#TGIM: Made you LOOK, again!


(Marketingmagazine.com.my) -Before you start your week, here are three creative ads that had everyone taking a second look last week.

1. A gory campaign with heart


PETA certainly didn’t hold back on the shock factor when highlighting the cruelty of using leather goods.

Working together with Ogilvy & Mather Bangkok, the ‘Behind the Leather’ campaign, kicked off with the opening of a high-end leather goods pop-up store in the heart of Bangkok. Shiny leather bags and sexy snakeskin heels were proudly put on display to wealthy shoppers.

However when an unsuspecting shopper unzipped the purse of her choice, what greeted her was a lining of skin housing a pulsating heart.

Blood, gore and surprise, the campaign’s video below has it all, but most importantly the message it’s trying to drive is intertwined in each skin clad item in the video.

2. Reverse psychology with a fatal message

One hand on the wheel and the other texting up a storm on WhatsApp, informing your client you are 10 minutes away. Your eyes glance up and this is the message you see.

The advertiser? A funeral home.

This was the message greeted by drivers in Toronto, Canada. Outraged drivers who visited the website advertised on the billboard was faced with this note:


The hard-hitting message was by Canadian agency, John St. In an interview the agency’s managing director, Mylène Savoie, commented:

“We wanted to contribute to spreading the word about a problem that people think they’re invincible to,”

“Nobody admits it but I think everybody does it.”

3. Do not look the other way


In a clever use of the 360 video function, BBDO Russia together with “Family Matters” psychological aid center ran a video highlighting the issue of domestic violence in Russia.

The driving force behind the campaign is to warn people not to turn their back on a woman being beaten in a family. Sharing the concept of the video, Kirill Tsytkin, BBDO copywriter said:

“Our video is purposely lacking action,”

“The first second you see a woman turning her eyes from the camera and a text going out of the eyesight. You can stay with the woman or follow the text. However, whatever you choose, you’ll have to watch the video again to see the story from all sides”.

Playing with perspectives, psychology and using the element of surprise, these ads certainly got people talking last week.

Share with us your favourite ad on our Facebook, Twitter and brand new Instagram page!


appiesmalaysiasignoffAPPIES Malaysia 2016 Marketing Conference open for registrations!

‘2-day MBA’ in Marketing, ‘TED of Marketing’, call it what you will, and come what may, we will see you on May 19 & 20 at the Eastin Hotel.

•        36 latest Marketing Case-Studies  

•        22 marketing leaders as Judges  

•        3 top-notch Keynote Speakers  

*        4 Game-Changing Panel Speakers

Says Chief Judge Adam Wee Abdullah, Group CMO of CIMB Banking Group about judging the entries, “Clarity in the Objective statement is fundamental. If this is not clear, the solutions will not be clear as well. It is also important to juxtapose the expected outcome against the Objective statement so you can gauge if the strategies are aligned. It’s a bit like looking through the scope of a sniper’s rifle.”

Date:           19 & 20 May, 2016 

Venue:          The Grand Ballroom, Eastin Hotel Kuala Lumpur

Time:           8.30am – 6.00pm

To register, go to APPIES REGISTRATION.

Download full brochure here.

Or contact Ruby on 03-7726 2588, [email protected]

APPIES Malaysia 2016 judges:

• Abdul Sani Abdul Murad – Head of Marketing, HSBC Malaysia

• Ben Mahmud – Head of Retail Marketing, Shell Malaysia Trading

• Eric Wong – Marketing Director, IBM Malaysia

• Fiona Liao – Chief Brand Officer, Prudential Assurance Malaysia

• Jasmine Lee – Chief Marketing Officer, U Mobile

• Jauhar Munir Shaikh – FVP, Brand Marketing for F&N Malaysia

• Loh Keh Jiat – CMO, Digi Telecommunications Sdn Bhd

• Mark Ng – ASEAN Marketing Director, Castrol

• Martin Soong – Marketing Manager, Fonterra Brands Malaysia

• Matthew Ho – Regional Marketing Director of Huawei South Pacific

• Nirinder Singh Johl – GM of Strategic Communications, Tenaga Nasional Berhad

• Noreen Sabrina – Head of Brand Communications- Malaysia Digital Economy Corporation (MDEC)

• Pan Choi Yen – GM of Marketing, WIPRO-UNZA Malaysia

• Philip Whittaker – Group Chief Marketing Officer, Themed Attractions & Resorts

• Rizan Ismail – Head of Brand Management, PETRONAS

• Santharuban T. Sundaram – Group Marketing Manager, Permanis Sandilands

• Stephane Vilquin – Marketing Director, Campbell Soup Southeast Asia

• Syahar Khalid – Digital Engagement Manager, Nestlé Products Malaysia

• Vincent Chong – Marketing Director of Unilever Malaysia

• Zaki Zin – Marketing Director, Wyeth Nutrition Malaysia

• Zalman Aefendy Zainal Abidin – Chief Marketing Officer, Celcom AXIATA  





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The APPIES is an annual event that presents a rare opportunity for creative, media, digital and marketing agencies or brands to present their best campaigns to the industry.

This is the only event where Live Presentations meets Live Judging.

Similar to TED Talks, The APPIES is the chance for great presenters with outstanding work to show it off to some of the industry’s most important industry leaders.

This year’s winners will receive Gold, Silver or Bronze trophies for 21 categories, and 6 special Best of Best categories (red trophies) that require no submissions!

Campaign entries must have run between June 2023 to May 2024

Submissions Deadline
30th June 2024

APPIES Festival – Judging & Presentations
11th – 12th July 2024 (Malaysia)


Download Event PDF
Submit Entries Here

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