marketing interactive

Online game platform Roblox has rolled out a new feature called “Moments”, a discovery tool that lets users capture, edit and share their in-game highlights. Currently in beta, the experience is designed to help players surface new experiences on the platform while opening up fresh creative and brand integration opportunities. Unveiled at the Roblox Developers Conference (RDC) last week, “Moments” functions as both a content hub and a discovery engine. Users can record 30-second clips, trim them, add music through Roblox’s partnership with DistroKid, and publish them for the community to explore. Viewers can react to these clips and instantly join the highlighted game with a tap. Don’t miss: AirAsia brings ASEAN to Roblox with the launch of AirAsia World The move builds on Roblox’s existing content momentum and popularity among the gaming community on YouTube and other video streaming platforms. According to the Roblox, players have already generated over 930 million screenshots and more than 240 million video captures since it introduced video tools in July. The platform also said that Roblox-related content has collectively garnered more than one trillion views on YouTube. For creators, “Moments” doubles as a showcase of new application programming interfaces (APIs) that will soon be available to build custom content systems. These include the Captures API (already live), along with upcoming Upload and Recommendation APIs, which allow developers to integrate highlight reels, trending content showcases, or even real-time gameplay billboards directly into their own experiences. Roblox is also sharing the source code behind “Moments” to support further experimentation. Roblox added that moderation and safety are built into the rollout. All user-generated clips are proactively reviewed, with additional reporting tools in place. At launch, “Moments” is only available to users aged 13 and above. While the first iteration focuses on short-form video, Roblox said the underlying tools were designed for multiple formats, creating long-term opportunities for creator monetisation and brand partnerships within in-game environments. The launch of “Moments” follows a string of recent moves by Roblox to strengthen its creator ecosystem, including a new self-serve licensing platform introduced in July. The new “License manager” and “Licenses catalog” aim to streamline traditional deals, unlocking official content from major franchises such as Squid Game, Stranger Things, Twilight, Saw and Sega’s Like a Dragon. Launch partners include Netflix, Lionsgate, Sega and Kodansha, with more studios set to join. For marketers, the shift turns Roblox into a brand-safe playground where rights holders can tap its nearly 100 million daily active users, many of them Gen Z and Gen Alpha, by giving fans official permission to build games and expand franchise worlds inside Roblox’s sandbox. Accelerate your brand’s growth with AI-first strategies, emerging tech and data-driven experiences. Join 500+ marketing leaders at Digital Marketing Asia 2025 Singapore on 24–25 September to uncover transformative trends, real-world wins and powerful ideas for 2025 and beyond. Related articles: Roblox rewards players with in-game benefits if they watch Google ads       essence levels up its glam game with new Roblox experience     Singapore Repertory Theatre reimagines Macbeth in the metaverse through Roblox collaboration     source

Bose has unveiled its first dedicated brand anthem with the launch of its “Music deserves Bose” campaign, spotlighting music’s ability to elevate everyday moments. The campaign, which marks a creative first for the audio brand, leans on over 60 years of innovation to reinforce Bose’s belief that sound can transform ordinary experiences into memorable ones. According to the brand, the anthem is aimed at listeners who don’t just want to hear music, but feel every note. The near-two-minute ad opens with a “before-music” world, depicting awkward and flat moments, from first steps on Mars and an embarrassing first kiss to chaotic commutes and uninspiring morning routines. Once music kicks in, those scenes are elevated into epic, cinematic experiences, illustrating the difference Bose sound can make. Don’t miss: Lipton brews up buzz with kombucha-fuelled dance anthem Accompanying the visuals is a rendition of Aretha Franklin’s You’re All I Need to Get By and The Royal Philharmonic Orchestra. Selected for its enduring appeal, the Motown classic underscores music’s universality and serves as a metaphor for the essential role of sound in everyday life. The campaign launched across broadcast, streaming, online, and social media channels in the US and UK on Sunday, timed with the MTV Video Music Awards. Bose’s own brand channels will also feature the creative. “When bringing this campaign to life, our goal was to show how life without music is like a story without a voice. In the spot, you feel the stark contrast between ‘before’ and ‘after’ music. Simple in idea, but impossible to ignore,” said Brian Carley, senior director and creative lead for Bose. “We agonised over the track, just like any music fan would when painstakingly crafting a playlist for someone they love. We wanted to ensure the choice echoes exactly what we believe in, that our brand and products are all music lovers need. Bose has always understood why music matters, and this creative we’re so proud of underscores that.” Other music platforms are also tapping into the emotive power of song. Spotify recently launched its global “Fan life” campaign to celebrate the passion and cultural value of music fandoms, featuring film photography of seven major global fan groups tied to artists including Chappell Roan, Doechii, Oasis, Olivia Rodrigo, ROSALÍA, SEVENTEEN, and Turnstile. The campaign highlights unique fandom traditions, from pink cowboy hats for Chappell Roan fans to butterfly and star-shaped stickers for Olivia Rodrigo followers. Meanwhile, Amazon Music, in collaboration with WPP, marked World Cancer Day with its “Louder than cancer” campaign. Developed alongside WPP’s Grey Health, talent marketing agency FIMI Group, and Amazon Ads Brand Innovation Lab, the initiative uses music to inspire hope for millions affected by cancer. Accelerate your brand’s growth with AI-first strategies, emerging tech and data-driven experiences. Join 500+ marketing leaders at Digital Marketing Asia 2025 Singapore on 24–25 September to uncover transformative trends, real-world wins and powerful ideas for 2025 and beyond. Related articles: Shangri-La Singapore turns music into a full-body wellness experience      PropertyGuru Malaysia and iamNEETA turn neighbourhood memories into music      Scoot strikes a chord with live music to launch Singapore–Vienna route source

SHEIN has launched an investigation after a shirt listing on its website featured an image resembling Luigi Mangione, the man accused of murdering UnitedHealthcare CEO Brian Thompson in New York last year. In a statement to media outlets such as BBC and ABC News, a SHEIN spokesperson said that the image in question was supplied by a third-party vendor and was promptly removed once it was identified. Meanwhile, SHEIN emphasised that while it upholds strict standards for all listings on its platform, it is initiating a thorough investigation, enhancing its monitoring procedures, and will take appropriate action against the vendor according to its policies. The now-deleted controversial image (pictured left) has in fact gone viral online, featuring a male model resembling Mangione, promoting a white, patterned short-sleeve shirt priced at around US$11. It is unclear how long the image was in use or who was selling it on the online fashion and lifestyle retailer’s website. The image has sparked discussions among netizens on X, with many speculating that it was generated using artificial intelligence (AI). A report from BBC Verify indicated that the facial recognition tool Amazon Rekognition found a 99.9% similarity score between the fake image and a genuine photo of Mangione taken in court. However, it remains uncertain whether the image was created with AI or through manual photo editing.  MARKETING-INTERACTIVE has reached out to SHEIN for a statement.  Don’t miss: SHEIN mulls relocating to China in bid for HK IPO approval Aged 27, Mangione was arrested last December and faces charges related to the fatal shooting of Thompson. In April, he entered a not guilty plea to all federal charges, which include murder and stalking, and is currently awaiting trial. Prosecutors have indicated that they will seek the death penalty if he is convicted. After Mangione’s arrest, his popularity surged, with a significant rise in his followers on X. Some people have labelled him an anti-establishment fighter and initiated fundraising campaigns on his behalf. Reports suggest this phenomenon may be linked to widespread public dissatisfaction with the U. healthcare system. In fact, this isn’t the first time the fast fashion retailer came under fire. Back in June 2023, it was sued by Swedish retailer H&M in Hong Kong for copyright infringement. H&M stated in a court filing that there is “striking resemblance between the products showing they must have been copied” and the “sheer scale of (SHEIN’s) unauthorised substantial reproduction of the copyright works”. During the same month, a SHEIN influencer trip triggered backlash online after a group of American content creators posted flattering reviews on their visit to a SHEIN model factory in China.  Take your brand to new heights with cutting-edge AI strategies, innovative technology, and data-powered experiences. Don’t miss Digital Marketing Asia 2025 in Hong Kong on 20-21 October, where 200+ marketing leaders will explore game-changing trends, proven successes, and bold ideas shaping the future. Related articles: SHEIN mulls relocating to China in bid for HK IPO approvalSHEIN’s influencer trip faces backlash: How could it have been done better?H&M sues SHEIN for copyright infringement: Can legal action discourage ‘copycats’? source

TUMI has launched “Icons tested”, a campaign that explores the discipline and precision behind both elite athletes and its products. Starring McLaren Formula 1 driver Lando Norris and professional golfer Nelly Korda, the campaign draws a clear parallel between their relentless pursuit of excellence and the rigorous testing that defines TUMI’s iconic luggage and accessories. Part of TUMI’s 50th anniversary celebrations, the campaign highlights two of its most recognised silhouettes: the Navigation backpack from the ‘Alpha Bravo’ collection and the Celina backpack from ‘Voyageur’. Don’t miss: TUMI celebrates shared journey with consumers in anniversary campaign Engineered for performance, these designs merge functionality with modern sophistication, built to meet the demands of dynamic users with ease and intention, according to the brand. Directed by Kiku Ohe and captured in striking portraits by Simon Lipman, the dual films follow Norris and Korda through moments of preparation, repetition, and focus, offering an unfiltered look at the discipline behind their routines. Their journeys mirror the meticulous process behind every TUMI product, where design, testing, and refinement are pushed to the highest standards. “Icons tested” reflects TUMI’s commitment to pushing the boundaries of design through continuous refinement and real-world testing. More than a celebration of success, the campaign is a tribute to the journey and to the products built to endure it. Featured throughout are additional icons such as the TUMI McLaren capsule in super grey, inspired by McLaren’s Supernova silver, the 19 degree lite hardside luggage, the signature 19 degree aluminum collection, and the packable and versatile ‘Just in case’ collection. The campaign is live globally across TUMI stores and online, with exclusive behind-the-scenes content available on TUMI’s social channels.  “Being iconic doesn’t come from a single moment, but from showing up, again and again, and evolving through the process. At TUMI, that’s not just a goal — it’s our standard. Every TUMI piece is designed to be tested, trusted, and to grow with those who carry them. Not just built for performance or aesthetics, but to meet our customers where they are and move with them wherever they go,” said Victor Sanz, global creative director at TUMI.  Speaking on the campaign, Norris said, “Consistency is everything. The work never really stops, no matter the craft. I see it in how I perform on the track, and in how my TUMI essentials keep up with me, wherever I go.” In tandem, Korda said, “Being iconic isn’t defined by perfection. It’s about staying committed and finding meaning in the moments that build over time. The journey constantly shifts, reminding me why having trusted companions in those moments really matters.” “Icons Tested” follows TUMI’s recent unveiling of Chinese actor Wei Daxun as its new Asia-Pacific brand ambassador in July, coinciding with the opening of its new Shanghai flagship store earlier that month. With 29 million followers on Weibo, Wei has captivated audiences across Asia with his versatility, charisma, and sincerity, earning critical acclaim and lasting fan admiration. Driven by professionalism, discipline, and a relentless pursuit of excellence, Wei embodies the values that have defined TUMI for the past 50 years: precision, creativity, and a spirit of constant forward motion. Accelerate your brand’s growth with AI-first strategies, emerging tech and data-driven experiences. Join 500+ marketing leaders at Digital Marketing Asia 2025 Singapore on 24–25 September to uncover transformative trends, real-world wins and powerful ideas for 2025 and beyond. Related articles: TUMI unveils New York style pop-up in Causeway Bay    TUMI launches new flagship in Shanghai     TUMI captures Lando Norris’ playful spirit in new campaign, refreshes HK stores source

Nike is reintroducing its iconic “Just do it” tagline to a new generation of athletes with the launch of its latest campaign, “Why do it?”. The campaign reframes “Just do it” as a choice rather than an outcome, aiming to connect with young athletes navigating today’s pressures. It kicks off with a cinematic film featuring global sports stars including tennis star Carlos Alcaraz, football player Saquon Barkley, skateboarder Rayssa Leal, tennis player Qinwen Zheng as well as basketball players LeBron James and Caitlin Clark. Narrated by American rapper and singer Tyler, The Creator, the 60-second spot portrays sport as an act of courage rather than perfection. Through clips spanning different disciplines, it shows athletes of all ages and backgrounds pushing past setbacks, trying again, and overcoming challenges. Don’t miss: Nike Basketball names Caitlin Clark as new signature athlete The rapper poses questions such as “Why would you dare?” and “Why put it on the line?”, challenging viewers to reflect on their drive to improve. Set against dramatic, cinematic music, the film builds to a close with Tyler, The Creator asking, “What if you don’t?”, before Nike’s iconic slogan appears in bold red. Nike athletes featured in the campaign echo this message, with Barkley describing greatness as “something you earn with every choice, every workout and every comeback”, and Clark emphasising the importance of competing even without guaranteed wins.  Spanish tennis champion Alcaraz was highlighted in the campaign as an example of resilience, with his approach to the game underscoring the importance of fighting for every point, staying fearless under pressure and believing in oneself regardless of the circumstances. The “Why do it?” campaign also serves as a recommitment to Nike’s founding belief that “when you show up and try, anything is possible”. It extends the legacy of “Just do it”, which debuted in 1988 and has since been associated with campaigns such as “If you let me play” (1995) and “Dream crazy” (2018). “‘Just do it’ isn’t just a slogan, it’s a spirit that lives in every heartbeat of sport. It’s the belief that, together, we can inspire, unite and elevate ourselves beyond what we thought possible,” said Nicole Graham, EVP and chief marketing officer at Nike. She added, “With ‘Why do it?’, we’re igniting that spark for a new generation, daring them to step forward with courage, trust in their own potential and discover the greatness that unfolds the moment they decide to begin.” The launch follows a string of bold creative pushes from Nike this year. In July, Nike Football rolled out “SCARY GOOD”, a horror-inspired global campaign celebrating instinctive, attack-focused play. Earlier in February, the brand returned to the Super Bowl after 27 years with “So win”, a 60-second anthem celebrating the growing presence of women in sport. Other sporting brands have also turned the spotlight on star athletes. In June, adidas brought together football legend Lionel Messi and NFL quarterback Patrick Mahomes for a campaign film under its global “You got this” platform, which champions the power of peer motivation. The spot sees the two athletes go head-to-head in a treadmill face-off, pushing each other to run faster in a spirited mix of competitiveness and camaraderie. Accelerate your brand’s growth with AI-first strategies, emerging tech and data-driven experiences. Join 500+ marketing leaders at Digital Marketing Asia 2025 Singapore on 24–25 September to uncover transformative trends, real-world wins and powerful ideas for 2025 and beyond. Related articles: Nike and LEGO turn play into purpose with multi-year global partnership    Nike and SKIMS form NikeSKIMS to transform women’s activewear  Nike sues HK star Edison Chen over alleged breach of contract      source

Sephora is setting out to redefine beauty standards across Asia Pacific, championing individuality, authenticity and inclusivity in a new campaign with Virtue Asia. Called The Perfect Shade For You, the work spans 10 markets – Australia, China, Hong Kong, India, Indonesia, Malaysia, New Zealand, Philippines, Singapore and Thailand – and builds on Sephora’s global brand signature We Belong to Something Beautiful. The campaign puts Sephora’s range of more than 1,500 foundation shades at the centre, positioning makeup as a tool for self-expression and empowerment. By encouraging consumers to explore their own perfect shade, Sephora is reinforcing its commitment to inclusive beauty in one of the world’s most culturally diverse regions. Don’t miss: Sephora and Haus Labs go Gaga for self-expression this Pride “At Sephora, we believe beauty is inherently diverse and everyone possesses a unique beauty worth celebrating,” Jenny Cheah, managing director, Southeast Asia, Oceania and India, said. “In today’s context where consumers increasingly demand authenticity and personalisation, especially in a region as culturally rich as ours, it’ll be a remiss if we confine beauty to a narrow definition.” Cheah said the company is investing in a future where every individual in Asia Pacific feels seen, represented and empowered. “We believe this initiative will drive meaningful conversations and change in the beauty industry and set a new standard for inclusivity.” Creative executions feature a diverse cast of individuals from across APAC, spanning cultures, ages and body types. Sephora Squad members share their stories about the liberation and impact of finding their own perfect shade, while campaign films present behind-the-scenes moments free from heavy editing or retouching. By focusing on unfiltered representation and authentic storytelling, Sephora said it is aiming to spark a wider conversation around what inclusivity in beauty really looks like – and how brands can reflect the diversity of the consumers they serve. One element of the campaign spotlights Regional Sephora Squad members, who share personal stories about the liberation and impact of finding their own perfect shade. By showcasing this diversity – free from hiding or retouching imperfections – Sephora is encouraging audiences to see ‘the perfect shade’ as a uniquely personal celebration of beauty. Take your brand to new heights with cutting-edge AI strategies, innovative technology, and data-powered experiences. Don’t miss Digital Marketing Asia 2025, where 200+ marketing leaders will explore game-changing trends, proven successes, and bold ideas shaping the future. Related articles:Xiaohongshu mulls Hong Kong IPO instead of USJohnnie Walker and Sabrina Carpenter remix whisky cultureSIA turns safety videos into the ultimate cultural tour source

Nestlé clinched the coveted Mob-Ex Best of Show – Brand 2025 title for the second year running, taking home five Gold, four Silver, and six Bronze trophies. Standout campaigns included “Nestlé x Lazada regional super brand day 2024 – Generations of love” with Imagic Esolutions, and “Bear brand keeps commuters hydrated during ramadan” with dentsu Indonesia and Glance. These initiatives shone across multiple categories, including ‘Best Direct-to-Consumer Campaign’, ‘Best Use of Social Channels’, and ‘Best Mobile Viral Marketing Campaign’. Mob-Ex Best of Show – Brand 2025: Nestlé MTR Corporation also made a strong showing, collecting three Gold, five Silver, and three Bronze awards for innovative efforts such as “MTR Mobile 3.0”. Close behind was Telekomunikasi Selular, which impressed with “The most important unimportant call”, securing two Gold and two Silver trophies. On the agency front, i-dac Indonesia took home the Mob-Ex Best of Show – Agency 2025 title with five Gold, four Silver, and one Bronze win. Its creative excellence shone through campaigns including “The most important unimportant call” and “The spicy maze”, recognised in categories such as ‘Best Insights-Driven Mobile Campaign’, ‘Best Campaign – Consumer Goods’, and ‘Most Engaging Mobile Campaign’. Mob-Ex Best of Show – Agency 2025: i-dac Indonesia Other notable winners included Eyden Indonesia, which struck gold with “Bebeclub AI poop tracker” (four Gold, one Silver, one Bronze), and Magnus Indonesia, which impressed with “Paginya ibu-ibu” (‘A mother’s morning’) and “Tell me your name without telling me your name”, securing two Gold, four Silver, and two Bronze trophies. This year’s judging process reflected the industry’s creativity and innovation, with a diverse mix of strategies celebrated. A special thank-you goes to our official beer partners — Heineken Silver, Tiger SOJU, and Bernini — for keeping spirits high at the Gala held on 5 September 2025 at Sofitel Singapore. For the full list of winners, please visit our website. Congratulations once again to all winners and finalists. We look forward to an even bigger celebration at the 14th edition of the Mob-Ex Awards next year. source

WPP chief executive Cindy Rose has wasted no time putting her stamp on the holding group, announcing a string of high-level appointments just days into her tenure to accelerate client growth and tighten the network’s operating model. Devika Bulchandani, who has led Ogilvy since 2021, steps into the role of chief operating officer at WPP. She will oversee country managers, growth teams and global client leaders, with a remit to commercialise services more seamlessly across markets. Bulchandani’s elevation follows the departure of Andrew Scott, WPP’s long-serving COO, who will retire at the end of 2025 after nearly three decades with the group. Taking over as global CEO of Ogilvy Group is Laurent Ezekiel, previously head of WPP Open X for The Coca-Cola Company. That partnership, regarded as the industry’s largest single agency assignment, integrates creative, media, commerce, social, PR and data across Coca-Cola’s 200-plus brands in 195 markets. WPP Open X itself will now be led by Floriane Tripolino, who has been running the Nestlé account. She takes charge just months after Coca-Cola renewed its global agreement with WPP, with a mandate to scale solutions like Studio X and expand data- and AI-driven consumer connections. “These appointments underscore WPP’s commitment to delivering unparalleled value and innovation,” said Rose, who officially stepped into the CEO role on 1 September. “Devika’s obsession with client growth, Laurent’s track record with Coca-Cola and Floriane’s success with Nestlé give us the right leadership for this next phase.” The shake-up signals Rose’s intent to strengthen integration and unlock growth across WPP’s $60bn client portfolio, with both Ogilvy and bespoke models like Open X central to the strategy. The change at Ogilvy comes at a critical juncture. Considered one of the industry’s largest iconic global creative networks, the agency has faced financial pressures and workforce reductions in recent years. Ezekiel said she was eager to put her stamp on the global network.  “It is an immense honour to lead the Ogilvy Group, an iconic network I deeply admire – one that was founded by a true pioneer in David Ogilvy, and that Devika has steered to unprecedented success,” Ezekiel said. “I am eager to build on this incredible legacy, championing modern marketing and innovation to ensure Ogilvy continues to be the most creative and effective communications partner for brands worldwide.” source

Tote Board has appointed That Marketing Guy to handle its social media content production, marketing, and management for the next year, with an option to extend for another. The move comes as the statutory board aims to strengthen its digital presence and better engage audiences across Instagram, LinkedIn, and Facebook. The agency will be responsible for creating integrated, creative content that reflects Tote Board’s mission of building a caring and resilient Singapore, according to tender documents seen by MARKETING-INTERACTIVE. This includes day-to-day content planning, monthly editorial calendars, reels and video posts, visual storytelling of grants and partnerships, and community management. Don’t miss: STB seeks creative production team for digital content push  Key deliverables for That Marketing Guy will include content strategy and style guides, creative production for posts and videos, photography and videography, as well as paid media planning and analytics. The agency will also monitor and manage conversations across platforms, responding to comments and queries while safeguarding Tote Board’s credibility and reputation. “We are thrilled to partner with Tote Board and support them in showcasing the incredible social impact they deliver. This partnership highlights our agency’s focus on creating positive change through compelling storytelling. This new collaboration builds on a strong foundation of purpose-driven work,” said Will Lee, managing director, That Marketing Guy. The Tote Board joins That Marketing Guy’s list of new clients in 2025, including Mandai Wildlife Reserve to support conservation mission on social media and the Singapore Red Cross for an integrated campaign to raise awareness for blood donation amongst younger Singaporeans. It also joins the agency’s long-standing relationships with the Singapore Prison Services and Yellow Ribbon Singapore. “We are excited to bring this same passion and expertise to our work with Tote Board,” added Lee. The Tote Board is not the only statutory boards to outsource creative and digital capabilities as of late. The Singapore Tourism Board (STB), for instance, is currently seeking an outsourced creative production team to manage its digital content needs. The initial contract runs from February 2026 to February 2028, with an option to extend for another year. Agencies are invited to pitch teams capable of producing social, graphic, video, and digital assets across platforms including Instagram, TikTok, Facebook, LinkedIn, YouTube, Google, VisitSingapore.com, and print. The appointed contractor will work closely with STB’s marketing activation unit and will assume full responsibility for manpower management, recruitment, and compliance with employment laws. Accelerate your brand’s growth with AI-first strategies, emerging tech and data-driven experiences. Join 500+ marketing leaders at Digital Marketing Asia 2025 Singapore on 24–25 September to uncover transformative trends, real-world wins and powerful ideas for 2025 and beyond. Related articles:   MOM picks new social media agency  Ministry of National Development calls creative, marketing and social media pitch for MSO  National Council of Social Service concludes creative pitch | source

Some peel off the skin before eating, others drown their chicken in chilli, while a few scoop sides with tenders like spoons. However you eat it, KFC Singapore is celebrating the quirky rituals that make fried chicken a personal experience with its new campaign, “How do you KFC?”. Launched as the brand’s biggest local campaign to date, the initiative puts the spotlight on the unique ways Singaporeans enjoy KFC. Rolling out across TV, YouTube, OOH, radio, digital, social and activations, the campaign invites fans to share their own eating rituals online for a chance to win free KFC for a year. Five standout entries will also be immortalised as real, limited-time menu items named after the fans themselves. The campaign will run from 3 September to 14 October, with activations and social content supporting the push. KFC added that as a brand communication, “How do you KFC?” will continue to live on as part of its long-term brand promise to customers. Don’t miss: KFC Singapore picks creative partner to cook up new breakfast push At the menu level, the launch is backed by the debut of two new items, the original recipe tenders and the original recipe burger, made with KFC’s signature 11 herbs and spices. A brand favourite, the KFC Bucket, also makes a comeback, letting fans enjoy their chicken the way it was originally intended. Supporting the launch is a one-minute brand film, described as part sensory trip, part ASMR “chicken symphony,” alongside three cheeky visuals highlighting KFC rituals. Influencers will also drive buzz by showcasing their own quirks and sparking challenges under the #YouCanBeYou spotlight. According to KFC, the campaign is anchored on overall brand lift as a key business objective. In an age where much of the food around us is highly processed, the brand said it wanted to highlight the care and standards that go into every piece of KFC chicken. The insight came from the ground up, said the brand, observing how restaurant teams, friends, and families all have their own special way of enjoying KFC. “We wanted to celebrate those one-of-a-kind Finger Lickin’ Moments — because they only happen thanks to the magic that happens behind the scenes. And this is just the beginning — there’s more content to come,” said the brand. Jaslyn Lam, director of marketing and food innovation at KFC Singapore said that “everyone enjoys KFC their own way.” “This campaign is about celebrating that individuality, because when we let chicken be chicken, you can be you,” Lam added. R/GA Singapore served as the lead creative agency on the campaign. Its creative director, Reagan Raj, added: “We’ve always known that eating KFC is more than just a meal, it’s a personal ritual. That simple but powerful insight gave us conviction to create a bold creative vision that celebrates the unique ways Singaporeans enjoy their KFC.” The campaign builds on KFC Singapore’s ongoing efforts to strengthen its brand presence with bold, locally resonant storytelling. Earlier this year, the brand launched “Break the morning”, a campaign that encouraged consumers to step away from routine and try its breakfast menu. That push introduced a striking new visual language for the QSR brand, blending familiar KFC identity cues with unconventional morning imagery to help it stand out in a crowded category. Together, both campaigns mark a deliberate move by KFC to reinforce its brand promise while carving out fresh occasions for fried chicken in the lives of Singaporean consumers. Accelerate your brand’s growth with AI-first strategies, emerging tech and data-driven experiences. Join 500+ marketing leaders at Digital Marketing Asia 2025 Singapore on 24–25 September to uncover transformative trends, real-world wins and powerful ideas for 2025 and beyond.  Related articles:  KFC brings boss mode to the CBD with smoking street strut  KFC SG serves up exclusive concert experiences with Live Nation partnership KFC adds new sonic seasoning to its secret recipe  source