|Title||CANS OF POSITIVITY|
|Brand||CAMPBELL'S SOUP SOUTHEAST ASIA|
|Product / Service||CAMPBELL'S SOUP|
|Category||E01. 360 Brand & Identity Experience|
|Entrant||Y&R MALAYSIA Kuala Lumpur, MALAYSIA|
|Entrant Company||Y&R MALAYSIA Kuala Lumpur, MALAYSIA|
|Advertising Agency||Y&R MALAYSIA Kuala Lumpur, MALAYSIA|
|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|
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.
Most people have a can of Campbell’s at home, but they rarely drank it. We needed to increase brand awareness and consumption frequency.
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.
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.