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.
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.
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
Film/Production: Wayne Low, Motion Rom