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We saw the broadening of social stereotypes across all spheres of culture and the highest evidence of this change was in the world of sports. However, sport's advertising had become a little cliched in its approach.
To stand out and more importantly have a positive impact across consumer segments; adidas, with its `Impossible is nothing’ credo, needed to rise above the rest. Instead of the usual inspirational stories, they chose to pay homage to those who truly exemplified their tagline; the para-athletes.
We created a special pair of shoes called ‘Odds’ that had a pair of 2 lefts or 2 rights that para-athletes could choose from. So instead of the pair having one that would be useless, the unique shoe box had another pair of the shoe they really needed.
Focusing on Major D.P.Singh, India's first blade runner, we chose a champion fuelled by will and determination, truly embodying the endeavour called 'ODDS'.
For a community that has overcome many hurdles but is continuously faced with new obstacles, it was in these tangibles that a beautiful movement came alive. The strong willed and brave hearted para-athletes were given a solution that would make a significant difference to them.
Happy Marketer: Single Source of Marketing Truth with TÜV...
TÜV Rheinland is one of the world’s leading testing service providers with more than 20,600 employees worldwide.
Happy Marketer: Future-ready Data-mart with Shopee
Shopee is the leading e-commerce platform in Southeast Asia & Taiwan and aims to equip merchants with innovative marketing and data tools to optimise business performance and serve customers...
Carat: Pandamart, so much more, and more and more
In November 2020, many Malaysians had pandemic fatigue and were looking for ways to escape the boredom of WFH. Countless other grocery delivery services came on the scene. Not yet a household na...
dentsu X: Heroes in the Sky with Disney Marvel Avengers
In 2018, The Avengers: Infinity War promotional campaign saw an iconic Malaysian building transformed into Stark Tower emblazoned with the Avengers logo. It was larger than life and the talk of ...
dentsu X: Malaysia’s First Virtual Street Food Festival w...
At the end of 2020, the third wave of Covid-19 cases surged in Malaysia, resulting in a strict new lockdown. Tiger wanted to bring back the excitement of street food in this ‘new normal’ by usin...
dentsu Webchutney: Voice of Hunger with Swiggy India
Hunger manifests itself in different ways - growling tummies, salivating mouths and people who see food everywhere. That's why, when Instagram launched voice messages, we kinda thought it looked...
dentsu Webchutney: Better Half Recipes with Swiggy India
Indian grocery brands’ competitive moat is distribution. And discounting. Not creative communication. Even the largest players advertise to ‘the woman of the house’. But during the lockdown, men...
dentsu Webchutney: Hagglebot with Flipkart India
India’s festival shopping season is centerstage for Flipkart in generating demand for its marquee online shopping event, The Big Billion Days (equivalent to Single’s Day and Black Friday). It’s ...
dentsu Webchutney: The World’s Most Reported Trailer for ...
Over 73% of domestic abuse cases go unreported in India and we aimed to change that. Thappad wanted to inculcate a habit of reporting domestic abuse – wherever it’s witnessed.
dentsu Webchutney: The 8-Bit Journo with VICE India
While 15 minutes without the internet feels like an eternity, 7 million Kashmiris lived in a blackout for more than 142 days. With the blackout, the people of Jammu & Kashmir found their liv...
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dentsumcgarrybowen: Care Label with GU
Uniqlo’s sister label, GU, produces affordable and trendy clothes for Mainland Chinese and they wanted to increase brand awareness during Chinese New Year, China's biggest festival. The annual f...
dentsumcgarrybowen: In Love We Trust with Sinyi Realty
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Taproot dentsu: Facebook
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mcgarrybowen: The Fading Font
Creating awareness around the symptoms of Alzheimer’s through a specially designed font that was free for public use.
Driving transactions with Mondelez through a digitalised check-out counter experience.
BWM Dentsu: Project Revoice
Activating silent voices with a program to digitally clone ALS patients’ voices so they can keep communicating as themselves even after they can no longer physically speak.
Generating conversion for GhanaPostGPS through early engagement, awareness and measurable customer actions.
Driving engagement with William Patrick Corgan's new single through a blend of creativity and technology to create a world-first VR experience.
dentsu X: Disney Studios
A social commerce campaign using chatbot technology via Facebook Messenger to reach a wider audience and drive conversions for Disney Studios.