Tesco's 'The Unforgettable Bag' campaign shortlisted for Spikes Asia Innovation award - MARKETING Magazine Asia


Tesco’s ‘The Unforgettable Bag’ campaign shortlisted for Spikes Asia Innovation award

Grey Malaysia in the running for Spikes Award with Tesco’s ‘The Unforgettable Bag’ campaign

The 2018 Spikes Asia Innovation has revealed the 12 shortlisted entries that will be presented live to the Innovation jury and attendees of this year’s Festival. This year, Tesco’s ‘The Unforgettable Bag’ campaign by Grey Malaysia has been shortlisted.

‘The Unforgettable Bag’ campaign was launched ahead of World Earth Day, which is celebrated on 22 April worldwide. Through this campaign, Tesco introduced a new reusable bag in three unique designs of endangered sea creatures.

Grey Malaysia also won the Kancil for Good at Kancils 2018, a new award which focuses on purpose-driven creative ideas that has a positive impact on the community for their “The Unforgettable Bag” ad.

Each of the animal designs contains a barcode, which when scanned by the checkout assistant will give the customers a 20 sen rebate on their shop to further encourage customers to reuse bags when they shop at Tesco. Tesco is the first hypermarket in Malaysia to provide rebates for shoppers reusing their shopping bags.

The rebate is valid until 31 December 2018. “Every time a bag is brought back, it’s one less in the ocean. With the Unforgettable Bag, we believe more people will get into the habit of reusing bags. While it seems like a small thing, but together we can all make a huge difference,” said GREY Malaysia Executive Creative Director, Graham Drew.

The Innovation Spikes honour ground-breaking innovation and technological solutions that enable organisations to communicate with their audiences in new and ever more creative means. This year a total of 35 entries were received from 12 countries across APAC.

On Wednesday 26 September the shortlisted entrants will have 10 minutes to present their ideas with an opportunity for the jury to ask follow up questions on the work. Spikes Asia attendees can join the Innovation Jury, led by Tuomas Peltoniemi, President, Asia – Digital & Innovation, TBWA\Digital Arts Network, Singapore, as they hear the entrants present and showcase their work.

“The live judging format of the Innovation Awards at Spikes Asia reflects the exciting nature of this award and gives attendees a greater insight into what goes into creative work that pushes boundaries. The jury also have the opportunity to probe various elements of the campaign and the audience can hear presenters explain first-hand how their entry demonstrates creative excellence. It’s a fantastic learning opportunity and a place to spot the trends that will lead the way for next year,” said Joe Pullos, Festival Director, Spikes Asia.

The 2018 shortlisted work includes:

  • ‘Project Revoice’ for The ALS Association by BMW Dentsu Sydney, Australia
  • ‘Hearprint’ for Cochlear by CHE Proximity Melbourne, Australia
  • ‘‘Lucy’ for Prince of Wales Hospital by Deloitte Australia Melbourne, Australia
  • ‘‘FireBlanket’ for NRMA Insurance by M&C Saatchi Sydney, Australia
  • ‘‘Camry WebGL Configurator’ for Toyota Motor Corporation Australia by Rotor Studios Sydney, Australia
  • ‘‘Sip Safe’ for Monash University by Y&R ANZ Melbourne, Australia
  • ‘‘Roads that Honk’ for Hindustan Petroleum by Leo Burnett India Mumbai, India
  • ‘‘Unforgettable Bag’ for Tesco by Grey Malaysia Kuala Lumpur, Malaysia
  • ‘‘Relúmino’ for Samsung Electronics by Cheil Worldwide Seoul, South Korea
  • ‘‘Chatty School Bus’ for Hyundai Motor Company by Hyundai Motor Company Seoul, South Korea
  • ‘‘Making the World Accessible, Dot by Dot.’ for Dot Incorporation by Serviceplan Korea Seoul, South Korea
  • ‘‘Petal Paint’ for JAT Holdings (Pvt) Ltd. by Leo Burnett Colombo, Sri Lanka

Following the presentations the jury will reconvene to discuss, debate and ultimately recognise the work they consider to be of Bronze, Silver, Gold or Grand Prix standard. The winners will be awarded at the Awards Show on Friday 28 September.

For the first time, the Awards will be subject to independent assurance by PwC, led by partner Sam Tomlinson, further reinforcing the high standards and rigorous processes that each submitted piece of work must pass through before being recognised as a Spikes Award.


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