Kancil Awards

The Malaysian Advertising Awards

(3.4A) Design [Open Single (Include POS / Poster)] - BRONZE, Fills Lonely Nights, 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
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.

Title
Fills Lonely Nights

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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