12 days of Christmas: Top five campaigns of 2010

In partnership with creative agency TBWA, Standard Chartered launched its 'Here for good' campaign in April this year following the turmoil of the global financial crisis in 2009. This campaign marked the brand's first global positioning campaign in 40 years. 

The campaign’s four television spots were directed by African artist Ezra Wube, Chinese filmmaker Tian Zhuang Zhuang, Jordanian documentary producer Sandra Madi, and internationally acclaimed graphic designer Stefan Sagmeister.

Here is Wube's interpretation of 'Here for good':

Ogilvy won the creative business for Shangri-La in April last year. A little more than one year later, the agency saw its pitch idea come to life as Shangri-La's 'It's in our nature' campaign.

The TV execution is a classic story. The hero is a traveller. He faces adversaries and obstacles as he crosses mountains in adverse weather. These elements are there to represent the experience of travel – thrown from pillar to post in alien cities and cultures, and even in the surrounds of a five-star hotel, feeling alone and miles away from home.

Bruno Aveillan, also known for his work for Louis Vuitton, was both the photographer for the print work and the director for the TVC shot in the snow bound landscape of the French Alps.

In what marks a huge creative lead coming out of Southeast Asia, FedEx, in partnership with BBDO Guerrero in the Philippines, launched an ambitious global campaign to be executed in eight languages across 14 markets in October.

The creative for 'FedEx delivers to a changing world' was handled by a cross-network team from both New York and the Philippines. 

At Experience.fedex.com visitors can interact through a dynamic world map and have the opportunity to analyse the data, share information or participate in online polls. The campaign also includes an augmented reality experience that provides a three-dimensional interpretation of global data.

Reported in July, Burger King cleverly combined marketing, advertising and online communications to generate its hugely successful 'Wallet drop' guerilla campaign for its BK Affordables range in Singapore.

Over a six week period starting in June, Burger King staff dropped wallets containing nearly S$40 worth of vouchers and discount offers at unusual locations from benches to clothes racks and display cabinets in various venues around Singapore. The content of the wallets also included lucky draw tickets for chances to win S$50 cash. The seemingly simple campaign which took place offline in turn sparked off an overwhelming online response.

As a testament to the success of the campaign, two out of five customers ordered a Burger King affordables meal during the campaign period. There was also a 600 per cent explosion in Burger King Singapore's Facebook 'like' counts which sky rocketed from 1,200 at the beginning of June, to reach 8,400 fans by early July.

Burger King also maintained a sustainable demand for its BK Affordables after the campaign period.