Almost 3 billion people are currently using automated voice software. Research by Brookings, a leading non-profit organization, states that 92.4% of smartphone assistants have traditionally featured female-sounding voices. Furthermore, according to Gartner, people will have more conversations with voice assistants than with their spouses. This form of AI is increasingly a part of our daily life. However, there have been numerous reports of widespread sexist and sometimes abusive language from users.

‘Shut up Sexism’ was created to highlight sexist or gender bias behaviour found when engaging with virtual assistants with female voices and names. A study by UNESCO (2019) outlined how virtual assistants responded to verbal abuse. As an example. When a user says ‘‘You are hot”, the replies vary from “How can you tell? You say that to all the virtual assistants” to “Thank You.”

Credits
Agency Network: Wunderman Thompson
Campaign: Shut up Sexism
Brand: Unilever
Tags: #LuxShutupSexism #LuxStopSexism #StopSexism #ShutUpSexism, Singapore, Electronics, Technology, Public Interest, NGO

During the lockdown, Google Search data showed that people were searching for ways to help others, but few asked for help on their mental health. ‘I need help’ are the three hardest words to say out loud, and the stigma existed even on Google Search.

Google wanted to break the cycle and started looking for solutions to make mental health help accessible across regions. By working together with psychologists, a toolkit of self-care skills was put together on google.com/covid-19. When a Covid-19 related query was typed, there was extra support in the results.

Google then created a brand video using real footage of people and influencers to remind people to take care of themselves like others. The creative was localized across Asian regions to inspire millions on how to search for self-care in every language and region.

Search trends showed people searching for self-care, and the campaign got to hope and support 186M people as #BeKindToYourMind started trending, one courageous query at a time. Localization drove a 2-5% uplift in brand metrics.

Credits
Brand: Google
Campaign: Be kind to your mind
Advertising Agency: Toaster, Singapore

The idea is to test these collars on the strongest people of Singapore and see their raw reactions. The SPCA wants people to imagine that if the strongest cannot bear it, how much pain must the voiceless animals be going through?

A spokesperson of Forsman & Bodenfors said that it took three months for this film to come into action. Finally, the team themselves tried wearing shock collars in realtime and very well understood the pain. The SPCA aims to get these inhumane shock collars banned in Singapore, as SPCA executive director Jaipal Singh Gill stated.

The campaign has highlighted an important issue of inhumane animal training. These methods must get banned everywhere else in the world too. Teach With Kindness

Credits
Brand: SPCA Singapore
Campaign: Tough People vs Shock Collar

In India, 2 in 3 women are raped by their husbands, and it is legal. The law has an exception where rape inside a marriage is not a crime. To fight the law, RIT Foundation needed to raise awareness. So they sent an activist to turn himself into the police, pretending he raped his wife. Within minutes, he was freed. They filmed the entire process — from interviews with lawyers & victims to him going into the police station with hidden cameras and authorities saying that raping your wife is not a crime — exposing how India treats marital rape cases. Online, the story sparked fierce reactions. Thousands tried to silence us and even managed to take down our content four times. Censorship tried but didn’t shut the debate — with the help of feminist activists and influencers who shared our videos & content, the conversation progressed and forced India’s patriarchal society to deal with the issue.

Impact of the campaign:
This integrated campaign created a support system for marital rape survivors. Soon after the campaign launch, women in India started sharing their own stories of marital rape privately with them. They managed to help them get in touch with local counsellors in their state to give them the support they needed.

Credits
Agency: Ogilvy, Singapore
Production: Knights Media & Films
Director: Sameer Lukka, Xavier Mairesse
Producer: Raghav Awasthi, Bijal Sunil Majithia, Tarun Jain, Anirudh Dhanak, Rahul Dhir
Director of Photography: Sai Gunuranjan
Editor: Jaspreet Ranjan, Nicholas Lim, Lorenzo Colugnati
Music: Sacha Chaban
Research: Ritu Bhardwaj

This campaign is about:
Delhi Shorts International Film Festival, RIT Foundation, Please Arrest Me, rape survivors, Marital rape, Public Affairs Campaign, Public awareness campaign, Best Documentary, India, One Show, Award winning film, D&AD

Most people in Indonesia live away from home to work in the city. The most common way for these people to stay in touch with their family is through video calls, so on Father’s Day we saw an opportunity to reignite the value of relationships and create a memorable event for Google Duo – a video calling app.

But with a tiny share of market, and an even tinier budget, we needed to create a campaign that would organically ride the social waves and cut through the clutter.

Instead of creating a campaign for many, we decided to create an ad for one guy – Ringgo Agus Rahman, a well known comedian and social media influencer. Unknown to Ringgo, we worked with his dad and surprised him with a personal message on a billboard in the middle of Jakarta city. And from there we let Ringgo’s followers do the influencing on our behalf.

Credits
Client: Google
Product: Google Duo
Advertising Agency: Toaster

Tags:
Out of Home, Billboards, Google, Father’s Day, Surprise, Toaster, Singapore, Google Duo, Creative Agency, digital agency, Outdoor Ads

Credits
Advertising Agency: Wunderman Thompson, Singapore

Tags:
Singapore, Beauty, Public Interest, NGO, Lux, Wunderman Thompson, Digital Film, Stay Beautiful Stay Strong

Credits
Advertising Agency: Toaster, Singapore

Tags:
Digital, Vietnam, Professional, Google Search

Local insight: Running in Bangkok is restricted to gyms (No fun) Or parks, where you’re running in circles (Boring) A shoe that makes running fun needed an innovation that did just that.

Execution: We turned the city of Bangkok into a real-time running game. The moment you step out of your house and switch on your Bluetooth, it’s game on. Like Mario Bros, but in the real world. The more streets you explore, the more tokens you collect. The more tokens you collect, the more rewards you unlock. We even motivated you to explore more of the city via surprise missions. Making every run a different one.

The Tech: By spreading 200 beacons across streets, parks and alleyways, we could seamlessly connect all the runners in Bangkok at the same time. Working with LINE (Thailand’s biggest messaging app), we built an integrated platform inside their chat messenger. Which meant, anyone and everyone could be a part of the game without having to download any additional apps.

Changing running behaviour, one mission at a time. An intelligent back-end system allowed us to study running patterns of the players. Pushing them beyond their usual route to explore different parts of the city at different times of the day/night via missions

No app downloads. Lace up, game on. We didn’t want our tech to interfere with existing running behaviour. So we built the entire game inside Line’s chat messenger. Just step of your house, switch on your Bluetooth and your phone would automatically collect the tokens.

Results: 15632 runners, 35,380 km run, 3,362,021 tokens collected in 15 days.

Credits
Advertising Agency: BBH, Singapore
ECD: Joakim Borgstrom
Creative Director: Xander Lee
Creative Team: Sudhir Pasumarty, Omar SotoMayor, Dillah Zakbah, Nikhil Panjwani, Jiarong Sng, Alexa Ong
Account team: David Webster, Sid Tuli, Ross Henderson, Anna Lorentz Production

Tags:
Experiential, Singapore, Fashion, Nike, BBH, Nike Go BKK, Sport, Technology, OOH Advertising, Best Outdoor Advertising Campaigns, Best OOH campaigns, Best Outdoor Ads

Thus, the agency came up with a radical campaign theme for the year – Be Greater.

Greatness. Sports brands hype it up as being the best, or surpassing your limits. In Singapore, it’s perceived as success – financial, career or sporting. Not anymore. True greatness is found not in your bank account, job title or trophy cabinet, but the impact you make and imprint you leave on the world around you with your positive deeds, words and attitude. It’s a challenge that was spread through a comprehensive integrated campaign including a manifesto TVC, print and OOH ads with true stories of greatness, influencers, digital content and even exclusive merchandise.
#BeGreaterSG

This Print Advertising is about:
Print, Singapore, Public Interest, NGO, Singapore Kindness Movement, 3-Sixty, Creative Print Ads

Credits:
Client: Ikea (Singapore, Malaysia, Thailand)
Campaign: Recipes for Delicious Kitchens
Agency: BBH Asia Pacific
ECD: Scott Mcclelland
CD: Tinus Strydom, Maurice Wee
Senior Art Director: Gaston Soto
Senior Copywriter: Omar Sotomayor
Business Director: Bibiana Lee
Account Manager: Jade Cheng, Cheryl Cheong
Project Director: Lesley Chelvan
Head of Planning: James Sowden
Senior Planner: Rebecca Ash
Social Media Strategist: Josie Khng
Executive Producer: Daphne Ng
Producer: Samantha Dalton
Production house: 4 Humans
Director: Javier Laurenco
DOP: Juan Maglione
Producer: Mechi Serrano
Music: Noroeste Música

Behind the scenes

CREDITS
Client: EdgeProp Singapore
CEO: Bernard Tong
Brand Marketing Lead: Cheok Li Peng
Digital Marketing Manager: Leonard Ng
Designers: Dora Augustin, Lemer Kim
Agency: Bonsey Jaden
Regional ECD: Adam Chan
Creative Group Head: Alicia Hew
Head of Art: Siok Yee
CEO: Daniel Posavac
Managing Director: Nic Robertson
Head of Strategy: Taryn Mook
Senior Strategic Planner: Irene Wikanta
Account Manager: Peter Solomon
Production House: Directors Think Tank
Film Director: Rajay Singh, Sling Ng
Exec. Producer: Heng Tek Nam
DOP: Lee Wing Lok
Line Producer: De Shen Ssj Shuying
Production Manager: RK Subash Krishnamurthy
Art Director: Anthony Chan
Wardrobe: Darren Siew
Makeup: Monica Gill
Editor: Affandi Jamaludin
Post Production: VHQ KL
Audio: Fuse Adventures in Audio

The article related to:
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