Asia Work of the Month: January

“If there is one thing you cannot ignore about the Asia Pacific region, it is the diversity on offer. Diversity in culture, diversity of insights and the diversity of the creative work that comes through all the networks like us here at Dentsu Creative. Whether you look at the playful humour of Thai work or the sentimental pieces that often comes out of the Philippines, the work is often rich in insight and creativity, and tackles challenges when big global brands allow it. 

So, as 2025 sets sail and we look forward to a year of transformation, I have picked a few pieces that all carry the same criteria: pushing transformation, originality in concept and a commitment to craft.” – Dan Paris, chief product and growth officer, Dentsu Creative APAC.

Apple - Wren Evans - CỨU LẤY ÂM NHẠC

First up is the ‘Shot on iPhone’ campaign from Apple which, in many ways, stands as one of the all-time greats when it comes to user generated content around a solid platform idea. The campaign has been global and local in its execution over the years, but this time they chose to celebrate Vietnamese culture around Tết. Beautifully shot in collaboration with gen z artist Wren Evans, the film takes you through a kaleidoscope of sensory content demonstrating both a credible link to Asian culture as well as the power of this new device.

McDonald’s Philippines - Everyone Deserves a Forever Date

The second selection moves to the Philippines and a very touching piece of work from McDonald’s for Valentine’s Day. Rather than relying on familiar commercial cultural cliches, McDonald’s chose to tell their story and relevance for a Valentine’s date by celebrating undying love, no matter the circumstances. Nicely shot and scripted, it's a story well told and executed. Kudos to McDonald’s for offering something so refreshing.

Woolworths - Bee Case Study

For the third piece of work, I chose to feature our Dentsu team in New Zealand, who recently delivered a standout activation work for Woolworths. In a script underlining how little consumers really know about the role of bees in the supply of fresh produce, the agency has created an immersive activation to put that right. Full of creative touches and meticulous attention to detail, this activation exemplifies the power of experiential marketing.

Coldplay - Man in the Moon

The final selection is from Singapore and the new music video release for Coldplay's new track, Man In the Moon. Shot in partnership with Singapore Tourism Board and Warner Music, the film is a well-structured tour of Singapore's rich history, cultural diversity, epic skyline and quite deliberately, little touches that you might not expect from this city. Destination and country branding executed to the highest level – and from what I have read in social media commentary, a piece of work that has generated a lot of pride.