After months of standout submissions and fierce competition, the finalists for MARKETING-INTERACTIVE’s Hashtag Asia Awards 2026 have officially been revealed. Returning for its fifth edition, the awards celebrate the campaigns, creators, brands and agencies pushing the boundaries of social media marketing across Asia. From culture-shaping content and viral moments to purpose-driven storytelling and innovative platform strategies, this year’s finalists represent some of the region’s most creative and influential work. The 2026 programme features 42 categories, including four new honours introduced to recognise emerging trends and evolving audience behaviours: ‘Best Multi-Platform Campaign’, ‘Best Social Media Loyalty Programme’, ‘Best Use of Gamification’, and ‘Best Use of Short-Form Video for a Campaign’. Beyond individual category wins, finalists will also be in the running for the programme’s highest accolades: the coveted ‘Overall Brand HashMaster’ and ‘Overall Agency HashMaster’ titles. This year’s entries were evaluated by a distinguished panel of 17 senior marketing and communications leaders from across Asia, who brought extensive industry expertise and regional perspectives to the judging process. Koo Sok Hoon, director of marketing at Shangri-La Singapore, highlighted the diversity and emotional depth of this year’s submissions. “What stood out was the sheer range of work submitted—many entries were not only highly creative but also deeply inspiring. Each piece reflected careful thought, striking a balance between strong business objectives and authentic, emotionally engaging storytelling,” she said. “There were moments that genuinely resonated on an emotional level, and you could really sense the care and intent behind every message. It has been a meaningful judging experience, and I look forward to seeing which entries emerge as the final winners,” she added.  Meanwhile, Dr Samuel Choudhury, director at GP Samuel, praised the boldness and willingness to take creative risks demonstrated by many entrants. Encouraged to see “this kind of bravery”, Choudhury said that he was ” impressed by the calculated risks and bold strategies on display — many entries went against the grain and pushed creativity to another level.”  Meanwhile, Rizky Putra, digital lead at dentsu Indonesia, commended the strategic rigour and business impact behind the shortlisted work. “This year featured a wide range of compelling and innovative campaigns. In an increasingly competitive landscape, the entries stood out for their strong strategic thinking and effective amplification,” he said. “They delivered measurable results while also driving meaningful impact on brand growth. Congratulations to all the teams involved—you’ve set a very high benchmark with excellent work, ” added Rizky.  Elon Tan, director of digital marketing at Razer, pointed to a growing shift towards audience-first marketing. “This year’s submissions prove that the best marketing puts consumers at the centre. I was highly impressed by the shift away from generic campaigns towards highly relevant, tailored messaging. The standout entries didn’t just focus on selling products—they successfully integrated brands into culture, creating memorable work that truly resonates,” said Tan.  The winners of the Hashtag Asia Awards 2026 will be unveiled at a gala dinner and celebration on 10 July 2026 at Sofitel Singapore City Centre. Eager to find out who made the cut? View the full list of finalists here. For gala packages, speak to our project manager for more info: Bianca Mariz Regional Project Manager Tel: +65 6692 9031 Ext 821 Mobile: +63 9171620568 [email protected] Corrine Magtanong Regional Project Manager Tel: +65 6692 9031 Ext 820 Mobile: +63 9175785524 [email protected] Advertising & Sponsorship Opportunities [email protected] source

String theory is perhaps the greatest tragedy of modern science. Mathematically elegant and celebrated savior of divided physics, it is nonetheless crippled by one simple fact – it is utterly untestable. Nonetheless, it may still be an inevitable truth, according to a small team of physicists from the California Institute of Technology, New York University, and the Autonomous University of Barcelona, whose recently published study goes back to basics in search of clues on string theory’s uniqueness. By starting with the fewest assumptions possible, the team formed a “bootstrap” rationale suggesting that the properties of a grand theory of everything are likely to look suspiciously string-like. While it’s far from the kind of proof needed to claim string theory is true, the findings do make it a touch harder to dump the theory in the scrap bucket of science and set it on fire. For the uninitiated, 20th-century physics was blessed and cursed with two of the best ideas ever concocted. One, known as the general theory of relativity, provides a mathematical framework for describing how the stage upon which the Universe stands bends and warps beneath its feet. The other, called quantum mechanics, directs the Universe’s actors based on the mathematics of probability, once used exclusively to predict outcomes in matters of gambling. General relativity is perfect for predicting the motion of planets and galaxies under gravity’s dictation. Quantum mechanics is incredibly precise when you want to predict the behavior of subatomic particles, especially when it comes to electromagnetism and atomic forces. Where the two meet, there is no agreement, leaving physicists to search for a single theory with the predictive power of each that might explain tiny colossal things like the core of a black hole or the earliest moments of the Big Bang. String theory – or, more appropriately, string theories – is a category of frameworks that replace point-like particles with one-dimensional loops that vibrate in multiple dimensions. Waves along the string give matter its fundamental properties, such as mass or charge, sidestepping critical limitations in general relativity and quantum mechanics. This isn’t to say matter consists of itty-bitty buzzing circles. It is to say that the mathematics we use to describe the hum of a plucked rubber band may also be useful in reconciling the warring factions of physics. One major problem with all of these theories is that none describe the Universe we live in. Or, to be more precise, they all describe countless possible Universes with equal conviction. Knowing how to tweak any one theory so it uniquely describes the Universe we live in demands a successful prediction, such as a particular excitation under specific conditions at or below a scale we simply have no known way to check experimentally. Which is a problem. While we wait for somebody to come up with a better idea, our bold team of theoretical physicists pared back the complexities of nature in search of unique consequences of a handful of broadly accepted assumptions. Several of those assumptions involved particle collisions, scattering, and conservation in Quantum Field Theory. Another was a basic principle about the consistency of laws. None of these are controvertible in any way. Building a model based on these assumptions from the ground up, the team landed on a set of figures that naturally deliver the scattering formula that famously gave rise to string theory in the first place, back in the 1960s. In some ways, this might not be all that surprising. Something in string theory has held our attention for the better part of half a century, after all. Yet such bootstrapping approaches may show us which strings to pull and which to keep, and just maybe reveal a way to finally probe the chasm between the two mighty continents of modern physics. This research was published in Physical Review Letters. Source: Science Fact-checked by Bronwyn Thompson source

Wall Street’s major stock indexes notched record closing highs Thursday following a reported U.S.-Iran deal to extend their ceasefire. On the stock market today, sharp rallies in Snowflake (SNOW) and Unusual Machines (UMAC) respectively led artificial intelligence and drone stocks higher. The S&P 500 gained 0.6%, paced by the healthcare and technology sectors. The Nasdaq composite finished up 0.9%. The… Copyright ©2026 Investor’s Business Daily, LLC. All rights reserved. 87990cbe856818d5eddac44c7b1cdeb8 source

Nike Football has opened an immersive pop-up at Wisma Atria, bringing its “Rip the script” platform to Singapore as it leans into football culture ahead of this summer’s global football moment in North America. Open from now until 19 July 2026, the activation is designed as a retail experience that blurs sport, style and storytelling, encouraging players and fans to rethink how football is played and expressed. Developed in partnership with Weston Corp, the pop-up reflects Nike Football’s push to merge performance innovation with cultural relevance and community engagement. For Weston Corp, the collaboration continues a long-standing relationship with Nike built over multiple World Cups. Don’t miss: Beyond the hype: How APAC brands are rewriting the pop-up playbook In conversation with MARKETING-INTERACTIVE, Mandeep Chopra, managing director of Weston Corp, said the partnership builds on years of collaboration between both brands, with a shared focus on bringing football stories to life in ways that drive engagement and excitement. “We were delighted to partner with Nike for this World Cup, and it carries on the legacy of great things we have done together over the years for previous World Cups. We have a strong working relationship, and we knew Nike had exciting plans for this tournament. We wanted to explore how we could partner to bring those stories to life and create engagement and excitement for all football fans,” he said. Inside the space, visitors can explore one of the most extensive Nike Football assortments in Singapore, spanning national team jerseys, boots, performance apparel and lifestyle pieces. The pop-up is positioned as more than a retail outlet, functioning instead as a hybrid space where jerseys are framed not just as matchwear, but as cultural artefacts tied to identity, nostalgia and everyday style. The experience traces how football has moved beyond the pitch to become part of streetwear and broader lifestyle expression, with curated displays of both iconic and new-season kits. Chopra said the shift towards football jerseys as lifestyle pieces was a key factor in shaping the experience, noting the growing overlap between sport, culture and entertainment. “I have been doing this for many years, but I have never seen this level of fusion between sport and culture. You can see the lifestyle element very clearly in the number of global superstars from sport, music, and entertainment featured in Nike’s ‘Rip The script’ campaign, and that shows up in the store through the imagery and the product offering as well,” he said. He added that the Wisma Atria location was also strategically chosen to connect with Weston’s Chamber store above, which currently carries a lifestyle collection for Brazil and Jordan Brand, and will soon serve as a launchpad for Nike’s upcoming “X2” culture-led collaboration series featuring names such as Palace, the Virgil Abloh Archive, Drake, Jacquemus, Patta, G-Dragon and Slawn, with a global launch slated for 16 June. The activation also leans into experiential retail, with customisation services and a series of interactive, content-driven moments designed for fans, creators and the wider community. Set in one of Singapore’s busiest shopping destinations, it doubles as a visibility play and a cultural meeting point for football enthusiasts and casual shoppers alike. Chopra said experiential retail plays a crucial role in engaging both hardcore fans and casual shoppers, particularly during major tournaments. “For the hardcore fans, they appreciate it enormously. Many may not be able to watch the games at the stadiums, but this at least gets them in the mood. All our Weston stores are showcasing a wide array of teams at the World Cup, which creates a real atmosphere,” he noted. He added that casual shoppers are equally drawn into the energy around the sport during tournament season, even if they are not traditional football fans. “The casual shoppers get drawn in too. During the World Cup, even non-football fans get influenced by all the excitement around them, and so the casual shopper also gets in on the act. They feel the energy and get to experience that at our stores as well,” he said. Beyond retail, the pop-up marks the launch of the Weston Cup, a five-matchday, international-style tournament running from 8 June to 11 July 2026. The competition invites teams across Singapore to form squads, represent nations and compete in a format inspired by global tournaments, with participation open across youth players, adults and veterans. The initiative builds on Weston Corp’s long-standing role in Singapore’s football ecosystem, where it has served as a key destination for players, fans and collectors. At the heart of the tournament is the Weston Cup trophy, designed in collaboration with Singapore contemporary artist Tobyato, who reimagines the traditional football trophy through a local cultural lens. The trophy will be unveiled live at the pop-up on 5 June 2026. Adding to the momentum in the sports marketing space in Singapore, adidas recently tapped into a different kind of fandom altogether, bringing football closer to pet owners with its FIFA World Cup Federation Jerseys for Argentina and Japan as part of its first-ever pet collection in the market. The range, which allows pets and owners to match kits ahead of the upcoming World Cup, leans into emotional bonding through coordinated apparel and was unveiled at Furkids Fiesta @ Clarke Quay Fountain Square on 15 May before rolling out online and at selected adidas stores from 24 May. Related articles: The FIFA World Cup is coming to McDonald’s, and Grimace made the squad   The biggest football rivalry this season might be in your neighbourhood  Why the World Cup’s biggest screen may no longer be the only one that matters source

Dow Jones futures rose solidly Tuesday morning, along with S&P 500 futures and Nasdaq futures, while crude oil prices tumbled on continued Iran deal hopes. But futures pared holiday weekend gains as Iran vowed retaliation for Monday’s U.S. military strikes. Marvell Technology (MRVL), Dell Technologies (DELL) and Costco Wholesale (COST) headline earnings reports this week. Meanwhile, the Federal Reserve’s favorite… Copyright ©2026 Investor’s Business Daily, LLC. All rights reserved. 87990cbe856818d5eddac44c7b1cdeb8 source

Local on-demand delivery platform Lalamove has launched its latest “Deliver Care” initiative, a regional CSR programme dedicated to removing logistical barriers for community organisations. Titled “Moves that bring you home,” the programme supports NGOs and community partners across multiple markets by offering free or subsidised logistics solutions. The initiative specifically targets a major pain point for non-profits: the high cost and complex coordination required to move bulky items, house-moving materials, and renovation supplies, which often stall community projects. Lalamove addresses this gap by deploying its on-demand, same-day fleet—ranging from motorcycles and vans to heavy trucks—allowing NGOs to secure the right vehicle without long lead times or rigid fixed transport arrangements. To date, the programme supports seven NGO partners across six regional markets. In Hong Kong, Lalamove has partnered with the Tung Wah Group of Hospitals (TWGHs) to assist grassroots families moving into transitional and light public housing across Kai Tak, Ma On Shan, Lau Fau Shan, and Yau Pok Road, as well as subdivided flat residents in Yau Tsim Mong. By easing the physical and financial burden of moving, the initiative aids families on public housing waiting lists as they transition to stable accommodation. Regionally, the platform has also teamed up with the Dignity for Children Foundation in Malaysia, Save the Children Philippines, and Habitat for Humanity Singapore. To amplify the campaign’s reach, Lalamove is leveraging its user ecosystem. App users are being incentivised to join Lalamove rewards and donate their accumulated “LalaPoints”—earned through completed orders—directly to participating NGO partners. “What we hear from NGO partners is clear. Essential items are often available, but moving bulky goods quickly and safely is still a major hurdle,” said Quincy Yip, director of customer experience and marketing at Lalamove. “‘Moves that Bring You Home’ is our commitment to changing that, putting our network, our driver partners, and our operational know-how in service of the communities that need it most, so that they can focus on the people they serve instead of transport.” MARKETING-INTERACTIVE has reached out to Lalamove for more information.  Back in 2023, Lalamove Hong Kong joined hands with local NGO Home of Homeless Dogs to introduce a pet adoption event to give strays a chance to seek new homes. This came as part of Lalamove’s “Make a Pawfect Move” campaign that aims to encourage Lalamove users in Asia and Latin America to spread their love for pets in need. The campaign ran from October 2023, done in partnership with 10 non-profit animal welfare organisations and pet shelters globally on the Lalamove Rewards platform to encourage its members to support the cause by donating their LalaPoints. Mark your calendars for 24 June! #Content360 Hong Kong returns with a dynamic, one-day event dedicated to pivotal trends—from the silver economies to breakthrough IP collaborations, sports, and beyond. Let’s dive into the art of curating content with creativity, critical thinking and confidence! Related articles: How Lalamove HK extends ‘Deliver Care’ spirit to pets in need with local NGOLalamove MY taps on rewards programme for wider brand outreach source

Remember Dust Moto? I covered the largely impressive Hightail electric enduro a while back. It looks like the folks at Harley-Davidson’s electric spin-off, LiveWire, took notice, too. The American e-moto maker has just bought Dust Moto. This marks the company’s first acquisition and a strong indicator of its intent to muscle in on the rapidly growing electric off-road market. Many would say that this move was much needed, considering LiveWire’s current lineup is road-focused, which includes the likes of the One, the Del Mar, Mulholland, and, most recently, the Alpinista. LiveWire will look to tap into the off-road marketLiveWire For LiveWire, which has been trying to establish itself as an independent brand in the electric motorcycle sector, separate from the classic Harley-Davidson image, this move makes a lot of sense. Company CEO Karim Donnez reiterated that fact, explaining that “LiveWire pioneered the on-road electric motorcycle market, and this acquisition allows us to build on that leadership as we expand into off-road, continuing the journey that began with STACYC ten years ago.” The plan, in my eyes, would be to use Dust’s electric dirt bike platform, produce it, sell it, and market it, all in-house, using LiveWire’s engineering, manufacturing, and global sales network. I’m a firsthand witness to just how fast the electric off-road segment is expanding. Stark Future is considered one of the pioneers in this segment with its Varg motocross and Varg EX enduro models. Proper engineering and a robust sales record led to a €115 million (US$133.4 million) revenue in 2025 alone. But we’re barely scratching the surface in this segment. There are also cheaper, beginner-friendly offerings from the likes of Sur-Ron and Talaria that cater to younger buyers. The Dust Moto Hightail is constructed on a lightweight aluminum frame and is equipped with a tuned precision suspensionDust Moto Then, there’s the other end of the spectrum. Where on one hand, the likes of Stark have enjoyed exceptional sales numbers, LiveWire has been struggling quite a bit. The company sold just over 650 motorcycles globally in 2025, suffering significant losses. This is precisely why the move into the off-road sector seems like a no-brainer. And here’s what people may not always understand – electric drives are often significantly better-suited for off-road conditions than on urban roads. You have instant power delivery, with no shifting, little-to-no mechanical complexity, and relatively low sound for riding around in trails and off-road recreational areas. As for Dust Moto, the US-born startup has always been regarded highly in the motorcycle community. “LiveWire shares our fundamental DNA as an American brand focused on performance, innovation, and putting riders first,” said Dust’s Founder and CEO Colin Godby. “With LiveWire’s scale, resources, and global reach, we can bring our electric off-road bike to market with a worldwide audience.” Livewire has just acquired the US electric enduro startup Dust MotoDust Moto We expect more details to follow in the second half of 2026. Whether it will be the Hightail simply rebadged as a LiveWire or a completely new motorcycle, only time will tell. Source: LiveWire source

Coca-Cola has unveiled “No better feeling”, the final instalment of its FIFA World Cup 26 campaign, closing out its three-part global “Feel it all” platform ahead of the tournament kick-off. The film is part of the brand’s broader storytelling push for the upcoming FIFA World Cup 26 and continues its focus on the emotional experience of football fandom rather than gameplay alone. Positioned as a cinematic love letter to fans, the spot captures the full emotional arc of a match, using VAR decisions as a narrative device to heighten tension and drama. Don’t miss: Why the World Cup’s biggest screen may no longer be the only one that matters The film follows supporters through anticipation, anxiety, and eventual release, whether in triumph or disappointment, reflecting how quickly emotions can swing within a single game. Coca-Cola said the idea is to distil the intensity of a football match into a compressed emotional journey, showing how a lifetime of feelings can play out in a matter of seconds. Global personalities and everyday fans appear side by side in the film, reinforcing the idea that football fandom is emotionally universal regardless of status or geography. Among those featured are football figure José Mourinho and musician J Balvin. The film is narrated by commentators Peter Drury and Luis Omar Tapia, whose delivery mirrors the rhythm of a live match, building from quiet tension to heightened release. “No better feeling” completes Coca-Cola’s three-part “Feel it all” campaign, which began with “Bubbling up” in January and continued with “Uncanned emotions” in April, each tracking rising anticipation ahead of the tournament. The campaign is part of a wider activation strategy by The Coca-Cola Company for the FIFA World Cup 26, which includes the FIFA World Cup trophy tour, a Panini sticker partnership, and fan experiences across all 16 host cities in the United States, Canada and Mexico. “The FIFA World Cup is a unifying moment for fans worldwide,” said Arnab Roy, president, Coca‑Cola Global Category. “‘No better feeling’ shares the universal truth about what it feels like to be a fan. Every high, every low, and every heart-stopping VAR check. Coca‑Cola is there for all of it.” Mourinho reflected on football as a sport defined by razor-thin margins, where a single moment can shift a match from despair to euphoria. Drawing on his years on the touchline, he pointed to the intensity of those swings in emotion, from the highs of victory to the lows of defeat, as what makes the game compelling and enduring. Balvin described football and music as universal languages that transcend borders, noting how both evoke similar emotional responses of tension, excitement and release. He added that watching a match mirrors the rhythm of music itself, building anticipation before erupting into collective celebration, with the film capturing that shared energy on a global scale. The campaign sits within a wider wave of football storytelling heading into the tournament, where brands are increasingly leaning into cinematic formats rather than traditional ads. In a similar vein, adidas leaned into nostalgia, star power and street football mythology with its FIFA World Cup 2026 campaign “Backyard legends”, a five-minute film that reframes everyday play as the origin story of global football icons. Built on its long-running “You got this” platform, the film pushes the idea that greatness does not begin under stadium lights, but in backyards, cages and parking lots, where informal games shape future talent. Related articles: Coca‑Cola gets fans jumping with its FIFA World Cup 2026 anthem     Get paid to watch the World Cup? Yes, it’s a real job  LEGO builds its own World Cup lineup of football heavyweights  source

A compact elevated shelter by Baquio Arquitectura has been installed on the slopes above Mindo, in Ecuador’s Chocó cloud forest. Dubbed Casa 6-3, the project is a tiny timber retreat with a lightweight footprint, overlooking the surrounding mountains and rainforest. Perched above the ground on a triangular wooden support system, the Casa 6-3 cabin hovers over the hillside. The timber load-bearing system was specifically chosen for its economic advantages and ease of assembly on site, taking into consideration its remote location. By raising the structure off the ground, the architects were able to conserve the existing natural landscape, limiting the cabin’s footprint on the site. In addition, the use of lightweight materials simplified transport and assembly. Large upward-opening shutters invite fresh mountain air deep into the interior spacesBaquio Arquitectura The timber frame is wrapped in white polycarbonate thermoplastic, which allows natural daylight to filter into the interior spaces of the cabin. Due to its semi-transparency, the facade invites the shifting sky and the green hues of the surrounding forest canopy into the interior, creating an environment that softens the line between inside and out. Furthermore, the choice to go with this type of prefabricated cladding helped keep overall costs relatively low and reduce construction time of the project. “The choice of the building envelope responds to a search for breaking away from the rigidity of everyday life,” Baquio Arquitectura tells New Atlas. “The use of polycarbonate was not only an efficient budget solution but also a strategic decision to enhance perceptual and sensory connection.” The cabins features two large outdoor terracesBaquio Arquitectura The A-framed cabin has been positioned so that it points toward the direction of the mountains. The design includes a series of simple shutters that open upward and outward, allowing natural light and fresh air inside. Each opening shutter frames views in all directions, making the interior spaces feel part of the surrounding landscape. Inside the cabin, the interior design has been kept to the bare minimum, featuring a continuous floorplan without the need for doors. The cabin is equipped with a simple compact timber kitchen, timber floorboards, a space-saving desk that folds away, a hidden bed, full bathroom, open living space, and two large outdoor terraces. While the cabin’s porous envelope maintains visual and acoustic connections to the forest, the architects have designed the dwelling so it can evolve into a more permanent structure. To achieve this, the outer cladding can be removed and replaced with a more durable material. For example, treated tropical hardwood, fiber‑cement, standing‑seam metal or composite rainscreen panels would allow the tiny cabin to evolve from a temporary shelter into a more permanent and comfortable dwelling. A lightweight timber frame made transport and construction easier in the remote mountain locationBaquio Arquitectura As is, Casa 6-3 does raise some practical questions though. Translucent plastics used in a humid, high‑UV tropical setting tend to degrade faster, causing fading, loss of transparency, and expansion with heat in ways that could undermine both light quality and visual appeal. The very openness that binds the cabin to the landscape may prove difficult to reconcile with privacy and comfort needs during long‑term use, particularly after dark or in sustained rainfall. Whether the envelope can adequately buffer wind noise, wildlife sounds, and temperature swings also remain untested. For now, Casa 6-3 stands as a concise prototype for a no-fuss lightweight mountain cabin, prioritizing minimal site impact and direct engagement with the surrounding natural environment. Its long‑term success will depend on how well it weathers the climate, and adapts to changing demands. Source: Baquio Arquitectura via Designboom source

Senoko Energy is tapping into football fever with a nationwide campaign designed to bring Singaporeans together through neighbourhood rivalries, watch parties and customer rewards. Called Homeground, the campaign aims to transform living rooms into gathering spaces where families, friends and neighbours can connect over the football season. The initiative centres on a nationwide competition pitting Singapore’s five zones — North, North-east, Central, East and West — against one another. Participants can join through an AI-powered WhatsApp chatbot and will be automatically assigned to a zone based on their postal code. Don’t miss: World Cup sponsors see lift in brand perception Residents are encouraged to rally votes for their zone and track standings via a live leaderboard on the campaign microsite. Voting closes on 5 July. The winning zone will see all participating voters entered into a lucky draw, with 100 winners receiving SG$200 in GrabFood e-vouchers each. The giveaway forms part of a SG$20,000 prize pool sponsored by Senoko Energy. To sustain engagement throughout the campaign, Senoko Energy will also roll out a series of lifestyle polls. The first 100 respondents for each poll will receive SG$5 GrabFood e-vouchers, with a total of SG$1,500 worth of prizes available. Existing Senoko Energy customers can take part in a private email quiz, with the fastest correct respondents standing to win a share of a SG$38,040 prize pool. Prizes include FIFA World Cup 2026 season passes from Mediacorp and Philips NA210/09 air fryers. The energy retailer is also offering promotional gifts to customers who sign up for or renew eligible electricity plans between 1 June and 31 July. Rewards, while stocks last, include a PRISM+ 50L mini bar fridge, a Shark FlexBreeze fan and a DOOBSTA’ versatile fabric bean bag. In a statement, Senoko Energy said the campaign reflects its belief that energy goes beyond electricity and plays a role in powering everyday moments shared among families, friends and communities. The Homeground campaign is open to Singapore residents aged 18 and above, with no purchase required to participate in the neighbourhood voting challenge. The winning zone will be announced on 6 July, while lucky draw winners will receive their prizes on 10 July. “Some of the best moments in football are not just what happens on the pitch, but what happens at home, gathering around the big screen with family and friends, sharing food, cheering together and creating memories,” James Chong, head of commercial and corporate communications at Senoko Energy, said. He added, “As a brand that powers homes across Singapore, we want to create an experience that celebrates these meaningful events. ‘Homeground’ is about bringing people together and turning homes into places of excitement and connection throughout the football season.” Senoko Energy is not the only brand tapping into football fever ahead of the FIFA World Cup. Recently, adidas brought football fandom to pets in Singapore with the launch of FIFA World Cup federation jerseys for Argentina and Japan as part of its first-ever pet collection in the market. Designed around the idea of matching outfits for pets and owners, the collection extends adidas’ football-inspired designs to four-legged fans, reflecting the growing number of brands finding creative ways to engage consumers ahead of the tournament. Related articles: Hyundai’s World Cup play stars Son Heung-min and an unexpected teammate   Get paid to watch the World Cup? Yes, it’s a real job   Coca-Cola pops the lid on fan emotions in high-drama World Cup film   source