The Work: The latest from the world of commercial creativity
.jpg&h=333&w=500&q=100&v=20250320&c=1)
A new campaign gives dignity to Vietnam's unsung heroes
This Labour Day, a powerful tribute by creative agency The Friday urges us to see the workers we pass by without a second thought. But does recognition go far enough?
.jpg&h=333&w=500&q=100&v=20250320&c=1)
Sweaty Betty kicks off campaign focused on leg
'Wear the damn shorts’ empowers women to embrace their legs and challenge beauty standards.
.png&h=333&w=500&q=100&v=20250320&c=1)
Changi Airport ropes in Aussie influencers to promote SEA foodie cities
A three-part video series sees Changi Airport positioning itself as the gateway for travellers to discover Southeast Asia’s rich food culture.
Childhood bedwetting is nothing to be ashamed about, says Kimberly-Clark
In a campaign built around three 90-second AI-powered radio spots, the FMCG brand partners with FCB to convey that some kids just need more time to overcome bedwetting.
.jpg&h=333&w=500&q=100&v=20250320&c=1)
Samsung rescues runaway bills in delightfuly odd campaign
In a world where money slips away faster than acorns in a storm, Samsung and BBDO Bangkok offer a hilariously smart solution: Don’t lose what AI can save.
.jpg&h=333&w=500&q=100&v=20250320&c=1)
Vaseline’s new skincare campaign shields gamers where they play
64% are unaware of blue light’s risks for skin damage. Vaseline taps in Ogilvy Canada and Singapore for an innovative campaign launched in Thailand.
The ‘unflushables’: Sydney Water prints PSAs on actual toilet rolls
A new campaign hits toilet cloggers in Sydney at the scene of the crime, via messaging on toilet rolls. What does Ad Nut make of all of this roll-play?
Beach please: Corona crowns world’s best beaches for 100th birthday
In a new platform to commemorate its 100th anniversary, the beer brand expands on its ‘This is Living’ proposition to celebrate sandy beaches and turquoise waters.
Mondelez reveals strategy behind 'Oreo Milky Way Dunk' campaign
Campaign Indonesia speaks with Mondelez International executives about the Oreo Space Dunk campaign, which launched Oreo biscuits into space.
Telstra unveils cinematic silent films—as a reminder to silence your phones
Weird and whimsical, and a welcome break from the usual ‘put your phone away’ lecture, even if Ad Nut is not entirely sure what’s happening in this campaign.
Can sound make you taste spice? 7UP thinks so
INSIDE THE AD: A fizzy experiment in sonic seasoning, 7UP’s Spotify campaign taps science, culture, and Gen Z cravings to reshape FMCG playbooks.
.jpg&h=333&w=500&q=100&v=20250320&c=1)
Art Garfunkel delves into psoriasis patient experience in Sun Pharma campaign
Art Garfunkel discusses his experience living with psoriasis as part of Sun Pharma’s I LUV YA for The Long Haul campaign.
Petfood brand Iams deploys AI-powered video tool to persuade people into pet ownership
The campaign was created in collaboration with Adam & Eve/DDB.
Spikes Asia Awards 2025: Campaign picks its favourite contenders
Do we have what it takes to be Spikes Asia judges? We’ll find out next week. Until then, the Campaign APAC team shares our favourite picks from this year’s shortlist.
.jpg&h=333&w=500&q=100&v=20250320&c=1)
Out-of-phone: What happens when creator content leaves the feed?
TikTok’s Dan Page and L’Oréal’s Abhishek Grover share insights from a Southeast Asia-first campaign that tested the power of creator storytelling across screens and cities.
Yousician's new campaign hits a familiar chord: Good intentions, terrible song choices
Created by UltraSuperNew Tokyo, the spot transforms a sweet father-of-the-bride tribute into a full-blown metal meltdown—and a perfectly awkward lesson in why timing is everything.
Cathay flies over Hong Kong's former airport for nostalgic stunt
A short documentary-style video depicts the planning required it took to get Flight CX8100 safely through the challenging, low-altitude route past Hong Kong’s former Kai Tak airport.
Microsoft's 50th anniversary campaign veers away from nostalgia
The campaign was done by global design studio Koto and is featured in digital, physical, and live touchpoints.
Can tech save lives? Apple’s new film says it certainly can
The Australia campaign features the true story of Rick Shearman, who was washed out to sea and forced to make an SOS through his Apple Watch.
No minibar? No problem. CCIA NSW helps hotel lovers brave the wild
Wired Co.'s latest campaign translates room service into campfire realness—with a mockumentary and more than 250 camping terms you didn’t know you needed.