Cannes Contenders: BBH Singapore
How will Asia Pacific perform at Cannes this year? In the lead up to the Festival, Campaign Brief Asia will be showcasing the work we hope will impress the judges…
BBH Singapore
Can a song be the voice of Asian women challenging stereotypes? Singapore insurer, Income, designed a women’s plan specifically to cover Asian taboo matters like eggs freezing and female psychiatric treatment in the case of trauma. And it promoted its stand through a song and music video with lyrics inspired by the experiences of women growing up in Asia, showcasing the onslaught of expectations women still face.
Sung by local singer and female rights advocate, Tanya Chua, the music video was screened on cinemas before Wonder Woman and the song was aired on radio on International Women’s Day. The song has become a hit since, striking a nerve with women around the world. Even 12 months after its launch, it is being watched and shared every day, with over 30 million views at present. The song has also been voted ‘Best Song For Females in 2017’.
We are inviting agencies to showcase your agency’s best chances at Cannes this year. Open to all Asian based agencies entering Cannes this year. Just email kim@campaignbrief.com with a paragraph or two on each of your best chances at this year’s festival. Include a link to the case study/TVC or supply jpegs if it is print.