BBDO Singapore and Mashup have partnered with buy-now-pay-later brand, Atome, to launch a mid-year campaign featuring their brand ambassadors, ASTRO.
The buy-now-pay-later brand proudly pushes the movement of ‘Own Your Expression’ with BBDO Singapore, its appointed regional creative agency for 2022. Together, they have kicked off a mid-year campaign featuring Atome’s brand ambassadors and K-pop superstars, ASTRO.
Filmed in Korea and produced by Mashup, the launch video showcases the six charismatic members of ASTRO as they get ready to film a faux commercial. With the power of Atome, they seize full control of their desired looks as their clothes transforms into liberating, empowering outfits. Through these transformations, Atome and ASTRO debunk doubts and shatter expectations prevalent in the fashion and beauty industry.
“You don’t own a piece of clothing once you buy it. You own it once you wear it with confidence,” expresses BBDO’s Creative Chairman, Tay Guan Hin. “‘Own Your Expression’ is what you do with fashion; it is up to you how you wish to express yourself. So whatever clothes you wear, how you choose to wear them is entirely up to you. By democratising fashion, Atome gives consumers control over their own style and expression.”
Vangie Hu, Vice President of Marketing for Atome, said: “The definition of fashion and beauty, especially in Asia, is fast-changing. Traditional norms which say what one should wear or how one should look are being challenged by today’s generation of young consumers, who are expressing themselves in fun, creative and original new ways in fashion and beauty.”
This launch video is one of two mega campaigns slated to roll out this year, alongside two sustenance campaigns. The ongoing campaign invites Gen Zs and Millennials across the region to submit their original fashion and beauty expressions via Instagram and TikTok under the hashtag #OwnYourExpression. Up to 30 winners will be selected based on creativity and originality of their looks, with fantastic prizes up for grabs. More details can be found on Atome’s social media accounts.
The campaign also climaxes with a live-streamed fashion show on 25 June held at Suntec City, West Atrium in Singapore, along with a 4,500 sq ft experiential pop-up store featuring fashion and beauty brands such as ZALORA, ALDO and SHEIN.
Through these aspirational initiatives, Atome hopes to shake up the status quo of rigid rules and dictated trends commonly perceived in the fashion and beauty industry.
Creative Chairman: Tay Guan Hin
Senior Art Director: Amanda Ler, Gareth Lee
Senior Writer: Ivan Ng
Copywriter: Kevin Ho
Account Management: Erica Sanidad, Chermaine Chong, Andrea Lee
Project Lead: Anne Lee
Production House: Contents Lab D&M
Executive Producer: Monica Chang
Editor: Kim Dong Hwan
Audio Engineer: Lee
Photographer: Whang Mi Na
Producer for print: Lee Yoon Sun