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High Five: Made in Asia


Adrian Yeap, executive creative director at Publicis Groupe Singapore shares five projects that are proudly made in (or for) Asia

High Five: Made in Asia

When I look at the best work from Asia, I see Ronny Chieng. Proudly Asian, brazen and unabashed, standing toe to toe with the rest of the world. As a leader in the creative community, I believe we can never be too idealistic or too brave in our work, and I fully encourage creatives to express themselves fully in their work. If you’re a young creative and you’re reading this, don’t second-guess yourself, don’t self-censor. That’s your boss’ job. What’s the worst that could come from dreaming big? Here are just five pieces of work that are brave and beautiful, and made in Asia.

Five Star Chicken - The Movies That Made (From) Us 

Agency: BBDO Bangkok 

Production House: Suneta House

I promise you that this eight-minute Thai commercial doesn’t feel anything like 8 minutes long. Every single detail in this commercial was so carefully considered and meticulously crafted that it looks like it isn’t. I assure you that’s actually harder than you think.

Cadbury - Shah Rukh Khan-My-Ad 

Agency: Ogilvy Mumbai

It ticks all the right boxes for me. A great story, clever use of technology, extremely PR-able, speaks to an entire nation’s audience. And it also wins the 'Best Use of Shah Rukh Khan' award for me too.

Nike Esports - Camp Next Level

Agency: W+K Shanghai

To see Nike’s take on Esports was interesting to say the least. This goes to recognize Esports athletes as a group deserving of the attention of a global brand that calls on sports legends like LeBron and Ronaldo. The film retains the essence of Nike and gives gaming tropes a refreshing spin. Top it off with gorgeous art direction.

Vicks India - Care Lives On 

Agency: Publicis Singapore

This is a beautiful piece of work from my colleagues across the agency. Year after year, they manage to raise the bar with meaningful films that serve a higher purpose. Vick’s ‘Touch of care’ series will continue to be an iconic advertising campaign in years to come.

Call It Covid -  The Myth

Agency: W+K Portland

Last but certainly not least, a poetic piece of work by W+K’s Titania Tran. Not exactly made in Asia but it speaks to every single one of us in Asia. Following up from her 'Call it Covid-19' piece, this one hits hard and true in light of the rise of Asian hate crimes in the States. This is not an ad. It’s a statement, an awakening, a right as a human being. What better way to put a creative’s talent to use than to create a piece of communication so visceral it helps dismantle a societal stereotype? I hate the problem but I love the solution. 

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Publicis Singapore, Wed, 08 Jun 2022 11:25:26 GMT