Ikea recreates hallway scene from The Shining to promote late night opening for Halloween

Furniture retailer Ikea has taken inspiration for the classic Stanley Kubrick film The Shining to promote its late-night shopping in Singapore in a new branded video around Halloween.

A one-minute 24-seconds film recreates the famous hallway scene from the 1980 horror film in which a boy on a toy tricycle confronts the ghosts of two girls.

On a wall of the store room in the Ikea film are written the words, “All work and no sleep makes life dull”, a play on the famous “All work and no play makes Jack a dull boy” words typed by the character played by Jack Nicholson in The Shining. Read more »

Figure-hugging denim brand tells Indian society to ‘butt out’ of women’s personal affairs

A denim brand has attempted to tap into the growing awareness of women’s rights and personal freedoms in India with a campaign to promote a new range of jeans that accentuate a woman’s bottom.

Jealous 21

The campaign for Jealous 21, created by Bates CHI & Partners, calls on society to “butt out” of women’s affairs, and stop judging how women dress. Read more »

Fear of failure holding back innovation, TBWA global chairman Jean-Marie Dru warns

Jean-Marie DruInnovation is being hampered by a fear of failure as brands, and employees with an eye on their careers, look to protect their reputation, the chairman of TBWA Worldwide has said.

Jean-Marie Dru warned that unless marketers and creative staff approach their work in a bolder fashion, and are prepared to see ideas flop, companies will struggle to truly innovate.

Speaking at an Australian Association of National Advertisers (AANA) conference in Sydney today, Dru said 10 or even 20 initiatives may have to fail before one succeeds.

Asked to identify some of the major barriers to innovation, Dru said: “The first one is a fear of failure. You might have to fail many times before you get it right but companies are afraid of failure.” Read more »

Mumbrella hangout with Outbrain tomorrow



Mumbrella will hold a video hangout with one of the founders of Outbrain tomorrow.

Co-founder of the content discovery platform Yaron Galai will join Australia and New Zealand managing director Ayal Steiner to talk about where the platform came from, and the rapidly evolving world of content distribution.

Content marketing has become an increasingly important part of the mix for many marketers around the world, but one problem has always been drawing as many eyeballs as possible to the product.

Read more »

Malaysian Indian girl shocks father by bringing Caucasian home for Deepavali in Samsung ad

A Caucasian man visits a Malaysian Indian family to get to know his potential future in-laws in a short film by Samsung to celebrate the religious festival of Deepavali.

The newcomer to the family is played by Will Beale, a copywriter at CreativeJuice/KL, the agency tweeted today, although Leo Burnett created the ad.

Read more »

Leo Burnett Singapore creative chief Tim Green returns to Australia

Tim Green


The chief creative officer at Leo Burnett Singapore is leaving the agency after a year and a half to return to his home country of Australia.

Tim Green joined Leo Burnett Singapore from the agency’s Sydney office in April last year, teaming up with former colleague Josh Grace, who runs the Singapore agency as CEO.

Green was brought in from Australia to replace Ted Lim, who moved on to a regional creative role for Dentsu.

Read more »

Ronald Ng: Purpose of award-winning Guinness work was to ‘drive home’ product message



One of the creators of BBDO Singapore’s controversial print ads for Guinness has said that the purpose of the campaign was to “drive home” the product message of Guinness ‘Draught in a bottle’, even though the ads only ran on a single occasion.

Talking to Campaign Brief Asia in the trade publication’s ‘Newsmaker’ series, BBDO Singapore chief creative officer Ronald Ng said that the ads were created because the client, Asia Pacific Breweries, “wanted us to drive home the message of ‘Draught, now available in a bottle'”.

All five executions from the campaign ran in one edition of I-S Magazine, a listings title, just before the submissions deadline for Cannes in April. Read more »

Michael Maedel: Asia’s young talent are being promoted too quickly and not given enough experience in Western markets

Michael MaedelAsia’s young advertising talent are being promoted too quickly and are not being given enough exposure to mature Western markets to gain much needed skills and experience, a former regional agency boss has suggested.

Michael Maedel, the former APAC chairman of JWT, said in an interview with Mumbrella that high demand from Asia’s growth markets is pressuring ad agencies to move talent through the ranks before they are fully prepared.

“As there is so much demand, agencies are looking to progress careers very quickly. So agencies are hiring people from a relatively junior level who have not had the chance to build a level of experience that is helpful to clients,” he said. Read more »

Starcom retains Far East Organization

Starcom has won a media pitch for Singapore property giant Far East Organization.

The Publicis Groupe media agency won the business after a three-way pitch, and will continue to handle an account it has worked on for the last seven years.  Read more »

SCMP.com page views double after paywall lowered for Occupy Central coverage

SCMP.comHong Kong English-language newspaper the South China Morning Post has reported a large spike in traffic to its website, scmp.com, since it lowered its paywall to give readers free access to its coverage of the Occupy Central protests.

Page views have increased by 110 per cent from 28 September, the first day of the protests, until 17 October, compared to the preceding three weeks. Unique users have jumped 45 per cent over the same time period, the paper told Mumbrella.

SCMP.com lowered its paywall for stories about the pro-democracy protests on the day they began, and the site repeatedly crashed around that time. Read more »