marketing interactive

This post is sponsored by 91APP HK. 91APP HK, a leader in OMO (Online-merge-offline) commerce solutions, and Sa Sa HK, the renowned beauty product retailing group, are proud to announce their win for Best eCommerce Solution at the Asia eCommerce Awards 2025. Organised by MARKETING-INTERACTIVE, the awards recognise excellence in the digital commerce landscape across the region. The award-winning initiative, “YouTube Shopping Live,” was recognised for its ability to bridge the gap between social engagement and direct commerce. By leveraging 91APP’s robust cloud-based infrastructure and advanced integration capabilities, Sa Sa successfully transformed YouTube livestreaming into a high-performance sales channel. Setting new standards in interactive retail The campaign stood out for its seamless user journey, allowing customers to engage in real-time Q&A and instant purchasing without leaving the YouTube environment. Key technical highlights included: Frictionless transactions: 91APP’s deeplink technology facilitated smooth transitions from video to the Sa Sa app or website. Strategic exclusivity: Use of “hidden product pages” were accessible only via exclusive links shared during the live event, ensuring the campaign remained unique and different from the Always-on section. Innovative “group buying” tools: A specialised function providing real-time data dashboards for influencers and merchants to monitor and optimise performance mid-stream. Marketing automation: Precision retargeting via personalised notifications via email or APP to convert engaged viewers into buyers post-event. Exceptional results The project delivered record-breaking metrics for Sa Sa HK, significantly overshooting original KPIs. Sales explosion: Sales for featured products increased by 700% compared to daily averages. High conversion: The member view-to-purchase conversion rate was 14 times higher than the store’s daily average. Customer acquisition: More than 90% of purchasers were new members, with over 50% downloading the Sa Sa app to complete their purchase. A future of scalable commerce “Our collaboration with Sa Sa HK and Google HK demonstrates the power of a truly integrated eCommerce solution in Livestreaming,” said a spokesperson from 91APP. “The award confirms that our focus on performance, security, and user experience is delivering tangible ROI for our clients. We will keep developing the significant Livestream tools to embrace new business opportunities in Hong Kong or even worldwide in these coming years”. 91APP’s platform remains committed to providing the scalability and reliability required for Asia’s most demanding retailers, ensuring brands can innovate with confidence. source

Sting Energy has kicked off its latest Formula 1 push with a high-impact collaboration with the Mercedes-AMG PETRONAS F1 Team, marking a significant step in the brand’s evolution from motorsport experimenter to embedded cultural player. The move builds on PepsiCo’s multi-year global partnership with Formula 1, signed in 2025, which positioned Sting Energy as the sport’s official energy drink. Now, the brand is embedding itself within one of F1’s most high-performance teams under a broader multi-brand agreement that will also bring Gatorade and Doritos into the paddock from 2026. The partnership was introduced through a first-of-its-kind digital film where the F1 car itself announced the collaboration. No celebrity. No spokesperson. Just the engine building into a clear “STINGGG” moment. Don’t miss: PepsiCo turbocharges global fan engagement with F1 partnership The Saigon Marina IFC Tower, Vietnam. “F1 already has its most powerful icon — the car,” said Bernard Cheng, CMO, Asia Beverages, PepsiCo. “Letting the Mercedes-AMG PETRONAS F1 car announce the partnership was a deliberate choice to respect the sport’s hierarchy and speak in its own language.” By removing people from the frame, Sting allowed the car and its sonic signature to carry the message, reinforcing the creative idea: “Fast just got faster.” Built for the blink The campaign rolled out across India, Pakistan, Thailand, the Philippines and Vietnam through a multi-phased approach designed around speed and spectacle. A disruptive two-second ad mirrored the pace of F1 itself, leaning into what Pandey described as the reality of fast scrolling and shrinking attention spans. Viewers replayed it. Some admitted they missed it the first time. “Format was the strategy,” Cheng said. “People give brands seconds — sometimes less. The two-second creative didn’t just talk about speed, it behaved like it.” The reveal was amplified through landmark projections across Asia, including Bandra-Worli Sea Link in India, Saigon Marina IFC Tower in Vietnam and Lahore’s Shahi Qilla in Pakistan. The spectacles drew crowds and fuelled organic sharing, turning cityscapes into cultural canvases. The deeper team integration builds on Sting’s earlier “Sound of Sting” campaign, which flipped the script on traditional F1 marketing by turning the roar of an engine into a recognisable brand cue. Launched as part of PepsiCo’s multi-year global partnership with Formula 1 in 2025, the sonic-led activation encouraged fans to hunt for the brand’s “stinggg” audio across reels and influencer content. “From the start, our relationship with Formula 1 was intentional and designed as a long-term play,” shared Cheng. “What gave us confidence to scale that relationship was how strongly and consistently the brand connected with fans, particularly younger audiences.” He added that relevance showed up not only in views but in organic conversation and repeat engagement across APAC markets, reinforcing that Sting’s entry into F1 culture was not fleeting. Performance meets precision According to Cheng, working with a team such as Mercedes-AMG PETRONAS also influenced the creative process itself. “Every execution had to earn its place, just like every component on the car,” he said, adding that: Speed isn’t about excess — it’s about clarity and control. The move also sits within PepsiCo’s broader team-level ambitions unveiled last December, when the company unveiled a first-of-its-kind multi-brand partnership bringing Sting, Gatorade and Doritos into the Mercedes F1 fold from 2026. With F1’s global audience now exceeding 1.6 billion, Sting’s bet is clear: in a sport measured in milliseconds, brand relevance also has to move fast, or risk being lapped. Related articles: STING creates turbo-charged six-second films for a world with shrinking attention spans        Audi F1 Team and adidas team up for high-performance style on and off the track      Marriott Bonvoy hits the fast lane with F1’s Mercedes team in star-studded travel series source

Simmons, the mattress pioneer behind the Beautyrest brand, has reappointed The Secret Little Agency (TSLA) following a closed-door pitch. This marks the second time the Singapore-based agency is partnering with Simmons, after previously launching the brand’s Asia creative platform in 2011 with “The definition of sleep”. The new remit covers all integrated channels and aims to expand the campaign across Thailand, Malaysia, Indonesia and the Philippines, leveraging TSLA’s regional network of strategic, creative and production partners. Don’t miss: Volkswagen Singapore picks agency to lead creative, social and SEO “TSLA demonstrated a deep understanding of our brand and wowed us with a creative response that we’re excited to bring to our markets as we continue to grow the Simmons brand across our key priority markets in Southeast Asia,” said Celine Kuo, SSEA head of brand marketing and development at Simmons. In tandem, Eunice Tan, group CEO at TSLA, said, “We see this as the continuation of a successful partnership. One that we forged over a decade ago. It’s amazing how our brands have grown, and a privilege to be able to leverage our knowledge both old and new to unlock more success for Simmons across Southeast Asia.”  The move follows TSLA’s regional brand momentum, with its global brand practice Anak recently appointed to develop the brand strategy and launch campaign for the soon-to-be-established National Space Agency of Singapore (NSAS). Anak’s remit spans brand discovery, strategy, visual identity development and creative direction for NSAS, which will formally launch on 1 April 2026 as an autonomous agency under the Ministry of Trade & Industry, building on the work of the Office for Space Technology and Industry (OSTIn) to advance Singapore’s national space ambitions. Showcase your most innovative content and gain recognition from a panel of industry leaders by entering the inaugural Content360 Awards. Submit your work today and be part of the celebration that honours the campaigns defining the future of content marketing. Related articles: Audi Singapore shifts gears with new creative agency   ERA Singapore appoints creative agency of record   Ministry of National Development concludes creative, marketing and social media pitch for MSO source

UOB, Marina Bay Sands, and Singapore Tourism Board (STB), in collaboration with Disney Cruise Line, are turning Marina Bay into a two-month experiential playground for visitors, anchored by Asia’s first Disney Cruise Line-inspired sky show. The activation, titled “Adventure begins: A magical bay celebration with Disney Cruise Line”, runs from 26 February to 30 April 2026, combining retail, dining and entertainment experiences to engage locals and tourists alike. The highlight of the campaign is a 10-minute fireworks sky show over three nights from 13 to 15 March, choreographed to Disney classics including When you wish upon a star, Let it go, Under the sea, and You’ve got a friend in me. Visitors can enjoy the display from vantage points across Marina Bay. Don’t miss: STB cranks Singapore adrenaline and thrills up to full tilt  Seven Disney Cruise Line-themed areas including Disney Imagination Garden, Toy Story Place, San Fransokyo Street, Town Square, Wayfinder Bay, Disney Discovery Reef, and Marvel Landing, will also offer photo opportunities, interactive quests, and limited-edition medallions. As a special nod to the Disney Adventure homeporting in Singapore and the island city’s rich multicultural heritage, the sky show will also feature designs with a local twist, bringing together Disney Cruise Line and nautical-themed elements, Peranakan-inspired motifs, and icons referencing Singapore’s national flower, the Vanda Miss Joaquim. In addition, UOB cardholders who spend a minimum of SG$100 at select precinct locations can enter lucky draws for a three-night Disney Adventure cruise, while seven-week in-app games on UOB TMRW allow participants across ASEAN to earn points for transactions, with winners from Singapore, Thailand, Malaysia, Indonesia, and Vietnam also standing to win cruise trips or exclusive Disney-themed merchandise. This marks the third edition of the Marina Bay Precinct Partnership, which brings together UOB, Marina Bay Sands, and STB, with support from over 70 restaurants, hotels, retailers, and attractions offering UOB cardholder promotions of up to 50%, Previous precinct collaborations have shown tangible commercial results. During January to March 2024, the “Masterpieces. Made in Singapore” tripartite campaign, which included “The Legend of the Dragon Gate” drone show, saw overseas-issued UOB card billings surge 65% year-on-year, with Indonesian cardholders’ spend growing 160%, and Malaysian, Thai, and Vietnamese card spend rising up to 65%.  “Together with UOB and Marina Bay Sands, we are elevating the third edition of the Marina Bay Precinct Partnership to new heights by teaming up with Disney Cruise Line. Such strategic partnerships are important as it allows us to come together to create exciting and innovative experiences for visitors and locals alike,” said Kenneth Lim, assistant chief executive (Marketing group). “This spectacular sky show truly encapsulates the spirit of the Disney Adventure—through fantasy, imagination, discovery, and adventure—and is a testament to the start of more meaningful collaborations throughout Singapore,” added Sarah Fox, vice president and regional general manager, Southeast Asia, Disney Cruise Line.  With Disney Adventure’s maiden voyage arriving in Singapore on 10 March, Marina Bay’s precinct partners are demonstrating how strategic collaborations between banks, tourism bodies, and entertainment brands can create immersive, measurable experiences for consumers, blending entertainment, retail, and dining into one cohesive activation. Precincts across the city are increasingly positioning themselves as multi-experience destinations, with Singapore Sports Hub recently rebranding as The Kallang to signal its evolution into a hub for sport, lifestyle, and entertainment. According to The Kallang Group, the precinct will now offer upgrades including alfresco dining, a sheltered padel ecosystem, refreshed family zones, and enhanced climbing facilities, aiming to become Singapore’s “excitement epicentre” where global acts, local athletes, and residents come together for shared experiences. Showcase your most innovative content and gain recognition from a panel of industry leaders by entering the inaugural Content360 Awards. Submit your work today and be part of the celebration that honours the campaigns defining the future of content marketing. Related articles: Stitch invades SEA in Disney’s latest activation blitz Disney takes the wheel with F1 partnership in 2026  OCBC unveils Disney-themed cards as part of 5-year strategic collab  source

The Pinkfong Company, the studio behind the global hit Baby Shark, is ramping up its location-based entertainment (LBE) business across Southeast Asia, bringing its characters from screens to real-world experiences. The expansion spans live shows, immersive attractions, and family-focused venues tailored to local audiences. The company has steadily grown its offline footprint in the region through live performances, pop-up activations, and interactive experiences. A large-scale shopping mall tour in Indonesia last year drew five million visitors, highlighting the resonance of Pinkfong’s IP beyond digital channels. In 2026, Southeast Asian fans can expect more in-person touchpoints. Most recently, Thailand saw the official live musical Baby Shark Live: The Hidden Treasure debut in January, cementing the franchise’s presence in live entertainment. Don’t miss: Beyond Baby Shark: Pinkfong founder’s gameplan for business longevity post virality Meanwhile, Singapore will host a water park activation at Sentosa, featuring inflatable attractions, sing-alongs, and photo opportunities with Pinkfong and Baby Shark, alongside the city-state’s first Baby Shark Kids Café, offering themed play zones, sand areas, and jungle gyms. In addition, Indonesia will see simultaneous large-scale events across major malls, including the brand’s biggest character meet-and-greet events in the market. Through diversified LBE formats and long-term partnerships, The Pinkfong Company aims to strengthen its regional presence and connect families with its characters through live, interactive, and experiential offerings, expanding its global family entertainment ecosystem. “Southeast Asia continues to be a key growth market where families actively seek shared, real-world entertainment experiences,” said Gemma Joo, chief business officer at The Pinkfong Company. “By adapting our location-based entertainment formats to local markets while maintaining global brand consistency, we’re building an offline business that allows us to engage fans across the region in meaningful and ongoing ways.” The company has also extended its reach into fashion. In June last year, global online retailer SHEIN partnered with The Pinkfong Company to mark the 10th anniversary of Baby Shark with a limited-edition collection. Targeted at families, the Baby Shark x SHEIN line spans 98 apparel items and 19 accessories. The collection features summer staples such as swimwear, dresses, pajamas, towels, and water bottles, as well as matching family sets and themed designs for “mommy shark” and “daddy shark”, turning the line into a cross-generational play that taps into family bonding. Showcase your most innovative content and gain recognition from a panel of industry leaders by entering the inaugural Content360 Awards. Submit your work today and be part of the celebration that honours the campaigns defining the future of content marketing. Related articles: Pinkfong unveils new Baby Shark typeface to expand global reach   McDonald’s HK and Baby Shark inspire youngsters to go green with new playland   Have you checked out the Baby Shark and Traveloka installations in Jakarta’s airport yet? source

Move over Moo Deng, it’s Punch’s time to shine. IKEA Singapore has sold out its Djungelskog orangutan plushie across its physical and online stores, after a viral baby macaque in Japan named Punch captured hearts worldwide. In a statement to MARKETING-INTERACTIVE, IKEA Singapore said it was delighted to see how much comfort the soft toy brought to little Punch, and how their touching bond resonated globally. “At IKEA, we believe in creating a better everyday life for the many and sometimes, that starts with something as simple as a soft hug. While moments like these are never planned, we see them as a reflection of how our products live beyond the showroom and become part of people’s (and sometimes even primates’) stories,” said the IKEA Spokesperson.  Don’t miss: No thumbs, no problem: How pets are stealing the brand spotlight  The global response also reinforces something the brand have long believed – that everyday products can carry emotional meaning far beyond their function. “A soft toy may be simple by design, but it can represent nostalgia, companionship and comfort. Many of us remember a favourite childhood item, or have seen children cling to a toy for reassurance – it’s a universal story,” explained the spokesperson, adding that: In a fast-moving and sometimes overwhelming world, people are naturally drawn to moments of warmth and authenticity, and we’re grateful to see that these small moments have sparked just that. IKEA markets globally have also joined the conversation. IKEA Japan donated additional stuffed toys to the zoo, reinforcing the brand’s presence without overshadowing Punch. Meanwhile, IKEA Spain shared an image of Punch alongside the plush toy with the caption, “There’s more than one mother. And Punch.” In addition, IKEA US posted a photo of a monkey plush hugging the orangutan plush with the text: “Sometimes, family is who we find along the way.” IKEA Singapore followed suit with a post of a monkey plush embracing the orangutan plush, captioned: “Turns out, we’re all softies.”  How social media drove global attention Punch, a seven-month-old macaque at Ichikawa City Zoo, gained international attention after videos showed him clinging to the IKEA Djungelskog orangutan plushie for comfort while struggling to integrate with his troop. Clips of Punch carrying the toy around the enclosure and seeking comfort after being rejected by other monkeys continued to gain traction online throughout February. The videos spread widely across TikTok and other platforms over the past week, prompting consumers worldwide to buy the same toy in solidarity with Punch. Media intelligence firm CARMA reported that the story generated 16.5K mentions and 2.2M engagements during the week of 16 to 23 February. “Overall, the traction reflects strong short-term virality driven by emotional storytelling,” said Divika Jethmal, head of marketing, Asia, CARMA. Social media sentiment around the IKEA-Punch story skewed positive at 57.6%, with just 2.7% negative, showing the episode was widely received as a feel-good moment. In addition, analysis by media intelligence firm Truescope found that conversations peaked on 20 and 21 February. The earlier peak was driven by posts of Punch seeking comfort in his stuffed toy, while the latter was fuelled by news of IKEA donating a plush to Punch.  The viral story of Punch and his IKEA Djungelskog orangutan plushie also sparked conversations that went far beyond cute animal videos, touching on corporate responsibility, consumer behaviour, and the nuances of digital storytelling, said Truescope. For instance, IKEA’s response positioned the brand as an accidental hero: while some viewers questioned whether the posts were cause-marketing in disguise, many connected with the sentiment behind the tagline “Sometimes, family is who we find along the way.” Meanwhile, the plushie itself evolved from a simple product into a cultural artifact, selling out globally and appearing on resale platforms as purchases shifted from functional use to gestures of solidarity with Punch’s narrative. The macaque’s enclosure at Ichikawa City Zoo also drew public scrutiny, sparking calls for improved animal welfare standards and highlighting broader questions about the care of abandoned animals in captivity. Complicating the conversation further, AI-generated content and speculative posts circulated widely, underscoring the challenges audiences face in distinguishing verified updates from misinformation within viral stories. Moreover, the hashtag #HangInTherePunch became a rallying cry, encapsulating collective encouragement. The Japanese #がんばれパンチ (Ganbare Punch) statement also bridged Japanese and English-speaking audiences, reflecting the story’s cross-cultural resonance. Other key phrases include “Ichikawa City Zoo”, “Baby monkey”, “Orangutan toy” and “Viral baby monkey Punch”.  Punch isn’t the only zoo animal turned viral sensation in recent times. In September 2024, a baby pygmy hippo in the Khaw Keow Open Zoo went viral after pictures of her were posted on the zoo’s Facebook page. Brands quickly jumped on Moo Deng’s popularity with silly inspired posts. Beauty retailer Sephora Thailand made a post recommending blush products that matched the colour of Moo Deng’s cheeks while foodpanda Singapore posted an edited photo of its mascot Pau Pau chasing after a screaming Moo Deng, jabbing at avoidance of workplace emails.  A month later, Singaporean game developer and publisher Free Fire made Moo Deng an exclusive in-game collectable for a new battle royale shooter game that it was reportedly signed on.  Towards the end of 2024, hygiene brand Lifebuoy collaborated with Moo Deng in an ad titled “Confessions of Moo Deng”. The content video sees the viral baby pygmy hippopotamus humorously declare that she doesn’t want to follow her family’s footsteps as “H for hippo” in the alphabet book, instead proposing that the letter H should stand for handwashing. Through the campaign, viewers were invited to scan a QR code to interact with Lifebuoy’s AI-powered Hippo Teacher, which teaches kids handwashing via games, activities and songs, marking a new step in Lifebuoy’s global #HforHandwashing movement. The campaign was developed with creative agencies MullenLowe Singapore and MullenLowe Lintas India. Showcase your most innovative content and gain recognition from a panel of industry leaders by entering the inaugural Content360 Awards. Submit your work today and be part of the celebration that honours the campaigns defining the future of content marketing. Related articles:  How

The Salvation Army is stepping into the metaverse with the launch of “Thrift score”, the world’s first digital thrift store on Roblox. The experience, which went live last week, aims to engage younger audiences where they already play, shop, and express themselves. Developed in collaboration with immersive game studio The Gang and led by independent agency BarkleyOKRP, the virtual store reimagines a traditional thrift shop as a fully explorable digital environment. Players can browse racks of digital items for their avatars, including creator collaborations, player donations, and replicas of real Salvation Army products. The mix of rare and limited-edition items comes at accessible price points, encouraging wide participation across Roblox’s community. Don’t miss: Ready player Alpha: Why gaming is the new brand playground “Thrift score” is integrated into popular Roblox games such as Seaboard City and Daycare Party, embedding the thrift experience into virtual spaces players already enjoy. Influential Roblox creators contributed limited-edition user-generated items, with select designs highlighted throughout the store. The Gang, known for crafting immersive brand experiences on platforms such as Roblox, translated the look, feel, and flow of a Salvation Army thrift store into a dynamic digital space tailored for Gen Z and Gen Alpha audiences. Proceeds from “Thrift score” mirror the real-world mission of the Salvation Army, supporting rehabilitation, recovery, and community programs nationwide. “Thrifting has always been about more than price, it’s about creativity, individuality, and purpose,” said Mark Nelson, ARC commander at The Salvation Army. “By bringing our thrift store into Roblox, we’re introducing a new generation to the spirit of thrifting at Salvation Army in a way that feels natural to how they explore, play, and express themselves today.” In tandem, Tim McCracken, SVP, creative and AI at BarkleyOKRP said, “Gen Z doesn’t think in terms of storefronts and shopping carts. They discover through play, culture, and exploration. Roblox gave us the opportunity to rethink what a thrift store could be in a digital-first world, one built around interaction and discovery while staying true to The Salvation Army’s mission.” The Salvation Army’s move into Roblox echoes earlier efforts by brands such as AirAsia, which in August last year launched AirAsia World, a virtual space where players could explore ASEAN-inspired destinations, complete gamified challenges, and earn in-game rewards. Both initiatives highlight how brands are increasingly turning to gaming platforms to reach younger audiences and fuse entertainment with immersive experiences. Showcase your most innovative content and gain recognition from a panel of industry leaders by entering the inaugural Content360 Awards. Submit your work today and be part of the celebration that honours the campaigns defining the future of content marketing. Related articles: Roblox makes gameplay social with new ‘Moments’ sharing tool   essence levels up its glam game with new Roblox experience     Singapore Repertory Theatre reimagines Macbeth in the metaverse through Roblox collaboration     source

The Year of the Fire Horse saw brands flex their creative muscles with striking ang baos (‘red packets’) and head-turning mahjong sets. Some also brought celebrations directly to consumers. Frozen yogurt brand Yo-Chi, for instance, launched its first collaboration with homegrown label Tiap Tiap, introducing Peranakan-inspired flavours, while CapitaLand Malls transformed its spaces into photo-ready destinations with Mofusand installations, complete with illuminated lanterns. Yet amid the many new ways brands sought to spark festive cheer, one tradition has remained constant: films. To mark Chinese New Year (CNY), MARKETING-INTERACTIVE spotlights a selection of films — spanning music videos, short films and more — that have captured hearts and screens this festive season. Don’t miss: Gen Z perspectives: Our favourite CNY campaigns and huat’s the deal with mahjong sets  1. Australian Pork  In a bid to challenge traditional ideas of prosperity at the reunion table, Australian Pork is shifting the focus from abundance to trust, quality and peace of mind this Chinese New Year. The meat brand unveiled a series of videos featuring MasterChef Singapore judge and author Audra Morrice, who makes surprise visits to three local food creators. The videos capture unscripted moments as they prepare festive dishes using Australian pork, highlighting how quality ingredients translate into everyday cooking, from simple stir-fries to reunion centrepieces. 2. Coca-Cola  Coca-Cola is ringing in CNY with a new cross-border anthem, featuring Malaysia’s pop-rap trio 3P and Singaporean singer Mayiduo. The anthem forms the centerpiece of the brand’s “Grab a coke and huat together this new year” campaign, combining music, experiential activations, collectible packaging, and digital engagement to deliver a multi-dimensional festive experience. The anthem, titled “可口可樂，共創好年” (‘Coca-Cola, creating a great year together’) blends festive instrumentation with contemporary pop and rap elements, while the video sees the artists getting into the festive mood after receiving a can of Coke from a grandmother. The artists are also seen having reunion dinner with friends and grandparents, dancing and writing auspicious banners.  3. Eu Yan Sang  Eu Yan Sang Singapore’s CNY film “心意相承” (‘Heart to heart’), positions festive gifting as a continuation of heartfelt intention across generations. Fronted by actress, director and entrepreneur Jeanette Aw, the campaign centres on the idea that Chinese New Year gifting goes beyond physical exchanges, serving instead as a cultural language that conveys gratitude, respect and blessings. The campaign’s television commercial follows Aw through a series of contemporary gifting moments in different roles, as a mentor, a friend and a daughter, as she selects Eu Yan Sang hampers and gift sets for people close to her. Each vignette reflects a distinct relationship, anchored by the idea that a gift represents the giver’s intent rather than just its contents. 4. FairPrice Group  FairPrice Group is turning its attention to the small, familiar moments that make Chinese New Year meaningful in its 2026 festive campaign. Titled “Every celebration made a little better”, the campaign builds on the retailer’s brand platform, “Every day, made a little better”, and draws on the Mandarin phrase “小心意大欢喜” (‘little kindness brings great delight’) which reflects how small acts can lead to great joy. The Mandarin-first campaign features three 30-second films directed by Tariq Mansor and produced by Cutscene. Each film portrays everyday moments rather than grand gestures, recognising the effort families make every day to juggle professional duties and family time. Rather than dramatise festive stress, the campaign places viewers directly inside these moments, showing laughter, sharing and celebration.  5. Geneco  Geneco has kicked off CNY 2026 with a music video that flips family roles on their head, placing children front and centre of its festive sustainability push. Titled “幸福园” (“happy garden”), the video features children stepping into the roles of parents, offering a playful take on family life while reinforcing Geneco’s message that children represent the truest form of prosperity. Anchored in themes of reunion, love and harmony, the video aims to spotlight how nurturing the next generation is key to building a greener future. The song and music video was created in collaboration with local YouTube creators 怪咖Outcasts, as part of Geneco’s latest “#WhereProsperityBlooms” campaign. 6. Gov.sg  The Ministry of Digital Development and Information’s (MDDI) festive CNY film “Burst of luck” follows a family navigating their family dinner when an unexpected mishap throws the evening into chaos. The incident forces the family members to work together, reminding that the best gift they can give their loved ones this festive season, is being truly present.  “Burst of luck” kicks off gov.sg’s 2026 festive film series celebrating CNY, Hari Raya Puasa and Deepavali. Each festive video is set to explore how families celebrate important moments and traditions as they spend the festival with each other.  7. Singapore Kindness Movement  The Singapore Kindness Movement (SKM) is celebrating the importance of community with the release of its latest short film, Pineapple Tarts, the third instalment in its “Multicultural Mosaics” series.  Pineapple Tarts centres on Chinese New Year and follows four neighbours as they engage in a friendly pineapple tart-making competition. Amid playful banter and spirited rivalry, the film showcases how festive traditions can transcend ethnic boundaries, highlighting universal themes of kindness, reunion, and harmony that resonate across Singapore’s diverse communities. By portraying characters from different backgrounds discovering personal meaning in traditions beyond their own, SKM aims to shift perceptions from “Yours” and “Mine” to “Ours”, encouraging viewers to celebrate cultural diversity actively. Showcase your most innovative content and gain recognition from a panel of industry leaders by entering the inaugural Content360 Awards. Submit your work today and be part of the celebration that honours the campaigns defining the future of content marketing. Related articles:   Why brands are scrambling for a seat at the mahjong table this festive season   TBB twists tradition with bak kwa kouign amann this CNY   Why marketers might be missing out banking only on big festive moments  source

Fraud is invisible, technical, and easy to ignore. Until it happens. Mastercard is changing that with “Protected Monsters”, a playful new campaign developed with Sticky Monster Lab that turns payments security and fraud protection into relatable stories rooted in everyday life. The campaign brings Mastercard’s behind-the-scenes security capabilities to life across Southeast Asia, blending AI-powered motion capture, KOL-led storytelling, and shareable digital assets. Sticky Monster Lab, known for minimalist yet relatable characters that capture everyday human quirks and anxieties, designed the monsters to show how risks can quietly appear in familiar situations, from shopping and dining out to scrolling on phones. Don’t miss: Mastercard drives into fast lane as McLaren’s F1 naming partner   Rather than explaining fraud in technical terms, “Protected Monsters” uses humour and simplicity to make protection feel tangible and memorable. The monsters also appear in sticker packs, programmatic, in-game, and out-of-home placements, ensuring the message that fraud can happen anywhere, but protection is always on reaches consumers wherever they are. KOLs took the concept further, transforming into AI-powered protected monsters to share relatable fraud close calls, while fans could engage through shareable stickers on social platforms such as TikTok and Meta. “Fraud can hide in the simplest moments of everyday life. By using AI to transform real-life creators into protected monsters, we’ve created a world where protection feels friendly, intuitive and personal. The campaign reminds people that Mastercard’s multi-layered security is always working for them, so they can tap, pay and live with confidence,” said Dheeraj Raina, senior vice president, head of integrated marketing and communications, Southeast Asia, Mastercard. In tandem, Dan Parmenter, creative director at McCann Singapore, added: “Everyone is susceptible to fraudsters, and the monsters from Sticky Monster Lab are a great fit to represent the part of us that sometimes falls for card fraud trickery. We had lots of fun turning these figures into protected versions of themselves and flipping anxiety into confidence with every Mastercard transaction.” “Protected Monsters” marks a creative approach to security education, showing that even complex topics can be made approachable, shareable, and relevant to everyday consumer behaviour. The campaign follows the brand’s 2025 regional campaign, where it leaned into quiet storytelling and emotional resonance in favour of deeply human moments. Moving away from tech-heavy tropes, the campaign featured three 15-second spots that captured fleeting, relatable moments of uncertainty. This included a mother startled by a thunderstorm rushing to calm her baby, a father frantically scanning a crowded train station for his daughter, and a solo traveler anxiously searching for their ride-hail vehicle. Showcase your most innovative content and gain recognition from a panel of industry leaders by entering the inaugural Content360 Awards. Submit your work today and be part of the celebration that honours the campaigns defining the future of content marketing. Related articles: Mastercard names Alexandra Sloane VP of integrated marketing and communications Mastercard names Accenture veteran global CMO as Raja Rajamannar steps down Mastercard hands US$180m global media remit to WPP Media source

Work may be evolving at breakneck speed, but awkward meeting moments and quiet career doubts are apparently here to stay. LinkedIn is leaning into that tension with a new global brand campaign titled “The network that works for you,” created in partnership with McCann New York. The effort uses humour to spotlight relatable workplace scenarios, positioning LinkedIn as the platform that supports professionals and businesses when it matters most. The campaign acknowledges the complexity of modern work, from layered responsibilities to shifting expectations. Rather than promise to solve every challenge, it underscores LinkedIn’s role in helping users grow their careers or businesses. The campaign is structured around two pillars: “Grow in your career” and “Grow in your business.” Together, they reinforce a single brand narrative focused on how the network delivers value to individuals and companies alike. Don’t miss: LinkedIn, NVPC challenges SG leaders to spark social good in SG60 push In one 30-second spot, the platform leans into workplace awkwardness through a string of uncomfortable encounters. The clip opens with a narrator describing LinkedIn as “pretty great” for discussing the latest ideas. It then cuts to a man politely enduring his brother-in-law’s eccentric business pitch, working while swimming. The scene shifts to a nurse browsing LinkedIn for new opportunities, only to be interrupted by a patient wearing his robe the wrong way. The final vignette lands in a shared office pantry, where colleagues discover mouldy leftovers in the fridge. “While we can’t stop what’s growing in the office fridge, LinkedIn can help you grow in your career,” the narrator said, neatly tying the humour back to the campaign’s core message. Another spot centres on the “Grow your business” message. It opens in a cramped conference room, where colleagues squeeze together to celebrate a company win. The film then moves through a series of humorous office moments, including one scene where an employee noisily blends juice just steps away from his boss interviewing potential new hires. According to LinkedIn, the creative approach combines levity, warmth and humanity to reflect everyday workplace realities. The campaign marks McCann’s first creative work for the platform. The “Grow your career” creatives launched in the US on 2 February and in the UK on 9 February. The “Grow your business” work rolled out in the US earlier this month and is set to launch in the UK in April. The campaign will run across TV, online video, social, display, out-of-home and audio. “With this campaign, we’re telling a bigger, more unified story about the value of LinkedIn and consistently reinforcing that we’re the network that works for you,” said Jessica Jensen, chief marketing officer at LinkedIn.  She added, “Whether you’re a member working to grow your career or a small business working to grow your business, we want to demonstrate that we understand the many layers of professional life and can help you along your journey. LinkedIn isn’t just a platform people use for work. It’s where culture shows up, conversations happen, and the world of work is shaped in real time.” In tandem, Heather Hopkins Freeland, chief brand officer at LinkedIn said, “For this campaign, we wanted to demonstrate that we understand the realities of work, so we leaned into humor to reflect the real moments people experience at work every day, sometimes awkward and unexpected. It’s our way of showing that LinkedIn understands the many layers of professional life, even its absurdities, and that we can support you in the moments that matter.” Britt Nolan, chief creative officer at McCann NA, noted that many brands shy away from addressing workplace challenges, but acknowledging real experiences can build trust. By being honest about what it can, and can’t do, LinkedIn goes beyond delivering a message, creating a genuine connection with its audience. This follows LinkedIn’s broader push to highlight real workplace experiences, showing how the platform can support growth, not just through networking, but by tackling challenges such as the confidence gap for women. In October last year, LinkedIn teamed up with fashion brand Love, Bonito for a campaign titled “What we don’t ask: Career questions women should start asking”, which spotlighted the confidence gap many women face at work. The series combined practical advice with insights from leaders, covering topics from mentorship and communication to using tools such as AI to boost confidence. Co-created by LinkedIn and Love, Bonito, it ran across Singapore, Malaysia, Hong Kong, the Philippines, and Indonesia, providing both actionable guidance and relatable role models to help women navigate career growth while staying true to each brand’s voice. Showcase your most innovative content and gain recognition from a panel of industry leaders by entering the inaugural Content360 Awards. Submit your work today and be part of the celebration that honours the campaigns defining the future of content marketing. Related articles: LinkedIn picks new global creative agency   LinkedIn’s Helen Lee departs after three years in agency partnership role  LinkedIn ramps up video ad tools, launches First Impression ads and CTV upgrades for B2B   source