Cream gets animated for Smart

New ad agency Cream Communications has launched a brand campaign for newly merged Cambodian mobile service provider Smart.

The campaign includes the unveiling of an animated brand mascot called Smart Bong, who also features in print and outdoor work.

Brenden Arnold, Cream’s CEO, said: “We set out to create a uniquely fresh brand world for the newly merged Smart Axiata company. We wanted to project the brand’s modern and innovative personality with an approachable and thoroughly likeable feel – and the Smart Bong (Bong means friend in Khmer) character achieves this perfectly.”

Smart is the new brand formed from the merger of Smart Latelz and Hello Axiata.


Client: Smart Axiata
Chief Marketing Officer: Kokleong Yap
Head of Marketing: Taing Sokun Pisith
Marketing Communications Manager: Sambo Sopheavatey
Creative Agency: CREAM Communications Group
Creative Group Head: Rotha Kong
Planner: Brenden Arnold
Account Manager: Vanthy Huon
Production Company – ithinkasia
Producer – Justin Stewart
Head Animator – Kyra Bartley


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