• Cans of Positivity

    Creative Agency: Y&R
    Project Type: Commercial Work
    Client: Campbell Soup Company
    Location: Kuala Lumpur, Malaysia

    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.

    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.

    We gave people more reasons to consume more Campbell's, with Cans of Positivty. We showed how Campbell's can turn negative situations around, and spread the warmth to posters, postcards, print, bus shelters, and even on Campbell's cans.

    As the campaign is still in its early stages, sales results are currently being tabulated. However, the campaign gained much interest, with many people expressing love and giving positive feedback during the launch. Brand recognition and familiarity was strengthened with our existing consumers, and more people became new fans of Campbell’s.

    Single Execution Awards: Cannes Shortlist 2014 (Design)
    Executive Creative Director: Gigi Lee
    Creative Director: Joshua Tay
    Art Director: Emily Tan/Kasey Chew/How Wei Zhong/Joshua Tay/Gigi Lee
    Designer: Emily Tan/Kasey Chew/How Wei Zhong/Lai Wai Yeap/Hazel Ting/Elaine Poh
    Copywriter: Su-Yin Chong
    Illustrator: Emily Tan/How Wei Zhong/Kasey Chew
    Typographer: Emily Tan/Kasey Chew/How Wei Zhong
    Account Supervisor: Nigel Menezes/Pravind Subramaniam/Caroline Bal/Lisa Hezila
    Advertiser's Supervisor: Stephane Vilquin
    Agency Producer: Wayne Low/Robert Aw
    Art Buyer: TL Tan
    Photographer: Image Rom/Wayne Low
    Production House: Motion Rom

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