Asia Work of the Month: April

“What I love most about Asian advertising is its diversity and the rich inspiration that comes with it. Japan stands out for its high aesthetic standards and beautifully crafted designs. Thailand captivates with emotional storytelling and quirky humour. India brings vibrant, often music-driven narratives to life. And China leads with a tech-savvy, social-first approach. These are just a few examples of the region’s unique creative voices.” – Lock Sin Chong, ECD, BBDO Beijing

Flipkart - SASA LELE

What I like about this idea is that, in a time when most people are skipping ads, this one manages to draw you in with the charm of a music video — simple and undeniably entertaining but basically only listing their products one by one. The witty twist made me watch it twice, and more importantly, remember exactly what the brand was promoting — all with a knowing smile. A great example of how playful creativity and sharp execution can still win attention.

OREO - Milky Way Dunk

A great reminder for us creatives not to limit ourselves when thinking of ideas. Sending an OREO to the Milky Way might sound too crazy at first, but in the end, they made it happen. And that’s what makes it so powerful and gives this campaign a lot of PR value. The idea being perfectly on brand with “stay playful” makes it a great piece of work.

Harbin Beer - The Back Rack Hack

I tend to shy away from picking our own work, but I’m proud to share this. The biggest strength of this idea, to me, is that it taps into a universal behaviour most of us relate to – grabbing a cooler drink from the back of the rack. Connecting this existing behaviour through a simple yet smart rack design to Harbin’s brand promise of icy-cold refreshment made the ‘Back Rack Hack’ so clever. And the bold move of placing their product behind all the competitors extended its reach beyond just the participating stores.