Most Read of 2023: APAC
Here at Little Black Book, the end of the year is all about celebrating the twelve months that have passed.
Our ‘Most Read’ articles provide an insight into what most piqued the creative world’s curiosity in 2023. In a big year for APAC advertising, which saw Asia host their own separate Immortal Awards for the first time, LBB’s roundup brings together the most exciting creatives and work of 2023.
The articles below reveal how our industry is growing, the years’ creative direction, and the movers and shakers of the Asian ad landscape.
Publicis Launches OREO's BLACKPINK Makeover
OREO's collaboration with K-Pop group BLACKPINK unveils limited-edition cookies in seven Asian markets, introduced through the #OREOBLACKPINK campaign by Publicis Groupe Indonesia. This Asia-wide integrated campaign offers BLACKPINK fans a chance to experience the iconic group's influence through two unique cookie flavours and special packaging.
Angel One's Super App Sparks an Investing Revolution Sweeping Across India
Prodigious and Publicis' spot introduces Angel One Limited's revolutionary Super App for smart investing, captivating millions nationwide and setting the stage for a fintech investing revolution.
Knock Knock: The Persistence Behind the Grand Prix Winner That’s a Lifeline for Korea’s Crime Victims
Cheil Korea's Seongphil Hwang, Seungree Kang, and Jiwon Lee share with LBB's Laura Swinton their Glass Lion-winning initiative revolutionising the Korean National Police Agency's response to domestic violence through a tech-driven UX approach. Emphasising persistence, Seongphil Hwang highlights the importance of continuous efforts in effecting change, recounting the significant advocacy and persuasion needed to transform various police departments.
Putting Nreal Air through Its Paces with a Wave of Influencer Reviews
Eleven International crafted a comprehensive marketing campaign for the US launch of Nreal Air AR glasses, strategically guiding consumers from awareness to purchase. The consumer-friendly headset, resembling sunglasses, weighing 79g, priced at $379, and compatible with multiple platforms, debuted on September 27, 2022.
VW #SafeLikeAVolkswagen Campaign Turns Home Life Situations into Car Safety Features
Volkswagen's #SafeLikeAVolkswagen campaign, crafted by the DDB Mudra Group, creatively employs home life metaphors to emphasise the brand's safety features, highlighting Volkswagen's status as a leader in automotive safety without showcasing any cars.
Sprite Zero Sugar Appeals to Impatient Gen Z with ASMR-Fuelled Relaunch Campaign
WPP's OPENX and The Sweetshop collaborate on Sprite Zero Sugar's bold rebrand, shifting from its traditional appearance since 1974 to a striking black typography and bottle design. Targeting time-strapped Gen Z, the campaign features two launch spots depicting individuals tuning out irrelevant chatter amid hectic situations, empowered by the drink's refreshing fizz.
Heineken's 'Ghosted Bar' Spooks You into Working Responsibly
Heineken and Le Pub unveil 'The Ghosted Bar,' part of the #workresponsibly campaign, urging against 'ghosting' friends in Singapore and Malaysia. Emphasising the impact of this behaviour on work-life balance, the campaign portrays an absent friend as a 'ghost' at the bar, prompting reconsideration of social interactions.
The Art of Account Management: How Curiosity Bursts into Life with Jessica Kositthanakorn
Jessica Kositthanakorn, GREYnJ United's group account director in Bangkok, oversees regional clients like P&G, Sanofi, and Lazada, emphasising pursuing innovative ideas and discovering one's professional passion.
The 'Shellmet' Is an Eco-Friendly Solution to Marine Waste in Japan
TBWA\Hakuhodo aids in recycling 40,000 tons of marine waste generated from Japan's large scallop landings, addressing environmental concerns in Sarufutsu Village, Hokkaido. The initiative introduces 'Shellmet,' an eco-friendly helmet made from discarded scallop shells, offering a solution to mitigate soil contamination and address social issues in the Soya district.
Strategy 101: Teeing It up for Creatives to Hit It Out of the Park
LBB interviews key members of Yell Advertising's strategic planning team, featuring insights from Anawat Praditsilp, Kwunchai Pansuk, Don Gorrith, and Parichaya Mahakkapong. They discuss their distinctive roles and contributions toward advancing Yell's Creative Effectiveness plan for 2023 and beyond.
How India’s Art History Came to Life in a Moving Canvas
Arjun Mukherjee of Wunderman Thompson Kolkata discusses the meticulous creation process behind Exide's campaign, showcasing India's diverse artistic heritage through illustrations. Led by Mukherjee and animator Sourish Mitra, the project delved deep into numerous Indian art styles, depicting vehicles journeying across the nation, culminating in a complex yet visually stunning animation.
