asiancreatives

Surprisingly, sex is a taboo topic in India, 71% of youth reported having no sex education by teachers or parents. To promote Durex sexual wellness products in India, we hijacked culture… a controversial Grandma who compared her own orgasm to Mount Fuji! Transforming her secret code into a complete MTFUJI package, a real-time response all the way down to the transaction. 

29% increase in sales | Creative Directors | McCann/MRM New York

Running brands focus on tech, features, and performance. But it’s not the strongest legs that go the distance, it’s the strongest mind. To launch ASICS GEL-KAYANO 25, we worked closely with sports scientists to create the world’s first running track to train the mind – ASICS Blackout Track. With no distractions or finish line athletes shaved their 5K times by an average of 60 seconds - the difference between winning a medal or not in competitive endurance sports. Globally, runners took on their own ASICS Blackout runs, through an in-app feature we created for Runkeeper.

One of the most successful launch 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 around the world.

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

As Covid-19 forced Africa’s safari parks to close, poaching skyrocketed. To help fight poaching, we used the power of Samsung phone technology. Upcycling handsets to create a live 24/7 wildlife watch surveillance system from the African bush. So, anyone worldwide could be a virtual ranger to protect animals and report suspicious behaviour from the live interface. We galvanised communities and raised awareness of poaching with our partners: First all-female Anti-Poaching Unit, The Black Mambas. And African tech start-up Africam.

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

4 in 10 Gen Z feel anxious about their looks. NYX believes everyone has BDE to live bigger, bolder, and brighter. We redefined BDE to be inclusive to everyone regardless of their dick status, launching NYX Duck Plump extreme lip gloss by giving Big Duck Energy to L.A. This blew up into plumping stations, social giveaways and more engaging content worldwide. WTD!

Global Launch Campaign | Creative Directors | McCann/MRM New York

As part of the global new positioning for adidas football #bethedifference we created a kit launch campaign for Juventus FC - ‘OUR WAY OR NO WAY’. It's a belief that defines Juve’s game and partnership with adidas.

The film concept is simple - destroy the pop, hype and drama that surround the game through its nickname La Vecchia Signora (The Old Lady). The campaign included film, posters, press pack and store displays. The launch stunt concept played out, our way.

New shirts sold out in first week of launch | Creative Directors | IRIS

83% of women and 59% of men aren't sexually satisfied. To launch new Durex Lubes, we set out to elevate people’s sex lives and change the stats with our new world of play. Encouraging them to slide into a new experience with Durex Lubes and play their way for better sex.

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

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. Social films and posters with an irreverent tone were the perfect ammo to disrupt our audience’s attitudes and behaviour. 

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

D&AD Pencil Winner

Did you know, more art is missing in the world than what is displayed in all the world’s museums combined. As Samsung’s Frame TV doubles as an art frame, we wanted to use it to help bring lost art back for the world to see.

Introducing MISSING MASTERPIECES, the world’s most wanted art exhibition, to find lost art. Together, with a world-leading art crime historian, we selected 12 iconic lost artworks for Frame TVs in homes, on social, and online, inviting everyone to help locate these treasures. While art crime detective agency, ARCA, followed leads from our hotline.

We engaged 44 countries. And police arrested a man in suspicion of stealing a Van Gogh | Creative Directors | Edelman Deportivo

Baileys is a firm festive favourite, but how could we increase year-round consumption? We found that Baileys is also an excellent baking ingredient. And home baking is more often about fails than perfect bakes proven by 2.5 million monthly searches for fixing baking fails. We took the top 20 of these searches and created easy recipes to ‘unfudge’ these fails with Baileys. So, when bakers looked to Chef Google for help, we served them relevant snackable ‘Recipe Unfudged’ content optimized for their search results – driving more consumption occasions, by getting the right content in front of the right people at the right time.

We also developed an Alexa skill for novice bakers around the world.

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 | Creative Directors | VML

Lockdown, locked in, and lost human connections meant meeting friends for some all-important Thursday beers, stress relief, and banter was practically impossible. 

 We positioned the XBOX Series S, as ‘THE QUICK GAME INN’ a super quick and easy way to hang out with friends, showing gamers they can still have the social ‘pub’ experience at home. We teamed up with ‘People Just Do Nothing’ Asim Chaudhry for some cosy-boy vibes and LADbible to appeal to our audience to win ‘Quick Game Inn’ Pub merch. 

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

For National Pizza Day in February, we helped Domino's launch their greatest invention since sliced pizza, 'The Easy Order Button'. To celebrate, we created limited edition real life buttons, that worked with their delivery app. When pushed your favourite pizza would be delivered in minutes. Celebs & Influencers created PR and further buzz on social. And lucky fans got a slice of the action by winning their very own Easy Order Button.

Launch film was shared 90,000x in the first week and record numbers of Domino’s fans engaged to get their hands on the button | IRIS

Cadbury’s is the UK’s favourite chocolate brand and producer of joy. However, we found the nation isn’t as jolly as it could be, and only laughs 17 times a day. Sad truth. To help the UK get its fill of joy, we created the Joyville LOL Fest, a digital festival that rewards you for all the joy (LOLz) you spread in your digital social life to make the nation truly joyful. Reaching LOLz targets unlocks unique tents - the world's first machine to tweet in chocolate (fact), choc-mobile car racing (AR) and chocolate pressed playable records (yes we made them playable).

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

Creating a Max Factor global campaign was no small task and certainly upped our make-up artistry. Want to know about ombre effects, on fleek lashes, flawless skin… let’s talk. We created TV ads and fully integrated campaigns to launch new innovative products and iconic looks. All made possible with world-class talent - fashion photographer & director Camilla Akrans, and Victoria’s Secret superstar angel, Stella Maxwell.  

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

Some people love coffee, others worship it. Nespresso dedicated 6 years meticulously crafting Arabica beans by controlling temperature, humidity, and light to create their first aged coffee - Selection Vintage 2011. Only one batch was ever made. Our launch idea ‘crafted by the hands of time’, beautifully brought to life the expertise in its 6-year story.

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

Baileys is mostly enjoyed at home, but now it wanted to be in the on-trade. And according to research with Kantar, there are two dining personality types, those who stay for dessert or those who get the bill. Would people stay for a Bailey’s dessert? We put it to the test with a game, ‘Baileys Dessert Bingo’, a live social experiment, where four waiters competed against each other to see who could spot the difference. Using Sharon Horgan as our host was the cherry on top.

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

Financial institutes mostly get abuse on social media. But as we developed ‘Altogether Better’, a new platform for Barclaycard, the social launch campaign had to be about bringing people together, for better everyday moments. We set out to make a film that wasn’t possible without Barclaycard customers getting involved. The UGC approach with low engagement but high reward proved successful. This is their film.

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

Matured in oak barrels, Magners is made in the dark for a better taste. It’s the magical ingredient. So when the Irish cider brand wanted to make Magners the summer drink of choice, we launched a nationwide search for urban areas in dire need of a makeover.

Of course, these makeovers would happen overnight. In the dark. Then all summer, these cider gardens would be the perfect place for people to get together over Magners, enjoying local acts and artists invited to showcase their talents. People could even experience the Magners great outdoors indoors with limited edition packs that could be planted to grow their very own cider apple trees.

Magners On-Trade exposure peaked | Elvis

Cannes Lions best use of experiential marketing

Ray-Ban has been a popular cultural icon for generations. But millennials see the brand as just eyewear, preferring brands that stand for something greater than products. To get people talking about Ray-Ban, we positioned the site as a media outlet, centred on the brand’s true spirit that progress comes from the unreasonable ones. Inspirational content empowered the next generation to have the courage to be themselves.

Leading idea for pitch | Tribal Worldwide

Nissan has been driving innovation forward for decades, yet our task was to create a vision, a future of mobility film for Nissan. To achieve this visionary piece, we envisioned Nissan as an inspiring, frictionless and an indispensable part of people’s lives, demonstrating how its intuitive technologies seamlessly connect with everyday life. The ideas were brought to life through a film with infographics and customer experience.

The film was created for the CEO of Nissan | Sapient

When people try on jeans, they’re more likely to buy them. We used this methodology to create a bespoke partnership with Wrangler and Lomography to form a dual branded LOMO camera that customers could win by simply trying on jeans. The complete shopper experience included window displays, interactive denim units, store posters, B2B Direct for retail outlets and a customised site.

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

We won the Pan-European Wrangler account for Elvis with 'Second Skin'. It's all about highlighting the individual beauty of human skin while revealing Wrangler's contemporary fitting denim. We used renowned photographer John Ross, famous for his abstract album cover artwork, to appeal to a youthful audience across Europe. 

This behind-the-scenes clip shows the scope of the campaign.

We use our eyes to connect with other people all the time. When our eyes meet with someone else's, instantly we both get that feeling that ‘someone gets me, and I get them’. However, red eye and dry eye creates a barrier to these beautiful moments, making it more difficult to create a connection. Thankfully, Visine removes this barrier, leaving you free to use your eyes to see and feel more connections every day.

Conceptual stage of the idea | JWT

Logic Pro wanted a summer launch activity letting smokers know it's landed in the UK. To drive trial, we tapped into the audience’s love for long summer days – and the 'Summer Night Projects' was born. Inspired by American artist Tony Oursler, we proposed unexpected rooftop events where contemporary vapour artists lit up the dusky night sky with inspiring shows of giant environmentally friendly vapour projections. This would ignite brand affiliation with hip roof top bars, while artists would give Logic Pro a credible cool factor that became a springboard for more innovative spectacles throughout the year.

JTI Pitch that opened up more work for the agency | Hey Human

Intel and Codemasters teamed up to promote Intel’s new Core processor with the latest F1 2015 game launch. Gamers worldwide clock up hundreds of hours perfecting their racing skills indoors, but unlike real F1 drivers, there’s no credit for their efforts. So we created the world’s first F1 2015 Indoor Season by finding a gap in the F1 calendar that Intel could truly own. Partnering with Twitch, the gaming social platform - gamers and F1 fans around the world became real champions with real trophies.

Winning pitch idea to execution | Razorfish

With India’s chaotic travel process everyone’s looking for a clear way of doing things but when you try to book holidays, flights or hotels, it’s a pop up nightmare with hundreds of taps and clutter getting in the way. Cleartrip is the only travel site in India that makes the booking process as simple as possible. We positioned the brand as 'CLEAR', going against competitors that are filled with flashing offers, complex user experience, and hidden charges. Quick 10-15 second TV spots were created (a first for India) plus a series of iconic graphic outdoor posters and social activity.

New brand tone with national positive sentiment | Wieden+Kennedy

To drive stand out in a very cluttered on-the-go water bottle market, we made a splash with an Augmented Reality game for drench. The first on-pack AR in this sector. Triggered by the on-pack 'Clever Goldfish', the online game allowed consumers to play out the brand proposition of simple, memorable, amusing and radical to win health-focused prizes.

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

We were lucky enough to work on this amazing Nike football experience - how do we get London kids excited about Nike Scorpion Football. 3 on 3. 3 minutes. First goal wins.

We got kids from all London boroughs competing with each other. Hundreds of thousands of kids got involved and outdoor posters across London got everyone talking about the pre-world cup football tournament. Accompanied with this famous Eric Cantona commercial youtube.com/watch?v=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

Virgin Holidays is made up of several brands but its staff don't know the ins and outs of each brand. We were tasked to edutain the business about its many brands at an annual conference, so we bought them to life using the brand principles of 'Rockstar Service' in a low-low-budget pastiche of a travel show. We highlighted the benefits of each company in comedy-gold from our host, Les Vegas. The film was turned around in 9 days, from script to delivery.

B2B | Dare - 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. So Denesh created Nachda Bazaar, meaning Supermarket Dance. Where each dance move comes from the movements people make in the Supermarket. 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. 

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 hazourdous ball.

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

We were selected to create an exhibition piece as part of a 'CREATIVES' show. We knew everyone else would be displaying a piece of their portfolio work, but we thought, when do you ever get a wall in an exhibition space in SOHO. Live never! To make the most of the space, we decided to put hundreds of already 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 (WPP Worldwide Creative Director)