Cannes Contenders: BBDO and Proximity Singapore
How will Asia Pacific perform at Cannes this year? During the lead up to the Festival Campaign Brief will be showcasing the work we hope will impress the judges …
Carbon Story presents World Under Water, in collaboration with United Nations Environment Programme. This is an interactive experience that combines Web GL and Google Street View to show the world under water. Users can search any location and see the catastrophic effects of rising sea levels. The site has so far enjoyed 2.9 million page views and 800,000 user-generated locations have been created and shared globally. A final actionable step is offered in the form of an innovative calculator that measures your carbon footprint and provides a chance to offset it.
To cater to Guinness aficionados in bars where it’s not available on tap, Guinness Draught was introduced in a bottle format. Simply called GDIB. The agency re-imagined the familiar Guinness pint iconography in the design language of the bottle. With a graphic continuum between bottle and pint, they created the illusion of a ‘pint in a bottle’.
This campaign is the follow-up to last year’s Gold Effie winning GDIB launch where the agency’s event activation idea ‘World’s Smoothest Launch’ broke a world record. Head of Marketing for APB Singapore, Rene De Monchy called it, “An exciting first for Guinness!”
This GDIB campaign has already scored 3 coveted D&AD Silver Nominations and 3 in-books, Silvers at One Show and Andy’s, and Gold at AdFest.
SingTel needed to reposition itself from a traditional telco to an innovative multimedia company. The agency wanted to showcase SingTel’s multimedia technology to help Singaporeans champion what they love, so people would engage with the brand like never before.
In Singapore, the local hawker food culture has seen a decline in recent years. Food is a matter of personal and national pride. And SingTel was going to invite Singaporeans to protect their national heritage once and for all.
The SingTel Hawker Heroes Challenge was born. It was Singapore vs. the world’s most famous chef, Gordon Ramsay. The campaign received 2.5 million votes, over 1 million YouTube views and SGD$4.1 million in free PR. Hawker Heroes has also been included in Singapore’s National Library archive.