Will agencies shed their skins in the Year of the Snake?

As we slither quietly into the Year of the Snake it is beginning to look like our independent, collaborative creative model is being increasingly adopted by big agencies struggling to meet their client needs.

In recent months we have worked on 2 big international pitches, as well as number of local projects, where our agency partner was actively seeking a new perspective; one that sits outside of, and apart from the agency culture.

Entrenched interests and bureaucratic structures have in the past held back those who wanted to seek alternatives to the top-down "cubicle" model, but it does look as if – driven by necessity – the BIG agencies in Asia are finally realising that the future is going to require quite a different creative approach.

Naïve Hard at It

It's been a busy few months for the Network.

A complete launch campaign for a high-end condominium development in Singapore; a print campaign (how quaint and old-fashioned that sounds) for the Tourism Authority of Thailand; and a top secret project helping to bring to fruition a very interesting new TV sports concept.

We have also helped launch the "It Project", and if you haven't seen it yet you really need to be part of it.

This is just one of a number of in-house projects we are involved in, and we will shortly be launching Naïve IP which will showcase the experimental work we do that goes beyond the scope of our normal advertising & communications work.

Enter the Dragon!

Here at Naïve we enter the year of the Black Water Dragon with great optimism.

The Golden Rabbit of 2011 was a good one for us, with new clients and varied projects around Asia and beyond.

Our affair with beauty continued with Pond's skin and Dove hair assignments for China and Singapore, and a major new brand launch in Russia; a first for the network in Europe.

We were asked to be part of a regional team that pitched for a global car brand, and worked with Pernod-Ricard to radically improve the branding and visibility of its 100 Pipers whisky brand in Thailand.

Along the way we pitched for a mobile phone business, and worked with a number of SMEs to help build their brands in Asia, as well as helping one Asian-based SME to break into the US market.

All Dragon years are traditionally associated with new beginnings, happiness and good fortune, and 2012 is no exception.

We thank all of our clients for their support during 2011 and hope that the Water Dragon brings you new beginnings, happiness and good fortune.

Pond’s “Love Stories” Campaign Case Study

Our episodic love story campaign for Ogilvy & Pond's Flawless White has now completed its 3rd season, with much success around the world. This short video showcases the entire campaign over the 3 years it has now been running.

Singapore Grand Prix “Get Ready to Race”

Naïve were recently appointed by the Singapore Grand Prix to produce a 30-second TV commercial designed to promote the world's only F1 night race.

As the key objective was to appeal to people who lie outside of F1’s core fan base we decided to eschew the normal racing imagery and instead take a light hearted look at how F1 fever is gripping Singapore as the race approaches.

The TVC features two ladies who, overwhelmed by Grand Prix fever, decide to stage their own race in the local supermarket. Produced by Masion Films Thailand, and directed by K. Supavish the commercial will run in markets across Asia and is part of the Singapore Grand Prix’s extensive marketing program.