Kancil Awards

The Malaysian Advertising Awards

(4.1) Crafts For Press, Outdoor, Direct and Design [Illustration] - BRONZE, Cans of Positivity, Y&R Malaysia

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.

To make people consume Campbell’s more often, we had to give them more reasons to. So we launched Cans of Positivity on a series of in-store posters. The posters presented shoppers with the many reasons to enjoy Campbell’s, prompting them to purchase more cans of soup for the family, as gifts for friends, or even as a treat for themselves.

Cans of Positivity

Product / Service
Campbell's Soup

Campbell Soup Southeast Asia Sdn Bhd

Executive Creative Director
Gigi Lee

Creative Director
Joshua Tay

Su-Yin Chong

Art Director
Emily Tan, Kasey Chew, How Wei Zhong, Gigi Lee, Joshua Tay

Emily Tan, Kasey Chew, How Wei Zhong, Lai Wai Yeap, Hazel Ting, Elaine Poh

Emily Tan, How Wei Zhong, Kasey Chew

Emily Tan, Kasey Chew, How Wei Zhong

Print Producer
T L Tan

Agency Producer
Wayne Low, Robert Aw

Image Rom, Wayne Low

Client Service
Nigel Menezes, Pravind Subramaniam, Caroline Bal, Lisa Hezila

Film/Production: Wayne Low, Motion Rom



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