Since joining Publicis Groupe in 2021, Natalie Lam (chief creative officer, Publicis Groupe APAC) has made it her mission to champion work that reflects the eclectic diversity and modern innovation of markets in APAC, created for the Groupe’s biggest clients.
“This year, I’ve chosen a mix of work that showcases the incredible dynamism of brands in our markets: ideas like ‘Ride the Arches’, where McDonald’s was able to change its customer experience very quickly to get more people cycling around the Philippines. Ideas that reflect the light-hearted playfulness and optimism of local cultures, like Oreo China’s Art of Play and ‘Turf Finder’ for Gatorade India. And as always, a few timeless ideas that don’t necessarily fit into any mold,” says Natalie.
Oreo – Art of Play
Leo Burnett Shanghai
McDonald’s – Mom’s Bed
Leo Burnett South Korea
McDonald's – Ride the Arches
Leo Burnett Philippines
Tiger Beer – Summer Puffer
BBH Singapore/LePub APAC
Gatorade – Turf finder
Leo Burnett India
Bundaberg Rum – The Wedding that Fans Built
Leo Burnett Australia
McDonald's – The Untranslated Ad
Leo Burnett Indonesia
Pepperstone – Don’t be Fine with It
Saatchi & Saatchi New Zealand
Cathay Pacific – Souvenired Media
Leo Burnett Hong Kong
Oreo – Say it With Oreo
Leo Burnett India