• Transform magazine
  • May 26, 2019


Branding announcements from around the world


Recent announcements highlight collaborative working, innovative campaigns and business growth. This is a brief snapshot of the main news.

Art&Graft creates new Join Journey campaign for Virgin Media

Award-winning motion design studio Art&Graft has created an expansive visual campaign for Virgin Media to welcome and guide new customers through their unique Join Journey.

Central to the campaign are a charming family of characters, who are with you every step of the way, guiding you through the whole process with humour and panache.

Designed and produced by Art&Graft’s multidisciplinary creative team, the campaign demonstrates Art&Graft’s signature blend of 2D & 3D styles to create unique and recognisable characters that bring these messages to life

The viewer flies through the space-age tunnel, in-keeping with the brands live-action TVCs, into the lives of our three sets of characters. With them we watch as their lives are transformed into magical surroundings with the help of Virgin Media through a celebratory football stadium, a sci-fi game planet and into a luscious exotic jungle. 

Using a series of demographics supplied by Virgin Media, the Art&Graft team sculpted the personalities of each group, contemplating their likes and dislikes, what they watch, stream and browse. As such the characters become an honest expression of the brand’s offering; a family of personalities that represents everything Virgin Media has to offer. 

These characters can be used to entertain, to teach, as well as help shift the traditional consumer/brand relationship beyond that of recognisable logos and colour schemes into something more tangible and fulfilling. 

Du awards creative duties to TBWA\Raad

Du, Emirates Integrated Telecommunications Company, has appointed TBWA\Raad as its new creative agency of record. It is the first time the account, which covers the planning, creation and implementation of integrated communications strategies for Du across the UAE, has changed hands since its launch in 2006. The incumbent on the business is Leo Burnett.

Following a competitive pitch that included several agencies in the Middle East, TBWA\Raad was awarded the account. The new partnership will come into effect this month and will see TBWA\Raad’s communications remit cover du’s creative development, collaborating on market strategy and brand positioning, across multiple platforms and disciplines.

Addressing the appointment, Abdulwahed Juma, executive vice president of brand & corporate communications at Du said, “We are amid an exciting organizational transformation that has challenged us to try new business methods and refresh our strategic approach as a brand. We were thoroughly impressed by the creativity and high caliber of work from all invited agencies. Ultimately, we found that the creative strengths and data-driven approach of TBWA\Raad are best suited for our communications needs and will help us meet the challenges of our new innovation-led environment.”

Named Advertiser of the Year at Dubai Lynx 2018, the UAE telco continues to be at the cutting edge of innovation, having won multiple regional and international awards for its tongue in cheek advertising campaigns.

“We would like to extend our warmest gratitude to Leo Burnett, whose creative team has been integral in our success during our unprecedented 13-year partnership and has helped us grow into the USD 2 bn company we are today,” Juma added.

 “For the past few years, we have worked to transform ourselves into the agency of the future, and are delighted by Du’s endorsement of our innovative approach. We believe that du is the leading force behind the digital revolution, and we look forward to working together. We aim to reflect the innovation and creativity of the brand during this decisive transitional time in the telecoms industry,” said Reda Raad, CEO of TBWA\Raad.

Pearce Signs, UK-based sign manufacturer opens office in Hong Kong

Pearce Signs, a UK-based sign manufacturer and its global division, ‘The International Sign Alliance’ (TISA), are proud to announce the official opening of their new Asia-Pacific Head Office in Hong Kong - the third most powerful financial centre in the world.

“We have carefully planned this expansion,” said Pearce Signs’ managing director Peter Snaith, “and now, having successfully worked with our TISA partners to complete a number of major re-branding programmes, including Bank of America, Dell EMC, The Royal Bank of Scotland, Yanfeng, Chase, Lexmark, Hewlett Packard and Johnson Controls, we feel that the time is right to expand into this robust economic market. The opening of our new office will allow us to reach more clients from across the globe in a bid to expand our current portfolio.”

Hong Kong native Mike Tang has been appointed general manager of the new Hong Kong office. “This is a fantastic opportunity for the continued growth and development of TISA in a market with much potential. I think the list of powerhouse clients that we’ve already delivered solutions for speaks for itself on how well we deliver outstanding rebranding solutions for our clients globally. I’m delighted to be a part of this expansion.”

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