Spikes Asia 2025: Banana Balloon’s creatives on winning as an indie agency

Independent agency and first-time entrant Banana Balloon shone bright at Spikes Asia 2024, winning two gold and one bronze. The Answer Me campaign uplifted rural China’s ‘left behind’ children by improving the quality of their education and making it more accessible.

 

We spoke with Banana Balloon’s head of creative Akae Wang and creative director Zita Zou to discover, among other things, how winning impacted their team and wider business, and advice for other Chinese agencies—especially independent ones—who are considering sending entries to Spikes Asia.

 

Why did you prioritise entering ‘Answer Me’ into Spikes Asia 2024?

 

Akae Wang: In China, Cannes Lions is probably the only benchmark of success that clients and creatives consider. Even winning a Bronze Lion brings more recognition than other international awards. Spikes Asia is often referred to as the 'Little Cannes' in China and is considered a stepping-stone to Cannes Lions. 

 

How did your success at Spikes Asia impact the team and wider business?

 

Wang: I was pleasantly surprised. Looking back, I should have had more confidence and submitted a few more entries. Winning this award has helped us gain recognition swiftly, and the outstanding results of Banana Balloon in its first year has been a great morale booster.

 

Talk us through the techniques you used to ensure the local issues addressed by Answer Me resonated with such a widespread audience?

 

Zita Zou: Resonance is something we as content creators are always striving for. But how can we create that connection with Chinese audiences, or even with a global audience? Honestly, I find this process overwhelming. It’s hard to know where to direct our efforts because understanding the thoughts of millions, or even hundreds of millions, is beyond our reach. Trying to create something that appeals to everyone may, in fact, have the opposite effect.

 

While it's hard to comprehend the perspectives of millions, I can understand one person—myself. I can ask myself, 'How do I feel about this story?' I believe that if something moves me, it has a greater chance of moving others. If I’m indifferent, I probably won’t be able to convey it in a way that resonates. I use own emotions as a tool to shape the story. Of course, this process requires careful polishing of the content. For me, it’s essential to treat the characters as real individuals—imagining their inner struggles, desires, regrets, and frustrations, and considering how they would express or suppress those feelings.

 

The collaborative process enriches the story, with each team member bringing their own strengths, making the story come to life. A "living" story carries its own energy and can reach further because it taps into universal human emotions. And that’s the resonance that every creator longs for. For me, it all starts with resonating with myself before resonating with the world.

 

What did you learn while creating ‘Answer Me’ and how will it impact your approach to future projects?

 

Zou: While working on ‘Answer Me’, I came to realise that exceptional work is a result of collaboration. A good script alone isn’t sufficient, what truly matters is having a team and partners who share the same creative vision. This is essential to produce the highest quality of work. When everyone is fully engaged and working together to refine the project with passion and professionalism, the results become exceptional.

 

While the creative industry may appear to be idea-driven, what’s ultimately showcased is much more than just an idea. To grow the seed of an idea into a tree requires a reliable team of gardeners. Some excel at dealing with pests, others at nurturing, some understand the environment, and others are experts in gardening. Every individual plays a crucial role. This commitment ensures a final result that is vibrant and captivating. I’m grateful to have worked with such a talented directing team on ‘Answer Me’ to bring the story to life visually.

 

What advice can you give to other creatives when pitching bold ideas like this?

 

Zou: Personally, I don’t see this as a particularly bold idea. The idea itself emerged from our understanding of the business and the inspiration drawn from interviews with frontline employees. The key is to stay grounded in the business you str serving. After all, advertising creativity should serve the client and their goals, not just aim to capture attention. I start by thoroughly understanding the business, which forms the foundation for bold creation.

 

The second point is to trust your own intuition and feelings. If a concept moves you,  don’t hesitate to present it to others and see how they react. At the same time, keep an open mind and embrace different ideas and feedback. Often, others can help refine and validate your own feelings. Lastly, keep pushing your creativity and stay sharp. I believe this is the most essential quality for anyone in the creative industry, regardless of the situation or timing.

 

What does winning a Spike mean to you, as an independent agency?

 

Wang: This marks Banana Balloon's debut at Spikes Asia, though I have had the privilege of winning Spikes multiple times in the past. Spikes Asia has long been a prestigious platform in Asia, and its entry fee is relatively accessible. Personally, there is an opportunity to better support independent creative agencies by exploring options that make participation easier for smaller, newer companies. This would help broaden the scope of entrants and encourage greater diversity in submissions.

 

What advice would you give to other Chinese agencies considering entering Spikes Asia, especially independent agencies?

 

Wang: During earlier stints at agencies and in-house at Tencent, I didn’t want to  overly emphasise on how awards impact business growth. However, running my own company has given me an entirely new perspective. These accomplishments and recognition have significantly boosted our reputation. Success and recognition have greatly elevated our visibility. For a company just a year into its journey, receiving this much attention and having people write about us on their own initiative was beyond anything I anticipated.

 

I want to encourage all talented independent agencies to connect more with the global creative community. It’s a chance to share the unique brilliance of Chinese creativity. Our cultural differences are what make us stand out, and finding mutual understanding only makes us stronger.

Ready to enter? Get started on your Spikes Asia Awards entry journey at www.spikes.asia/awards