Campaign Spotlight

Campaign Spotlight, Press Release

Morrisons and Leo Burnett unveil brand platform, ‘Pay Less with More Card’ to boost loyalty scheme sign-ups

Written by Chaz

LONDON, UK — Supermarket chain Morrisons has celebrated and reinforced its commitment to its “More Card” loyalty scheme by launching a new brand platform and integrated, multi-platform campaign. Created by Leo Burnett, “Pay Less with More Card” is designed to increase sign-ups and regular use of the “More Card” by emphasizing the significant savings customers can enjoy through its exclusive, significantly lower prices.

The campaign kicks off today with two humorous 30” films that feature customers experiencing light-hearted confusion over the concept of the “More Card” as they’re paying so much less for their shopping. The tension builds as customers glance around the “More Card” signs displayed across their local Morrisons store in bewilderment. The music crescendos as the customers slowly realize they are paying far less, and the films end with the customers scanning their “More Card” triumphantly.

The films, alongside above-the-line activations, featuring a refreshed visual identity, spotlight the vast array of products available at lower prices. The campaign spans TVC, print, digital OOH, social media, and a radio partnership with Bauer Media.

In addition, “Pay Less with More Card” includes a range of social creative spots, including the “Trolley v Trolley Competition” where customers will race against the clock to list as many discounted products as possible. A lucky few participants will win their weekly shop, adding an extra layer of excitement and engagement. The challenge will be further amplified in-store, pitting customers against each other in a head-to-head battle. At the same time, Morrisons employees across the nation will announce the “More Card” deals to unsuspecting customers over the tannoys with the reactions captured via social channels. The social campaign aims to showcase that with so many deals landing each week, it’s challenging to name them all.

Morrisons and Leo Burnett will also show audiences how to maximize the “More Card” prices with a special edition of its CookMark Series. Audiences will join budgeting recipe content creators to cook up meals under a budget, made only with products included in “More Card” Prices.

The new brand platform “Pay less with More Card” comes as Leo Burnett recently expanded its scope with Morrisons, adding social to its creative remit in June 2024.

All media was planned and bought by Wavemaker UK.

Rami Baitiéh, Morrisons CEO, said, “The ‘More Card’ loyalty scheme is at the heart of our commitment to offering unbeatable value to our customers. With the ‘Pay Less with More Card’ campaign, we’re not just highlighting the incredible savings available but also making it fun and engaging for our customers to discover all the benefits of being a More Card member.”

Kimberley Gill, Creative Director at Leo Burnett UK, added, “Loyalty is a busy and noisy space. So, we wanted to celebrate the More Card in an entertaining and ownable way. With a good dollop of storytelling, plenty of interactive challenges, and finished off with our More Card Merch Man.”

CREDITS:

CAMPAIGN TITLE: Pay Less with More Card
CLIENT: Morrisons
ADVERTISING AGENCY: Leo Burnett UK
CCO: Mark Elwood
EXECUTIVE CREATIVE DIRECTOR: James Millers and Andrew Long
CREATIVE DIRECTOR: Kimberley Gill
COPYWRITER: Conrad Swanston
ART DIRECTOR: Alex Bingham
AGENCY PRODUCER: Lou Pegg
CREATIVE DIRECTOR OF DESIGN: Dave Allen
DESIGNER: Harry Ingrams
HEAD OF PLANNING: Joe Beveridge
PLANNING DIRECTOR: Rebecca Field
BUSINESS LEAD: Sophie Garrett
ACCOUNT DIRECTOR: Matt Paul
SENIOR ACCOUNT MANAGER: Carys Parry
ACCOUNT EXECUTIVE: Meyaa Nelson
MEDIA BUYING AGENCY: Wavemaker UK
MEDIA PLANNER: Richard Bartlett
MEDIA BUSINESS LEAD: Dan Jannings
MEDIA ACCOUNT DIRECTOR: Laura-Louise Cooper
PRODUCTION COMPANY: Arts & Sciences
DIRECTOR: Craig Ainsley
EDITOR: Tim Hardy @Stitch
PRODUCER: Joshua Smith
POST-PRODUCTION COMPANY: Black Kite
AUDIO POSTPRODUCTION COMPANY – Sine Audio
SOUND DESIGNER – Phil Bolland

September 6, 2024
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Campaign Spotlight, Press Release

KFC and iProspect Hong Kong unleash Attack on Titan merchandise and store experience

Written by Chaz

HONG KONG — iProspect Hong Kong has recently spearheaded KFC Hong Kong‘s brand campaign with the sought-after Japanese anime Attack on Titan The Final Season. This “Krunch! Chill Out and Attack On!” campaign marks another massive undertaking by KFC with an iconic anime IP. Despite the anime’s focus on high-stakes battles against giant titans, iProspect demonstrated its expertise in orchestrating complex brand collaborations.

Through its dedicated IP offerings and a masterful blend of creative, media, and UX/UI elements, iProspect thoughtfully reframes these intense anime motifs in a way that resonates with the local market and aligns with KFC’s brand identity.

At the heart of the campaign is KFC’s brand positioning of providing a “Krispy” break, a moment of indulgence and relaxation amidst the daily pressures of life. This concept is masterfully brought to life through the animated commercials that integrate Attack on Titan characters into scenarios that mirror the daily struggles faced by local consumers. Leveraging iProspect’s creative expertise in seamlessly marrying animated IP and the brand products, the animated Titan characters were designed to carry KFC chickens in their hands, further echoing the KFC brand identity of playful and bold.

One of the animated spots features the Attack Titan dressed in business attire who emerges to tell a stressed-out office worker “Feeling stressful? Eat KFC to relax! (有壓力? 食件雞囉!)”. The other commercial features the Attack Titan who stopped the Jaw Titan with a student backpack who is overwhelmed with homework, to “Slow down, chill out and eat KFC to relieve (唔洗咁 chur 喎，食件雞唞吓啦你!)”.

“Slow down, chill out and eat KFC to relieve (唔洗咁 chur 喎，食件雞唞吓啦你!)”

“Feeling stressful? Eat KFC to relax! (有壓力? 食件雞囉!)”

These relatable scenarios, enhanced by the use of familiar Hong Kong idioms and colloquial phrases, further enhances the local relevance and resonance of KFC’s brand messaging.

iProspect Hong Kong and KFC have developed a line of six exclusive merchandise items inspired by “Attack on Titan: The Final Season” character elements with a pun-intended product name in Cantonese – “Krispy Break” Maneuver Gear (唞唞「雞」動裝置),” including “Krispy Break Titan Eye Mask,” “Survey Corps Neck Pillow with Cape,” “Infinite Stress Popping Bucket,” “Survey Corps Krispy Break Portable Fan,” “Titan ‘Kooling” Towel,'” and “‘Krispy Break’ Acrylic Stand Blind Box,” aimed to remind working classes and students to take a break during their busy days.

KFC and iProspect Hong Kong have taken the collaboration a step further by transforming the flagship KFC store in Causeway Bay into a fully immersive “Attack on Titan” experience. Both the interior and exterior of the store are decorated with the designs of the anime characters, bringing the thrilling Titan scenes to life.

The second floor also features two giant photo spots, recreating classic scenes from the anime. This first-of-its-kind move showcases KFC’s commitment to providing consumers with a 360-degree engagement that aligns with their brand positioning of making life easier and offering an instant space for people to dive in, set themselves free, and indulge in what they want for a moment.

To further reinforce the brand’s role in providing a moment of respite and relaxation, KFC created an opportunity for the audience to reflect on their daily stresses and the need for a break. Leveraging iProspect’s UX/UI expertise, an interactive “Titan Attribute” game has been implemented to allow consumers to match their personality traits to corresponding Titan characters and discover their “Titan alter ego” with tailored stress-coping methods. At the end of the game, customers are provided an incentive to visit KFC stores as a means of addressing their daily stresses.

“We are thrilled by iProspect Hong Kong’s ability to cater to all our needs for this captivating ‘Attack on Titan’ collaboration,” said Janet Lau, Marketing Director, KFC HK & Macau. “The strategic partnership with ‘Attack on Titan’ enables us to successfully communicate our brand identity and connect with our customers, particularly engaging with a younger demographic,” she added.

Christa Ma, Business Director, iProspect Hong Kong commented, “This successful campaign showcases our agency’s expertise in bringing IP activations to life, especially through the immersive Causeway Bay flagship store experience and the diverse merchandise offerings. It demonstrates our ability to deliver innovative, eye-catching campaigns that drive real impact and engagement. By tapping into the beloved anime’s characters and motifs, we’ve successfully engaged the busy working class and student segments, delivering a campaign that strikes a profound chord with our target audience.”

The campaign runs from August 22 to September 18 and is promoted across a diverse array of multimedia platforms, including television broadcasting, digital channels, outdoor advertising, influencer social media channels, print ads, the MTR network, and the domination of the Causeway Bay KFC flagship store and all other KFC stores.

September 6, 2024
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Campaign Spotlight, Press Release

Scarecrow M&C Saatchi unveils Sportz Village’s ‘Champion ka Syllabus’ to promote sports in education

Written by Chaz

MUMBAI, INDIA — Conceptualized by Scarecrow M&C Saatchi, the campaign for Sportz Village is based on the premise that “Champions are not born; they are created in schools.”

The film emphasizes that the school syllabus shouldn’t be restricted to academics but should also include sports. It highlights how the syllabus for becoming a champion is rigorous, how every day is a new exam, every failure a new lesson, and every challenge a new opportunity.

The campaign highlights that the challenges faced in sports mirror those faced in life and how the right training, curriculum, and preparation help create champions in both sports and life.

Saumil Majumdar, CEO and Managing Director of Sportz Village, shared, “Sportz Village celebrated its 21st birthday on August 31. This was an important milestone in our mission of getting 100 million kids to play and creating champions in life.

In the last 21 years, our programs have touched the lives of over 60 lakh children and youth from more than 18000 private and public schools across 22 states in India. We have partnered with over 100 brands and corporates, sports academies, federations and leagues, and Governments who believe in the power of sport in building healthier, happier, and more connected communities.

On our 21st birthday, we are happy to share our biggest campaign to date — Creating Champions In Life.”

The campaign reiterates two focal points. One is that sport is key to a child’s learning and development, imparting life skills that makes you a champion in life. Second, is to address the larger goal of broadening the talent pool for India for the 2036 Olympics. Sportz Village has a systematic pathway to identify promising student athletes and groom them, in order to build an army of student-athletes who will win medals for India.

Raghu Bhat, Co-founder of Scarecrow M&C Saatchi, said, “We wanted to show a school’s role in creating a champion, in an interesting manner. Hence the creative idea of ‘Champion ka Syllabus’ was developed. The visuals combined with the voiceover, which is is laden with insights and life observations, makes it highly watchable.”

Kapil Tammal, National Creative Director at Scarecrow M&C Saatchi, added, “With this campaign, we aim to encourage children in schools to go beyond viewing sports as just a hobby. For India to shine on the global stage, including the Olympics, this journey must start in our schools. While academics are prioritized, sports often take a back seat. When pursued with the right guidance and support, sports can unlock a child’s full potential, transforming their future in remarkable ways.”

CREDITS:

Client: Sportz Village
Client team: Saumil Majumudar, Upma Jain, Nishant Parvataneni

Agency: Scarecrow M&C Saatchi
Creative team: Kunal Parkar, Kapil Tammal, Narendra Naik, Shivani Sule
Production house – Puppet Pictures
Director – Naren Multani
Producer – Hozefa Alibhai
DOP – Prabhu Mohanty
Casting – Girish Jamdhade
Post Production – Splice Studioz
Offline editor – Vipin Yadav
Music Director – Gavin Pereira

September 6, 2024
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Campaign Spotlight, Press Release

James Reid, Jericho Rosales, and Juan Karlos say hard yes to Hard Mountain Dew!

Written by Chaz

MANILA, PHILIPPINES — Get ready to meet the new crew that’s set to redefine nights out. PepsiCo Philippines has launched its newest innovation, Hard Mountain Dew, now with a 5% alcohol kick, alongside a new trio featuring James Reid, Jericho Rosales, and Juan Karlos.

These three icons of excitement and adventure are coming together for the first time, bringing their unique flair to the bold new Hard Mountain Dew — the ultimate drink for fun, epic, and unforgettable nights. Their vibrant personalities and thirst for adventure perfectly embody the free-spirited and thrill-seekers who want to have a memorable night.

Whether at a party, heading out for a weekend escape, or simply looking to add extra buzz to hangouts, Hard Mountain Dew, with a 5% alcohol kick and 95% vibes, is the perfect fuel for a night guaranteed to be 100% epic.

“We’re thrilled to launch the all-new Hard Mountain Dew in the Philippines with James, Jericho, and Juan Karlos,” said Ray Philip Pine, Marketing Director of PepsiCo Philippines. “We believe they perfectly represent the spirit of Filipinos who love to have a good time and live life to the fullest with the help of a refreshing burst of Mountain Dew and that 5% alcohol kick.”

James Reid shared, “We’re very excited about the launch of Hard Mountain Dew as it’s all about having a good time and making the most out of every moment with your tropa. I’m ecstatic to be a part of this crew and bring this new vibe to the Philippines.”

Add some thrill to your night with new Hard Mountain Dew! 🐉 Now available in select stores. Try it now! #HardYestoHardMountainDew

ASC Ref. No. P0103P082124M pic.twitter.com/VMCkqnK3Ti
— Hard Mountain Dew Philippines (@HardMtnDewPH) August 27, 2024

Hard Mountain Dew is now available in two flavors: Original for the same citrusy flavor with an alcohol kick, and Beach Blast for a hint of tropical fruits. You can grab your 330mL cans in select supermarkets, convenience stores nationwide, and online-selling platforms for consumers of 18 years and above. It’s time to try it with your squad and experience the new formula for an epic night!

Follow Hard Mountain Dew at Facebook, TikTok, Instagram, and YouTube at @hardmountaindewph and @HardMtnDewPH on X (formerly Twitter) and get ready to say hard yes to that epic kind of nights. Drink responsibly. #HardYesToHardMountainDew

https://www.instagram.com/p/C-r7sD0y-ou

September 5, 2024
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Campaign Spotlight, Press Release

JLL and BLKJ Havas claim that the old ways of working are long gone through a provocative film

Written by adobo magazine

SINGAPORE — In a new campaign spanning multiple Asia Pacific markets, real estate services company JLL emphasized that “there’s no going back” to outdated methods of improving the bottom line, enhancing employee satisfaction and productivity, and achieving environmental responsibility. As work practices evolve and new challenges emerge, innovative solutions are essential. JLL highlighted real estate as a powerful tool in addressing these modern workplace issues, encouraging potential tenants to partner with them for forward-thinking solutions and a brighter way to move forward.

JLL’s proprietary intelligence research illustrates the 3-30-300 rule, demonstrating that a 10% increase in productivity can yield benefits ten times greater than a 10% reduction in rental costs. Additionally, around one in five employees believe noise and lack of privacy for virtual calls are barriers to working in the office. These findings highlight the crucial role of selecting the right office space to improve financial performance, employee productivity, and satisfaction.

Despite the rise of remote work, 77% of APAC corporate real estate professionals affirm that the office remains central to their organization’s long-term strategy. To thrive in this new era, companies must prioritize creating office environments that are accessible and rich in amenities, fostering collaboration, well-being, and productivity. Investing in workplaces that serve employees effectively can unlock significant value and provide a competitive edge.

In light of current workplace challenges, JLL has partnered with BLKJ Havas to launch a unique campaign featuring a film that humorously critiques outdated workplace settings. The film takes viewers on a museum tour, highlighting issues like noise distractions, erratic temperatures, misleading sustainability practices, and inconvenient access to basic amenities. It demonstrates how these outdated conditions can harm a company’s bottom line, hinder talent retention, and undermine environmental efforts. JLL advocates for modern real estate solutions to overcome these challenges. The campaign is further supported by EDMs, guides, and a dedicated website, which all urge businesses to avoid reverting to inadequate office spaces and instead invest in innovative, effective workplace environments.

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Its unconventional approach to corporate real estate advertising sets this campaign apart. Using humor, the campaign engages the audience and highlights the absurdity of outdated office settings. It also taps into a trending topic to stay topical and relevant. Most importantly, the messaging has been humanized, acknowledging that HR managers, CEOs, and the LinkedIn Business community are all people at the end of the day. This approach ensures the campaign resonates on a personal level, making it more impactful and memorable.

The film has garnered impressive results of more than 27,000 organic views, 1,909,337 paid views, a 5.79% engagement rate, and a 3.57% clickthrough rate.

Carryn Francis, Marketing Director, Markets Advisory, APAC, JLL, shared, “At JLL, our offices embody our research-backed, people-first philosophy. Located near transport hubs and amenities, our spaces cater to diverse employee needs with quiet zones, collaborative areas, and biophilic elements like natural light and greenery. Smart technology for lighting and climate control boosts efficiency. These optimized environments demonstrate the benefits of supportive workplaces — benefits we aim to deliver to our clients.”

She added, “BLKJ Havas collaborated closely with us from the get-go, conducting in-depth interviews with clients and brokers to gather key insights for our campaign. Their unique, human approach towards corporate real estate advertising unconventionally combines humor and topicality, offering a fresh perspective on the challenges organizations face today. By capturing the evolving needs of the modern workforce, their work delivers our message in a relatable, impactful manner while entertaining the business community.”

Fiona Huang, General Manager, BLKJ Havas said, “Our new campaign takes a refreshingly honest and witty approach to the workplace challenges we all recognize. By humorously spotlighting these outdated issues, we’re highlighting JLL’s innovative solutions that truly enhance productivity and well-being. Yes, we are addressing the business community, and we definitely mean business. But can we also deliver a chuckle while striking a chord with them? Absolutely.”

“From gaining insights into the business to taking bold steps with us — moving away from the usual jargon and embracing a more human approach — we’re fortunate to have clients who share this vision. Their trust and active involvement have been essential in nailing it,” Fiona concluded.

September 5, 2024
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adoboPicks, Campaign Spotlight, Featured

From the Philippines to Australia, here are campaigns rallying behind the Paris 2024 Paralympic Games

Written by ephraim

MANILA, PHILIPPINES — Strength takes on many forms, and the Paris 2024 Paralympic Games has set the global stage for para-athletes to showcase their vigor and skills. Birthed from Sir Ludwig Guttmann’s desire to use sports as a rehabilitation method in the ’40s, the Paralympic Games has transformed into an international event — gathering over 4,000 athletes to compete across 22 sports (for the summer edition) this year.

While the Olympics tend to overshadow the Paralympic Games, the latter deserves just as much clamor. The Paralympic Games is not only a celebration of peak athletic excellence but a call to inclusivity and diversity. That’s why adobo Magazine is highlighting campaigns that empower these remarkable Paralympians.

Athletes need opportunities to become champions…

How does one become a winner? According to the first Filipino Paralympic medalist, Adz Dumapong, the first step is to have the chance to compete. Through GCash Stories, Adz recalls her humble beginnings and how one sponsor was all she needed to make history. Since her victory, Adz has advocated for aspiring athletes, urging people to support their dreams, specifically through donations.

Championing talent is important to adobo Magazine, and like Adz, athletes are worth investing in. GCash’s initiative is a step in the right direction because everyone should have the opportunity to succeed, regardless of financial status.

…but Paralympians don’t need your sympathy

People with “disabilities” are often shoved into boxes and pitied by the very people who put them there, but Channel 4 dispels that notion with its intense, attention-grabbing short film Considering What?

Thanks to the impeccable sound design and gravity-defying visuals, one can’t help but hold onto every second. The film causes a reaction so visceral that you might involuntarily flinch. However, more than the cinematic flair, its overriding message leaves the biggest impact — sport doesn’t care about disability, and everyone is, in fact, capable of achieving great things.

Watch the Filipino Paralympians of Paris 2024 in their element

https://www.instagram.com/reel/C_QxeRpSI8h/?utm_source=ig_web_copy_link

Have no idea what sports the six Philippine representatives for the Paris 2024 Paralympic Games are competing in? Well, you’re in luck because rezonate has made an animated reel, sharing a glimpse of the incredible para-athletes in action.

The vibrancy and energetic movements recreated by the New York-based motion studio are a beautiful homage to the Filipino Paralympians. In addition to the stunning visuals, the intent to push for inclusion in every aspect of our lives while amplifying the athletes’ dedication is worth commending.

By the way — you don’t have to be in Paris to snag a seat

https://www.instagram.com/p/C_RvhwbT-3T/?utm_source=ig_web_copy_link

The adobo Magazine team is seated for this year’s Paralympic Games, and independent creative agency SLIK is letting Australians know they can be too. Following the success of the Paralympics Australia’s fundraising campaign for Tokyo 2020, SLIK has built another virtual stadium to give fans the same exhilarating viewing experience as the live audience.

The idea itself is already brilliant, but going the extra mile to guarantee that the user experience is accessible to para-athletes makes this project even more special. Sports bring communities together, and this virtual stadium is a fantastic tool to unite a country eager to cheer on its athletes.

The Paris 2024 Paralympic Games will run from August 28 to September 08.

September 4, 2024
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Campaign Spotlight, Press Release

Dr. Shiba partners with Pawssion Project and Shaira Luna for shelter pet adoption campaign

Written by adobo magazine

MANILA, PHILIPPINES — Pet wellness brand Dr. Shiba has partnered with Pawssion Project and photographer Shaira Luna for a unique campaign called “A Day in Their Forever Home,” aiming to boost adoption rates for shelter animals.

Casa Estrella Private Resort in Bulacan was transformed into a temporary home for select dogs and cats from Pawssion Project’s shelter. The goal was to capture these animals outside their usual environment, allowing their true personalities to shine.

Philipp “Phil” Renner, CEO of Dr. Shiba, explained, “At the heart of Dr. Shiba is pet wellness, pet care, and pet health. A crucial part of that idea is that all pets can live happily in loving homes. We wanted to create a campaign that can give that opportunity to shelter animals too.

“We had been wanting to do something bigger with Pawssion Project for a while, and then we had the idea of doing a photoshoot for some of the dogs and cats at the shelter, especially with a focus on senior dogs who maybe have had past lives, past owners, but still would really love a home for the remaining years that they have.”

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Dr. Shiba’s involvement in this campaign is part of their ongoing commitment to animal welfare. The company has been a long-time partner of the Pawssion Project, donating a portion of its sales to support the organization’s rescue and rehabilitation initiatives.

Malou Perez, who founded Pawssion Project in 2018, shared, “When Dr. Shiba approached us with this idea, we were thrilled. In the shelter, it’s challenging for people to see how loving and unique these animals can be. This campaign gives us a chance to show how they might act in a real home setting, helping potential adopters connect with them on a deeper level.”

Shaira Luna, known for her storytelling through photography, brought her professional expertise and personal passion to the project. “As a pet owner myself, this project really resonated with me,”she said. “My aim was to capture each animal’s individual personality, not only to show potential adopters the joy and love these pets could bring to their homes, but more importantly, how they deserve to be loved and cared for. Taking photos and doting on my nine dogs is probably what I do what I do best, so this project really is a perfect fit.”

To further bring the campaign to life, Alexa Geronimo and VIRGO Kreativ Studio lent their filmmaking expertise, creating a compelling short film that captures the heart of the initiative and the day’s special moments.

Among the stars of the photoshoot were Zorro and Mega, from unwanted litters, now thriving and ready for adoption. Malou said, “You can see Zorro was really happy going around. Mega also was all smiles almost the whole photoshoot. At the shelter, Zorro was in a cage for so long because he had parvo or distemper. He’s completely recovered now. I am really looking forward to seeing him maintain that smile and this energy.”

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The campaign also featured cats up for adoption. “All of the cats that we brought today were unwanted litters. They were also babies when we got them, and some were left in a box outside the shelter. They’re all living miracles,” Malou stated. “My personal favorite is Sora. She’s so beautiful, and she’s been brought to an adoption drive already, but she wasn’t adopted. Celery and Colette also, they’re siblings and they are very inseparable. We hope for the both of them to be adopted together.”

One of the most heartwarming moments of the shoot came from Lolo Simba, an elderly dog estimated to be around 11 years old. Malou shared, “Lolo Simba was part of the first batch of dogs that I got from the pound. He has an enlarged heart, and I don’t know for how much longer we can still have him, but we just want to make sure that his remaining days are filled with all of the happy memories.”

The Senior Dog Program, soon to be launched by Pawssion Project, aims to provide specialized care and attention to older dogs like Lolo Simba. This initiative will offer sponsorship opportunities, allowing supporters to contribute to the medical care, special diets, and comfort of senior dogs. The program also includes “weekend excursions,” where approved volunteers can take senior dogs out of the shelter for short trips, providing them with new experiences and social interactions in their golden years.

The photos from this shoot will be shared across various media platforms, hoping to change perceptions about shelter pets and encourage more adoptions and support, especially for senior animals.

For those moved by this campaign, there are several ways to make a difference: Consider adopting from the Pawssion Project or donating to the Senior Dog Program. Every contribution, whether through adoption, sponsorship, or volunteering, helps create space for more animals to be rescued and cared for.

To learn more about adopting a pet or supporting Pawssion Project’s senior pet program, visit its page here.

https://www.instagram.com/p/C_VBifGsdp8/?hl=en

September 3, 2024
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Campaign Spotlight, Press Release

Grab recognizes the hard work of its delivery-and driver-partners this National Heroes Day

Written by adobo magazine

MANILA, PHILIPPINES — As more Filipino consumers rely on on-demand service platforms like Grab, more livelihood opportunities are created for on-demand professionals like ride-hailing drivers and food delivery riders.

These delivery- and driver-partners, relishing the flexibility of work schedule and the high-earnings potential, mostly rely on the platform to be primary breadwinners for their families. They not only fulfill basic necessities but also pave the way for their families’ socio-economic advancement and overall life improvement.

Such is the inspiring story of Matet Craig, a GrabCar driver-partner for almost a decade. “Walang makakatanggi na ibang klase ang kasipagan, tiyaga, diskarte, at pagmamahal sa biyahe ng mga ride-hailing professionals gaya ko. Naniniwala ako na magkaroon man ng mga hadlang, ang taong determinado magtagumpay sa buhay ay makakahanap ng paraan,” shared Matet. With her earnings, the solo parent of three was able to purchase her six-seater vehicle and send her children to school. “Walang madaling hanapbuhay, pero hangga’t klaro ang layunin mo para sa iyong sarili at pamilya, makikita at makikita ito sa kalidad at klase ng serbisyo na i-ooffer mo sa bawat pasahero.”

A much-deserved celebration of hard work and determination

In celebration of National Heroes Day, Grab’s delivery and driver-partners were honored in the leading superapp’s online film series, “Itatawid, Ihahatid.” The series highlighted the multifaceted roles and numerous challenges these contemporary heroes must play and overcome on the road to provide exceptional service — unwavering in their determination to inch closer to their life aspirations.

The films were aimed at cultivating the much-deserved appreciation for the often overlooked dedication of on-demand service professionals to ensure that every passenger gets to their destination safely and conveniently and that every craving is satisfied. Netizens positively received the films, with most comments commending the service and perseverance of drivers and riders.

Additionally, in a tribute to their dedication and resilience, drivers and riders en route to their pick-up and delivery locations have been honored on the Grab app. All “Kuya” and “Ate” Grab, known for their relentless hard work, have been depicted as committed superheroes on the app’s location tracking feature as they fulfill their services. This innovative tribute, which runs from August 26 to September 01, serves as a constant reminder of their invaluable contribution to the community.

Ralph Guillermo from the Grab Ugnayan Advocates, a group of GrabFood delivery-partners, has underscored the importance of recognizing the dedication of platform professionals such as him. “Hindi ho madali ang ang aming kabuhayan. Ang daming mga iba’t ibang bagay na kailangan namin harapin sa daan upang makapaghatid kami ng serbisyo, gaya na lamang ng traffic, pabago-bagong panahon, at iba pa. Pero siyempre, hindi kami nagpapapigil sa mga ito para sa bawat customer at para sa aming kabuhayan.”

Another Ugnayan Advocate, Alan Carrillo, highlighted how delivery-partners appreciate feedback from consumers. “Nakakatuwa kapag kami ay nakakatanggap ng simpleng feedback gaya ng five-star rating o magandang komento, pati na rin tips, mula sa aming customers. Ang mga ito ay patunay na lahat panalo sa bawat maayos na delivery – napapasaya ang mga customer habang kami naman ay umuusad papalapit sa aming aspirasyon sa buhay.”

September 2, 2024
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Campaign Spotlight, Press Release

Grey Thailand humanizes Thailand Post’s digital transformation in ‘You’re my destin(y)ation’

Written by adobo magazine

BANGKOK, THAILAND — Digital transformation is a top priority among organizations due to increased customer demand and the need for technological efficiency.

Amidst fierce competition, the state-owned Thailand Post has brought the digital transformation strategy to life, shifting its role and vision from a postal service provider to an “information logistics” company. It also turned its 141 years of operational experience and its “last mile asset,” assisted by 20,000 postmen and up-to-date logistic data, into its new competitive edge.

Creative agency Grey Thailand adopted a humanizing approach, using “storytelling in a presentation” to explain the brand transformation. Through a three-minute online film titled You’re My Destin(y) action, the visual metaphors, and a newly-composed song are inspired by a true story that depicts the success of a young man who accidentally found a new opportunity through a parcel shipped from his grandfather.

The miniature Bonsai in the parcel represents a new beginning and the service provided. The tree’s “growing moment” was put into the story’s core concept to symbolize Thailand Post, whose duty goes beyond parcel delivery to the destination and a deeper role in customer success.

Apart from the warm-hearted story, the campaign’s key visual was recently overhauled towards a minimalistic design. It has shifted from animated figures against a red backdrop to now highlighting the message of relationships. For instance, a wide-angle ground with a clear sky symbolizes a brighter future. Colors like green and blue foster a calm, peaceful ambiance, enabling consumers to feel more relaxed, empowered, and emotionally tied to the brand.

“For a complex topic, visual metaphors can be a powerful tool to help convey complicated ideas in a more relatable way. At the same time, key visuals can also be effective with minimalistic design to simplify human recognition in a too-much-information world,” said Creative Director Thanyaluck Pongacha.

Grey Thailand humanizes Thailand Post insert1

Grey Thailand humanizes Thailand Post insert2

CREDITS:

Brand Credits

Dr. Dhanant Subhadrabandhu, Chief Executive Officer

Dr. Waraporn Kongkiewphan, Chief Corporate Strategy Officer

Waraphorn Chaitiamwong, Senior Executive Vice President

Agency Credits

Chief Operating Officer: Kanokkorn Seehapan

Chief Creative Officer: Sompat Trisadikun

Creative Director: Thanyaluck Pongacha

Associate Creative Director: Vongjino Kedjariyanon

Senior Copywriter: Sorrawich Srisupasitanon

Group Account Director: Phetpichaya Saengchaipan

Account Manager: Settawut Janda

Production

UnderDoc Film

September 2, 2024
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Campaign Spotlight, Featured

The Paris 2024 Filipino Paralympians shine in Rezonate’s captivating tribute

Written by ephraim

MANILA, PHILIPPINES — Defying all odds and proving that excellence knows no limits, six Filipino athletes have secured their places in the Paris 2024 Paralympic Games. As a tribute to these inspiring para-athletes, rezonate released a reel to recognize their monumental achievements.

The New York-based motion studio celebrates the athletes by capturing the athletic prowess of each representative. From flying arrows and javelins to dives into the deep waters, the animation beams with life, using dynamic movement and the Philippine flag colors to exhibit the para-athletes’ strength and determination.

https://www.instagram.com/reel/C_QxeRpSI8h/?utm_source=ig_web_copy_link&igsh=MzRlODBiNWFlZA%3D%3D

The six Paralympians were featured in the following order:

• Agustina Bantiloc – Para Archery
• Jerrold Mangliwan – Para Athletic: Wheelchair Racing
• Angel Otom – Para Swimming
• Ernie Gawilan – Para Swimming
• Cendy Asusano – Para Athletics: Javelin Throw
• Allain Ganapin – Para Taekwondo

Rezonate aims to further advocate for inclusivity through the reel — not only in the realm of sports but also in universal design. Mich Gasper, rezonate’s Creative Marketing Manager, expressed that the creative firm wants to “help make inclusion the norm” by ensuring the accessibility of spaces and services for everyone regardless of ability.

Rezonate wrote on social media, “The world may define human limits by our forms, but our Filipino Para-Athletes defy those limits and prove them wrong. They show us that victory is measured by heart, not ability. Here’s to our Filipino Para-Athletes! #MabuhayAngParaAtletangPilipino.”

The Paris 2024 Paralympic Games will run from August 28 to September 08.