Asia’s Cannes Contenders – BBDO

Campaign Brief Asia is asking agency networks to nominate some of the best chances at this year’s Cannes Lions. Over the next two weeks in the lead up to the Festival we will be showcasing the work we hope will impress the judges.  Here’s some from BBDO.

Anlene – Look After What’s Important

BBDO Singapore

We found that while many people do not see the value of having healthy bones, they do treasure material goods like antiques and collectibles. In order to jolt people into action, we exaggerated the consequences of valuing material goods over bone health, while driving home the message of “Save what’s truly important” in the sign off line.

Traffick Lights – Sex Trafficking Awareness

BBDO Singapore

To raise awareness of Sex Trafficking in the South East Asian region we teamed up with Traffick Lights to create a campaign that reached out to and educated university students within Singapore, as the future pillars of society.  The executions highlight the false pretences under which many are brought to the country.  Behind the façade many are faced with a very different reality, which we worked closely with Traffick Lights to accurately capture.

Mercedes Benz – Signature Drive

Proximity Singapore

Keen to win over drivers aged between 28-35 with their C-Class Models, the campaign tapped into the strong need within Singaporean’s of this age group to assert their personality – and nothing demonstrates individuality as much as their signature. The Signature Drive App for Facebook created unique ‘test drive’ routes based on the path of their signatures, enabling the user to experience the car virtually. This created compelling content which was made easy to share with friends via online videos, further propagating the message.

Volkswagen – People’s Car Project

Proximity China

Volkswagen have always built cars for the people, however faced with increased competition in China, this strategy was refreshed – to now build cars with the people.  ‘The People’s Car Project’ reinvented how cars are ideated, designed and built, truly inspiring the people of China.  Taking the best ideas and bringing them to life, so far we have already ‘launched’ the hover car, the music car and the intelligent key.  Going forward Volkswagen designers aim to continue to collaborate with the people to create breakthrough technology for cars.

Wrigley’s Extra – Flavours of Life

BBDO Proximity China

Wrigley’s Extra looked to create a ‘chewing habit’ in China, targeting behaviour change after meals – however with food culture so diverse, the challenge was to find universal appeal.  Flavours were identified to be a common thread, with all food in China defined by taste.  The integrated campaign drew inspiration from the Chinese saying ‘Suan Tian Ku La’, which translates to ‘Sour, Sweet, Bitter, Spicy’, but has the double meaning of ‘All the Flavours of Life’.   A four part film depicted an epic love story that journeyed through the entire cycle of flavours – and generated more buzz than ‘Pirates of the Caribbean 5’, ‘Kung Fu Panda 2’, and ‘WuXia (The Swordsman)’.

Department of Tourism – It’s more fun in the Philippines

BBDO Guerrero Proximity

The new tourism campaign’s strategy was to tap the country’s strength in social media. So instead of talking directly to tourists, the claim ‘It’s more fun in the Philippines’ was backed up by an entire nation – with more than 40,000 unique Filipino voices providing compelling, authentic arguments for choosing the country.

Since the ideas were crowd-sourced, we were able to keep costs down while increasing tourism arrivals by 16% just three months after launch.  And, compared to our closest competitors, we have significantly more Google Image results, search queries, website visits, and mentions per minute for the campaign line.

Pepsi – Bottle Lights

BBDO Guerrero Proximity

Pepsi partnered with MyShelter Foundation on the Liter of Light project to continue the campaign ‘Change Is Good’. The project installed solar bulbs made from recycled Pepsi bottles, water, and bleach to refract sunlight into 55W of light. The brand installed over 20,000 lights through a combination of volunteer action, online donations and direct sponsorship. Pepsi also established a centre to teach communities and volunteers how to create and install lights. The project received Best of the Best at the 2012 PepsiCo Global Performance with Purpose Awards, and was commended by the U.N Climate Chief at the 2011 World Climate Conference.

NUJP – Closed eyes

BBDO Guerrero Proximity

58 people, 32 of them journalists, were massacred in Southern Philippines. Two years later, not a single conviction has been made.

In a climate of fear, people choose to see no evil. So we visualized this problem and turned it into a symbol of solidarity for the National Union of Journalists of the Philippines.