Kancil Awards

The Malaysian Advertising Awards

(15.1) Integrated - BRONZE, Cans of Positivity, Y&R Malaysia

Brief
Most people have a can of Campbell's at home, but they rarely drank it. We needed to increase brand awareness and consumption frequency. We had to do something to remind people about Campbell's, and give them more reasons to drink Campbell's. We had to create messaging that most people could relate to, and reach the right people at the right places.

Solution
No matter the time or place, everybody needs some positivity in their everyday lives. So we took our can’s iconic design, and turned them into messages of hope. Every poster, postcard, print ad, bus shelter, and packaging idea featured positive reasons to keep drinking Campbell’s, but maintained the visual identity and familiarity of the brand. The campaign was launched on carefully selected touch points, making sure the right message reaches the right people.

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

Others
Film/Production: Wayne Low, Motion Rom

 

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