The Work: The latest from the world of commercial creativity
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Runners ‘get high’ in global Puma campaign
Puma has launched its largest global campaign to date, created by Adam & Eve/DDB. This marks an evolution of brand identity as the sportswear giant prioritises long-term, sustainable growth.
Cheil and Digitas take home top honours at Kam Fan Awards 2024
Hong Kong’s biggest night in advertising celebrated bold creativity and industry excellence, with top honours awarded across agencies and brands. Here’s a breakdown of the key winners.
Thai influencer walks out of KFC ad mid-set
In a bid to use popular food vlogger Bankii to endorse its ultra-spicy Buldak Dunked Wingz, KFC Thailand records the 'fail' on camera. But does Ad Nut endorse this un-endorsement?
A cat-adoption drive for cat haters
Cat-food brand Whiskas wants to prove the haters wrong by convincing cat sceptics to warm up to the idea that cats are not so bad... and perhaps even worth living with.
AI’s gender gap: The blind spot in media innovation
Without diverse teams, AI risks reinforcing stereotypes in advertising. Can the industry afford to ignore half the talent pool?
Hari Raya 2025: The APAC campaigns you need to see
This year's roundup begins with standout films from Indonesia, Malaysia, Singapore, and Pakistan, with more to come.
Amazon Business ad turns Little Bo Peep into wool entrepreneur
Campaign was created by Joint.
AFL invites a younger generation to the world of 'pigeon interference' and 'legendary speccys'
72andSunny and the AFL celebrate football fandom in Australia while trying to woo a younger audience.
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Documentary on McCann copywriter Ilon Specht makes global streaming debut
Specht is behind the iconic L’Oréal slogan, ‘Because I’m Worth It’ created during the ‘Mad Men’ era.
JBL campaign showcases versatility of its ‘made to be heard’ speakers
The campaign by Havas London will run across APAC, EMEA and North America on TV, broadcaster video on demand, social media, audio and digital and OOH.
How DDB and Acciona make old wind turbines into the coolest surfboards around
'Turbine Made' is an ambitious campaign that recycles retired turbine blades into new materials and products, saving them from landfills.
Hello Kitty and Kuromi star in Sanrio’s OOH push against knockoffs
Sanrio’s latest campaign is a clapback against the counterfeit industry, but can consumer education and marketing really curb demand for cheaper alternatives?
Lewis Hamilton welcomed to Ferrari and Italy with non-alcoholic beer from Peroni
Created by McCann London, the film marks the start of The Italian Way campaign
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Lifebuoy urges Indonesian youth to get 'possessed by coolness'
The soap brand presents itself as the solution to the country's record-breaking heatwaves in a horror-comedy to resonate with Gen Z.
Bloomberg Media ropes in The Brutalist director for latest edition of Context Changes Everything campaign
The campaign is driven by a global full funnel strategy including CTV placements in Singapore.
New global campaign for Axe focuses on slow dates and long-lasting fragrance
The campaign has been created by Madrid-based Lola MullenLowe.
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Tit for tat: Dentsu Thailand fights gambling with gambling
Dentsu Creative and The Stop Gambling Foundation repurpose the style and visuals of gambling ads to push out a stark warning to Thai youth.
Why gender-equality campaigns need to go past mushy sentimentality
IWD 2025: Women creatives across the region talk about their favourite gender-equality campaigns that that mark a real force for action and change.
Clemenger BBDO calls out unpaid IWD speeches with ‘The Fee Speech’
Created in partnership with Less Than 10% F*ck That, the campaign calls out unpaid IWD speeches with a ready-made presentation that reminds companies women’s time isn’t free.
Netflix posters will reflect real-time pollution to promote Toxic Town series
The digital posters will use measurements of the air quality around them.