Kancil Awards

The Malaysian Advertising Awards

(3.2) Design [Packaging] - GOLD, Cans of Positivity, Y&R Malaysia

Brief
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.

Solution
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.

Title
Cans of Positivity

Product / Service
Campbell's Soup

Client
Campbell Soup Southeast Asia Sdn Bhd

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

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

Illustrator
Emily Tan, How Wei Zhong, Kasey Chew

Typographer
Emily Tan, Kasey Chew, How Wei Zhong

Print Producer
T L Tan

Agency Producer
Wayne Low, Robert Aw

Photographer
Image Rom, Wayne Low

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

Film/Production
Wayne Low, Motion Rom

 

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