Cannes Lions 2024: BBDO Asia’s Creative Leaders Unveil Their Top Campaigns
BBDO Asia has excitedly announced its top eight submissions for the Cannes Lions International Festival of Creativity. From numerous outstanding entries this year, the Creative Council Leaders at BBDO Asia have selected their top picks for Cannes 2024. These choices reflect a dedication to pushing the boundaries of creativity while focusing on quality and innovation. The selected works span a diverse array of categories, highlighting BBDO Asia’s excellence in crafting impactful campaigns that resonate with audiences across various sectors and mediums.
BBDO Asia’s Creative Council meets weekly to discuss, guide, and enhance creative projects across the region, ensuring the delivery of outstanding and impactful client work.
Creative Council Leaders:
Josy Paul, creative chairman and CCO of BBDO India
Arthur Tsang, CCO of BBDO Greater China
David Guerrero, chairman CCO of BBDO Guerrero
Thasorn Boonyanate, CCO of and BBDO Bangkok
GuanHin Tay, creative chairman of BBDO Singapore
My Parent is a TikToker - FIVE STAR
BBDO Bangkok
BBDO: Addressing the disconnect between busy Gen-Z individuals in Bangkok and their families during Songkran, the Thai New Year, this campaign brought parents onto TikTok, turned them into TikTokers to engage with their children in a medium their children heavily use, thereby fostering family reunions and shared meals with Five Star Chicken.
#ShareTheLoad - Ariel India
BBDO India
BBDO: 57% of women decline work-related travel opportunities. Because they worry about their partner's ability to manage the household chores in their absence. The mental load of household chores is holding women back.
The campaign was further complemented by the development of a tech solution, Home Map. It functions like a map for your home, showing men where things are kept, which reduces the constant calls to women while they are away.
HomeTeams #ShareTheLoad (Film) - Ariel India
BBDO India
BBDO: In its 7th edition, Ariel's #ShareTheLoad campaign asks: How strong is your home team? This year, the campaign tackles the mental load women shoulder in addition to physical housework. Can men become trusted allies, fostering a true partnership? Watch the film and see how sharing the load strengthens your HomeTeam! #ShareTheLoad
Times News Hijack - Ariel India
Agency: BBDO India
BBDO: In India, many women decline work-related travel opportunities, because they worry about their partners' ability to manage the household chores in their absence. Ariel's #ShareTheLoad movement wanted to change mindsets, and persuade men to step up at home, to share the partner's mental load. For one night, while millions across India were tuned in, Ariel hijacked Prime-Time News to surprise the news anchor with a heartwarming message from her husband - showing him taking care of the home, while she was at work. This News Hijack was part of a larger integrated movement HomeTeams #ShareTheLoad that grew the conversation around the mental load of household chores on women.
Home Maps App - Ariel India
BBDO India
BBDO: To reduce the mental load on women, Ariel, India’s leading detergent brand, developed a tech solution, Home Map. It’s like Maps for your home. With Home Map, men can find things at home without the constant calls to their wives. Putting an end to weaponised incompetence! Ariel’s 'Home Map' tells men where everything is kept at home. Home Map was part of a larger integrated movement HomeTeams #ShareTheLoad, that grew the conversation around the mental load of household chores on women. The combined impact of the HomeTeams movement was seen on the brand and society.
The ‘103 Rakhee’ for Women’s Safety - 103 WOMEN SAFETY HELPLINE
BBDO India
BBDO: 103, a women's safety helpline was launched by the Mumbai Police. Despite announcing the helpline across mainstream media, very few women knew about it. 88% of women in Mumbai said they had no idea about 103.
In India, culture reaches where mainstream media can’t. So, we turned to culture - to Raksha Bandhan. A traditional Indian festival where one ties a sacred amulet, called the Rakhi, around the wrist of their loved one, who in turn promises to protect them forever. We took the Rakhi and turned it into our medium to spotlight the helpline. 'The 103 RAKHI' was launched with a guerrilla act.
The Benz Effect - Mercedes-Benz
Team X Thailand
BBDO: Explores the cultural phenomenon in Thailand where children named "Benz" symbolize parental aspirations and admiration for the Mercedes-Benz brand, enhancing brand affinity. Recognizing this unique cultural connection, Mercedes-Benz, in a strategic move to boost its presence at the upcoming Thai Motor Show, adopted a novel approach to draw visitors to their booth. Partnering with BBDO Bangkok and director Benz Thanachart, Mercedes-Benz launched a documentary titled 'The Meaning of Benz.'
Sounds Like Dew 'Dew Racing' and 'Dew Battle' - Mountain Dew
BBDO Guerrero
In the Philippines, many gamers play on their mobile phones on silent mode. So they often find themselves creating their own sound effects. Mountain Dew is well established as a favourite soft drink among gamers. So, as part of a larger integrated campaign, we wanted to reach them during their commute on the radio, and in internet cafes, and to demonstrate that “dew” as it is commonly known, is a part of the soundtrack of every game. To build the storytelling we edited together some appropriate video gameplay as a guide to the recording, As the client said, it’s a once-heard, never-forgotten connection,” - David Guerrero, chairman and CCO BBDO Guerrero
