The Work: The latest from the world of commercial creativity
RHB’s new CNY spot puts dignity and womanhood at the forefront
Inspired by a true story, RHB's latest ad traces how a small tailoring initiative has grown into a lifeline for women starting over.
Actor Zhu Yilong and cellist Yo-Yo Ma front Lululemon's Lunar New Year film
For the Year of the Horse, Lululemon returns with the third chapter of its ‘Be Spring’ campaign, led by a distinct star cast.
Rimowa welcomes the Year of the Horse with Peking Opera
The brand marks the season with a Tangma-inspired film led by Greg Hsu and Peking Opera artist Geng Qiaoyun.
Coca-Cola hands Chinese New Year storytelling to Gen Z this year
Developed with WPP Open X, Coca-Cola’s Year of the Horse campaign casts Gen Z as cultural connectors, blending family traditions with contemporary formats.
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Marriott Bonvoy makes loyalty feel intuitive in new brand spot
BBH Singapore strings together a series of everyday traveller scenes that let the value reveal itself.
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As risks grow for Jeju’s famed women sea divers, a tech lifeline steps in
South Korea’s ageing haenyeo still free-dive without oxygen for several hours—a real-time app from Cheil alerts nearby divers within seconds in medical emergencies.
Budget Direct’s sleuths solve another mystery, but the thrill's wearing thin
It doesn’t take a seasoned detective to crack the latest case in the insurer’s long‑running series.
Innovation meets purpose in Dentsu Lab's neuroscience dance triumph
In 'Waves of Will', a professional dancer living with ALS choreographs and performs a live dance via brainwave interface, courtesy of Dentsu Lab and NTT's visionary R&D partnership.
The 2025 Wrap: A year in meme marketing, Asia edition
In Asia, brands are letting loose with slightly unhinged, super local, and totally uncorporate speak online. See more than just '67' in Campaign's collection of 2025's best brand memes.
The 2025 Wrap: The boldest brand crossovers in China
From mascots to IPs paired with food and cars, here's how global brands in China leveraged unconventional collaborations to win consumers' attention this year.
Korea's national police gives scam callers a face in new campaign
Audio recordings are turned into the ultimate witness.
The 2025 Wrap: Work that captured the industry's heart
From the historic sounds of Korea’s Liberation Day to improving women's hearing through hijab, to a new mayor's hope, top APAC creatives highlight the work that inspired them this year.
Air India is scripting its redemption arc in its latest domestic campaign
Passengers have never smiled more than on an Air India ad.
The best Christmas ads of 2025 are here
Dive into the top Christmas campaigns of 2025, packed with cultural warmth, humour, and a generous dose of festive cheer.
The 2025 Wrap: 11 things APAC creatives taught us (none straightforward)
In this special edition of Creative Minds, this year’s cohort reminds us that creativity is seldom born of perfect CVs... it lives in the detours, the mishaps, and a cheerful disregard for sensible career choices.
A look back at DDB's most celebrated work
The agency network, founded in 1949, has been shuttered following Omnicom's takeover of IPG. Here are some of its best work from APAC in recent years.
A scientist and hulking lemons explain the -196 brand so Suntory doesn’t have to
Japanese ads already seem over the top, but wait till Gulliver-sized lemons start exploding in platforms and konbinis.
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Skyn tests whether couples’ hearts really beat as one
EXCLUSIVE: The condom brand's latest film rigs strangers and lovers with heart monitors back-to-back, delivering a fuzzy tale of synced heart rates that charms but struggles to convince on rigour.
Huggies proves that every second counts when it comes to nappies
Enter the Geelu Monster, diaper rash personified. In its latest ad for India, Huggies makes a case for more comfortable diapers.
Australian environmental ad warns 'tossers' they're always watched
Litterers get named and shamed by a sharp-tongued magpie.