asiancreatives

When it comes to drink driving, young men don’t listen to government advice, they listen to their mates. To stop drivers from having a pint, we created new pub behaviour - The Pint Block - inventive ways to Pint Block a mate, because a mate doesn’t let a mate drink drive. Talent who lost friends to drink driving helped launch the nationwide campaign. Irreverent posters and social content was the perfect ammo to disrupt our audience’s attitudes and behaviour. 

20 December Launch, ‘Crazy Friday’ before Christmas | VML

D&AD Pencil Winner

Shh… sex is a taboo topic in India. But even an iconic Grandma from a hit Netflix show knows it shouldn’t be. To break the stigma, we hijacked grandma’s ‘Mt Fuji’ innuendo, transforming it into a Durex package and code. A real-time response to the show and national sentiment, right down to the transaction. The nation erupted.

29% increase in sales | McCann Worldgroup/MRM

To launch new NYX Duck Plump Extreme Sensation lip gloss we redefined what BDE means for GenZ… BIG DUCK ENERGY! It’s for everyone regardless of their dick status. BDE spread from humungous inflatable ducks with giant plumped lips taking over Hollywood! Naturally, pouty beauty influencers and millions of NYX fans on social all went... What the duck! 

Big Duck Energy launched globally | McCann Worldgroup/MRM

After creating kit launches for Real, Bayern, and Chelsea, came Juve – our favourite child. We coined their ethos ‘OUR WAY OR NO WAY’, distilling their north Italian fight and spirit. Then used 'The old lady' to destroy the pop, hype, and drama surrounding the game. Deeply resonating with their beloved fans – one even broke into an adidas store for a shirt, nothing to do with us… No way!

New shirts sold out in first week of launch | IRIS

Besides a tipple at Christmas, Baileys is basically ghosted all year. To make people use it more often, we found it’s also an invaluable baking ingredient. But 2.5 million monthly googles prove home baking is about fixing baking fails. That’s where Baileys comes into the mix - we got creative with SEO, creating easy recipes to ‘unfudge’ the top 20 baking fails people search for. Snackable content served up with search results on Chef Google. Getting Baileys flowing again thanks to the right content in front of the right people at the right time.

An Alexa Skill was also developed to help millions of home bakers worldwide unfail.

Timely launch with the new series of The Great British Bakeoff. The social & SEO campaign became the most engaging content Baileys has ever created, achieving 36% vs 17% Diageo benchmark | VML

We’re not hardcore runners. But to launch the most tech advanced shoe by ASICS, we didn’t get into runners’ shoes, but their heads. And realised it’s not the strongest legs that go the distance, but the strongest mind. Why not launch with a world-first running track to train the mind. So, we did. Invited pro-athletes shaved 5K times by 60 seconds (average) - the difference between winning a medal or not. Globally, anyone could do ASICS Blackout runs through an in-app feature we created for Runkeeper.

One of the most successful earned campaigns in ASICS history with live coverage on Sky News & CNN. This mind-focused approach left an eternal footprint, with ASICS activating more of our ideas with partner agencies.

Edelman Deportivo & Production Partner Unit9
edelman.co.uk/work/blackout-track

In Africa, Covid-19 wasn’t only deadly for humans, but also wildlife. As Safari parks were shut down, poaching shot up. To help fight it, we supported the first all-female anti-poaching unit, The Black Mambas, by putting Samsung phone tech to work. Phones created a live 24/7 wildlife surveillance system from the African bush, allowing communities in lock down worldwide to join the watch day and night, becoming virtual rangers to protect animals via the live interface.

200K+ Worldwide Virtual Rangers in 195 countries, over 140K hours protecting wildlife with live coverage on Bloomberg, BBC & CNBC | Edelman Deportivo

Not new news, but young people aren’t having sex as much as previous generations. However, they are experimental about who they are and how they live. So, we slid into their open and curious nature, inviting them to slide into another world of pleasure to sexplore with Durex lubes.

Pan-European TV & OOH | McCann/MRM New York & London

Experts in making delicious coffee, Nespresso took 6 years to craft its first vintage. A true devotion of love, only one batch was ever made. Though we didn’t have 6 years to tell its story, like the delicate beans, we spent many weeks in darkness, beautifully crafting its campaign to see the light of day.

Moving the brand into a contemporary space with timeless craft & elegance | Wunderman Thompson

Winning a pitch and growing McCann Worldgroup’s L’Oréal business was a thing of beauty. We reimagined 'The next dimension of beauty’ by doing what no brand has ever done, take on the so-called cosmetics industry. Creating an experience people actually need and wish existed. Our future-facing platform authenticates all beauty products from any brand and rewards you for reporting the fakes. The film sold the vision, ambition, and impact of the connected experience (intent from data analysts).

This winning idea with trust and reward unlocked many L’Oréal immersive projects for McCann globally | McCann Worldgroup/MRM

More art is missing in the world today than what is displayed in all the world’s museums combined. We set out to help find missing masterpieces with a TV that doubles as an art frame. 12 iconic lost artworks were showcased on Samsung Frame TVs in homes, Samsung stores, and social media, inviting the public to help find them. While art crime detective agency, ARCA, followed leads from our hotline.

We engaged a global audience, with live news coverage. Police arrested a suspect | Edelman Deportivo

As a global innovative organisation, Mastercard’s 200+ websites made finding priceless possibilities more headache and less aha! We stripped down its whole digital presence to one unified personalised hub for existing and prospective customers of all business types. The new mastercard.com became a multi-sensory platform. Powered by conversational design with generative Ai, making understanding and anticipating your personal or professional needs simple. Serving you the right priceless possibilities exactly when you want them.

Pitch win & Mastercard.com kick off | McCann/MRM

Who follows a constipation brand? Exactly! To relate with constipation sufferers everywhere and fire up a real following, we did what seemed impossible. Breaking through the barriers of the poo taboo, using wit and humour to launch Dulcolax social channels... dropping 50+ individual pieces of content over 2 months – all designed to help ease constipation, well laughter is part of the best remedy to better bowels.

Organic growth from 50 followers to almost 6000
Creative leads for multiple markets | McCann/MRM New York

To celebrate National Pizza Day, we didn’t make a new pizza, we invented a new button! The Easy Order Button, Domino’s greatest innovation yet. Now ordering your favourite pizza is even eeezy peezier. The real Limited-edition buttons sync to the app, so just hit the button to get your pizza fix delivered in minutes. Celebs and influencers couldn’t stop yapping about theirs on social, lucky fans got theirs delivered too.

Record numbers of Domino’s fans engaged to get their hands on the button | IRIS

Baileys wanted to increase its presence in restaurants, but who orders Baileys when eating out? Research showed there are two dining personality types, people stay for dessert versus those who get the bill. But would people stay for a Bailey’s dessert? We put it to the test with a live game where our waiters battled to see if they knew which customers would ‘Bill or Baileys.’ Sharon Horgan as our host was the cherry on top.

Social & VOD launch assets firmly put Baileys on the dessert menu | Creative Directors | VML

Life in lockdown meant lost human connections, keeping friends at a distance, no Thursday beers, stress relief, and banter. It was practically impossible… but not virtually, not with the Quick Game Inn. We launched the XBOX Series S as a super quick and easy way to have the social ‘pub’ experience with friends, but at home. We linked up with Asim Chaudhry and LADbible to hype our audience to win their own ‘Quick Game Inn’ home makeover and merch.

XBOX exceeded social engagement as fans went bonkers for Quick Game Inn merch | Edelman Deportivo | Director Jonnie Malachi

Being the nation’s favourite choccy brand, Cadbury’s produces more joy than anyone in the UK. However, us Brits aren’t as jolly as we could be, only laughing about 17 times a day. To help the nation up its jolly, we created Joyville LOLfest, a digital festival that rewards you for joy (LOLz) you spread on your socials. Hitting LOLz targets unlocks experiences - world's first machine to tweet in chocolate (fact), first ever choc-mobile car racing (AR), and chocolate pressed playable records (we really made them playable).

Sweeter still, we beat 15 ad agencies to win the pitch | Elvis

Having been the makeup of makeup artists for generations, Max Factor wanted to be the makeup of a younger generation who are bolder in expressing themselves. We upped our boldness to match theirs. Bold claims, bold looks, and bold eye flutters with fully crowned lashes, all starring a young bold starlet - Victoria’s Secret superstar angel, Stella Maxwell.

Launch TVCs, print, digital, social and retail | Leo Burnett

Making a social campaign for a financial brand is like open house for internet trolls. And total burnout for caffeine fuelled community managers! Barclaycard’s new platform was about bringing people together for better everyday moments. Naturally, and a bit nervously, we invited customers to get involved. Thankfully they did. Making it altogether better. This is their film.

The most positively received social campaign with maximum engagement for Barclaycard | IRIS

A caged Nike football tournament for London kids! Getting them to escape being boxed up at home and enter our cages for total boss status in their ends! We set the rules: 3 on 3. 3 minutes. FIRST GOAL WINS.

We renamed London boroughs after Scorpions and hundreds of thousands of kids repping their ends flooded in. Fully integrated campaign from OOH, experiential, player engagement, entomologist’s in schools, and Scorpion packs in stores, with schools and community supporting the programme for this pre-world cup tournament. This mini epic Cantona commercial also helped: http://y2u.be/XG0aCa9-bLI

"This integrated football marketing initiative was the most comprehensive and successful global campaign ever executed by Nike" Nike president Mark Parker | Wieden+Kennedy

In the UK, 6 pubs a week are calling time. Dark times even in the hazy days of summer. Since Magners is made in the dark for its unique taste, we wanted pubs and their patrons to taste the sweetness of bright summer days again. We searched the land to find pub gardens parched for a much-needed makeover and invited them to win a cider garden transformation – over just one night – Made in the Dark… into chill out magical cider gardens for all to enjoy, and even better with a Magners, local acts, and artists showcasing their talents.

Magners On-Trade exposure peaked | Elvis
Cannes Lions best use of experiential marketing

To promote Intel’s new powerful Core processor with Codemaster’s latest F1 game release, we were driven by the insight that gamers clock up hundreds of hours tuning their racing skills indoors. But unlike IRL F1 drivers, there’s no credit for their efforts. To give them the glory they deserve, we created the world’s first F1 Indoor Season. Finding a gap in F1’s calendar, in-game races streamed live, an annual event Intel x Codemasters could truly own. Partnering with Twitch, gamers worldwide became real champions with real trophies.

Winning pitch idea to execution | Razorfish

A pop culture icon for generations, but today’s youth see Ray-Ban as just sunnies, and not that it stands for something greater than cool eyewear. To get them to see eye-to-eye with the brand’s purpose, we needed to be as progressive as they are. And repositioned the brand site as a media outlet, where content inspired and empowered them to have the courage to be themselves. 

Leading idea for pitch | Tribal Worldwide

Nissan has a middle of the road reputation, not really regarded as innovative or future facing. But they wanted to see what their future of mobility looks like. Being avid drivers and car fans, we steered our vision of Nissan as an inspiring and indispensable part of life. With intuitive innovations that seamlessly sync with you and your everyday. From buying a car with one tap to subscription models for your life’s various adventures. 

The film was created for the CEO of Nissan | Sapient

GenZ are driven by experiences. Ones you want to capture and relive. And no other piece of fashion captures more experiences than beloved, worn in denim. We brought great jeans and capturing experiences together with a Lomography X Wrangler partnership. Through a great variety of retail media across the shopper experience, we invited the youth of Europe to experience the fit of the new range to win a dual brand LOMO camera. 

The collaboration generated 538% sales increase in France alone | Elvis

While other jeans brands simply show off their different colours, cuts, and fits, we wanted to highlight the individual beauty of human skin, while revealing Wrangler’s contemporary fitting denim – the idea of ‘Second Skin’. The clients loved it and chose to run with our Pan-Euro pitch winning concept. Shot by renowned photographer John Ross, famous for his abstract album cover artwork, to appeal to Europe’s youth. 

Behind-the-scenes clip shows the scope of the campaign.

Eye drops are functional products, but we found they can help speak the universal unspoken eye-language. When our eyes meet with someone else's, instantly we both get that feeling, ‘someone gets me, and I get them’. However, red eye and dry eye are barriers to these beautiful moments. Thankfully, Visine removes the barrier, leaving your eyes free to see and feel more connections every day.

Conceptual stage of the idea | Wunderman Thompson

The on-the-go water bottle market in supermarkets is totally saturated. To help Drench stand out, we drenched our brains and created the first on-pack Augmented Reality game in this sector. Triggered by the label’s 'Clever Goldfish', using your head to play the online game could win health & wellness prizes. 

360 campaign - the AR game aligned to the TVC drove physical interaction with the product, surpassing redemption targets by 7.4% | Elvis & Dare

The rise of India’s young middle class has led to an explosion of modern-day travellers. But the online travel booking process is as chaotic as daily life, as an assault of pop-up banners, flashing offers, and complex UX bombard your eyes. But not Cleartrip. It lives to make booking simple. We positioned the brand as ‘CLEAR’. Quick 10-15 second TV spots were created (a first in India), with iconic graphic OOH posters and social content. Showing the clear and easy way to book your travel.

New brand tone with national positive sentiment | Wieden+Kennedy

Everyone knows of Virgin Holidays, but not many know it’s made of several different holiday companies. Even their entire workforce doesn’t know what they all do, but how could we educate them about each brand. We edutained them. With a college-project budget pastiche of a travel show. Highlighting each brand’s expertise in comedy-gold with our host, ‘Les Vegas’. From script to delivery in 9 days. Then we needed a holiday.

B2B | Elvis  

A familiar tale of a man who is lost, who won’t ask for directions, leaving his partner frustrated and helpless… It was one of the early viral films that got banned.

US London

India is home to 1.4 billion people, but only 1800 tigers. To keep track of these amazing beasts and keep them safe, we worked with tiger conservationist veteran, Julian Matthews, to establish an advanced tiger charity. Naming it ‘TIGER NATION’ – a network where subscribers connect to tigers using revolutionary tracking tech, helping to protect them in the wild. We helped launch it in the UK, and India, creating its name, logo, brand identity, website, social and global brand awareness.

Results: 30% increase in the endangered species population since new networks & innovative tracking techniques - CNN | Elvis

People don't pull their vegetables from the ground anymore. The closest they get to harvest is putting a few pounds in a Tesco's bag.

The Indian Bhangra dance was formed from harvest movements - Denesh put a modern spin on the traditional folk dance and created a completely new song and choreographed a new dance, Nachda Bazaar, meaning Supermarket Dance. Each dance move comes from the movements people make in the Supermarket. The film was accompanied with a book, showing each of the movements at the Supermarket today.

The film has been part of exhibitions at the Air Gallery in Mayfair,
The South London Gallery and The Truman Brewery. 

{The Moves}

While the world was getting excited about the upcoming World Cup, there was something far more dangerous about to kick off between two rivals - the possibility of nuclear war between India and Pakistan. So to make a point and bring awareness about the bigger game, we had a kick about around London, in our own bespoke nuclear kits, complete with a hazardous ball.

The guerilla stunt made the press, including write-ups in Sleazenation, The Sun and Creative Review.

We were selected to create an exhibition piece as part of a 'CREATIVES' show. We knew everyone would display a piece from their portfolio, but we thought, when do you ever get a wall in an exhibition space in SOHO. Never! To stand out from the competition we decided to put hundreds of pre-used disposable cameras on a wall. All surrounding a centrepiece 'WE MAKE THINGS WORK'. The audience could interact with the cameras by simply pulling them off the wall and following our instructions on how to re-use them.

'Creative Excellence' award by John O'Keeffe (Former WPP Worldwide Creative Director)