Time to OWN it: New Atome ad aims to shatter beauty and fashion expectations

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BBDO Singapore and Mashup partner with buy-now-pay-later brand, Atome, to launch an empowering mid-year campaign featuring their brand ambassadors, ASTRO.

This is the moment to Own Your Expression, and Atome is leading the way.

The buy-now-pay-later brand proudly pushes the movement of Own Your Expression with BBDO Singapore, its selected regional creative agency for 2022. Together, they have kicked off an ambitious cross-country mid-year campaign featuring Atome’s brand ambassadors and K-pop superstars, ASTRO.

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Filmed in Korea and produced by Mashup, the launch video showcases the six charismatic members of ASTRO as they get ready to film a faux commercial. With the power of Atome, they seize full control of their desired looks as their clothes transforms into liberating, empowering outfits. Through these transformations, Atome and ASTRO debunk doubts and shatter expectations prevalent in the fashion and beauty industry.

Fashion can be genderless. You can be brave enough to express yourself. You can dress to your own tune. ASTRO shows that, with Atome, you can #OwnYourExpression.

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“You don’t own a piece of clothing once you buy it. You own it once you wear it with confidence,” expresses BBDO’s Creative Chairman, Tay Guan Hin. “‘Own Your Expression’ is what you do with fashion; it is up to you how you wish to express yourself. So whatever clothes you wear, how you choose to wear them is entirely up to you. By democratising fashion, Atome gives consumers control over their own style and expression.”

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“The definition of fashion and beauty, especially in Asia, is fast-changing. Traditional norms which say what one should wear or how one should look are being challenged by today’s generation of young consumers, who are expressing themselves in fun, creative and original new ways in fashion and beauty,” shares Vangie Hu, Vice President of Marketing for Atome.

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As a vibrant fashion and lifestyle brand, Atome pays homage to this demand for authenticity, originality and inclusivity from Asia’s new generation of consumers, who are taking back control of their beauty and fashion choices and aspirations, as well as their state of mind and view of the world.”

This launch video is one of two mega campaigns slated to roll out this year, alongside two sustenance campaigns. The ongoing campaign invites Gen Zs and Millennials across the region to submit their original fashion and beauty expressions via Instagram and TikTok under the hashtag #OwnYourExpression. Up to 30 winners will be selected based on creativity and originality of their looks, with fantastic prizes up for grabs. More details can be found on Atome’s social media accounts.

The campaign also climaxes with a live-streamed fashion show on 25 June held at Suntec City, West Atrium in Singapore, along with a 4,500 sq ft experiential pop-up store featuring fashion and beauty brands such as ZALORA, ALDO and SHEIN.

Through these aspirational initiatives, Atome hopes to shake up the status quo of rigid rules and dictated trends commonly perceived in the fashion and beauty industry. It is time to change the norms.

It’s not about what they should be. But what they can be.


Client: Atome

Creative Chairman: Tay Guan Hin

Senior Art Director: Amanda Ler, Gareth Lee

Senior Writer: Ivan Ng

Copywriter: Kevin Ho

Account Management: Erica Sanidad, Chermaine Chong, Andrea Lee

Project Lead: Anne Lee

Production House: Contents Lab D&M

Director: Cooke

Dop: KIM

Executive Producer: Monica Chang

Editor: Kim Dong Hwan

Audio Engineer: Lee

Photographer: Whang Mi Na

Producer for print: Lee Yoon Sun

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