High Five: Asia's Best Direct Campaigns

To me, this collection isn't just about the brilliance of each idea, but also about the thought process behind them. These campaigns cleverly use everyday moments to enhance a brand's image or introduce delightful surprises that transform routine activities into engaging experiences. They reflect a deep understanding of local consumer behaviour and demonstrate a real commitment to engaging creatively with that insight...

A clever approach to leveraging 'renovation periods' for increased PR impact and enhancing brand image.

A brilliant 'Direct' campaign cleverly addressed the issue of kids not finishing their milk—and missing out on essential nutrients—by including Manga illustrations at the bottom of each bottle, visible only after the milk is consumed. An inventive and smart idea

It’s a compelling idea that aligns with a TV series' storyline focused on dismantling drug cartels, aimed at tackling the issue of drug offenses. I also wish they had incorporated something like coasters in bars as part of their approach.

I love this direct idea because it will never work in my country. It cleverly addresses the common issue in Korea of double parking, targeting responsible individuals. Simple yet effective.

It is a new way of attracting customers to the Motor Show. Instead of showcasing Benz 'Cars,' they feature Benz 'People.' It's a powerful direct campaign that utilises data and local insights previously unexplored.