Clever Ideas, Great Ads

Lenovo Taps NYC Creators for “A Love Letter to NYC” Campaign Powered by AI PCs

noreply@blogger.com (Rey B) — Tue, 07 Apr 2026 12:23:00 +0000

Lenovo is doubling down on creator-first storytelling with “A Love Letter to NYC,” a new campaign developed alongside cultural innovation agency Sounds Fun. Built to spotlight its Gen 11 AI PCs and Microsoft Copilot+ experiences, the work positions creativity not as a polished end product—but as something shaped in real time by environment.

At the heart of the campaign is a simple insight: inspiration starts with place. In this case, New York City becomes both backdrop and collaborator, with the work capturing the in-between moments where ideas take shape.

Centered around a series of creative acts – distinct outputs, personal processes, and a shared source of inspiration – the campaign features three :30s social videos from top, NYC-based creators:

Following Brooklyn-based filmmaker and animator Bree, Bronx-based co-founder of Bronx Girl Skate Mel Ramirez, and Manhattan-based luxury fashion designer Cameron Hughes, each video highlights different ways these creators use their Lenovo Gen 11 AI PCs and Microsoft Copilot+ experiences to help design their art. This campaign will also feature the launch of a new Lenovo Pro, coming to market in the next month, and will include visual artist and creative technologist Daniel Macadangdang with this new device.
For Bree, it’s helping generate textures for 3D models and remove backgrounds for photos. For Mel, it’s assisting with the business operations of her brand like finding new places to expand her brand. For Cameron, it’s coding so he can focus on making.
After each creator opens their laptop, inspiration begins to unfold, drawn from their personal, everyday experiences living in New York City—from glimmers in the sidewalk to the hottest skate areas to the sweeping architectural cityscape. Pulled together in a scrapbook-inspired way, this personal, assembled approach reinforces the notion that you’re inside the creators’ heads.

Each film begins the same way: a laptop opens, and inspiration spills out—drawn from the textures of daily life in the city. From sidewalk reflections to skate culture to sweeping architectural lines, the visuals are assembled in a scrapbook-style format that places viewers directly inside each creator’s mind.

The campaign also teases the upcoming launch of a new Lenovo Pro device, featuring work from visual artist and creative technologist Daniel Macadangdang.

Built as a social-first initiative, “A Love Letter to NYC” will roll out across Instagram and TikTok, supported by high-impact OOH placements throughout the city—including Penn Station and Madison Square Garden—alongside retail integrations and Lenovo-owned channels. A broader system of stills, web banners, and animated assets ensures the work scales seamlessly across platforms.

The campaign builds on Lenovo and Sounds Fun’s ongoing creator-led approach, further aligning with Lenovo’s global “Made With” platform—where the tools fade into the background, and the act of making takes center stage.

Gamm vert and Ogilvy Paris Launch Clever 'Grow'Ceries' Campaign

noreply@blogger.com (Gloria J) — Mon, 06 Apr 2026 13:23:00 +0000

Building on its 2024 "Grow Your Groceries" concept, a campaign featuring films of people shopping in their vegetable gardens instead of supermarkets, Gamm vert, France's top garden center and home-growing specialist, is taking its message to the next level. The brand is innovating clever packaging, specifically designed to create a powerful realization and show French consumers that they can literally grow their own groceries. A simple way to cope with the decline in purchasing power while still eating well without breaking the bank.

An innovative concept at the heart of this campaign is a powerful idea: to give seed packaging the appearance of food products, like those you can find on supermarket shelves. This limited-edition product range reimagines a packet of crisps, a can of tomato sauce, a carton of butternut squash soup, or even a jar of basil pesto, but inside, instead of a food product, you'll discover seeds or young plants to grow, to soon harvest fresh produce.

It's a playful and striking way to remind people that it's possible to grow one's own food. This approach gives new meaning to consumption by highlighting self-production as an accessible, sustainable, and economical solution. Crisps, sauces, soups... everything starts with a seed or a plant!

National and Local Activation

Starting April 2nd, these limited-edition packages will be distributed in select Gamm vert stores, allowing consumers to discover this unique experience and leave with their own seeds to cultivate.

The campaign will also be deployed in nearly 900 Gamm vert stores across France through posters and roll-up banners showing the products from the range, being harvested directly from vegetable gardens.

A Strong Message for Collective Awareness

With this bold initiative, Gamm vert invites French people to discover a simple and accessible alternative to cope with declining purchasing power and the desire to eat better: growing healthy food themselves through self-production.

Far from being a new idea, this educational and responsible approach draws inspiration from practices that were once part of the daily lives of our elders Gamm vert thus encourages young and old alike to rediscover this simple and sensible reflex, to eat better while managing their budget.

" 'The Grow’ceries' perfectly embodies Gamm vert's mission: to reconnect French people with nature from an early age and empower them to become actors in their own food supply. By sowing their own seeds, they discover that it's possible to grow and consume healthy and tasty products, while making significant savings," declares Myriam Narula, Gamm vert Communication Manager.

"By repurposing these everyday packages for French people, we want to create a jolt and awaken consciences: not everything we eat necessarily has to be bought at the supermarket; we can also grow it in our garden. This is an important concept to understand from an early age to know exactly what's on our plate. In a strained economic context, it's also a simple and clever solution to save money," adds Julien Bredontiot, Creative Director at Ogilvy Paris.

PEDIGREE Launches AI Tool to Facilitate Responsible Dog Adoption in Brazil

noreply@blogger.com (Gloria J) — Mon, 06 Apr 2026 13:14:00 +0000

After mysterious teasers circulated on social media and images blanketed the streets of São Paulo, PEDIGREE®, the leading brand in dog food, came out as the brand behind the platform. The AI-driven initiative made a splash by promising a friend to whoever used it; now it’s been revealed to be an innovative tool for connecting people with dogs in need of a home, reinforcing the brand’s longtime commitment to responsible adoption.

The campaign, developed by AlmapBBDO, was inspired by the creative insight of advertising an AI service offering company and friendship. That way, it could spark conversations and capture the public’s attention, all while underscoring the value of the genuine connection you can establish with a dog.

“The bond between people and dogs brings all sorts of benefits, from the joy of being greeted at the front door to the judgment-free companionship and unconditional affection they provide,” says Ricardo Marinho, marketing manager for PEDIGREE® at Mars Pet Nutrition Brasil. “In a world that puts a premium on well-being and authentic relationships, we used AI to lend even more visibility to a cause we’ve been supporting for 17 years with the program PEDIGREE® Adotar é Tudo de Bom, which has already helped over 88,000 animals find a home.”

Studies from the Waltham Petcare Science Institute, a Mars Petcare research hub with a 60-year track record and over 600 published scientific papers, show that 86% of people say that pets positively impact their mental health, 69% say pets help reduce stress and anxiety, and 63% consider them to be true friends,¹ in yet another reinforcement of just how beneficial it is to share your life with an animal.

AI that facilitates adoptions

melhoramigo.ia is a platform that uses a welcoming conversational experience to help people find dogs available for adoption at nearby NGOs. Not only does it help users search for animals, the tool provides a “compatibility test” between the would-be adopter and available dogs, based on questions that gauge the user’s personality to find the dog that best fits their lifestyle.

Two-stage campaign

The initial phase of the campaign rolled out a series of striking, black-and-white pieces across some of São Paulo’s busiest and most iconic locations, including the Sé and Luz stations and bus shelters on Avenida Faria Lima and Avenida Paulista, as well as online content – all without the brand’s name attached. This approach sparked the public’s curiosity by announcing the rollout of a mysterious artificial intelligence service promising to help people find their new best friend.

On social media, the influencer Felca, one of Brazil’s leading and most impactful influencers who’s become famous for his commitment to social causes and for sharing his mental health struggles, went viral by reacting to the topic by questioning whether AI can be used for friendship – thus broadening the discussion and paving the way for the reveal.

In the second phase, the campaign pulled back the curtain on PEDIGREE®, showing that artificial intelligence is no substitute for a real friend – but that, with the platform melhoramigo.ai, you can find a dog available for adoption who just might become your best friend.

“Our jumping-off point was a simple question – since AI can simulate so many relationships, why not use it to foster genuine friendship?” says Fernanda Portugal, Director of Client Services at AlmapBBDO. “Tech became a creative means of reinforcing something PEDIGREE® has been saying for years: that nothing can substitute the real love between a human and a dog.”

“When you get down to it, our campaign critiques A.I. friendships, but we’re also launching an A.I. that’s designed to do just that. So the film deliberately uses the language of the big techs to draw a contrast between artificial intelligence and real life,” explain Fernando Duarte and Henrique Del Lama, VPs of Creative at AlmapBBDO.

The initiative reinforces PEDIGREE®’s longtime commitment to the cause, and represents a next step in the legacy of the award-winning “Caramelo” campaign. The platform, which has already registered over 200 dogs, thanks to a partnership with Instituto AMPARA Animal, is poised to boost responsible adoption in Brazil by offering a happy ending for countless animals in search of a loving home.

ALMAPBBDO Reimagines Ronaldo’s 2002 Haircut in “Triangle Theory” Campaign for Doritos

noreply@blogger.com (Rey B) — Thu, 02 Apr 2026 12:29:00 +0000

In the summer of 2002, Brazil’s Ronaldo Nazário took the pitch with a haircut that would become as legendary as his goals. For 24 years, the "half-moon" style was considered a tactical distraction to shift the media’s focus away from his injuries. Today, DORITOS™ is rewriting that history with a bold proposition: It wasn't a half-moon. It was a triangle.

In a masterful display of Cultural Hacking, DORITOS™ (PepsiCo) has launched "The Triangle Theory," a campaign that reframes one of football’s greatest visual mysteries as a "lost" marketing stunt from the early 2000s. By blending nostalgia with investigative satire, the brand suggests that its iconic shape has been influencing global culture longer than anyone realized.

The Anatomy of a Conspiracy

The campaign bypassed traditional advertising in favor of an Earned Media strategy. It began with "leaked" archival footage on social media, sparking a wildfire of conspiracy theories among fans from all the generations and football purists. The narrative gained mainstream legitimacy when TNT Sports dedicated segments to the "new evidence," featuring experts and commentators debating whether the "Fenômeno" had been a secret brand ambassador all along.

The heart of the campaign is a 12-minute investigative mockumentary. Part thriller, part dry comedy, the film features interviews with sports historians, stylists, and Ronaldo himself. His performance sits perfectly on the edge of truth and fiction, leaving the audience with the ultimate question: “Could this actually be true?”

To seal the "theory," DORITOS™ released the "Lost Ad of 2002"—a commercial meticulously crafted with the lo-fi aesthetic, grainy textures and vintage editing of the era. It’s a piece of brand entertainment that bridges two decades of identity through a single geometric shape.

“With ‘The Triangle Theory’, we are betting on a creative narrative, leveraging the trending topic and exploring one of our brand’s core elements: the triangle”, says Cecília Dias, Marketing VP at PepsiCo Brazil. “DORITOS™ has always had this bold essence, and by bringing Ronaldo into this campaign, we reinforce this brand value in an irreverent way”.

By blurring the lines between sports documentary and satire, DORITOS™ has successfully dominated the cultural conversation, proving that Brand Bravery is the most effective way to capture the modern consumer's attention.

Missing People Reclaims the Narrative from True Crime Obsessives in Gutsy Campaign

noreply@blogger.com (Staff Writer) — Thu, 02 Apr 2026 12:22:00 +0000

In an era where human tragedy has become bingeable entertainment, charity Missing People is fighting to change the narrative. Partnering with BBH London and Sharon Horgan’s production company Merman, the charity has launched a provocative campaign that challenges audiences’ growing thirst for true-life tragedy.

Whilst someone is reported missing in the UK every 90 seconds1, true crime consumption is at an all-time high, with 49% of Brits tuning in daily2. A missing person has now become a commodity, a story to sell. From the endless churn of true-crime social media videos, to sensationalist podcasts and glossy docuseries, the lived reality of the families left behind risks being buried beneath a mountain of likes, views and ratings.

Ross Miller, CEO at Missing People, states, “Every missing person deserves the attention they need in order to help them to find safety. But it has to be the right kind. The vast majority of the public and the media are supportive and want to help. However, when speculation becomes intrusive or personal, this can add significant pressure to families at a time when they are already going through the toughest moment of their lives. In some situations, the stigma can also make it harder for a missing person to want to reach out.”

People have forgotten that these real stories are about actual real people, which is why Missing People have launched the Responsible Narratives Charter, to which creators can pledge to and tell stories in a way that isn’t disrespectful to families.

The centerpiece of the campaign is a sharp, satirical film that dives headfirst into discomfort. Directed by Rachel Stubbings with executive producer Sharon Horgan, and set in a sterile writers’ room, we watch a star-studded cast, including Paterson Joseph, Anna Crilly, and Rosie Cavaliero, rifle through potential cases for the next big, unmissable, true crime show. They debate plot points, pacing, and marketability; treating human lives like rough drafts. The twist? Every case discussed is real. The film serves as a brutal reminder that tragedy is not entertainment. The families left behind deserve our respect, our support, and creators should adhere to the principles laid out in the Responsible Narratives Charter.

BBH and Merman worked closely with people with lived experience of the issue throughout the development of the film and wider campaign, ensuring the work remained grounded in authenticity and respect.

BBH Executive Creative Director Felipe Serradourada Guimaraes adds, “A huge part of wanting to be in this industry is the ability to make an impact, even if small. This is such an amazing charity and being able to create a campaign to raise awareness for them is an absolute pleasure. I love the work but it means a lot when it can make a difference.”

The campaign didn't stop at the film. BBH leant into the thrilling world of crime entertainment by creating an "unmissable" boxset of the "Top Five Cases You Won’t See On TV". And sent them to influencers and press, all yearning for entertaining cases to talk about. Upon opening, the recipients found… nothing. The message was clear: you don't see these cases in the media because society focuses on the ‘perfect’ story, rather than focussing on all missing people cases.

The campaign is supported by a series of hauntingly dark OOH posters designed to look like case files, and judged as entertainment with a series of flippant, detached post-it notes from TV producers.

The whole campaign fits together to hold a mirror up to how audiences have begun to consume stories of human tragedy, and that together, we need to change the narrative.

The campaign is rolling out across social media and OOH.

1-Source: Key statistics and figures, Missing People using statistics in the National Crime Agency report 2023-2024.

2-Source: Nearly half of Brits enjoy watching true crime stories before bed, study reveals, The Sun, September 2025.

CREDITS:

Campaign Title: Based on a True Story

Client: Missing People

CEO: Ross Miller

Head of Marketing: Victoria Zabci

Head of Communications: Kate Graham

Communications manager: Chantal Korcz

Agency: BBH London

Chief Creative Officer: Alex Grieve

Executive Creative Director: Felipe Serradourada Guimarães

Deputy Executive Creative Director: Charlene Chandrasekaran

Associate Creative Directors: Ash Hamilton and Sara Sutherland

Senior Creatives: Jack Gravatt and Till Dittmers

Design Director: Miguel Sousa

Deputy CSO: Saskia Jones

Strategy Director: Ally Waring

Senior Strategist: Bethan Wotton

Senior Account Director: Izzy Hooper and Keren Moss

Chief Production Officer / Film Producer: Stephen Ledger-Lomas

Assistant Film Producer: Sarah Cooper

Print Producer: Cyd Chadwick, Natalie Barnes, and Sally Kursa

DVD Box Producer: Stephen Ledger-Lomas

Studio Manager: Toni Polain

Studio Artwork: Jon Ralfs, Dave Walsh

Production Company: Merman

Partner / Executive Producer: Siobhan Murphy, and Spencer Dodd

Director: Rachel Stubbings

Merman Producer: Alicia Farren

Director of Photography: Linda Wu

Executive Producer: Sharon Horgan

Cast: Paterson Joseph, Rosie Cavaliero, Alistair Green, Luke McQueen, Anna Crilly, Freddie Meredith, and Nimisha Odedra

Editor: Rebecca Luff, Work Editorial

Post-production Company: Black Kite Studios

Colourist: George Kyriacou

VFX Lead: Emily Govinden

Senior Post-production Producer: Thomas Cole

Sound Company: 750mph

Sound Design: Sam Ashwell and Mike Bovill

Mix: Sam Ashwell

Executive Producer: Olivia Ray

Head of Production: Rachel Saxon

BTS Photographer: Jeff Moore

DVD Box and Cover Artwork

Illustrator: Kelly Anna

Studio Manager: Toni Polain

OOH Artwork: Jon Ralfs, Dave Walsh, and Nigel Pullum

Retouching Producer: Connor Farrow-Guy

Retouch & Photography: Tristan Zamula

PR Agency: Hope & Glory

VIOOH Brings Orange Barrel Media's US Urban Inventory to its Global Programmatic Platform

noreply@blogger.com (Rey B) — Thu, 26 Mar 2026 13:31:00 +0000

VIOOH, the leading premium global digital out of home (DOOH) supply-side platform, announced a strategic partnership with Orange Barrel Media (OBM) & IKE Smart City, a pioneer in landmark media and smart city technology, to further expand access to premium DOOH inventory across the United States.

The partnership delivers access to 2,281 digital screens, generating approximately 6.3 billion monthly impressions. OBM & IKE Smart City’s network features premium digital spectaculars and interactive digital kiosks across 27 major cities and key neighbourhoods.

The outdoor urban panel network delivers 3.8 billion monthly impressions across 20+ markets including Atlanta, Baltimore, Cincinnati, Cleveland, Columbus, Dallas, Denver, Detroit, Houston, Miami, Minneapolis, New York, Phoenix, Pittsburgh, Raleigh, San Antonio, San Diego, San Francisco, St. Louis, Tampa and West Palm Beach.

The digital spectaculars portfolio contributes over 2.5 billion monthly impressions through high-impact displays positioned across 16 major markets including Atlanta, Baltimore, Boston, Charlotte, Cincinnati, Dallas, Denver, Houston, Kansas City, Los Angeles, Miami, New York, Norfolk, Pittsburgh, San Jose and Washington D.C.

With high-visibility placements in urban centres and hard to reach neighbourhoods, the partnership creates exceptional opportunities for brands seeking impactful presence across America's most influential metropolitan hubs.

“OBM & IKE’s extensive network across major US cities represents exactly the kind of premium inventory that buyers are looking for,” said Gavin Wilson, Global Chief Commercial Officer at VIOOH. “This partnership gives advertisers programmatic access to powerful urban formats in high-traffic environments, from spectacular displays to street-level touchpoints. It's another step in making quality DOOH inventory easily accessible to US and international buyers through our platform, with the targeting precision and campaign flexibility that programmatic enables.”

“Partnering with VIOOH enables us to unlock the full potential of our extensive digital network through programmatic capabilities,” said Danielle Williamson, Executive Vice President of Sales at OBM. “VIOOH's advanced technology platform and global reach will connect our inventory with buyers worldwide, making it easier for brands to access our high-impact screens across America's most dynamic urban markets. This collaboration represents an exciting evolution in how advertisers can plan and activate campaigns across our network.”

Through programmatic buying via VIOOH's supply-side platform, advertisers gain enhanced flexibility, precision targeting and improved efficiency, ensuring maximum impact and measurable results across Orange Barrel Media's comprehensive urban network.

Cloud Forest Welcomes Producer and Director Max Kane

noreply@blogger.com (Rey B) — Mon, 23 Mar 2026 14:13:00 +0000

Cloud Forest is thrilled to welcome Producer and Director Max Kane, marking a key addition to the company’s growing leadership team. With a background spanning Business Affairs, Physical Production and Independent Filmmaking, Max brings a rare blend of operational fluency and creative instinct to Cloud Forest as it continues to scale its work across brand, commercial and corporate projects.

In his role at Cloud Forest, he will work across creative development, production and post-production, writing scripts, directing fast-turn branded films, running shoots, coordinating editors, VFX artists and animators, and overseeing dozens of projects in post.

“I’ve always been drawn to storytelling and the business behind it,” shares Max. “Cloud Forest is the perfect place to combine everything I’ve been building toward, creative work, business growth, and being a part of something long-term. The impact here is immediate and I’m given a real voice and creative input, with the opportunity to grow with the company rather than service it. I’m involved from concept through delivery, while helping shape how the company grows alongside Matthew, who has shot everywhere from LA to the Swiss Alps, and who I deeply respect and admire.”

Prior to joining Cloud Forest, Max spent several years at Anonymous Content working across Business Affairs and Production, where he developed a deep understanding of how projects are developed, financed and executed, experience that now informs his approach to building scalable creative and production systems. During his time there, he contributed to projects like “Nickel Boys,” which was nominated for Best Picture in 2025, “Foe,” directed by Garth Davis, and “Swan Song,” starring Mahershala Ali.

Alongside his work at Cloud Forest, Max is an active filmmaker whose short films have screened at festivals, premiered on BIFA-qualifying Directors Notes, and have been featured by Shots, one of the advertising industry’s most respected creative showcases. He has directed, produced and edited numerous short films over the past eight years, including “Duck,” “House of Brotherly Love,” and “Ah-Ma Burns.” His projects have ranged from two-person crews to productions of more than 70, and in 2025, he won the Los Angeles 48-hour Film Project.

“Max has a rare balance of creative perspective and production discipline,” says Matthew Forrest, Founder and EP of Cloud Forest. “He understands the realities of running production, how to show up for clients, and how to keep complex work moving forward calmly and thoughtfully. Beyond that, he brings a genuine kindness and work ethic that sets the tone for everyone around him. He’s someone I trust deeply. His values align closely with the Cloud Forest philosophy and I’m excited to have him helping lead projects as Cloud Forest continues to grow.”

Since its launch in late 2024, Cloud Forest has positioned itself as a creative and operational engine for brands and companies alike, working with healthcare companies Smarter Technologies, Quantum Health, and Imagine360, alongside commercial clients Postman, Bitwarden, and Aveeno. From developing, producing and delivering content across commercial, brand and corporate formats, Cloud Forest functions as an integrated extension of clients’ teams. With expertise spanning live action, animation, mixed media and VR, the company combines deep production expertise with a curated creative network to execute projects from conception through final delivery with precision.

Heinz Taps into Crochet Culture to Win Over Grandmothers — and Swap Out “Meh-yonnaise”

noreply@blogger.com (Rey B) — Fri, 20 Mar 2026 13:11:00 +0000

In Brazil, crochet is a symbol of affection deeply rooted in grandmothers’ homes, where everyday objects, from water filters to TV remotes, are often decorated with handmade covers. Heinz Brazil taps into this cultural custom with the “Grandma’s Darling” campaign, outfitting its mayonnaise jars in crochet jackets as an invitation for grandmothers to try Heinz.

“Crochet is part of the daily lives of many Brazilian grandmothers, who love dressing household items with handmade covers — from appliances to kitchen utensils. We drew from this popular cultural style to spark a connection with customers at the point of sale and inspire them to choose a jar of crochet-covered Heinz mayonnaise. With ‘Grandma’s Darling,’ we want to encourage grandchildren who already know Heinz’s taste to introduce the brand to their grandmothers and invite them to try it. In doing so, we show in practice why, once you try Heinz, you don’t go back,” says Thiago Lopes, CMO of Kraft Heinz Brazil.

A lighthearted film evokes nostalgic feelings among grandmothers, while encouraging grandchildren to use crochet as a playful argument to convince them to try Heinz mayonnaise — swapping their usual brand for the new “darling of the house.”

As part of its digital strategy, the brand is sharing crochet tutorials to teach followers how to create their own crochet outfits for Heinz jars. The content features creators known as “neo-crocheters,” who produce step-by-step guides alongside their own grandmothers, encouraging other families to join in.

Street Activation

The campaign takes to the streets with an out-of-home strategy across São Paulo in March, bringing the film to different parts of the city. As a highlight, a bus stop on Avenida Paulista — one of Brazil’s most iconic avenues — will be transformed into a fully crocheted installation.

On March 22, Heinz will distribute exclusive gifts kits a Heinz Mayonnaise sample with a crochet outfit from the campaign. To receive the gift, participants will take part in the “Grandma’s Favorite Quiz” game, answering questions about classic grandma habits, such as sending “good morning” stickers or cooking a grandchild’s favorite meal, to prove they are the favorite grandchild.

“We fully immersed ourselves in the craft of crochet, an incredible handmade artform brought to life by real crocheters. In the launch film, we play with the contrast of an aesthetic that initially feels like a high-tech product reveal, only to unveil something analog and full of emotional meaning. It’s a celebration of craftsmanship that connects generations,” says Marie Julie Gerbauld, Chief Creative Officer at DAVID São Paulo.

Raindrop Launches Campaign For Flavor Wrapped Popcorn Brand Opopop

noreply@blogger.com (Gloria J) — Wed, 18 Mar 2026 12:59:00 +0000

Raindrop, the full-service creative, branding and performance agency, recently launched a humorous and attention-grabbing campaign for microwave popcorn brand Opopop, the creators of Flavor Wrapped™ popcorn kernels, that demonstrates why this flavor-packed snack deserves to be the star of your next movie night.

The campaign, running on YouTube and other channels, appropriates classic movie moments in a hero :60 and a dozen cut-down versions that depict a couple preparing for a comfy night in front of the TV through a rapid-fire succession of images—a beeping microwave, a widening eyeball, a TV remote, a steaming bowl of Opopop. But when the TV plays the movie trailer, it turns out to be an Opopop trailer.

“In a world where popcorn just doesn’t pop any more, one name dares to be different,” the pompous VO says, quoting the most famous movie trailer line of all time. The couple shout “Opopop” and find themselves transported inside their TV to star in scenes from classic genres, including a sci-fi spectacle, a historical romance and a secret-treasure adventure.

Each scene displays a different flavor of Opopop geared to that scene, from sweet to savory to spicy, and combines ham-fisted acting and sly visual touches, like a loud blurb from “The Wall Street Kernel.” The last scene cranks up the humor when the tuxedo-clad hero, holding his dying beloved, drops her unceremoniously when an off-camera hand offers a bowl of Opopop.

“This campaign reflects what Opopop stands for by upgrading one of America’s most beloved rituals, movie night,” said Alex McEvoy, Founding Partner, Head of Growth, Opopop. “For decades, microwave popcorn has been treated as a basic commodity. We believe it can be far more exciting. Opopop offers bold, chef-inspired flavors that use our signature Flavor Wrapped Kernel technology to transform popcorn into a gourmet experience at home. Our goal is simple. Make movie night taste better.”

The video-driven execution is designed to drive awareness, trial and both retail and DTC sales. The campaign represents an important step in Opopop’s growth as the brand expands from a digitally native popcorn company into a true national retail brand. The brand, built on online channels and at partners like Target, needed to broaden the message of the brand promise —that microwave popcorn is the most exciting movie-night snack in a crowded marketplace — to a much larger audience. Opopop will debut chain-wide across thousands of Walmart stores this month and dramatically expand its reach to millions of new households, a powerful opportunity to explain what makes the brand unique.

“The campaign was so much fun for our team to work on because you can’t think of a more joyful and important lifestyle ritual than settling in for a great movie and your absolutely favorite snack in the world,” said Jacques Spitzer, CEO & CCO, Raindrop. “Our friends at Opopop are so passionate about bringing joy to people in the comfort of their homes. The creative captures just how much excitement every bite of Opopop delivers.”

In addition to the flavors shown in the hero :60 and its shorter versions, beautiful static product shots will appear in online media to show off the whole line and each flavor’s colorful packaging — Salty Caramel, Cinnalicious, Maui Heat, Pickle Monster, Fancy Butter and Super Butter.

“This creative captures the authentic spirit of Opopop and brings our vision for the brand to life on screen,” said McEvoy. “From the beginning, we believed popcorn should feel fun, elevated and a little unexpected and the campaign reflects that energy. Opopop is about upgrading the movie night experience and making a familiar ritual feel more exceptional. The creative expands that vision by turning the simple act of making popcorn into a cinematic moment and shows how Opopop can transform an ordinary night at home into something memorable.” Panda. The agency has won multiple industry awards, including four Emmy Awards, and its creative work has appeared in three Super Bowls. To learn more: https://raindrop.agency/.

Raindrop won the Opopop business in September 2025 on a project basis. Based in San Diego, the agency represents challenger and established brands such as Native, Dr. Squatch, Spruce, Grüns, Dude Wipes, Weber, Sprouts Farmers Market, Magic Spoon, Lomi, WORX and Hello.

The Shipyard Launches Non-AI 'This is Huge' Campaign for San Diego Zoo

noreply@blogger.com (Gloria J) — Tue, 17 Mar 2026 12:29:00 +0000

San Diego Zoo Wildlife Alliance and independent agency The Shipyard launched “This Is HUGE,” a new campaign celebrating Elephant Valley at the San Diego Zoo Safari Park, the largest expansion in Zoo history.

The work is built around a simple truth: standing next to something truly enormous changes your perspective. Rather than telling audiences Elephant Valley is impressive, the cinematic campaign invites them to feel the gravity of being alongside a 10,000-pound elephant, nature's “gentle giants,” giving folks that “whoa” moment before they ever visit.

David Miller, Chief Marketing Officer, San Diego Zoo Wildlife Alliance says, “Our Elephant Valley campaign conceived by The Shipyard captures a simple truth: the only way to truly understand the size and majesty of elephants is to experience them in person. When guests see them up close, our message ‘This Is Huge’ becomes unforgettable.”

Notably, the campaign avoids CGI and AI visuals, relying instead on real elephants, real environments, and cinematic production to capture scale in an authentic way.

The rollout includes OOH, transit takeovers, linear and CTV, audio, social, influencers, and digital, along with a large-scale downtown San Diego drone show planned for March 26.

Seeing an elephant instantly changes your perspective. That feeling of awe, of being small in the best possible way, is both playful and profound. The new work brings that perspective shift to life through cinematic storytelling that immerses audiences in the magnitude, wonder, and emotional impact of roaming alongside these giants, all while creating excitement to visit.

This is a real cinematic production.

You can’t fake scale.
You can’t simulate presence.
And you can’t replicate the emotional impact of standing beside a 10,000-pound animal.

The rollout began with teaser social and out-of-home, and now has expanded into a full launch spanning OOH, transit takeovers, linear and CTV, streaming and terrestrial audio, social, influencers, and high-impact digital display/programmatic.

To extend beyond traditional media, the campaign also includes a large-scale downtown San Diego drone show that will occur on March 26, reinforcing Elephant Valley as a landmark cultural moment for the region.

Creative and media were developed in lockstep so the idea of scale carries through everything from cinematic broadcast to larger-than-life outdoor placements. This isn’t a typical habitat announcement. It’s an experience introduction. By keeping the message radically simple, one line, one feeling, the campaign stands apart in a cluttered attractions landscape and gives audiences something emotional, physical, and real to look forward to.

Will Gelner, Chief Creative Officer, The Shipyard adds, “Standing beside an elephant changes you. It instantly shifts your perspective and reminds you how incredible the natural world really is. ‘This Is HUGE’ captures that emotional truth and scales it across every touchpoint, so audiences feel the magnitude of Elephant Valley before they ever arrive.”

In a world dominated by screens and synthetic content, “This Is HUGE” celebrates something you have to experience in person. It positions Elephant Valley as a reminder that some moments can’t be streamed, filtered, or generated — they have to be felt.

Chef’s Table Creator David Gelb Crafts a Love Letter to Espresso for Starbucks

noreply@blogger.com (Rey B) — Mon, 16 Mar 2026 12:44:00 +0000

Starbucks has released a new ad, “The Magic of Coffee,” directed by Chef’s Table creator David Gelb. The :30-second spot highlights the craft and human connection behind every cup, tracing the journey from coffee cherries being handpicked, washed and sorted to baristas grinding, tamping and pulling each shot with precision. Rather than focusing on speed or convenience, the ad lingers on the details that often go unnoticed — the hum of the espresso machine, the tamp of finely ground coffee and the moment the espresso begins to flow.

David Gelb states, "Coffee might be the most universal human ritual there is – it has connected people across cultures and centuries in a way very few things can. When Starbucks came to me and my producer Susanne Preissler, we knew I didn't want to make an advertisement. We wanted to make a tribute. From Turkish sand coffee to siphon brewing to a perfectly pulled espresso, every culture has its own sacred relationship with this drink. What the barista does every day is continue that tradition – with care, with precision, with a kind of quiet magic,"

Directed by Gelb and produced by Starbucks and IndependentMedia, the film approaches espresso with the same reverence for craft, origin and detail that defines his documentary work.

Erin Silvoy, svp, Global Marketing & Channel Development at Starbucks adds,“Coffee is at the heart of the Starbucks experience, and this work is a celebration of the global journey, care and craft behind every cup. By partnering with David Gelb, we were able to create a piece that reflects his signature storytelling style while also highlighting our ongoing commitment to quality and to creating moments of connection that feel meaningful,”

The ad debuted on television March 6 and expanded across digital and social on March 10. The soundtrack features “Tokyo Rain” by Loaded Honey, a barista favorite from Starbucks coffeehouse playlists.

Rosé Enters the Surreal World of H-Street in PUMA’s Wild New Campaign by Anomaly

noreply@blogger.com (Gloria J) — Thu, 12 Mar 2026 13:58:00 +0000

PUMA and Anomaly has announced a new global campaign starring Rosé that reimagines suburban life through a surreal, tech-tinged would built around the brand’s revived H-Street silhouette.

Created in partnership with Anomaly, the campaign blends the shoe's 90s track heritage with a bold, "suburban surrealist" creative vision.

Originally a performance-driven track runner, the H-Street returns as a low-profile, high-visibility staple for the modern Sportstyle line. Rosé previously fronted PUMA’s Speedcat line, and this campaign highlights her effortless style as she navigates the H-Street world. From robot dogs and Roomba-style robots delivering lemonade, to PUMA-shaped hedges being trimmed with oversized clippers, the world of H-Street is designed to feel alive, weird, and meticulously crafted.

The campaign features two films that center around "Welcome to H-Street," a reimagining of traditional suburban life. The :15 film, "Welcome to H-Street" hones in on Rosé moving into her new home with "PUMA [SW1] Moving Company" boxes, and then relaxing on a lawn chair while robot dogs interact with each other. The :6 cutdown features the first moments of the :15, focusing on Rosé’s move. Using a strong color contrast and a sunny, too-perfect atmosphere, the film creates a bright, poppy, and tech-forward atmosphere.

Moving away from standard neighborhood tropes, the visual world of H-Street is artfully kitsch and slightly surreal, where the past, present, and future collide.

League One Volleyball Taps Atlantic New York To Power City-Driven Campaigns For Six Pro Teams

noreply@blogger.com (Rey B) — Thu, 12 Mar 2026 13:31:00 +0000

League One Volleyball (LOVB)— the largest community in youth volleyball and the nation’s first professional league built from the club up —with Atlantic New York, an independent creative agency based in Brooklyn, to develop new season campaigns for its six pro teams ahead of the league’s second season.

Tasked with helping LOVB’s six professional teams develop an ownable expression deeply rooted in their city’s culture, energy and history, Atlantic New York created a series of unique executions, each designed to transform hometown pride into passionate fandom.

"This season we’re unlocking the unique spirit of every LOVB Pro team and making them unmistakable in their cities and beyond,” said Patrick Cox, SVP of Brand for LOVB. “This is about culture, pride, and tapping into what fans want to stand behind and belong to and Atlantic New York helped us get there."

The partnership expands Atlantic New York's growing footprint in sports, following campaign work with Yahoo Sports and the NBA, Prime Video and the NFL, and Heineken with the Champions League.

“What LOVB was looking for wasn't just new taglines. Each team needed a rallying cry that truly belonged to their unique community of fans,” explained Marco Pupo, co-founder and chief creative officer of Atlantic New York.

João Coutinho, fellow co-founder and chief creative officer of Atlantic New York, agreed: "Listening and sharing the evolution of the work to each team's array of stakeholders was a huge part of our work. Their feedback meant everything."

Working closely with LOVB's Patrick Cox, SVP of Brand and Julia Neiva, Creative Director, Atlantic New York developed campaigns deeply rooted in each city's identity, signifying that loving your city means loving your LOVB team. These distinct rallying cries included:

LOVB Atlanta: “Bring Your A” — a challenge befitting the modern-day capital of culture, known simply as “The A.”

LOVB Austin: “The Crown Stays Home” — the defending champions defend their title with bold Texas pride.

LOVB Houston: “Grit Up” — celebrating the ambition and toughness of one of the world’s most diverse cities.

LOVB Madison: “We Mad” — channeling Wisconsin’s next-level volleyball passion into a new team identity.

LOVB Nebraska: “State of Legends” — honoring the holy ground of American volleyball where the sport is a way of life.

LOVB Salt Lake: “High Attitude” — merging the elevated mountain landscape with the team’s elevated drive and determination

To develop the campaign, the team conducted interviews with players, fans and internal stakeholders to identify cultural insights that resonate with each city. The work extends beyond rallying cries to include social media, in-arena experiences and out-of-home advertising.

LOVB’s second season kicked off with First Serve on January 7, 2026, drawing passionate crowds, highly engaged viewers across USA Network and ESPN and building on a debut season that introduced a new model for professional volleyball in the United States, rooted in community, athlete development, and global ambition.

ABOUT LOVB

Founded in 2020, LOVB’s mission is to reimagine the future of volleyball. With a unique community up approach, LOVB is one holistic ecosystem - from club to pro. The largest community of youth clubs in the country, LOVB launched the first serve of its pro league in January 2025, featuring some of the very best players in the world including American silver medalists and players from the last Olympics. For more information on LOVB as it embarks on its second season, its clubs, and its professional teams in Atlanta, Austin, Houston, Madison, Nebraska, Salt Lake, and soon to be Los Angeles, Minnesota and San Francisco, please visit lovb.com or on social channels like Instagram.

ABOUT ATLANTIC NEW YORK

Founded in 2021, Atlantic New York is an independent advertising agency that creates countercurrent ideas to drive meaningful and outstanding business results for brands like TikTok, Amazon, Yahoo, Kraft Heinz, Heineken and Blockbuster.

CREDITS

Brand

Stephanie Martin, Chief Marketing and Communications Officer
Patrick Cox,SVP Brand
Julia Neiva, Creative Director
Stine Westergaard, Senior Designer

Agency

João Coutinho, Founder, CCO
Marco Pupo, Founder, CCO
Suzanne Barbosa, Partner & Managing Director
Kellee Higgins, Group Account Director
Corey Werner, Account Executive
Patrick DeWitt, Strategy Director
Madelyn Wigle, Strategy Director
AO Baker, Associate Creative Director
Gabriela Franca, Associate Creative Director
Rodrigo Castro, Creative
Felipe Revite, Creative
Felipe Rosado, Creative

From Klimt to Calm: Vienna Translates Gold into Sound for World Sleep Day

noreply@blogger.com (Rey B) — Wed, 11 Mar 2026 13:33:00 +0000

This World Sleep Day, Vienna brings its destination’s soundtrack to help address sleep deprivation. With Vienna Gold Noise, the Vienna Tourist Board together with Jung von Matt DONAU scientifically transforms the shimmering gold of Vienna’s most iconic landmarks into immersive sleep soundscapes. The playlist is now available on Spotify in the lead-up to World Sleep Day on March 13.

A recent University of Pennsylvania study suggests popular “pink noise” found on many apps is actually detrimental for sleep, but Vienna’s newest playlist offers effective “gold noise” backed by research to lull individuals to dreamland.

This warm, human-centered audio experience is rooted in art, science, and centuries of cultural heritage.

From Light to Sound: Making Vienna’s Gold Audible

The idea builds on the global boom in sleep and relaxation audio. But instead of relying on generic sound loops and potentially harmful “pink noise,” Vienna’s approach is precise and poetic.

Scientists from the TU Wien (Research Group “Novel Electronic Materials and Concepts”) measured the reflective light frequencies of gold surfaces of four iconic Viennese landmarks using high-resolution spectrometry. In short, by translating the frequency of light reflected from these surfaces into audible sound waves, they sonified the gold for human ears.

Vienna Gold Noise allows listeners to hear the “sounds” of golden edifices and works, including:

● Vienna State Opera

● Gustav Klimt’s “The Kiss” (Belvedere Museum)

● The Imperial Crown (Imperial Treasury)

● Otto Wagner’s Church at Steinhof

Norbert Kettner, CEO of the Vienna Tourist Board, explains: “Rest has become a new luxury good. Especially when we travel, we seek experiences that enrich us, not exhaust us. Vienna Gold Noise positions Vienna as a city of deceleration and cultural depth, meeting a global wellness trend with authenticity and innovation. With Vienna Gold Noise, Vienna does not just invite travelers to see the city. It invites them to hear it — and fall asleep to its gold.”

Stefan Bauernberger, Creative Director at Jung von Matt DONAU adds: “By using Vienna's golden treasures as instruments, we're offering the world an unheard-of perspective that will potentially enrich people's lives. From a creative's perspective, this is the work we live for.”

Designed for Deep Rest

Across four five-minute tracks, the golden frequencies are combined with a uniquely Viennese layer: newly recorded humming passages performed by the Vienna Boys Choir and Vienna Girls Choir. Their slowed, wordless interpretation of Brahms’ Lullaby is woven in, accompanied by gentle breathing and subtle human textures.

Composer and university music professor, Walter Werzowa, founder of HealthTunes, said: “Every gold surface has a unique spectral signature. By translating those light frequencies into audible sound, we’re allowing people to hear what they normally only see, turning Vienna’s cultural icons into an immersive sonic experience.”

Launch & Availability

Vienna Gold Noise went live on Spotify on March 5, 2026, supported by Spotify and Instagram video placements and timed around U.S. daylight saving changes and World Sleep Day on March 13^th. Visitors can access the Spotify playlist here.

In addition, select Viennese luxury hotels will be integrating the playlist directly into in-room systems, digital guest folders, turndown rituals, and pillow menus, extending the experience from headphones to hospitality. One luxury hotel in Vienna, the ALMANAC Palais Vienna, has even created a dedicated Sleep Sanctuary Package that combines relaxation rituals, aromatherapy, and the ‘Vienna Gold Noise’ sleep soundscape to support deeper, more restorative sleep.

At Austrian Federal Railways (ÖBB), ‘Vienna Gold Noise’ has been integrated into the Railnet system on all Nightjet services and is accessible via QR code, while it will also be available through the onboard service of Austrian Airlines starting in June.

Visa and Marcel Raise Awareness of AI Scams with 'The feathered lamb' Campaign

noreply@blogger.com (Gloria J) — Mon, 09 Mar 2026 12:53:00 +0000

At a time when artificial intelligence (AI) has become fraudsters' favorite tool, Visa and its agency Marcel have created “The Feathered Lamb,” a campaign designed to raise awareness about online fraud. On social media, 99% of scams originate from fake ads. Thanks to AI, these scams are multiplying and becoming increasingly difficult to detect. Phishing, for example, surged by 1,265% in 2025 (source: SlashNext). In response to this growing threat and to reinforce its role as a leader in payment security, Visa has chosen to tackle the weakest link in AI-driven fraud: people.

The creative idea: turning fraudsters' tactics against them

“The Feathered Lamb” campaign borrows the very tactics used by fraudsters and flips them for awareness purposes. Absurd yet highly realistic AI-generated images like a lamb covered in feathers are shared on social media to grab attention. Once users take the bait, the trick is revealed and a clear educational message is delivered.

“We wanted to use the same psychological triggers as fraudsters, but in reverse,” explains Julian Clobus, Brand & Product Marketing Director, France. “Transaction security is at the core of our mission, but the main vulnerability remains human. The idea is to attract attention, then immediately defuse the trap by reminding people of simple best practices and the solutions Visa provides.”

This awareness campaign unfolded in two phases:

The trap: first, we posted AI-generated fake photos and videos on social media through an anonymous account called Petit Pamplemousse. We then let users react to the posts for two weeks.
The reveal: everyone who believed the fake news received a message with a personalized video revealing that everything was staged. This allowed us to share simple tips to help them avoid fraud and encourage them to learn more at visa.fr/protectionfraude.

A dedicated website extended the experience, offering practical advice, educational articles, and an overview of Visa's solutions. In addition, two content creators (Zut Antoine & Kllxn) were activated and published campaign-related content. A recap video was also shared on Meta and Brut. Alongside the digital and social rollout, the campaign was reinforced through a media partnership with Le Parisien and Les Échos, which published articles and videos addressing AI-related threats, emerging forms of fraud, and the solutions provided by Visa.

The campaign in France is part of a broader European educational initiative by Visa titled “Can You Trust What You See Online” aimed at raising awareness of the new AI techniques used by fraudsters, as scams become increasingly difficult to detect.

Visa is strengthening its fight against payment fraud through a suite of advanced solutions brought together under Visa Protect. Drawing on decades of expertise in payments, the company leverages data analytics, artificial intelligence, and close collaboration across the entire ecosystem including banks, merchants, and digital platforms. This coordinated approach helps better detect, prevent, and mitigate fraud attempts throughout the payment journey, contributing to more secure transactions and sustainably restoring consumer trust in online commerce.

Campaign Results

“The Feathered Lamb” campaign generated a particularly strong response from audiences, recording over 500,000 interactions within just a few days and reaching a total of 2.09 million people. It achieved an average engagement rate of 24% significantly above the platform's typical benchmarks reflecting strong audience interest in the content. The AI-generated visuals sparked an intense wave of conversation, with more than 20,000 comments and 17,000 shares. This momentum extended the visibility of the posts well beyond their initial publication and significantly boosted their organic reach.

Heineken Launches New Initiative with Documentary ‘The Pub That Refused To Die’ Premiering at Diff 2026

noreply@blogger.com (Gloria J) — Thu, 05 Mar 2026 13:15:00 +0000

A powerful new documentary capturing the true story of one village’s stand to save its last remaining local pub premiered on Saturday, 28th February 2026 at the Dublin International Film Festival.

Making its official global big-screen debut as part of the festival’s programme, The Pub That Refused To Die, is directed by award-winning Irish filmmaker Gar O’Rourke, whose film
Sanatorium was selected as Ireland’s entry for Best International Feature Film at the 2026 Academy Awards.

It tells the story of 26 residents of Kilteely who united to save the heart of their community before it was lost forever. When long-time publican Noreen Ahern was no longer able to keep Aherns open, the village faced losing its last remaining shared social space and with it, a vital hub of connection and community life. Rather than accept its loss, 26 locals from across the village came together to buy, reopen and relaunch the newly named Street Bar, despite having no prior hospitality experience.

When Heineken® learned of their efforts, it stepped in to support the group, providing business advice, support, barstaff training through the Heineken Ahhh-cademy and ensuring they were set up with the right tools and equipment to help them not only reopen, but begin rebuilding the business for the long term.

Today, the renewed pub has since become a thriving community space once again, a symbol of pride and what people can achieve together.

While the film centres on one Irish village, it reflects a much bigger issue: Ireland has lost an estimated 2,100 pubs between 2005 and 2025 - around one every three to four days* - while the UK saw 375 closures across England, Wales and Scotland in 2025 alone, almost one pub shutting every day.

Sociologists describe pubs as vital “third places”, and when they disappear communities lose more than a business -social connection erodes and isolation increases.

Following its premiere at the Dublin International Film Festival, Heineken® will take The Pub That Refused To Die on the road and into the heart of rural communities to share the story and encourage others to follow in Kilteely’s footsteps.. Throughout March, Heineken® and Kilteely’s new pub owners will take the film on the road across Ireland, using it as both a source of inspiration and a practical guide for communities facing similar challenges.

Each screening will conclude with a live Q&A, offering audiences the chance to hear directly from the Kilteely shareholders alongside a local Heineken® representative. More than a one-off documentary, the film is the foundation of a wider campaign designed to turn inspiration into action, sparking meaningful conversations and empowering communities to reimagine what’s possible for their local pubs.

To help those that may be inspired to embark on a similar journey to the residents of Kilteely,
Heineken® is also launching a new online resource hub to provide tools, guidance and inspiration to help communities safeguard their local pubs.

Gar O’Rourke, award-winning Irish Filmmaker states, “When I first heard the story of the Kilteely locals coming together to save their pub, I knew it would be a special film to make. It’s a true underdog story, rooted in community, resilience and quiet determination. When Heineken reached out about helping bring the story to life, it felt like a natural fit given their long-standing connection to pubs and the communities around them. Spending weeks on the ground with the people of Kilteely, the real reward became the process itself - working directly with a community that met us with warmth, generosity and great humour. That spirit runs through the film, and it’s what ultimately makes this story so powerful.”

Nabil Nasser, Global Head of Heineken® states, “Pubs have always been where real social connection happens, and that’s something we’ve championed at Heineken® for generations. The Pub That Refused To Die is a powerful reminder of what communities stand to lose when these spaces vanish and what becomes possible when people come together to protect them. Through initiatives like Pub Museums, Pub Succession, and Starring Bars, we’ve shown our long standing commitment to supporting the places that keep social life alive. We were proud to support the villagers of Kilteely and help hero their story, one that celebrates the simple, human beauty of social connection, and the pubs at the heart of it.”

Bruno Bertelli, Chief Executive Officer & Chief Creative Officer LePub Worldwide adds, "What makes pubs truly special is the community that gathers there, the connections they forge, and the stories they share. The Kilteely 26 reminded us that protecting these spaces is about more than business—it’s about safeguarding the heart of that community. Through For the Love of Pubs, we aim to inspire and equip others to take action, showing that creativity and collaboration can breathe new life into what matters most."

For decades, Heineken has been part of Ireland’s pub landscape, witnessing first-hand the vital role pubs play in fostering conversation and community. This renewed investment reinforces the brand’s long-term commitment to supporting the trade, not only celebrating pub heritage, but actively helping to secure its future. Through For the Love of Pubs, Heineken® continues to turn purpose into action, championing pubs as essential spaces for human connection.

adam&eve\TBWA Launches “Calling All Heroes” for LEGOLAND Resorts

noreply@blogger.com (Rey B) — Tue, 03 Mar 2026 14:06:00 +0000

adam&eve\TBWA is proud to unveil “Calling All Heroes,” a bold new campaign created for and in partnership with Merlin Entertainments to celebrate the launch of Galacticoaster, LEGOLAND® Resorts’ newest high-tech indoor rollercoaster coming to LEGOLAND® Florida and LEGOLAND® California Resorts on Feb. 27 and March 6, respectively.

Designed to rally heroes of all sizes, the campaign invites families to step up and save LEGOLAND from an out-of-control asteroid in a thrilling mission woven directly into the new ride’s storyline.

The campaign spotlights Merlin’s record $90m investment in the groundbreaking space-themed attraction, a first of its kind indoor coaster where guests can design their own spacecraft using LEGO® elements- resulting in more than 625 unique spacecraft combinations- before seeing themselves “riding” in the vehicle they designed before blasting off to face the Asteroid of Probable Destruction heading their way and save LEGOLAND.

More a recruitment drive than a traditional advertising campaign, Calling All Heroes serves as a universal call to arms, encouraging families to build, customize, train and save the day together as a crew of LEGOLAND space heroes.

The hero launch film, directed by Gary Freedman through MJZ, opens on Mission Control, where Lead space engineer Tex Hardstone and his team have run out of answers for how to stop an asteroid threatening to destroy LEGOLAND. Until an unexpected hero steps forward: 8-year-old Jenny, ready to take charge. As she outlines her imaginative spacecraft vision, the engineers scramble to keep up, racing through LEGO dials, reference books and communication gadgets as Jenny leads the mission through space.

The film will run through the end of March, with additional activations planned throughout the year. Versions will air in 60, 30 and 15-second formats across online video, connected TV, radio, social and out of home channels, with campaign media planning and buying led by OMD.

Toby Horry, SVP of Global Marketing at Merlin Entertainments, says, “We’re incredibly excited to unveil our new advertising campaign for Galacticoaster, opening at LEGOLAND in Florida and California in the coming weeks. The campaign captures the exhilaration of blasting through space on our newest indoor family coaster while showcasing one of the ride’s most unique features—the chance for every young space explorer to design their very own spacecraft… It’s a perfect example of how families get to build bigger together at LEGOLAND Resorts.”

Matt Gay, Executive Creative Director at adam&eve\TBWA, adds, “Launch a space ride. At LEGOLAND. An absolute belter of a brief and so much fun to create with our new clients at Merlin Entertainments.”

Apple’s “Glad I Met You” Wins Inaugural ONE Asia Chinese New Year Awards

noreply@blogger.com (Gloria J) — Mon, 02 Mar 2026 14:11:00 +0000

The ONE Asia Creative Awards, part of the global nonprofit One Club for Creativity, announced Apple’s “Glad I Met You” as the winner of the Inaugural ONE Asia Chinese New Year Awards, a new recognition honoring the most emotionally resonant and culturally impactful Chinese New Year films from across Asia-Pacific.

The new award celebrates brands that invest in high-quality storytelling capable of reaching mass audiences, while also generating genuine cultural conversation. A curated shortlist of 10 standout films representing the breadth of APAC’s Chinese New Year creativity was selected by ONE Asia, and judged by a distinguished panel of top creative leaders from the region.

Created for the Shot on iPhone 17 Pro platform, Apple’s “Glad I Met You” is a moving 12-minute film from TBWA\Media Arts Lab Shanghai and directed by Bai Xue that reimagines what “home” means during Chinese New Year. Instead of following the traditional reunion narrative, the story centers on an urban office worker spending the holiday alone whose life is transformed through an unexpected bond with a stray dog.

Blending live action with stop-motion animation, the film allows the technology to quietly disappear into the storytelling. An extended end sequence featuring real pet owners adds authenticity, and reinforces the film’s emotional core.

“A cinematic triumph for Apple, this CNY film beautifully affirms humanity as the heart of our brand,” said Annie Su, Head of Marcom, Apple Greater China.

Kara Yang, Managing Director at TBWA\Media Arts Lab Shanghai, added “This is our ninth Chinese New Year film with Apple, and each year, we tell a story about human connection. This year, we looked beyond the expected. Sometimes, home finds us. Furry. Four-legged.”

Director Bai Xue sees the film as a warm surge of orange light that symbolizes balance, vibrant yet comforting. “At its core, the story follows how a young girl finds confidence and courage through her bond with a little dog. That’s why this orange color, and the moment it represents, feel so deeply aligned with the spirit of the film.“

This year’s judges praised "Glad I Met You” for its human truth, cultural relevance, and exceptional craft.

David Guerrero, Creative Chair, BBDO Guerrero noted how the platform once again allowed the product to disappear into the narrative, turning loneliness into hope. Theresa Ong, Head of Creative Shop, Meta Southeast Asia and India, highlighted how everyday technology elevated ordinary moments into cinematic memory. TBWA\Thailand CEO Phannika Vongsayan commended its redefinition of “home” as emotional connection rather than physical return.

There were two ONE Asia Chinese New Year Awards finalists this year:

Nike “Use Sports to Break the Paradox” campaign by Walter Creative, a trilogy of films – "The Chore", "The Dad-off", and "The Yield" – which use sports to diffuse the tensions of Lunar New Year family gatherings through hyperlocal humor and confident storytelling.
Adidas “Next Generation Football”, from TBWA\ Shanghai, which paid tribute to future Chinese football talent, celebrating reunion through the bond between young athletes, their coaches, and teammates.

Reflecting on all of the shortlisted work, Droga5 Japan CCO and Co-Lead Masaya Asai said “There were so many outstanding films which were bold, emotional, and beautifully crafted. It’s exciting to see how fast China’s creativity is rising. In this Year of the Horse, the industry isn’t just running. It’s galloping ahead with unstoppable energy.”

ABOUT THE ONE CLUB FOR CREATIVITY

The One Club for Creativity – home of The One Show, ADC Annual Awards, Art Directors Club of Europe(ADCE) awards, ONE Asia Creative Awards, Type Directors Club competition, ADC Young Guns, Young Ones Student Awards, Next Creative Leaders, ONE School, ONE Creator Lab, Where Are All The Black People conference and career fair, Portfolio Night, Creative Week, and more – is the world’s foremost non-profit organization whose mission is to support and celebrate the success of the global creative community. Revenue generated from entries to its global awards shows goes back into the industry to fund programs that support industry access, creative education, professional development, and enhancement of creative careers around the world.

Foster’s and Publicis London launch ‘Love You Cans’ to Help mates reconnect using their native language

noreply@blogger.com (Rey B) — Sun, 01 Mar 2026 13:41:00 +0000

Publicis London has launched “Love You Cans”, its debut work with Foster’s, part of HEINEKEN UK’s lager portfolio.

The work sees the iconic Foster’s can lose its wordmark to make way for the unconventional and authentic love language of British men: rude nicknames. The campaign aims for mates to use the cans to reach out to one another.

The work draws on new research which found that as they get older, British men are increasingly losing touch with their friends, with 61% of men surveyed admitting that reaching out to reconnect can feel awkward or uncomfortable. The research also found that many men find it less awkward to express affection through light-hearted mock insults - 59% of British millennial men say calling their mates a crude nickname is how they show that they care, while almost half (48%) say these nicknames help them to break the ice with friends they have lost touch with.*

‘Love You Cans’ invites men to break the ice with their mates by sending them a tinnie, emboldened with the words “b*llend, d**khead, kn*bhead, t*sser or w*nker”, as a gesture of authentic and light-hearted bonding. People can gift one of these cans of Foster’s to a friend, branded with their chosen nickname, by visiting fosters.co.uk/loveyoucans.

Teased across OOH fly-posters and social from 23rd February, the campaign launched nationwide on 24th February, rolling out across bold digital out-of-home, social and influencer activity through to 9th March. The bold DOOH and OOH fly-posters spotlight the playful nicknames of the campaign, with tactical placements in Cardiff, London, Manchester and Newcastle. Media planning and buying was handled by Dentsu.

Additionally, social films by creators including Ryan Sullivan and Big John further encourage people to reach out to their mates by sending a “Love You Can”.

Consumer PR from COW supports the campaign’s focus on connection, grounded in the insight that 69% of men say mates’ holidays are an important way to maintain friendships. A national competition will offer friends looking to reconnect the chance to win an epic reunion trip across Australia to the country’s many and varied towns and outposts called ‘Knob’.

Whiskey Bear Unites With Director/Photographer Brian Pineda

noreply@blogger.com (Gloria J) — Thu, 26 Feb 2026 14:05:00 +0000

Whiskey Bear is excited to welcome Brian Pineda to its roster of diverse creatives. An award-winning director and photographer with over 15 years of experience in travel and lifestyle work, Brian is known for rich, narrative-driven visuals that blend authenticity with cinematic storytelling.

“Brian's a thoughtful collaborator and a fantastic storyteller. He has the natural ability to take even the simplest scene and make it emotional for audiences,” explains Whiskey Bear Founder and Executive Producer Ben Murphy. “His foundation in photography informs a directorial style defined by expressive performances, striking composition, and beautifully crafted light. Our goal is to further elevate and champion Brian’s exceptional talent, delivering bold, stand-out campaigns that resonate with clients.”

“I love the work that Whiskey Bear is doing and the way they do everything is next level,” Brian comments. “They have that great balance of having a new vision for the industry but with depth of experience, which comes through in how they engage with people and what they produce. That’s an essential part of why we came together.”

Brian’s career encompasses lifestyle and travel work for Conde Nast Traveler, Citizens Bank, L'Oreal, Holiday Inn, and The Travel Channel, via agencies S&P Global, Droga 5, and Ogilvy. Inspired by culture and human connection, Brian's journey into directing started with a spontaneous decision to hit “record” on a travel-based photo shoot. This sparked his path into directing, where teaching himself editing became an instinctive extension of his storytelling and helped shape his distinctive cinematic voice.

“When working as a photographer, you often only have a few minutes to really capture the scene or the person’s essence and story,” Brian relays. “The same can be true in directing – to connect and observe, but also make people feel comfortable in any environment so that everything works in concert. My goal is to root everything in the authentic and convey it with a cinematic aesthetic."

His ability to connect and an ever-present curiosity about the world, has translated into a body of commercial work that includes collaborations with leading brands including Ancestry, Celebrity Cruises, The Coca Cola Company, Japan National Tourism, and Bose, among others. His interest in presenting spectacular imagery integrated with portraits of lives lived passionately is deeply felt in his work with noted and celebrity chefs Eric Ripert, Daniel Boulud and Esther Choi.

Pineda’s approach to everything he does is in true alignment with Whiskey Bear which is known for passionate creatives – from social media-forward creators to multi-talented and holistic directors like Pineda – dedicated to bringing vision and craft to every frame. Whiskey Bear is more than a production company, it’s a family of innovators, dreamers, and doers, all driven by the desire to tell stories that matter.

To find out more about Whiskey Bear visit https://www.whiskeybear.com

Instagram @Whiskeybearprods

LinkedIn: https://www.linkedin.com/company/whiskey-bear-inc/

The Salvation Army Launches the World’s First Digital Thrift Store on Roblox

noreply@blogger.com (Rey B) — Wed, 25 Feb 2026 14:10:00 +0000

The Salvation Army is introducing its thrift brand to a new generation with the launch of “Thrift Score,” the world’s first digital thrift store on Roblox. Designed to engage Gen Z and Gen Alpha where they already shop, play, and express themselves, the experience launches Feb. 19 and invites players to explore thrift-inspired digital finds for their in-game avatars.

Conceived and led by independent agency BarkleyOKRP and developed in partnership with immersive game studio The Gang, the experience reimagines a Salvation Army Thrift Store as a fully explorable and shoppable digital environment, introducing the brand and its thrift offering to an audience that might have never visited a store in the real world. Stocked with creator and brand collaborations, player donations, and digital replicas of real Salvation Army items, players can browse racks to uncover rare and limited edition items at accessible price points, ensuring broad participation across Roblox’s player base.

“Thrifting has always been about more than price—it’s about creativity, individuality, and purpose,” said Lt. Colonel Mark Nelson, ARC Commander at The Salvation Army. “By bringing our thrift store into Roblox, we’re introducing a new generation to the spirit of thrifting at Salvation Army in a way that feels natural to how they explore, play, and express themselves today.”

“Thrift Score” is integrated directly into several popular Roblox games— like Seaboard City and Daycare Party—placing the thrift store inside environments players already love and actively explore.

The experience also features special, limited-edition UGC items donated by some of Roblox’s most influential creators, with select designs spotlighted throughout the store. Participating influencers include @PrestonPlayz, @BriannaPlayz and @RussoPlays, each contributing their own take on thrift-inspired digital fashion.

“Gen Z doesn’t think in terms of storefronts and shopping carts,” said Tim McCracken, SVP, Creative and AI at BarkleyOKRP. “They discover through play, culture, and exploration. Roblox gave us the opportunity to rethink what a thrift store could be in a digital-first world—one built around interaction and discovery while staying true to The Salvation Army’s mission.”

The Gang, an international studio known for building immersive brand experiences inside platforms like Roblox, led the development of the digital environment, bringing the look, feel, and flow of a Salvation Army Thrift Store into a dynamic digital space designed specifically for Gen Z and Gen Alpha audiences.

“Personalisation is such a core part of the Roblox experience for its huge player base, which is why we loved the idea of bringing a thrift store to the platform with Salvation Army and BarkleyOKRP,” said Max Proctor, CEO at The Gang. “We hope to bring some of the surprise and delight that people get while thrifting IRL to Roblox's huge audience.”

Just like in the real world, proceeds from “Thrift Score” support The Salvation Army’s mission to help people in need through rehabilitation, recovery, and community programs nationwide.

The Salvation Army’s digital thrift store is now live on Roblox. Players can search for “Thrift Score” at salvationarmythriftscore.com to explore the experience.

In The Raw Strips Down in Latest Ad Campaign

noreply@blogger.com (Rey B) — Tue, 24 Feb 2026 14:06:00 +0000

After more than five decades in the category, In The Raw® is stripping away the excess and letting the brand speak for itself.

The legacy sweetener brand is launching a full-scale masterbrand refresh, which represents a strategic reset that unifies the brand’s platform, portfolio architecture, and creative system under a single point of view. The update spans every major touchpoint, from refreshed packaging and visual identity to digital experiences and an integrated media rollout. Leading the launch is a new video campaign that introduces the refreshed brand to the market, cutting through category noise to refocus In The Raw on simplicity, trust, and honest sweetness. No matter the sweetener, In The Raw.

“This wasn’t just a new campaign; it was an opportunity to reset how the brand shows up everywhere,” said David Goldfarb, COO of Cumberland Packing Corp. “We wanted to build a stronger, more cohesive system that honors our heritage while enabling the brand to keep evolving and growing into the future.”

The launch is led by a comedic hero film that deliberately satirizes the excess that comes from taking the idea of “In The Raw” far too literally. Developed with creative agency Broken Heart Love Affair and directed by Aaron Ruell of Holiday Films, the spot opens with an overconfident, spectacle-driven pitch that escalates into visual absurdity — a tongue-in-cheek commentary on how far brands will go to stand out.

At the height of the chaos, In The Raw hits pause. The film breaks its own momentum to ask a simple question: what if we do less? The spectacle collapses into restraint, and the ad ends quietly with the product lineup displayed on a table.

“Ending the spot without a tagline or added explanation was intentional,” said Matt Barrett, Senior Director of Marketing at Cumberland Packing Corp. “It felt true to the brand. In The Raw doesn’t need to overstate itself; the name says it all.”

“There’s often pressure in marketing to add layers, louder ideas, and more explanation,” said Carlos Moreno, Partner and Chief Creative Officer at Broken Heart Love Affair. “With In The Raw, the opportunity was to flip that instinct on its head. By using humor and exaggeration to expose the absurdity of marketing culture, we were able to land on something simpler and more honest letting restraint become the creative idea itself.”

Founded in 1970, In The Raw is best known for the iconic Sugar In The Raw® packet. Over time, the brand expanded into a broad portfolio including stevia, monk fruit, agave, honey, and more. While the original product earned deep recognition, consumer research showed many shoppers didn’t always connect the broader lineup to the masterbrand. The refresh addresses that challenge by bringing the entire portfolio together under a cohesive brand and visual system anchored in the Sugar In The Raw® packet’s craft paper aesthetic that has long symbolized authenticity and quality.

The work marks one of the most comprehensive marketing efforts in the brand’s history and extends across refreshed packaging, digital experiences, and a fully integrated, multi-channel rollout led by the hero film.

Broken Heart Love Affair was appointed creative agency of record for In The Raw in late 2024.

In a Shift for Influencer Marketing, Dove Hair Is Sponsoring Honesty Over Praise

noreply@blogger.com (Gloria J) — Mon, 23 Feb 2026 13:41:00 +0000

In a world full of paid praise and sponsored positivity, it’s increasingly difficult to know who and what to trust. Dove has long stood for what’s real, and continuing that commitment, the brand is putting its reputation directly in the hands of some of the toughest—and most honest—critics on the internet: Reddit. The campaign was created by DAVID London alongside AKQA Paris and WPP Media.

So confident in the performance of its most-awarded hair mask of 2025, Dove invited this online community to review the Dove Intensive Repair 10-in-1 Serum Mask, promising to publish their feedback unfiltered and unscripted—even if it was negative. A subreddit post asking for reviews quickly garnered hundreds of comments and upvotes, revealing both praise and critique, including comments like: “Please don’t ever change this product!!!!!” and “I hate the smell, it’s like an old lady.”

Dove Hair then built an entire campaign from these reviews, taking them out of Reddit and onto the streets and social media. From guerrilla out-of-home placements across the most honest city of all - New York - and digital OOH, to testimonial-style films in which Redditors read their reviews verbatim, the campaign brings real voices to life at scale.

Aptly named “r/eal reviews,” the campaign is inspired by Reddit’s subreddit display format and stays true to the platform’s community-driven environment. Each Redditor’s customized Snoovatar is used across campaign assets to uphold anonymity while remaining unmistakably authentic.

Designed to cut through the noise of overly polished beauty testimonials, Dove is challenging conventional beauty marketing. The campaign empowers creators and influencers to share their honest, transparent experiences - whether positive or critical - in sponsored content. Something other brands haven’t dared to do.

“The Reddit universe plays by its own rules, so being able to work directly with Redditors and drop the usual scripts and guardrails for a brand as iconic as Dove was incredibly exciting,” said Genevieve Gransden, Executive Creative Director at DAVID London. “Entering the comments section is always a risk, but for our first work with DAVID London, we wanted to do something that didn’t play it safe,” added fellow Executive Creative Director Selma Ahmed.

“We wanted to build on Dove’s heritage of real women’s testimonials—but reinvent what a testimonial means today,” said Berengere Loubatier, Senior Global Brand VP for Dove Hair & Skin Care. “That meant grounding the campaign in real community voices, not scripted endorsements. Choosing unfiltered feedback from some of the internet’s most honest critics wasn’t the easiest choice, but it was the most authentic one. Not only because we truly believe in our 10‑in‑1 Hair Mask, but also because real is what Dove stands for—and real earns trust.”

“It’s rare to see a brand take Redditors’ words and use them verbatim, without edits or filters, as part of a national campaign,” said Courtney Pappas, Industry Manager, CPG, Reddit. “We’re proud to provide users with an honest and authentic platform to share feedback, and we’re excited by how the r/eal Reviews campaign has energized our community to engage with Dove in a way they don’t normally with brands.”

Making its stance known online through campaign films and influencer engagement, r/eal reviews comes to life in New York City with guerrilla and digital OOH, with additional campaign timing and channels to be announced.

INGO Opens Amsterdam Hub & Appoints Lucy Tone-McGurk as Global Chief Client Officer

noreply@blogger.com (Rey B) — Sat, 21 Feb 2026 14:04:00 +0000

INGO, the multi-award-winning boutique creative micro network, today announced the opening of a new hub in WPP’s Amsterdam campus alongside the appointment of Lucy Tone-McGurk as its first Global Chief Client Officer. The Amsterdam hub builds on INGO’s existing presence in Stockholm, Hamburg and Zurich, strengthening the agency’s ability to partner closely with ambitious brands across Europe. Known for creating culture-first work that delivers real commercial impact, INGO works with global clients including IKEA, Deutsche Telekom and Burger King.

Amsterdam’s position at the intersection of creativity, technology and culture makes it a natural next step for INGO’s growth with creative leadership from Executive Creative Directors Nicolas López Bravo and Fernando Montero as the network continues its ambition to help brands earn relevance by showing up meaningfully in people’s lives not just their media plans.

This strategic move coincides with the appointment of Lucy Tone-McGurk to the newly created role of Global Chief Client Officer. Lucy joins from Ogilvy’s global network, where she spent ten years working across the Dove business globally, leading different parts of the organisation and most recently serving as Category Lead for Dove Masterbrand and International. The new role sees Lucy reunited with Daniel Fisher, Global Chief Creative Officer at INGO.

At INGO, Lucy will lead the global client organisation, working closely with creative leadership to deepen client partnerships, and ensure the agency continues to deliver culture-first creativity at scale. Lucy was instrumental in shaping and evolving Dove’s ‘Real Beauty’ agenda, contributing to highly influential work including the “Real Cost of Beauty,” which delivered cultural impact, commercial results, and global industry recognition, including an Emmy nomination.

Lucy Tone-McGurk, notes, “I have been a huge fan of INGO for years for the work, the ambition and their clear belief that brands grow by showing up meaningfully in culture. I am thrilled to be joining Dan and this exceptional team at such a dynamic moment for the network and I am excited to partner with ambitious clients to create brave work with cultural and business impact.

Daniel Fisher, Global CCO INGO, concludes, “Amsterdam is a global centre of creativity and technological innovation, and expanding to this great city marks a pivotal new chapter for INGO. INGO unites the dynamism and spirit of an indie with the vast capabilities and reach of a global network, and this powerful combination is fuelling our growth and enabling us to achieve extraordinary results for our clients. Having the hugely talented Lucy on the global leadership team helps ensure we continue to push the boundaries into the future.”

ONE Asia Creative Awards Launches Inaugural Chinese New Year Awards

noreply@blogger.com (Gloria J) — Wed, 18 Feb 2026 14:21:00 +0000

ONE Asia Creative Awards, part of the global nonprofit One Club for Creativity, announces the launch of the inaugural ONE Asia Chinese New Year Awards, a new platform dedicated to recognizing the very best creative work emerging from across the APAC region during the year of the Horse.

For the first time, ONE Asia will spotlight the extraordinary body of storytelling that appears each year around Chinese New Year, a cultural moment that has become one of the most creatively competitive and emotionally resonant advertising periods in the world.

Chinese New Year is more than a festive occasion. It is a cultural reset. It’s a time when brands move beyond transactional messaging and enter the emotional lives of people-exploring ideas of prosperity, belonging, reconciliation and hope.

The ONE Asia Chinese New Year Awards 2026 was created to recognize brands across the region who invest in high-quality, emotionally resonant films that reach mass audiences and generate real cultural conversation. The season is one of the rare moments where commercial storytelling becomes part of everyday life, consistently producing some of the most cinematic, culturally nuanced and strategically bold campaigns of the year.

The inaugural awards will be judged by a distinguished panel of creative leaders:

Masaya Asai, CCO, Co-Lead, Droga5 Japan
Graham Drew, CCO, Ogilvy Group Malaysia
David Guerrero, Creative Chairman, BBDO Manila
Jung A. Kim, CEO, CCO, Innocean Korea
Pierre Loo, ECD APAC & China, Omnicom Health
Charu Menon, Managing Director, Executive Producer, Heckler HQ
Theresa Ong, Head of Creative Shop, Meta SEA & India
Phannika Vongsayan, CEO, TBWA/Group Thailand

Ten standout commercials representing the breadth of APAC’s Chinese New Year creativity have been selected. From global brands to local powerhouses, the shortlist spans emotional storytelling, humor, and cultural reinterpretation.

The jury will select two finalists and one winner. Separately, the creative community can go to the ONE Asia LinkedIn page and vote for the People Choice winner.

Below are the 10 selected works:

Apple-Glad I Met You: A 12-minute film shot entirely on iPhone 17 Pro, blending live action and handcrafted stop-motion. A quiet story of companionship between a woman and a stray dog that gently redefines emotional “home” during the festive season. Watch.

Grab-Wait… Whose CNY Ad Is This?: A brilliantly self-aware meta film that mimics multiple CNY brand tropes before revealing itself as a Grab ad. A playful commentary on festive advertising conventions. Watch.

McDonald's -The Blessing: A heartfelt continuation of the Prosperity platform, reframing wealth as shared care and responsibility. A sibling conflict softens into reconciliation through memory and love. Watch.

Lululemon-Spring Repeats, Yet It’s Always New: Featuring Yo-Yo Ma and athlete ambassadors, this film explores renewal through repetition — aligning movement, tradition and personal rebirth. Watch.

Nike CNY - Use Sports to Break the Paradox (Campaign): A trilogy of films including Tennis Paradox, The Monthly K, and CEO vs MVP — challenging status pressure and redefining success during reunion season through sport. Watch: Tennis Paradox, The Monthly K, CEO vs MVP.

Adidas-Next Generation Football: A celebration of China’s rising youth football culture. Intimate moments of training, family, and ambition align sport with hope and collective dreams for the new year. Watch.

BMW-The Best Horse – Installation Art Campaign: A culturally rich installation-led activation using visual wordplay around the “Horse” symbolism, blending art, language and automotive storytelling. Watch.

Airland- Sleep Well Tonight: Marking 60 years, Airland reflects on 21,600 nights shared with families. Inspired by a true journey home on horseback, the film is quiet, human and deeply resonant. Watch.

Marrybrown-Crafted for Love: A beautiful generational story told through the endangered craft of Chinese paper cutting. A poetic metaphor for legacy, memory and familial bonds. Watch.

Prudential Malaysia-心结 The Promise: A reflective film redefining prosperity through commitment and care. Featuring a symbolic ruyi knot, it explores how true wealth lies in enduring bonds. Watch.

“Chinese New Year has quietly become one of the most important creative seasons in APAC,” said Tay Guan Hin, APAC Regional Director, The One Club for Creativity. “Every year, we see work that is deeply human, culturally specific, and emotionally powerful. The new ONE Asia Chinese New Year Awards gives this body of work the recognition it deserves. This inaugural year is about celebrating that confidence. We hope this becomes an annual benchmark that pushes the industry to go even further.”

Winners will be announced shortly on One Asia Awards LinkedIn page once the Lunar New Year period concludes.

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