Indonesia is a collectivist society, which is taught from early on not to be too outspoken and to not stand out of the crowd. “We are humble to an extent of sometimes being under-confident,” explained DD “Lulut” Asmoro, CEO of JWT Indonesia. “To create and then showcase work that is path-breaking and sets us apart from the world is a complete antithesis of our cultural upbringing.”
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Ukonwa Ojo, the global brand director and head of global brand equity for Durex and KY at Reckitt Benckiser, tells Campaign Asia-Pacific about her reasons for attending Cannes and the thinking behind elevating the condom brand to a sexual wellbeing brand.
From a compact pool of 226 submissions for this year’s Innovation Lions, a shortlist of 34 has been revealed, with 12 entries from Asia Pacific and three from China (Baidu, Cheil and DDB) making it through to the final round of judging.
Campaign Asia-Pacific asked a series of leading creatives with ties to Asia to cite the work from APAC they expect to see winning metal this year. Tham Khai Meng, worldwide chief creative officer for Ogilvy & Mather, chose this touching video from MetLife Hong Kong (by Soho Square Thailand) as one of his top picks.
“We see an adorably sweet little girl write a load of sugary stuff in school about her dad. Here we go, I think, we are on the train to Sentimental Cheesecake Land. But no, the train changes track, the commercial subverts your expectations beautifully.”