Most Read of 2022: APAC

We have rounded up a stellar list of ad campaigns, brand activations, people, and research that have either made a profound impact on their communities or have just impressed us with their fantastic creativity, insights, and smart use of outreach platforms to convey their messages. 

From social awareness and change, consumer engagement with AR experience, and new product packaging that is disability-friendly, to impactful use of digital billboards and opening up worlds of creative reality in immersive and metaverse experiences, here’s why they are deserving of our attention.

This story garnered over 16,000 views, and understandably so. The Lost Daughters was a powerful activation that didn’t just highlight the horrors of sex trafficking. It spoke of the unjust treatment of these women who are shunned by their families when they return home. Wunderman Thompson India collaborated with Sanlaap, a Kolkata-based NGO that rescues and rehabilitates sex trafficking survivors, to spread awareness of their plight during Durga Puja – one of the largest festivals in India that celebrates the homecoming of the Goddess like a daughter.

This #HowFarWillYouGoToMakeThemBlush campaign by Wavemaker India and Ogilvy India demonstrated the power of advertising by activating consumer engagement. It cleverly introduced personal AR experiences for consumers to send messages to loved ones in a fully immersive virtual environment.

Ogilvy Mumbai made a difference by being contrarian. To the extent of reducing its budget to zero and declaring it could ‘Do Nothing’ to advertise. That’s what they did for Cadbury 5 Star while other brands spent on ads and in-app banners. They also succeeded in getting consumers to promote its simplified logo of five stars for free across apps.

Never Ending Story's founder Amitabh Bhattacharya takes LBB through a hot list of the most influential directors in India. He shortlists talents who have influenced and changed the filmmaking landscape in one way or another. One of them is Prasoon Pandey.

Going into 2023, it is more important than ever to sharpen creative strategies to unlock the full potential of ever evolving channels and platforms that attract the younger generations of tech-savvy consumers. This study by McCann Worldgroup Asia Pacific on The Truth About Gen Z provides an essential snapshot on what really matters to them.

Globally, 74% of Gen Zs believe their generation has the power to influence a brands’ actions for the better, and sentiment in Asia Pacific exceeds this at 89% (with Singapore and Indonesia topping the list at 91% and 95% respectively.) Read on for key insights.

Eating a burger at McDonald’s should be enjoyed by everyone, even those with upper limb disabilities. McDonald’s India collaborated with DDB Mudra to create the EatQual campaign which covered new packaging and a film to show exactly how we take the simplest actions for granted, even if it’s just grabbing a quick bite or opening a pack of crisps. Part of the EatQual initiative launched in 2020, the new packaging for burgers enables a disabled person to eat with dignity.

At a time when countries were starting to reopen international borders, Jewel Changi Airport wanted to create an engaging immersive experience for travellers as well as those who were at the airport just to enjoy the shopping and dining. Heckler Singapore brought to life a spectacular AR Jurassic Park experience that gave visitors seven storeys of dino adventure to explore.

Singapore’s The Secret Little Agency takes a new local beer brand to new heights with its infectious take on the enduring goodness of Cambodian culture. The 'Good Time for a Krud' campaign celebrates the spirit of Cambodians in seeing the positive in every situation, no matter how big or small. 

Digital billboards turn into powerful brand moments with its 3-D images, and Samsung Electronics grabbed worldwide attention with it in its Year of the Tiger launch of the new Galaxy S22 series. Titled ‘Tiger in the City’, the Cheil Worldwide campaign’s global activation took place at landmark buildings in key cities, where a tiger ‘came to live’ in a 30-second show.

Parody in the metaverse made its daring debut in the traditional world of banking, and it led to the First Choice commercial ‘Metaverrrrrr’ which challenged convention and tradition. Leo Burnett Thailand took this daring approach to promote the bank’s credit cards to a young and blockchain-savvy audience, wgo would undoubtedly appreciate the radical concept and tech-savvy brand image.