Creation Stories by Campaign Asia-Pacific: Recent Episodes
Campaign Asia-Pacific's Creation Stories
Origin stories and insights from recent and great marketing: A brand leader and an agency partner discuss how they collaborated to create one special ad, or an entire campaign, for markets in Asia-Pacific.
From the objectives to the brief, and from the creative inspiration to the production, Creation Stories gives you an inside look at what it takes to create excellent brand marketing.
Creation Stories is presented by Campaign Asia-Pacific (http://www.campaignasia.com) and hosted by Richard Bleasdale. Currently director and partner of The Taipan Partnership, Bleasdale has a long history in the advertising industry in APAC, including a stint as MD at The Secret Little Agency in Singapore and a long tenure as managing partner with Observatory International, a consultancy focused on client-agency effectiveness.
Full episodes are available in video form at the Creation Stories home page (http://www.campaignasia.com/creationstories) , where you can also find any clips discussed during the episode.
In an exclusive podcast, Yahoo’s MD for AUSEA John McNerney focuses on approaches being deployed to tackle the biggest challenges facing marketers, including the deprecation of cookies and the deployment of AI.
Meta's vice president for APAC Dan Neary joins Campaign's tech and media editor Shawn Lim to share his thoughts on AI, the competition from TikTok, Apple's ATT and of course, the metaverse.
How do you associate liangpi noodles with summer clothing? Well, Bananain and agency partner Godzilla found a way to do just that.
Click here to see the ad video discussed in this episode. You can also find it (and watch this episode in video form) at http://www.campaignasia.com/creationstories
Financial services doesn’t often prove to be a highly creative playground for agencies. But of course in Thailand, the normal rules don’t always apply.
In this episode of Creation Stories, host Richard Bleasdale talks with Krungsi First Choice (a brand under Ayudhya Capital Services) and its agency partner Leo Burnett Thailand, about their partnership journey to create ‘Metaverrrrrrr’, one of the funniest, most topical and distinctive financial-services campaigns we have seen in a while.
Krungsi First Choice faced a real challenge to grow engagement with a younger audience. Leo Burnett’s answer: Why don’t we try and create a commercial in the Metaverse?
The creation story which follows is a fascinating case-study of a smart and brave client team, which knows its has a real marketing challenge and is prepared to truly partner with its agency—and buy into the agency's advice and expertise. Working together with real trust at every stage of the process, right down to the tiny details of production and launch, the duo delivered a campaign which is truly distinctive and memorable. And one which is already paying real dividends with the brand's target consumers.
Richard's guests on this episode are:
From Ayudhya Capital Services (Krungsi First Choice):
- Pathatai Kulachan, EVP managing director
- Athip Sinpagekan, EVP head of marketing
From Leo Burnett:
- Praewpakorn Chumsaina Ayudhaya, strategic planner
- Sarut Yungcharoen, creative director
Flybuys, a ubiquitous consumer loyalty program with more than 8 million active members, had been losing relevance and engagement, especially among younger consumers.
In this episode of Creation Stories by Campaign Asia-Pacific, host Richard Bleasdale talks to Jarrod Flood of Flybuys and Jamie Herman of CHE Proximity*, about the creation of 'Give a Flybuys'—an ear-catching, attitude-drenched rap that gave the brand a distinctive, contemporary new voice.
You'll hear how the partners used data to understand the challenge, carved out user personas and arrived at their key message that "Savvy is the new sexy". You'll also hear how they relied on mutual trust to overcome inevitable hurdles. And you'll learn how the concept got buy-in from the brand's many stakeholders—thanks in no small part to a copywriter who gave a virtuoso rap performance in multiple conference rooms.
Click hereto see the 'Give a Flybuys' video that plays during this episode. You can also watch every episode of Creation Stories in video form at www.campaignasia.com/creationstories.
* Just after this interview was recorded, Herman left CHE Proximity and has since joined Thinkerbell.
How often do you think about car batteries?
In Thailand, this was the challenge Siampan Group brought to its agency partner, CJ Worx: How to take a very low-involvement category and create a high-involvement piece of communication for the Boliden car battery brand.
In this episode of Creation Stories by Campaign Asia-Pacific, host Richard Bleasdale talks to Dusadee Rotrakarn of Siampan and the creative team, Natkanate Ruengrujmethakul and Saharath Sawadatikom, of CJWorx, about the complexities of the marketing challenge, the joint early decision to take a calculated risk on a highly distinctive creative platform for the campaign, and their continued close collaboration through a very challenging production schedule. Hear how the original concept for a series of 6-second bumper ads evolved into a 3-minute masterclass on using humour to make a lasting impression. It's fair to say the resulting creative work is uniquely and authentically Thai. It's also delivering impressive results in both B2C and B2B channels.
If you haven't seen the Boliden ad, you can see it here.
Producing a new film every day for an entire year sounds like madness. But Tourism New Zealand, along with its agency partner, Special Group New Zealand, pulled it off—and no one lost their mind. In this premiere episode of Campaign Asia-Pacific's Creation Stories, Richard Bleasdale talks with Jill Chestnut of Tourism New Zealand and Tony Bradbourne of Special Group New Zealand about the 'Good morning, world' campaign, in which Kiwis greeted the rest of world from a picturesque location for 366 straight days (because 2020 had a leap day). You'll hear insights into how you can find your way to a strategic brand platform, how an experiential approach to briefing can help, how to guard against alterations that can break an idea, and how a client and agency have to pull together as partners to get something great out into the world.
To see the 'Good morning, world' video that plays during the episode, and/or to watch this episode in video form, head to http://www.campaignasia.com/creationstories.