Asia Work of the Month: February
“The work that stands out for me helps tackle real-world problems, whether bringing awareness to something or helping break down barriers. Working within the Asia region, I am also tuned into how important it is to be able to really understand a market and its unique customs. This type of work often goes under the radar as it’s so localised and not understood by the masses but it should be celebrated for being able to address something that is particular to a culture.” – Sunna Coleman, Asia reporter, LBB
Volvo Cars India - Most Ignored Painting
From being the most ignored painting to going viral, Volvo Cars India’s collaboration with internationally renowned artist, Subodh Kerkar, shed light on a critical issue for National Road Safety Month. Thinking outside of the box, the brand asked the popular artist to turn the road into his canvas, bringing attention to the most ignored paintings in India – zebra crossings. Drumming up attention with a teaser reel ahead of the big reveal at a press event that demonstrated how Indian drivers consistently put pedestrians at risk, this creative collaboration became a life-saving campaign.
KitKat - Break Bar
A super simple yet effective idea that taps into a cultural nuance. In the Philippines, small businesses with limited staff often barricade their store fronts using everyday objects when they are in need of a short break. Playing on KitKat’s slogan, ‘have a break’, VML Philippines created the Break Bar – specially designed to slide between door handles and signal a temporary closure during break-time for shopkeepers. Playful and practical.
Stayfree - Kiara Advani
In Stayfree’s spot, Indian actress Kiara Advani admits that her acting career started way before she ever appeared on screen. It started when her periods started. The brand’s latest campaign highlights the outdated notion that women need to ‘act’ like nothing is wrong when they are on their period – regardless of whether they are dealing with an unfortunate leak or a myriad of PMS symptoms.
