Campbell's Case study Cans of Positivity by Motion Rom, Publicis Malaysia Petaling Jaya, Y&R Kuala Lumpur

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Cans of Positivity

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Industry Pre-Cooked Meals & Frozen Food
Media Case study
Market Malaysia
Agency Motion Rom
Illustrator Emily Tan, How Wei Zhong, Kasey Chew
Agency Publicis Malaysia Petaling Jaya
Illustrator Emily Tan, How Wei Zhong, Kasey Chew
Agency Y&R Kuala Lumpur
Executive Creative Director Gigi Lee
Creative Director Joshua Tay
Art Director Emily Tan, Gigi Lee, Joshua Tay, How Wei Zhong, Kasey Chew
Copywriter Su-Yin Chong
Photographer Image Rom
Typographer Emily Tan, How Wei Zhong, Kasey Chew
Illustrator Emily Tan, How Wei Zhong, Kasey Chew
Released September 2014

Awards

Asia Pacific Advertising Festival (AdFest) 2015
DESIGN LOTUS BEST INTEGRATED DESIGN CAMPAIGN Bronze

Credits & Description

Design > Package
Brand Campbell Soup Southeast Asia Sdn Bhd
Agency Y&R Malaysia
SUB CATEGORY : BEST INTEGRATED DESIGN CAMPAIGN
COMPANY ENTERING : Y&R MALAYSIA, KUALA LUMPUR
ENTRY TITLE : CANS OF POSITIVITY
BRAND : CAMPBELL'S SOUP
ADVERTISER : CAMPBELL SOUP SOUTHEAST ASIA SDN BHD
ADVERTISING AGENCY : Y&R MALAYSIA, KUALA LUMPUR
EXECUTIVE CREATIVE DIRECTOR : GIGI LEE
CREATIVE DIRECTOR : JOSHUA TAY
COPYWRITER : SU-YIN CHONG
ART DIRECTOR : EMILY TAN/KASEY CHEW/HOW WEI ZHONG/GIGI LEE/JOSHUA TAY
AGENCY DESIGNER : EMILY TAN/KASEY CHEW/HOW WEI ZHONG/LAI WAI YEAP/HAZEL TING/ELAINE POH
ACCOUNT DIRECTOR : NIGEL MENEZES/PRAVIND SUBRAMANIAM/CAROLINE BAL/LISA HEZILA
AGENCY PRODUCER : WAYNE LOW/ROBERT AW
PRODUCTION COMPANY : MOTION ROM, PETALING JAYA
DIRECTOR : WAYNE LOW
EDITOR : WAYNE LOW
PHOTOGRAPHER : IMAGE ROM
ILLUSTRATOR : EMILY TAN/HOW WEI ZHONG/KASEY CHEW
TYPOGRAPHER : EMILY TAN/KASEY CHEW/HOW WEI ZHONG
PRODUCTION PRODUCER : WAYNE LOW
PRODUCTION MANAGER : T L TAN
ENGLISH CONTEXT EXPLANATION : CAMPBELL’S CANNED SOUPS WERE RARELY BEING CONSUMED AS PEOPLE WERE BEGINNING TO FORGET ABOUT THE BRAND. OUR CLIENT WANTED US TO HELP INCREASE CONSUMPTION TO MORE THAN 4 MILLION A YEAR, BY RECONNECTING WITH THE TARGET MARKET THAT HAD ONCE LOVED CAMPBELL’S. WE GAVE PEOPLE MORE REASONS TO CONSUME MORE CAMPBELL’S, WITH CANS OF POSITIVITY. WE SHOWED HOW CAMPBELL’S CAN TURN NEGATIVE SITUATIONS AROUND, AND SPREAD THE WARMTH TO POSTERS, POSTCARDS, PRINT, BUS SHELTERS, AND EVEN ON CAMPBELL'S CANS. BRAND RECOGNITION AND FAMILIARITY WAS STRENGTHENED, AND PEOPLE BEGAN FALLING IN LOVE WITH CAMPBELL’S ALL OVER AGAIN. SO WE DIDN’T JUST FILL TUMMIES, WE HAVE ALSO SLOWLY STARTED TO WARM HEARTS.