Creativity
Happy Lunar New Year from Campaign Asia-Pacific
The editorial team is slithering away for a short break, but we'll be back with our newsletters and ready to charm on January 31st.
Spikes Asia 2025: How we filmed an edge-of-the-cliff scene
Creative directors from The Sweetshop and Droga5 discuss their award-winning collaboration on Macpac's 'A Bit Precarious', a film that humorously juxtaposes comedy with a life-threatening scenario on the edge of a cliff.
To snake or not to snake? Luxury brands face conundrum
For their Year of the Snake campaigns, luxury brands in China are digging a little deeper into imagery and symbolism to avoid an overdose of serpentine motifs.
Creative Minds: 'Go smash it like an avocado' is Stephanie Gwee's pep talk
She once dreamed of covering war zones, not crafting ad campaigns. But a surprising turn of events led this TBWA Australia creative director to a career where "smashing it like an avocado" became her unexpected motto.
Lunar New Year goodies: APAC's Year of the Snake campaigns
Presenting our annual roundup of LNY advertising from 2025.
Call for submissions: Do you want to be featured in Creative Minds?
Campaign's weekly, fun-filled interview series with APAC creatives is now open for entries. No deadlines, just pure creativity. Get the details here.
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Should Lunar New Year campaigns move past same-old family themes?
Why do so many brands stick to familiar narratives of the past in Lunar New Year campaigns? We ask creative leaders in the region how brands can break the mould and explore new approaches this festive season.
Walovi embraces Chinese zodiac in LNY campaign
For its Year of the Snake campaign, the Chinese herbal-tea brand prints family names and the Chinese zodiac on limited-edition cans.
Spikes Asia 2025: Behind Leo Burnett Taiwan’s award-winning ‘Paper Organs’ campaign
Inspired by an organ donor’s story, Leo Burnett Taiwan united their creative and client teams to launch a campaign that broke cultural barriers and won international acclaim.
Lee Kum Kee launches first-ever global campaign in time for LNY
The maker of Asian sauces and seasonings partners with DDB Group Hong Kong to promote its brand on a global stage.
Ogilvy appoints Emma Wilkie as executive director for global creative excellence
The new UK-based role reports to Liz Taylor, global chief creative officer.
Mastercard's Raja Rajamannar: ‘Advertising as we know it is dead’
Mastercard's chief marketing and communications officer explores quantum marketing, big tech, purpose, sonic branding, and immersive technology in a new interview first published via Campaign Germany.
EY launches global film focusing on next generation
The campaign was created by Fink Different.
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TikTok turns lights back on after assurances from president-elect Donald Trump
The Chinese-owned social platform went dark on Saturday night after months of debate with the Supreme Court.
Creative Minds: FCB's Claire Herselman transforms nonsense into creativity
Get to know the senior copywriter who moved to London at 18 and worked as a barista.
Singtel's attempt to reimagine LNY traditions misses the mark
The telco's annual festive film blends humour and lightheartedness, but its reliance on traditional gender roles dampens an otherwise innovative take on festive preparations.
Jane Lin-Baden and Tara Ford among Cannes Lions 2025 jury presidents
Awards submissions for the festival are open until 10 April.
Stagwell to acquire ADK Global
The move marks Stagwell's first acquisition in Asia-Pacific and 12th globally since 2024, onboarding a host of new capabilities including integrated marketing and media expertise worldwide.
Vivo Thailand captures the bond between teachers and students
Partnering with Grey Thailand for Teacher’s Day 2025, the campaign illustrates how technology can preserve both cherished moments and the enduring influence teachers have on their students.
Campaign Asia-Pacific launches 50 over 50 awards
Our inaugural list is aimed at dispelling stereotypes of older industry contributors, celebrating entrepreneurship, drive, tenacity, experience and mentorship that is driving the industry forward.
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