesgeld
President and CCO: Leigh Reyes
Executive Creative Director: Abi Aquino
Head of Creative Technology: Christian San Jose
Creative Director: Roman Carlo Olivarez
Social and Content Director: Raffy Bariso
Copywriter: Cesar Avena
Senior Developer: Ding Rugayu
Tags: Asia, voting, Phillipines, MullenLowe Group
Havas China: Mighty ‘Mighty Line Dance’
Agency: Havas China
Date: May 2016
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.
Held on 21st May 2016 and led by Havas Sports and Entertainment (HSE), the global brand engagement network of Havas, the line dance campaign was carried out simultaneously in six cities – Beijing, Shanghai, Guangzhou, Chengdu, Shenyang and Xi’an – garnering participation from 31,697 people and ultimately setting a new world record.
Tags: Asia, Guinness World Record, Havas China, Mighty, Line Dancing, experiential
To keep up to date with the latest advertising, design and creative work from around the globe visit our Creative Works homepage where you can vote on which work you’d like to see crowned Creative Work of the Week and Creative Work of the Month.