Product / ServiceCAMPBELL'S SOUP
CategoryA01. Posters
EntrantY&R MALAYSIA Kuala Lumpur, MALAYSIA
Entrant Company Y&R MALAYSIA Kuala Lumpur, MALAYSIA
Advertising Agency Y&R MALAYSIA Kuala Lumpur, MALAYSIA


Name Company Position
Gigi Lee Y&R Executive Creative Director
Joshua Tay Y&R Creative Director
Su Yin Chong Y&R Copywriter
Emily Tan Y&R Art Director
Kasey Chew Y&R Art Director
How Wei Zhong Y&R Art Director
Joshua Tay Y&R Art Director
Gigi Lee Y&R Art Director
Emily Tan/Kasey Chew/How Wei Zhong Y&R Designer
Lai Wai Yeap/Elaine Poh/Hazel Ting Y&R Designer
Emily Tan/How Wei Zhong/Kasey Chew Y&R Illustrator
Emily Tan/Kasey Chew Y&R Typographer
How Wei Zhong Y&R Typographer
T L Tan Y&R Art Buyer
Wayne Low/Robert Aw Y&R Agency Producer
Wayne Low/Motion Rom Film/Production
Image Rom/Wayne Low Photographer
Stephane Vilquin Campbell Soup Southeast Asia Advertiser Supervisor
Nigel Menezes/Pravind Subramaniam/Caroline Bal/Lisa Hezila Y&R Account Supervisor

Brief Explanation

We had to give people more reasons to drink Campbell’s, but our work had to be eye-catching and heart-warming in order to stand out in a day and age where the average consumer is bombarded with dozens of messages a day.

The Brief

Most people have a can of Campbell’s at home, but they rarely drank it. We needed to increase brand awareness and consumption frequency.

How the final design was conceived

No matter the time or place, everybody needs some positivity in their everyday lives. So we took our can’s iconic design, and turned them into messages of hope. Every can featured positive reasons to keep drinking Campbell’s, but maintained the visual identity and familiarity of the brand.

Indication of how successful the outcome was in the market

As the campaign is still in its early stages, sales results are currently being tabulated. However, the campaign gained much interest, with many people—both existing and potential customers—expressing love and giving positive feedback during the launch.