#5Things by Arcade

Every Friday we share 5 Things we are talking about this week at Arcade. All things Digital, Advertising, Creative and general cool stuff we've seen online. 

[5thingswearetalkingabout]

Manulife: Reimagine Ancient Tragedies

-

Augmented Reality Powered Exhibit

For its latest campaign, Manulife invites people to imagine how statues from classical antiquity might have turned out had they been protected by insurance. The ‘Reimagining Ancient Tragedies’ campaign was created by TBWA/Singapore and includes a film, OOH advertising and an augmented reality-powered exhibit.

A note from Manulife about the campaign said: “To bring it to life, we partnered with a sculptor to replicate the famous statues of Apollo, Venus de Milo, Euripides and Bathsheba.

“Through creative storytelling, the public is invited to reimagine these ancient tragedies across a series of engaging interactions over social media, outdoor and online activations.”

The campaign began with outdoor advertising on taxis and bus stop canopies. Apart from the film, it will also include a travelling exhibition featuring the statues, powered by augmented reality. The exhibition will play out across Singapore till September 1.

Scanning each statue gives an insight into its broken limbs and critical illnesses from a medical perspective: a backdrop to talk about the insurance firm’s range of plans.

‘Reimagining Ancient Tragedies’ will also be amplified by influencer engagements and lead generation exercises.

TBWA\Singapore’s creative group heads Colin Koh and Douglas Goh said: “We wanted to play on the drama and tragedy surrounding these famous ancient icons to first get the right attention this campaign message deserves.

“By bringing back Venus, Apollo, Euripides and Bathsheba, we’re hoping a little history will make a significant impact.”

Client: Manulife Agency: TBWA Singapore

(Source: https://www.mumbrella.asia/2019/08/manulife-invites-singapore-to-reimagine-ancient-tragedies-and-mull-over-the-need-for-insurance) 

[5thingswearetalkingabout]

Volkswagen: Youngest Brother

-

Settling For Second Best Is Worth It

Volkswagen New Zealand has launched a new campaign spot dubbed “Youngest Brother” created by DDB New Zealand that tells the story of the youngest sibling through the lens of two brothers.

The one-minute film directed by Liz Murphy, reels through years of loving mistreatment and being on the raw end of second-hand gifts and hand-me-downs (even his older brother’s jockstrap and cup) that finally pays off when the family Volkswagen is handed down.

The spot ends with the tagline, “Some things are just worth it.”

Client: Volkswagen Agency: DDB New Zealand

(Source: https://brandinginasia.com/volkswagens-youngest-brother-campaign-taps-into-the-loving-mistreatment-of-younger-siblings/)

[5thingswearetalkingabout]

Vicks: Long Way Home 

- 

Touch of Care

Vicks has partnered with Mission Australia for its new ‘Touch of Care’ campaign in Australia, with the release of a new short film which highlights a true and moving journey of a young person who became homeless when escaping domestic violence.

The short film is part of a Vicks donation campaign where every purchase of a Vicks product at Coles will see a donation go to Mission Australia to help provide vital support and care to people experiencing homelessness in Australia.

The powerful short film tells the real-life story of Sarah* who fled her home as a young person to escape domestic violence, leading her to experience periods of homelessness while she was a high school student.

The care she received from a teacher helped her to turn her life around and inspired her to dedicate her life to caring for others.

Today Sarah is a Mum, and a proud case manager with Mission Australia, a community services organisation that provides support to thousands of people and families every year.

For every Vicks product purchased at Coles between April and September 2019, one donation will be made to Mission Australia.

(Source:  https://www.bandt.com.au/campaigns/vicks-realeses-touch-care-short-film-donation-campaign-support-mission-australia )

[5thingswearetalkingabout]

Olay: Let’s Break Up With Age!

-

Big Sister Love

As part of a campaign for Chinese Valentine’s Day this week, Olay addresses the social stigma of older women dating younger men in China, where it is known as “Jiedilian”, which translates to “Big Sister Love”.

While that translation in itself is problematic, the social stigma these couples face is real —especially for women. Attitudes in China are slowly changing and Olay’s campaign looks to encourage couples in age gap relationships to be “Fearless of age” while ignoring traditions and societal stereotypes and love who they want to love by encouraging them to say “Let’s break up”. Not with their partner, of course, but with traditional concepts of age.

Inspired by true stories, the campaign, created by Grey Hong Kong, revolves around the concept of “breaking up with the norm and with expectations” with a narrative that follows a female character facing the pressure of parents and worries from friends due to the age gap.

Client: Olay Agency: Grey Hong Kong

(Source: https://brandinginasia.com/olay-calls-on-older-women-dating-younger-men-to-break-up-with-age-bias-in-china/)

[5thingswearetalkingabout]

Bonds: Fight GloBALL Warming

-

Increasing Temperatures

While temperatures increase worldwide, one problem that has little been addressed by the scientific community, nor much of anyone for that matter, is an increase of sweaty balls, says Australian underwear brand Bonds. To highlight their concern for the serious ‘Glo-Ball’ warming issue, Leo Burnett Melbourne has crafted a hilarious campaign to increase public awareness.

More specifically, how the “mandemic sweating up the nether regions of 3.7 blokes” due to the rise in global temperatures is steaming testicles across the planet “like a couple of dumplings.

“A lot of men have been ignoring what is a very real, uncomfortable truth,” said Daniel Pizzato, creative director at Leo Burnett. “There are some things underwear can’t change but thankfully, there are some things it can. The campaign tackles a big issue by starting small.”

Client: Bonds Agency: Leo Burnett

(Source: https://brandinginasia.com/hilarious-underwear-ads-address-glo-ball-warming-problem-of-a-hot-planet-creating-dangerously-hot-balls/ )

[5thingswearetalkingabout]

China Airlines: #WhatTravelBringsYou

-

From A Tattoo in Amsterdam to Plastic Surgery in Korea

As much of the world embarks on summer trips, China Airlines recently launched a funny campaign via Leo Burnett Taiwan.

The campaign features a minute-and-a-half spot that is based on research and social listening by Leo Burnett that found young people prefer to travel and spend money on experiences.

In other words, travel means more than making friends jealous with posts on social media and meant that people sought travel experiences that left a mark on their lives. Leo Burnett took that insight and created profound and very funny experiences across a range of destinations and outcomes – from getting pregnant in Australia to trying to figure out where that tattoo on your back came from in Amsterdam to being arrested back home when that plastic surgery in Korea altered your looks beyond recognition.

Agency: Leo Burnett Client: China Airlines

(Source: https://brandinginasia.com/hilarious-china-airlines-ad-shows-the-good-and-bad-travel-bring-to-our-lives/) 

[5thingswearetalkingabout]

AirAsia: Whatever Makes You Fly, Fly With Us

- 

Epic Destinations For Epic Adventures

AirAsia is launching a new campaign featuring longboard surfer Monica Guo, paraglider Zhang Kehan and free diver Jessica Du as part of an “epic adventure across Southeast Asia.”

Created by Tomorrow Shanghai the campaign is aimed at Chinese youth who long for off-the-beaten-path.

“Then, we discovered a simple, yet very strong insight valid for all extreme sports: they all have a certain moment in which the athlete naturally looks as if flying. This open-arms posture capturing the youthful exuberance of new experiences led us to the key campaign message: Whatever makes you fly, fly with AirAsia.”

“We have identified accessible and fun extreme sports as both aspirational for our core young audience and relevant for AirAsia’s numerous destinations across Southeast Asia,” said Dragon Zhang, Associate Strategy Director at Tomorow.

Agency: Tomorrow Shanghai Client: AirAsia

(Source: https://brandinginasia.com/airasia-campaign-looks-to-lure-chinese-travelers-to-southeast-asia/ ) 

[5thingswearetalkingabout]

View this post on Instagram

The Food Bank: The Hungry Spoon

-

Impact Through Social

Food is one of the most culturally significant aspects of being a Singaporean and it’s one of the attractions for visitors to the nation-state. However, according to BBH Singapore, “behind this glitzy image, Singapore has an underlying food insecurity issue with 10-14% or roughly 700,000 Singaporeans currently lacking physical and/or economic access to sufficient, safe and nutritious food.”

To address this shortcoming, a group of BBH Barn 2019 interns has launched new social-led campaign in partnership with NGO, The Food Bank, with the roll-out of The Hungry Spoon campaign that aims to create awareness about the food insecurity in the country and raise funds for the organization.

The campaign uses the symbol of a spoon, with a dollar coin-sized hole in the middle, to highlight the challenges faced by the underprivileged in accessing healthy and nutritious food and showcase how that gap can be plugged with a relatively small donation.

Agency: BBH Singapore Client: The Food Bank

(Source: https://brandinginasia.com/bbh-barn-singapore-interns-address-food-security-issues-in-new-campaign/ ) 

[5thingswearetalkingabout]

WildAid & Plan B: Anti Shark Fin

-

Shark Awareness Day

In recognition of the recent of Shark Awareness Day, international conservation organization WildAid and Plan B Media PCL, launched a campaign urging restaurants to stop serving and people to stop consuming shark fin.

The advertisements via BBDO Bangkok, placed on Plan B’s media platforms in prominent locations around Bangkok, features wedding couples dressed in controversial outfits suggesting that their fashion statement was not the “worst choice” they made but rather their decision to include shark fin on the menu.

The campaign builds on WildAid’s “Celebrate with #NoSharkFin” initiative calling on the public to forgo shark fin at weddings and celebratory events. According to WildAid’s survey findings, more than half of urban Thais have eaten shark fin and, even more alarmingly, 61% plan to consume it again in the future. Survey respondents said they consumed shark fin most often at weddings (72%), family meals at restaurants (61%) and business meetings (47%)

Agency: BBDO Bangkok Client: WildAid & Plan B

(Source: https://brandinginasia.com/wildaid-and-plan-b-launch-anti-shark-fin-campaign-in-thailand/ )

[5thingswearetalkingabout]

Generali: Melanoma Summer Collection

-

Wear To Protect

Working off the insight that Spain is home to one of the highest sunlight ratios in the world and therefore at risk of the dangers of sun-related skin problems such as Melanoma, Oglivy Madrid and Spanish insurance company Generali have launched the ‘Melanoma Summer Collection’ – a swimwear collection that, instead of having the classic polka dots on it, is instead decorated with real melanoma shapes.

The swimsuits are designed to allow people to compare their moles with the pattern and remind them how important it is to remain vigilant of possible skin problems.

Agency: Ogilvy Client: Generali

(Source: https://brandinginasia.com/campaign-to-fight-skin-cancer-launches-melanoma-swimwear/ ) 

[5thingswearetalkingabout]

NAB: This Is The Story Of Progress

-

More Than Money

NAB has launched a new installment of its ‘More than Money’ campaign via Clemenger BBDO. The campaign “celebrates Australians’ journeys of progress.”

“NAB has been working hard to earn trust back in the community and being the bank customers can rely on throughout their lifetime,” said NAB executive general manager, marketing and customer experience, Suzana Ristevski. “This is the story of progress is a celebration of all the incredible moments of progress that occur across our country every day.

“This is the story of progress continues to underpin the moments in life that can truly be enjoyed when you know you have the backing along the journey,” said Clemenger BBDO executive creative director, Richard Williams. “Australians are big dreamers with bold ideas, who rarely give up easily and this campaign is about bringing to life their stories and saying yes we’ll be there for you.”

Client: NAB Agency: Clemenger BBDO

(Source: https://brandinginasia.com/nab-tells-the-story-of-progress-in-new-campaign-via-clemenger-bbdo/)

[5thingswearetalkingabout]

Rimowa: Never Still 

- 

Life Lessons and Luxury Luggage

LVMH-owned Rimowa has recently launched an advertisement starring basketball legend LeBron James on his global pursuit of athleticism as a part of their “Never Still” campaign, which launched last year to celebrate the brand’s 120th anniversary

Speaking on his life experiences, LeBron gives a series of inspirational tips.

“The road is the greatest teacher there is. If you never leave you never learn. Out there you gotta be uncomfortable to be comfortable.”

More than a promotion of a luxury luggage brand, the video clip is a portrayal of LeBron’s personal philosophy, which he explains requires pushing yourself outside of your comfort zone to thrive. The ad, beautifully filmed by director Philippe Tempelman, finds a balance between advertising the brand and implying a deeper message; It depicts his rough road to success.

Client: Rimowa Agency: Anomaly Berlin

(Source: https://brandinginasia.com/lebron-pitches-life-lessons-and-luxury-luggage/)

[5thingswearetalkingabout]

Mum’s Sause: Curing Homesickness

- Kids Don’t Belong In Hospitals

Curing Homesickness is a campaign partnership with children’s hospitals from across Australia to raise funds together alongside A-list celebrities and brands like Coles, The Walt Disney Company Australia, and New Zealand, Assembly Label, Pasta Pantry, NRL, and eBay. Money raised will fund equipment, care and research to get kids home from hospital sooner.

Curing Homesickness launches with a movement called “Mum’s Sause”. The film, directed by The Glue Society’s Pete Baker, is about a young girl in hospital named Ali, who despite all she’s going through, misses her mum’s pasta “Sause”. The film follows the story of how her brother spots a handwritten note from Ali who has misspelled the word ‘sauce’. The note becomes a social post, a social post becomes an internet sensation, and “Mum’s Sause” becomes a symbol that unites brands, celebrities and the community to cure homesickness. Ali’s story isn’t real, but homesickness is, as the story represents the hundreds of thousands of kids in Australian hospitals every year.

“We know that kids get homesick when they are in hospital, but homesickness isn’t always recognized as a serious complication or illness, and this is the first time it has been the focus of a fundraising campaign to address it,” said Nicola Stokes, CEO at Sydney Children’s Hospitals Foundation.

(Source: https://brandinginasia.com/curing-homesickness-australia-campaign-aims-to-get-kids-home-from-hospital-sooner/)

[5thingswearetalkingabout]

NZ Transport Agency: Let Driving Distract You

-

Combatting Phone Use While Driving

Clemenger BBDO Wellington has launched a new campaign for NZ Transport Agency called ‘Let Driving Distract You’.

It is no secret phones have taken over our lives. As BBDO Wellington describe them in a release, “They are our black mirror portals to dog videos, dopamine, constant connection, and instant information. We love them. We can’t live, eat lunch or go to the toilet without them.”

Surveys of young Australian and New Zealand drivers show that 43% will try not to use their phones while driving but end up doing so anyway. We have a problem.

And everybody knows it. Research shows, there is a global growing desire to have balance in our phone use. To escape the noise. A cultural moment the latest road safety campaign from NZ Transport Agency and Clemenger BBDO use to its advantage.

‘Let Driving Distract You’ positions the car as a safe haven from the never-ending stream of dings, likes, tags, memes, messages, and emails – a place where young people can be free from the distraction of their phones, and actively resist its constant pull for their immediate attention.

Client: NZ Transport Agency Agency: BBDO Wellington

(Source: https://brandinginasia.com/nz-transport-agency-says-let-driving-distract-you-in-new-ad-campaign/)

[5thingswearetalkingabout]

Nike: Never Stop Winning

-

This Team Wins. Everyone Wins.

Moments after the U.S. Women's National Team won its fourth World Cup championship on Sunday with a 2-0 victory over the Netherlands, Nike extended its congratulations with the unveiling of a new ad, "Never Stop Winning."

Featuring black-and-white images of U.S. team members and their fans, the 60-second ad sends a powerful message of believing in oneself:

"I believe ... that a whole generation of girls and boys will go out and play and say things like, 'I want to be like Megan Rapinoe when I grow up' and that they'll be inspired to talk and win and stand up for themselves ..."

The final image in the ad shows the USWNT celebrating with the World Cup trophy with the tagline, "This team wins. Everyone wins." (Source: https://www.usatoday.com/story/sports/soccer/worldcup/2019/07/07/world-cup-2019-nike-celebrates-uswnt-win-powerful-new-ad/1669094001/)

[5thingswearetalkingabout]

Mercedes-Benz USA: Together

-

Pride

In line with Pride Month, which wraps up this weekend, Mercedes-Benz USA partnered with Australian director Jason Evans from Infinity Squared and The Mixx to create a 90-second spot celebrating the importance of human connection.

The film is cast from New York’s LGBTQ community with mostly non-actors along with Leyna Bloom, who recently became the first transgender woman of color to star in a movie which premiered at Cannes.

Client: Mercedes-Benz Agency: The Mixx

(Source: https://brandinginasia.com/leyna-stars-in-mercedes-benz-ad-for-pride-month/)

[5thingswearetalkingabout]

IMMAP: #ProjectUnfriend

-

Are All Your Friends For Keeps?

Ace Saatchi & Saatchi Philippines has created a provocative campaign for Be CyberSafe, an advocacy for the Internet and Mobile Marketing Association of the Philippines (IMMAP) that aims to bring awareness to kids and teens about the risks of being online and avoiding child predators.

#ProjectUnfriend is a social media movement that stems from the umbrella effort of IMMAP that aims to educate 13-16-year-olds with active and public Facebook accounts on cybersafety, empower them to be responsible with their online interactions and have them encourage their peers do the same.

In a two-minute spot we see a young girl talking to what appears to be her father or, at the very least, a close older friend. The reveal offers up an uncomfortable twist.

The film launched with two versions; one targeted for parents/teachers and another that talks to children and teenagers. Both videos have reached over 1 million views in just a month, as well as over 500,000 reactions, comments, and shares from parents and kids. It’s now being used by the Department of Education in their effort to educate teachers and children all over the country.

Client: IMMAP Agency: Saatchi & Saatchi

(Source: https://brandinginasia.com/project-unfriend-in-the-philippines-seeks-to-protect-children-from-online-predators/)