R/GA APAC: Cats, Dragons and Fireworks at Cannes 2024

Ed Cheong, executive creative director, R/GA Singapore said, “Much has been said and shown regarding the output of Generative A.I. For this project, we focused on using it as a cathartic outlet instead. That technology can be an enabler for the artist in everyone – even those who live with mental health disorders, to express their innermost feelings as art. For most of us, it is hard to picture what it’s like to be in their shoes. With this exhibition, we hope to shed more light on that and in turn, generate empathy and improve mental health literacy.”

Anthony Baker, general manager, R/GA Japan said, “This wasn’t just another Black Friday promotion. It was a story of revenge, ransom, redemption... and cats. ‘The Battle Cats’ is known for its quirkiness, so, for Black Friday, we embraced the weirdness, creating an even weirder scandal. Black Friday took a bizarre turn with our revenge-filled saga of ‘The Outcats’ — a shady group of rejected pawed personas on a mission for fame and fortune in ‘The Battle Cats’ realm. We unleashed auditions, takeovers, and influencer chaos, breaking all game promotion records. It was cat-astrophic... in the best way possible.”

We fed cravings for good fortune with the Luckiest Undie. Unlike other New Year celebrations around the world, Chinese New Year focuses on ushering in prosperity and good fortune ($$). Serendipitously, 2024 marks the Year of the Dragon, and according to Chinese zodiac wisdom, the Rooster serves as the Dragon’s ideal companion. Leveraging its iconic Rooster brand, KFC delved into the realm of luck. Teaming up with renowned Feng Shui master Jet Lee, we crafted Lucky Undies infused with auspicious elements to satiate the hunger for good fortune. Did it deliver? Absolutely. All 888 pairs of KFC Lucky Undies sold out within just 20 minutes of release, later fetching $500 each on the resale market.

Marianne Whitman, general manager, R/GA Singapore said, “As our luck would have it, according to ancient Chinese zodialogical wisdom, the Rooster is the perfect ally for the Dragon for even more good fortune. So it was written in the stars that the most iconic Rooster brand would get into the business of selling luck with the most unexpected drop.”

Shingo Ohno, creative director at R/GA Singapore said,  “PONOS and R/GA are reshaping the gaming experience by embracing the beautifully bizarre and captivating Taiwanese and Korean gamers in a culturally resonant way during Lunar New Year.

Since 2024 is the Year of the Dragon, we subverted age-old tradition with a petition to lobby for it to be the Year of the Cat. In turn garnering not only attention for the most popular cat themed mobile game, but also delivering serious results.”

Social Indigenous Enterprise We Are Warriors (WAW), supported by creative innovation studio R/GA Australia, was selected to produce the City of Sydney's New Year's Eve Calling Country live performance as part of the 9pm firework show.

The performance featured a special Welcome to Country projection, and a 9-minute original score accompanying the 9pm fireworks show. Pylon projections, a collaboration between We Are Warriors, R/GA, illustrator Janelle Burger, Vandal, and 3D artist Jock Holyman, depicted how stories passed down through generations keep Indigenous culture and identity alive.

Ben Miles, co-founder of We Are Warriors and VP, executive creative director, brand, APAC at R/GA said, “There’s never been an activation of this magnitude designed for the Indigenous population. We pitched fiercely, and we went brave with staunch and powerful messaging. After the Referendum, its significance has heightened. We want First Nations people to hear empowering words from Pelmowoy that affirm their greatness. We’ve been intentional, we want these words to uplift, energise, and resonate across the nation, fostering unity, love, and empowerment.”

Ben Miles, co-founder of We Are Warriors & VP, executive creative director, Brand, APAC at R/GA said, “Ansarada helps corporations simply and securely organise critical information across all aspects of operations. To rebrand ahead of US expansion we landed on an insight: Ansarada brings order to organisational chaos.

The language of order (alphabetical, chronological) and the order of language became the basis for a dynamic brand that plays to our audience’s intelligence, while custom illustrations are a witty and creative counterbalance to the logic-driven system. We put order on a pedestal and showed it makes business sense.”

Ben Miles, VP and executive creative director, brand, APAC at R/GA added, “Australia is so clearly still a very divided country. So, on Australia Day or Survival Day - a day that’s so polarising, we wanted to take control of the narrative, put a spotlight on Blak excellence and tell Indigenous communities they are loved, they are seen. They are heard. That they are warriors. There’s a long way to go, and Blak Powerhouse is a bold move and an invitation for First Nation Peoples, Allies and advocates to come together and be part of a Blak Future.”