In the lead up to this year’s Cairns Crocodiles Awards, B&T has shared the work that has deliver commercial bite, cultural impact across the region and won Awards.
At the start of every month, we will also be spotlighting the best campaigns across Asia.
This year, there have been wonderful campaigns in October by brands from the region. Here are B&T’s picks.
Uber Eats, ‘Eh?!’, Special
Uber Eats delivered its second instalment of its ‘Eh?!’ value campaign, developed in partnership with Special and EssenceMediacom Japan. The campaign brought back comedic actor Akihiro Kakuta in a full-funnel integrated campaign designed to champion everyday value and selection.
Inspired by a uniquely Japanese reaction, the campaign’s 30 second hero film, produced by AOI Productions, turned the chore of shopping into a hilarious, escalating saga. The film opened with Kakuta-san embarking on a multi-stop shopping trip after work, and as he trekked from store to store, well-meaning strangers and eager passers-by began sharing the news that Uber Eats now matches in-store prices across an enormous range of items.
KitKat, ‘Break Hai Toh Vibe Hai’, VML India
VML India conceptualised a new festive campaign for KitKat that found humour in the little niggles that come with the festive season. From last-minute preparations to unexpected mishaps, festivals are filled with moments when things don’t quite go as planned.
While this everyday chaos is an inevitable part of celebrations, it can sometimes get in the way of enjoying the occasion. Through relatable situations and a playful narrative, the campaign brought these familiar festive moments to life because all it takes is a break with KitKat to get back to the joy of celebrating.
Hinge, ‘Small Gestures. Big Love Stories’, Talented Agency
Hinge is built on a simple hope: that you won’t need it for long. Every match, Prompt and conversation is working towards a life beyond the app, making Hinge the most intentional path to finding love.
Its latest campaign from Talented Agency asked a deceptively simple question: what is the sign that makes you feel like you have found your person?
Across four films and six shorter stories, the campaign found love in signs that are easy to miss. Someone remembers your brother while booking movie tickets. Someone fixes a net across your balcony because they know birds terrify you. Someone knows when to make you laugh and, more importantly, when not to. Someone makes an impossible amount of distance between you feel possible.
The films homed these moments the way memory does: unposed, unhurried, soft at the edges, like a photo album left open on a table.
Cadbury Celebrations, ‘ThisNokJhokIsSweet’, Ogilvy India
Cadbury Celebrations brought a little more warmth to bonds between neighbours this Diwali with its latest campaign. Rooted in the familiar dynamics of residential areas, the campaign shun a light on the small tiffs that come with living in close quarters and the affection that quietly sits beneath them.
For many, neighbours are among the most constant people in their lives. That closeness can mean comfort and friction in equal measures. A little nok-jhok over a parking spot, a shared boundary wall, a pet, a noisy late-night party or a game of cricket in the compound can quickly turn into a full-blown disagreement. But come Diwali, these everyday differences also become a chance to pause, reconnect and start afresh.
