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Brand’s Essence of Chicken advises to ‘Stay Switched On’ in campaign from Y&R

7 May, 2012


SINGAPORE — Health supplement Brand’s Essence of Chicken is advising young people to ‘Stay Switched On, Stay Open to Opportunities’ in its latest campaign from Y&R Singapore.

Encompassing television, print, outdoor and on-pack, the campaign’s first blast shows the positive opportunities that can be missed when you don’t stay alert. The answer? Brand’s Essence of Chicken.

The TVC shares the cautionary tale of aspiring young actress Janet, who could have been the star of action movie ‘The Beautiful Spy’, had only she been alert enough to spot the clues when sharing an elevator with the film’s director. The movie’s female star is then seen drinking the health tonic as Janet can only look on in wistful admiration.

Print and on-pack advertising carries competitions in which alert contestants can win $30,000 worth of cash and prizes. Outdoor specifically targets bus-stops near schools and colleges, with messages specially customised to reach students and young people – alerting them to opportunities in their everyday lives. There is also a dedicated Facebook page where young people can engage with the brand with light-hearted videos and puzzles testing mental agility.
The latest campaign is an evolution from last year’s ‘Blur or Not?’ spots which conducted a series of social experiments into people’s alertness, or lack of it. The ‘Blur or Not?’ Brand’s Alertness Experiment campaign has just been named a Finalist in the Singapore Effies 2012, in the Beverages (Non-Alcohol) category.

“We are obviously very proud of Brand’s Essence of Chicken’s strong 175-year heritage,” commented Josephine Soh, Manager, Marketing, Cerebos Pacific Limited. “And this campaign aims to build on that heritage by highlighting how consuming Brands on a regular basis can help improve mental agility and alertness, sharpening younger consumers’ abilities to stay switched on and be aware of the many opportunities open to them.”

“Having been around for over 175 years, Brand’s Essence of Chicken had been perceived as a traditional brand for older consumers. This campaign highlights the benefits of the brand in a way that is fun and relevant to younger consumers,” added Soohan Han, regional associate account director at Y&R Singapore.

Creative Credits
Head of copy - Adam Miranda
Copywriter - Matt Grim
Art Director - Dian Widjaja, Jules Kim
Producer – Michelle Tan
Planner - Hari Ramanathan
Account Management - Rachelyn Gordon, Camellia Tan, Soohan Han

Media Enquiries
Magz Osborne
Regional Communications Director
Y&R Asia
Tel: +65 6671 3106
Mobile: +65 9029 9271

About Y&R
Y&R is one of the world's leading global marketing communications companies. The agency’s work spans the communications spectrum and reflects the transformation that digital has driven across all media. We bring together the most experienced and most passionate leaders in strategic planning, channel planning, digital proficiency, and creative to create exceptional storytelling campaigns that build strong connections between our clients and their customers all around the globe.

In the past few years, the agency’s work has gained strong recognition by the industry. Y&R moved up to #6 from #14 on the Gunn Report and RKCR/Y&R is #1 in the U.K. and ranks #5 on Gunn's most awarded agency table. In 2010 at Cannes, Y&R was the #3 network worldwide. Y&R New York was the most awarded in the U.S. and #2 worldwide. The agency was also Network of the Year at the Art Directors Club, London International Awards and EPICA. This past year, Y&R added Network of the Year honors from the Dubai Lynx Awards to its credits and held on to the #1 ranking at the Art Directors.

Y&R has 186 offices in 90 countries around the world. Its clients are some of the world’s most prestigious global brands, including Virgin Atlantic, Xerox, Revlon, Beeline, Campbell’s Soup Company, Colgate-Palmolive, Danone, GAP, Land Rover, MTV, LG and Telefonica, to name a few.

About Y&R Asia
The Y&R Asia network is headquartered in Singapore and has offices in China, Hong Kong, Japan, the Philippines, Vietnam, Indonesia, Thailand, India and Malaysia.

The Y&R Philosophy – Resist The Usual
We are united around a single mission: To Resist the Usual. This philosophy is at the heart of everything we do – our approach to business, our creative product, client relationships, our people. We live to innovate, to differentiate ourselves and our clients.

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