In the lead up to next year’s Cairns Crocodiles Awards, B&T is going to share the work across the Asia Pacific region that caught our attention each month.
In November, there were wonderful campaigns by Fiji Airways, McDonald’s, Google, Samsung and Cathay Pacific .
All of these campaigns would make excellent entries for the 2026 Cairns Crocodiles Awards.
Here is the work that wowed B&T in the past month:
Fiji Airways, ‘Welcome to Our Home’, Havas Host
Fiji Airways launched its first sonic branding by enlisting the choir that was made famous by the Disney movie Moana.
‘Welcome to Our Home’ represents Fijian people and culture and will accompany travellers on their journeys when they board, in flight and leave aircraft. There are several iterations, including boarding music, audio logos, advertising and in-flight communications.
The campaign was created by Havas Host and MassiveMusic, featuring Fijian artists and the Pasifika Voices Choir. It is a banging track sung in the iTaukei language, Fijian Hindi and English.
McDonald’s Taiwan, ‘Goodnight, See You for Breakfast’, Ogilvy Taiwan
McDonald’s has created a whimsical dream to remind Taiwanese to get to bed early so that they do not miss McDonald’s breakfast.
In the ad, viewers see floating McMuffins in space, a farm paddock full of large hashbrowns, swimming Fillet of Fish patties and mountains of pancakes with syrup waterfalls.
The film is set to the track ‘Goodnight Song’, a classic number by singer Fei Yu-Ching.
McDonald’s has invited several artists to perform Goodnight Song each night on social media.
The campaign will also appear in prominent out of home locations and on McDonald’s app via a singing challenge.
All of the activity aims to get Taiwanese to get a good nights’ sleep so that they have the energy to mow down a sausage and egg McMuffin the next morning. B&T is here for that.
Samsung, ‘Hangeul Truck’, Cheil Worldwide
Samsung Electronics has teamed up with artist Ik-Joong Kang and the Korean Cultural Center New York to launch a public art project in celebration of Hangeul Day, which commemorates the Korean alphabet.
The ‘Hangeul Truck’ art project travels university campuses to share the beauty of Hangeul and Korean Culture.
Students can write a message to their future selves with their voice using Galaxy Z Fold7, and Samsung’s AI-powered innovations instantly translate the message into Korean. Messages are transformed into Hangeul artwork and shared on the LED screen of the Hangeul Truck.
The Hangeul Truck is wrapped in 5,400 of artist Kang’s signature Hangeul Cubes.
Google, ‘#BikinGebrakanLo’, DDBSingapore
DDB Singapore, Google Indonesia, Superson and Hagia Labs have blended AI content with real-world architecture to create immersive urban experiences.
The campaign transforms traditional outdoor advertising by capturing the architectural backgrounds of billboard locations and seamlessly blending them with AI-generated creative content.
For example, robots, animals and dinosaurs appear to come out of cityscapes while bubble tea waves flow out of trees.
The OOH activations are certainly eye-catching and appear across Jakarta, Surabaya, and Bandung.
Cathay Pacific, ‘West Bridge’, Leo Hong Kong
Another novel out of home campaign, this time by Cathay Pacific.
They’ve transformed the West Bridge of Kai Tak Sports Park, where the iconic Kai Tak Airport original runway was once located, into an audio-visual experience that celebrates the take-offs’ the brand has shared with passengers throughout the ages.
The aviation-themed audio-visual experience stretches close to 100 meters and is one of Cathay’s largest outdoor audio-visual experiences to date.
