Product / ServiceCAMPBELL'S SOUP
CategoryE01. 360 Brand & Identity Experience
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 do something to remind people about Campbell’s, and give them more reasons to drink Campbell’s. We had to create messaging that most people could relate to, and reach the right people at the right places.

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 poster, postcard, print ad, bus shelter, and packaging idea featured positive reasons to keep drinking Campbell’s, but maintained the visual identity and familiarity of the brand. The campaign was launched on carefully selected touch points, making sure the right message reaches the right people.

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 expressing love and giving positive feedback during the launch. Brand recognition and familiarity was strengthened with our existing consumers, and more people became new fans of Campbell’s.