TBWA\Singapore has unveiled its 2025 Contenders at Cannes, spotlighting creative campaigns for Singapore Airlines, FairPrice, and StarHub. Each entry demonstrates creative approaches to brand storytelling, audience engagement, and innovation across the region.
The campaigns cover everything from in-flight art exhibitions and sensory holiday activations to thought-provoking product design that challenges perceptions of technology and gaming.
Singapore Airlines – Created at 30,000ft
Flying with Singapore Airlines is one of the most coveted experiences in the sky. We decided to feature this through a unique lens.
We partnered with Julia Nimke, a Leica photographer on her next exhibit in Singapore. But she had one big catch: nothing had been shot. Her task was to shoot, edit, and curate her entire exhibit using her experience onboard as her inspiration.
We filmed the entire journey from boarding to gallery opening, creating the world’s first exhibit created in 12 hours onboard Singapore Airlines.
Results:
- Over 82 million views online
- #1 top marketing campaign on AdForum
- View through rate 32% above benchmark
FairPrice Fresh Christmas Wrappers
Our biggest competitor is known for two things – fresh food and Christmas. FairPrice, the supermarket chain committed to bringing value to everyday Singaporeans wanted an idea that beats them at both.
We created FairPrice Fresh Christmas Wrappers, gift wrapping paper designed to look and smell like food. These were made available through interactive billboards that people could take home with them.
We created multiple designs like Cherry Pie, Salad, Strawberry Chocolate, Salmon, and Roasted Chicken Dinner for people to create their dinner spread under the ultimate symbol of Christmas – their trees.
Hundreds of people lined up within moments of the installation being set up and shared photos of their gift-wrapping creations online.
Results:
This work redefined how a supermarket brand could engage with its audience during the festive season, going beyond traditional advertising and transforming something as ordinary as gift wrapping paper into an unexpected sensory and interactive experience.
- 1 wrapper taken home every second during campaign period
- Over half a million SGD in PR value
- +18% increase in Christmas pre-orders versus previous year
- 8x earned reach versus previous year
StarHub Nobile Technology
Nobile is technology made with absolutely NO input from women.
On International Women’s Day 2024, StarHub wanted to go beyond token gestures and tangibly highlight the many innovations women have contributed to technology.
That’s why we challenged the usual narrative in the category, skipping the expected campaign simply celebrating women, and instead created an actual product — stripped of all technologies developed by women — a device with no Wi-Fi, Bluetooth, GPS, Caller ID, contact list, or call button.
Nobile was launched through film and social media, presented as if it were a genuine product launch, serving as tangible proof of how basic and boring tech would be without women. In the end, no one bought the product — but everyone bought the message: 3.5M impressions, 5.6× Instagram engagement, and 6.4× LinkedIn engagement
StarHub Ultimate Rig
The Ultimate Rig: A stunt to lure gamers into trying cloud gaming
Playing AAA games usually demands expensive, powerful hardware. But GameHub+ by StarHub, powered by GeForce NOW and Ubisoft+, launched a cloud gaming subscription that allows gamers to play on any device they already own.
The challenge? Gamers didn’t trust cloud gaming — yet. To trick them into trying it, we sent a fake, seemingly cutting-edge gaming rig to major influencers across Southeast Asia for a live unboxing and review. To their surprise, the massive package contained a tiny, basic device powered by cloud gaming — not the huge, costly rigs they had expected. We then challenged them to play AAA games on these modest devices, live on Twitch.
Both the influencers and their followers were blown away by the gameplay. Live on Twitch, our stunt proved beyond doubt that cloud gaming can outperform costly hardware — and that anyone can play AAA games on the devices they already own.
The results? We proved that even the most basic device can now be the Ultimate Gaming Rig. We captured attention and shifted attitudes at scale, reaching 6.1 million gamers, sparking thousands of unique chats across livestream channels, generating 114K+ views (3.4× our original target), and achieving a 0.73% CTR — exceeding our benchmark by 2.4× — signalling a clear shift in consumer behaviour and greater interest in cloud gaming.
