Asia Work of the Month: March

"The Asia Pacific region is mixing innovation and creativity to make work that grabs attention and does good. From bold ideas to tech with a purpose, it's amplifying messages that protect the planet and vulnerable communities, making a real impact. It’s smart, fresh, and honestly? It’s the kind of thinking we need more of." – Rick Kwan, executive creative director, Grey Hong Kong

Kirin Brewery - Harekaze ACTION

Kirin’s Sakura AI Camera is a clever fix for Japan’s aging cherry trees – using smartphone snaps to monitor their health. It’s a perfect blend of tech and tradition, tackling a real problem as iconic Somei Yoshino trees reach the end of their lifespans.

It's a decent start with 20,000 photos, leaving the Japanese-only app room to grow. But the idea’s solid, and with more scale, this could be a game-changer. For now? A promising step toward saving sakura; with the right push, it might just blossom into something bigger.

Netflix - The Spoiled Flowers Billboard

Speaking of blossoming… Flowers as a billboard is not entirely innovative, but the fact that it’s an ad that blooms, then rots to reveal the killer’s face for Netflix’s ‘Dalah: Death and the Flowers’, is. It turns spoiler culture into a thrilling race against time, perfectly mirroring the show’s suspense. Short-lived and a single-location stunt, but a bold experiment in experiential marketing.

H Cookware - The Fire Walkers

I’m guilty of loving shiny new things, and H Cookware's stainless steel 'recipe book' is one of the shiniest. Not just a cookbook, it’s a sleek, durable twist that’s literally indestructible and easy to clean.

While the novelty factor is strong, it feels like it’s aimed at design foodies rather than home chefs. It’s clever branding but the real test is whether anyone cooks from it – or if it just looks pretty on the shelf. I know I wouldn’t mind one glaring at me.