Campbell's Cans Of Positivity

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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.

Results:
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.

Campaign: Cans of Positivity
Office: Y&R Kuala Lumpur
Client: Campbell Soup Company

Single Execution Awards: Cannes Shortlist 2014 (Design)

Executive Creative Director: Gigi Lee
Creative Director: Joshua Tay
Art Director: Emily Tan/Kasey Chew/How Wei Zhong/Joshua Tay/Gigi Lee
Designer: Emily Tan/Kasey Chew/How Wei Zhong/Lai Wai Yeap/Hazel Ting/Elaine Poh
Copywriter: Su-Yin Chong
Illustrator: Emily Tan/How Wei Zhong/Kasey Chew
Typographer: Emily Tan/Kasey Chew/How Wei Zhong

Account Supervisor: Nigel Menezes/Pravind Subramaniam/Caroline Bal/Lisa Hezila
Advertiser's Supervisor: Stephane Vilquin
Agency Producer: Wayne Low/Robert Aw
Art Buyer: TL Tan
Photographer: Image Rom/Wayne Low
Production House: Motion Rom
Run Date: Mar-26-2014

AWARDS:

Cannes 2014 -
Design Lions (Finalist)

AdStars 2014-
Brand Stars (Gold)

Campaign Presentation Video (Gold)
Print Craft (Gold)

Print (Gold)

Design (Bronze)