Cannes Contenders: R/GA 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…
R/GA Singapore
The world’s leading oral care brand, Closeup, believes in breaking down barriers to love.
To circumvent mainstream media censorship of expressions of affection, Closeup used a music video featuring an A – Z of surprising, secret ways to make a move. Timed to coincide with Valentine’s Day, millennials were rallied by the campaign to be bold and get closer to the ones they are attracted to, regardless of race, gender, religion, sexuality, physical appearance or social convention, on the most romantic day of the year. Real couples from Nigeria, The Philippines, India and Brazil are featured, and the 26 moves are drawn from their stories. Modular by design, countries were able to create different edits using selections from these 26 moves to target culturally-specific barriers.
Netflix: Netquipx
R/GA Singapore
Using classic scenes and characters from Netflix Original shows and combining them with Youtube Vogon’s programmatic real-time ad creation technology, we created a breadth of six second unskippable, wisecracking quips that could be served in response to search queries. Over 2,000 queries covering the most-searched categories as well as key topics and cultural moments in the campaign calendar were identified, and an entertaining ‘Netquipx’ developed to be delivered to each one. View the series here: Netquipx Supporting examples.pdf
R/GA Singapore
Through a simple story about how they moved through 2016, Uber surprised, delighted and reconnected with Riders. 1,020 contextual data points were visualised, ranging from journey locations, times and lengths of trips, through to city-specific references such as sunrise, sunset and weather conditions. Contextual and cultural nuances like Ramadan, Chinese New Year and a Formula One Grand Prix were also overlaid. The result demonstrated how the service and value isn’t a commoditized-utility, but a partnership that helps improve day to day lives.
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.