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.
So we gave people more reasons to consume more Campbell's, with Cans of Positivity. Each can was designed to show consumers how Campbell's could turn a negative situation around, giving them every reason to keep drinking Campbell's throughout the year. So we didn't just fill tummies, we also warmed hearts.
Cans of Positivity
Product / Service
Campbell Soup Southeast Asia Sdn Bhd
Executive Creative 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
T L Tan
Wayne Low, Robert Aw
Image Rom, Wayne Low
Nigel Menezes, Pravind Subramaniam, Caroline Bal, Lisa Hezila
Wayne Low, Motion Rom