5 Cannes Contenders from LePub Singapore
When LePub opened its APAC headquarters in Singapore in 2022, it took off like a rocket ship that’s been in flight ever since thanks to a cascade of work and awards.
After creating ghostly bar experiences for Heineken and campaigns that tap into the k-wave for Tiger Beer starring Son Heung-Min and G-Dragon in 2022 and 2023, LePub has kept up the momentum with campaigns like The Boring Phone, Playbrary, LaundroMatch and The Summer Puffer…
Campaign Brief Asia asked Cyril Louis, Global ECD at LePub Singapore, to share the agency’s top 5 Cannes hopefuls.
“Bringing home 8 Lions and 14 shortlists in its first year of existence has been a big motivator, but it has also set expectations for the year to come. We have been busy to meet them,” says Louis.
Heineken – LaundroMatch
LePub Singapore + Italy
Asia is home to some of the world’s most hardcore football fans – so devoted, they’ll wake up at 3am or 4am to watch UEFA Champions League games live. By turning 24-hour laundromats into all-night sports bars, Heineken® gave Korea’s most dedicated football fans a place to watch the UEFA Champions League. With this project, Heineken tapped into a fan need by creating a brand experience that allowed them to overcome the barrier that limited their ability to enjoy UEFA Champions League matches and socialize while supporting their team.
Heineken – The Boring Phone
LePub Italy + Singapore
Smartphones are amazing. Maybe a bit too amazing for social life. So, we created The Boring Phone. The phone made with less, so people can enjoy social life more. Created by LePub Milan and LePub Singapore, The Boring Phone was made in collaboration with streetwear curators Bodega. It comes without HD camera, without voice assistant, without maps, without video calls and without social media… It has email but no memory to receive any.
National Library Board, Singapore – Playbrary
LePub Singapore
To combat the declining interest in reading, especially among younger audiences, lePub created Playbrary, an innovative initiative for The National Library of Singapore that transforms reading into an interactive gaming experience using the power of AI. Playbrary redefines book engagement for the digital native by converting classic literature into captivating video games.
Tiger Beer – Summer Puffer
LePub Singapore + BBH
In Asia, trends aren’t just embraced; they’re embraced with fervour. And in the realm of Gen Z fashion, nothing is more “En vogue” than puffer jackets, spanning from outerwear to accessories. However, despite their popularity in fashion, puffer jackets were impractical for tropical Asian countries. To grant Gen Z in Tropical Asia the opportunity to partake in this coveted trend, we pioneered the first puffer jacket cooled by Tiger Crystal. This innovation allows Gen Z to savour the refreshing essence of Tiger Crystal before they even try the beer.
Heineken – Enjoy the Smoothness
LePub Singapore + Leo Burnett Vietnam
In response to Vietnam’s preference for less bitter beers, Heineken introduced Heineken Silver – a smoother alternative. But we needed them to try this new smoother beer. ‘Enjoy the Smoothness’ works like this: during live football matches, for every goal celebrated with a player sliding smoothly, Heineken® rewarded fans with real-time discounts of Heineken Silvers, delivered instantly by GrabMart. With ‘Enjoy the Smoothness’, Heineken® Vietnam found a way to connect football’s most epic celebratory knee slides with the smooth taste of Heineken Silver. The longer the slide, the bigger the discount.