‘Mom’s Cooking,’ ’Freshly Cut Grass,’ ‘Prayer,’ and ‘School Days’ are just a few of the unique scents that were customized for the kits by JWT Singapore and Givaudan, who worked closely with rehabilitation experts and therapists throughout the process.  The scents use ingredients relevant to Singapore, including herbs and spices from everyday Singaporean dishes, Hainanese coffee, incense used in local temples and other scents that reminded people of school, holidays and work life.

Juhi Kalia, executive creative director at JWT Singapore, felt it was important that the smells in the kits to have a narrative quality. She explained the concept of the scent kits, saying, ”The idea was to evoke emotional memories not just factual ones. Scents that could open the floodgates to a story or a certain time in their lives and all the feelings associated with that memory.”

JWT Singapore worked with medical staff at Singapore’s Soo’s Nursing Home and another care facility, and tested the scents during therapy sessions. The Smell a Memory kits proved to be an incredibly powerful tool, sparking memories in some patients, and stimulating strong emotions in others. While regular aromas have been used to uplift moods, this is perhaps the first time complex fragrance have been created to evoke emotional memories.

Due to the success of the kits in Singapore, Givaudan plans to extend the project to other areas as part of on-going sustainability initiatives. JWT and Givaudan have begun planning trials in two of Singapore’s largest hospitals.

Bob Jeffrey, Worldmakers host and JWT Worldwide Chairman and Chief Executive Officer, has been selected as the newest addition to LinkedIn’s renowned Influencer program, which provides its members with the ability to follow an exclusive group of top business thought leaders. Jeffrey joins other well-respected business leaders such as Richard Branson, Beth Comstock, Deepak Chopra, the President of the United States Barack Obama and Digitaria’s Daniel Khabie. Bob’s Influencer page will serve as a hub for thought leadership, professional insights, and all the latest Worldmakers episodes.

LinkedIn prides itself in providing relevant content to its 225 million members. Commenting on the deal, Bob Jeffrey said, “partnering with the world’s preeminent business networking site to amplify our insightful and thought-provoking content seemed like a completely organic step to further LinkedIn’s own mission to help professionals become more productive and successful.”

First launched at CES 2012, Worldmakers features some of the world’s most respected leaders and explores the convergence of advertising, technology and entertainment. The weekly series kicks off with restaurateur, author and philanthropist Marcus Samuelsson, who discusses with Bob his pioneering journey as a chef and the key roles innovation and digital have played in the building of his brand.

Check out the episode on LinkedIn.

Additional Worldmakers episodes will span the globe from New York City, with theAudience Founder and CEO Oliver Luckett to Shanghai with Starbucks China Chief Marketing Officer Marie Han Silloway.

In the second episode of the series, Oliver Luckett takes a seat at the Worldmakers table to talk all things social, including how this Social Era is affecting engagement and branding. Watch Bob’s interesting talk with Oliver here.

All episodes of Worldmakers will air on LinkedIn and will be syndicated across relevant industry channels.

 — View the entire Worldmakers series on Worldwide Chairman and CEO Bob Jeffrey’s LinkedIn Influencer page. Read the press release here. Bob Jeffrey can be followed on Twitter @BobJeffreyJWT. Share your favorite Worldmakers episode using #worldmakers.

In his new role, Oh will work with Kim to strengthen agency capabilities, develop a stimulating environment for both staff and clients, and generate effective creative work. Oh’s inspiration to staff over the years will only grow with this new role said Kim.

Oh first joined JWT in 2008 as executive creative director and has worked on campaigns for a range of blue chip companies, including AIA Insurance, Korea Tobacco, Samsung, Hyundai and Kia Motors. His award recognitions include dozens of creative accolades over the last three years. Prior to JWT, Oh attended Yonsei University and also worked at Innocean, Ablea, Diamond and Cheil Communications in Korea.

Yeo commented on the promotion saying,“JWT Korea has benefitted hugely from GyooYoong’s creative talent, drive and leadership qualities. His confidence and growing passion to do the right thing for brands, coupled with his straight-shooting and down-to-earth nature, make him perfect for his new role. It’s a well-deserved promotion.” We couldn’t agree more.

Congratulations to GyooYong. We are excited to bring you more updates on the great work from Korea in the coming months.

Read more about the announcement on LBB. 

Oriental Princess, “Reflection” – JWT Bangkok

Oriental Princess, a popular Thai cosmetics brand and retailer, wanted to raise the profile of their limited edition “Reflection” color collection. To do this, JWT Bangkok took the usual makeup how-to tutorial one step further by creating an interactive murder-mystery mini-movie series. The campaign forged new ground in Asian beauty advertising by creating a modern take on the “femme fatale” in a market where brands tend to appeal to a woman’s softer, sweeter side. A television spot designed as a movie trailer drew viewers into a “whodunit” story line—a four-part interactive online series, each running 10 minutes long. Within two weeks, almost 300,000 people visited the Reflections microsite. Over 140,000 people participated in the game component and nearly 40,000 consumers watched the “get the look” sequences during that period. “Reflection” earned a Silver award in Film at ADFEST 2013.

View “Reflection” here.

GModelo (Corona), “Save the Beach Desktop” – JWT Madrid

As part of Corona’s ongoing “Save the Beach” campaign, the brand needed a new way to continue to raising awareness. Going off the insight that people spend a lot of time in front of their computer screens and like putting pictures of beaches as their desktop images, JWT Madrid created a widget that promoted cleaner beaches in a novel way. The widget, called “Save the Beach Desktop,” lets consumers download a desktop wallpaper of their favorite beach along with several personalized icons. Once the program is installed, all the files on the desktop will be organized, metaphorically cleaning the desktop as if it were a real beach.

View the “Save the Beach Desktop” case study here.

 
Banco Popular, “The Race of a Country” – JWT San Juan

In 2011, Banco Popular changed a song to change the country with “The Most Popular Song.” A year later, it needed to find a way to keep the momentum going. As 2012 was an Olympic year, JWT San Juan developed a campaign around Olympic hurdler Javier Culson, not because of his ability, but because of his event: the 400-meter hurdles. JWT San Juan symbolically turned the country into a track with 10 hurdles representing the obstacles the country needed to overcome, and invited all of Puerto Rico to run with Culson. Thousands checked-in at each hurdle and shared the obstacles on social media for a chance to win a trip to the Olympics. Banco Popular produced a series of success stories about overcoming challenges, as well as a 30-minute documentary about Culson that aired the night before the race. Countless headlines and thousands of posts were proof that Puerto Rico viewed Culson’s race as a triumph for the country.

View the “The Race of a Country” case study here.

United States Marine Corps, “USMC YouTube Brand Channel” – JWT Atlanta

The United States Marine Corps continues to stretch their social limits and their investment in YouTube with the launch of a first-of-its-kind branded channel. The new USMC content hub features a circular player that contains a back-end logic and algorithm similar to Pandora. The site serves up content based on what the viewers are liking, creating a unique and different user experience for every person who views the page. With over 11 million views, the Marines’ YouTube page has proven to be a successful platform to communicate with their target market, and this updated brand channel innovation exemplifies their commitment to leading in the social space.

View the “USMC YouTube Brand Channel” case study here.

— Watch our blog for more top contenders over the next few weeks! You can also share your favorites using #JWTCannes. Check out last week’s Cannes Contenders here. 

Just like sharks and pilot fish, opportuneurs and talented people live in synchronised symbiosis. Neither will acknowledge the other’s contribution until the moment they succeed. Then, mutual accolades will fly and credit will be distributed like candy. That is until everyone returns to work and the opportuneurs identify a new gap that begs for talent to rush in once more. This is where the nose for opportunity comes at a premium, and where talent’s value is both weighed and used. “But what about hypocrisy?” Well, it is when opportuneurs’ own motivation comes into question, as well as the carrot with which they encourage talent.

Cynics will tell you that commerce and art are mutually destructive, and that, as long as talented people will feel that their gift is exploited for reasons beyond its own self-expression, the feeling of frustration will be a pervasive negative force that will gradually consume our industry from within. And they have a point: if I were to collect a dollar for every time someone waxed lyrical about creativity and innovation whilst unlikely to recognise either, I would be in a yacht right now. All this industry needs for talent to feel recognised, and for opportuneurs to occupy an equally worthy position is for both to be conscious of the dangers of hypocrisy and, simply, to be transparent towards each other.

— Ramsey Naja, Chief Creative Officer for JWT Middle East and Africa, is a regular contributor for Campaign Middle East which we syndicate here. Read more of his unique insights on critical agency issues including agency culture, awards, and management on Campaign Middle East.

It has been a truly electric year for Singapore—marked by awards, new business wins and organic growth on existing accounts. Most recently,  Singapore landed two of the country’s hottest accounts, Changi Airport Group and Singapore Tourism Board with global scope. To add Valerie Cheng, who was named by the Advertising Institute of Singapore’s Hall of Fame awards as Digital Creative of the Year in 2012 and 2011, was also recently promoted to Chief Creative Officer.

This award tops off what has been a great year of performance from JWT Singapore. Congratulations to the team on this well-earned honor!

To read more about the award and about JWT Singapore, visit LBB.

Ford, “Parkies” – JWT Auckland

JWT Auckland and Ford were faced with the challenge of raising awareness of their new Active Park Assist, which allows drivers to parallel park practically hands-free. To relate to the people of New Zealand, a country obsessed with sports, JWT Auckland decided to create a new sporting event called “The Parker of the Year Competition.” Roughly 20 individuals competed to see who could parallel park the Ford Focus the fastest—in the end, the winning time was an impressive 10.5 seconds. Demos of the new feature were also given throughout the day as a way for attendees to get involved. Earned media for “Parkies” reached more than 1.6 million people—that’s 1 in 3 New Zealanders! As a result, the Ford Focus became the country’s best-known car for parallel parking.

View the “Parkies” case study here.

Coca-Cola, “Thank You, Santa” – JWT Brazil

Santa is the man who makes Christmas a special occasion for children around the world. To say thanks, Coca-Cola gave the “Santas” of Brazil a refreshing present. Through social media, Coca-Cola invited people to help find all the Santas in town. People took pictures of Santas on Instagram, geo-locating the photo using the hashtag #tempapainoel, meaning “Santa is here.” JWT Brazil then developed a route that allowed the Coca-Cola team to surprise each Santa with the gift of an ice cold Coca-Cola.

View the “Thank You, Santa” case study here.

The British Army, “TA Live” – JWT London

The Territorial Army (TA), the British Army’s part-time reserve force, needed to revamp their reputation as an essential part of the military. To show the public exactly how hard the Territorial Army works, JWT London created a series of 17 live-broadcast television spots on behalf of Capita plc, who works in a partnering arrangement with the Army to deliver recruitment services. A first-of-its-kind campaign for the military, each 60-second live ad transported viewers directly to the front lines of Afghanistan. The TA YouTube channel also hosted each spot after it aired.

View the “TA Live” spots here. Read more about the campaign on the JWT Blog.

Touch, “My Plan” – JWT Beirut

To launch the first customizable cell phone package in Lebanon, JWT Beirut created an artful television spot to show that My Plan, from telecommunications provider Touch, is perfect for everyone. To the tune of an original song, the advertisement shows the universal appeal of the customizable plan by peeking into the lives of different people, each life more unique than the next. “My Plan” was honored with four awards in the Film Craft category at Dubai Lynx 2013, including two Silvers and two Bronzes.

View the “My Plan” spot here.

— Watch our blog for more top contenders over the next few weeks! You can also share your favorites using #JWTCannes. Check out last week’s Cannes Contenders here. 

Broadcast out of Curitibia, Brazil, 91 Rock Radio is a rock radio staple in South America. JWT Brazil and Agéncia Casa were tasked with creating something inventive for the station’s fans. Much more than just an alarm clock, 91 Rock Clock makes sure users start their day rockin’.

91 Rock Clock’s playlists differ every day but always follow the same soft to hard rock progression. Ranging from The Beatles to Led Zeppelin to Slipknot, the app’s songs ensure that even the deepest sleepers get a proper wake-up call. The song that the user finally wakes up to is shared with his or her followers and friends on social media.

We admit that we would likely sleep through the soft AM gold tunes, but play us Metallica and Sepultura and we’re definitely jumping out of bed.

Quirky projects like 91 Rock Clock are one of the specialties of JWT Brazil and Agéncia Casa—in the past, they’ve turned a magazine into a DIY sound system and created a beer fridge that unlocks only after all of the office’s employees turn in their time sheets.

See how it works in this quick intro video:

Ready to start your day with some rock? Download the 91 Rock Clock app here.
CAMPAIGN CREDITS:

Agency: JWT Brazil / Agéncia CASA

Executive Creative Direction: Ricardo John,  Mauro Cavalletti

Creative Direction: Rodolfo Amaral, Ricardo Marques, Gustavo Costi

Creative team: Gisah Ramos, Àile Carvalho, Thiago Ferreira, Annelize Ortega, Guilherme Claudino

Producers/developers: Felipe Gomide, Renato Gaspar, Neto Leal

Production: Agencia CASA
Account Services: Valéria Lopes, Marianah Mikosz