Drawing inspiration from Taylor Swift’s hit song “Bejeweled”, CAG conceived “beJEWELed” as a transformative event where Swifties could upscale their usual karaoke sessions into the biggest sing-along party at Jewel Changi Airport. This marked the first time an airport would metamorphose into an entertainment hub, delivering on CAG’s promise to redefine the airport experience and deliver ‘a touch of magic’.
CAG delivered the most immersive and exclusive sing-along experience that a Swiftie could experience in the heart of an airport. This not only elevated the airport experience but also cemented its position as a cultural destination.
By celebrating Swifties’ passion for Taylor Swift, CAG demonstrated its commitment to innovation and customer-centricity, setting a new standard in leveraging a celebrity and airport marketing. This campaign not only achieved remarkable results but also laid the foundation for future endeavors in engaging and delighting passengers worldwide.
Media and the public have long been fascinated with the genes of Olympic athletes. Do they have some sort of ‘super’ DNA, or are they just like us? To launch 30 new AncestryDNA Performance Traits during the Olympic and Paralympic Games period, we set out to answer the question: is it training or is it traits? Aiming to solve the business objective of driving significant brand awareness about a new product, whilst making Ancestry more relevant in the local market, we analysed the Ancestry DNA Performance Traits of former Olympians and media darlings Cathy Freeman, Stephanie Rice, Michael Klim, and Mack Horton. By examining their similarities and differences, the campaign highlighted unique stories from their careers and encouraged Aussies to put their traits to the test to see if they too may be built as an athlete.
“McDonald’s Hong Kong: 50 Years of Love” turned social media insight to creative platform: deep-seated nostalgia for the Ronald McDonald Bench. The brand strategy centered on creating a territory-wide celebration that authentically reflected McDonald’s 50-year bond with Hong Kong, igniting customers’ affection for the brand through shared memories.
The strategic proposition was simple yet resonant: bring back 50 benches to celebrate 50 years of shared memories. The key strategic decision was to place these benches at 50 prime locations, transforming Hong Kong into a giant O2O treasure hunt. This sparked a territory-wide phenomenon, with Hong Kongers rediscovering their connection to McDonald’s with their personal stories.
This strategic placement fueled a massive social media buzz, as customers eagerly shared photos and stories of their bench discoveries. By making customers our brand advocates, the Campaign maximized brand exposure and generated authentic, user-generated content that resonated deeply with the community.
Banking used to be a hassle—long lines, endless paperwork, and outdated systems—but Maya changed the game with a seamless and modern experience. To win over the Early Majority stuck between traditional banks and e-wallet doubts, Maya had to prove it was the real deal. Enter the Get Banked with Maya campaign, where Liza Soberano, a famous artist who rebranded to pursue her Hollywood career, and Dolly de Leon, an underdog turned global star, shook up the industry with a bold, revolutionary film that resonated nationwide. The Get Banked campaign redefined digital banking—racking up billions in impressions, millions in users, and winning global acclaim from Cannes to Forbes.
When Kotex lost market leadership to price-driven competitors, we faced a choice: cut prices or double down on what we believe in. We chose purpose—but put it to the test. In a space where women are often overlooked, we saw an opportunity not just to join the conversation but to change it. We launched Malaysia’s first all-women professional eSports team, turning gaming from a boys’ club into a battleground for women’s progress. By embedding ourselves in gaming culture, we built an engaged community, driving record-breaking participation. The result? Market share regained, and brand preference strengthened —proving that purpose fuels business growth.
