Staff Reporters
Jun 13, 2022

Cannes Contenders: Wunderman Thompson creatives pick top APAC campaigns

Regional creative leaders at the WPP agency pick standout campaigns that have a chance of scoring a Cannes Lions this year.

Clockwise from top left: Sheung Yan Lo, João Braga, Tista Sen, Park Wannasiri, Lulu Lu
Clockwise from top left: Sheung Yan Lo, João Braga, Tista Sen, Park Wannasiri, Lulu Lu

In our Cannes Contenders series, creatives in the region pick standout APAC campaigns projected to score an award. This time, the regional creative team at Wunderman Thompson pick out five notable campaigns.

Name: Tista Sen, regional creative director, Wunderman Thompson Mumbai & Sri Lanka
Campaign: The Unfiltered History Tour
Brand: Vice
Category: Branded Entertainment, Augmented, Virtual & Mixed Reality (AR, VR, MR), Design, Direct, Interactive, Online & Mobile, Radio & Audio, Experiential Radio & Audio

A clever use of technology, creating an immersive experience that brings history to life. Dentsu Webchutney scores major goals with designing something that is so evocative, painstakingly perfect, and compelling. Cannes glory of course!

Name: Lulu Lu, executive creative director, Wunderman Thompson Taiwan
Campaign: Hydrogen Garbage Truck
Brand: Hyundai Motor Group
Category: Innovation

It uses innovative technologies and methods that not only solve problems prevalent in our current society, but it also puts the spotlight on a new product. The campaign is a good combination of both social responsibility and branding.

Name: João Braga, national chief creative officer, Wunderman Thompson Australia
Campaign: Samsung iTest
Brand: Samsung
Category: Mobile, Brand Experience, Digital Craft

It’s hard not to love such a cheeky smart hack. With the iTest, Samsung found the most ingenious way to give Apple users a chance to experience their product. They removed the barrier for consumers while poking fun at the top dog. Extra marks for the lovely case study, which breaks the mould in the most refreshing fashion.

Name: Sheung Yan Lo (Mayan), Wunderman Thompson Hong Kong
Campaign: Libresse V-Kebaya
Brand: Libresse
Category: Health & Wellness Lion, Design Lion, Glass Lion

Proud of who you are. Proud of your cultural roots. This elegant design speaks louder than any words you could put together. The pride of being a woman, a Malay woman. It is so smart to use a traditional icon to break a traditional taboo. The conservative fashion has successfully expressed a bold statement for a modern topic. While we are stuck in the metaverse, and busy experimenting with NFT, this design as well as its execution go back to the magic of what handcraft can bring to the real world.

Name: Park Wannasiri, chief creative officer, Wunderman Thompson Bangkok
Campaign: Pocari Sweat 2022
Brand: Otsuka Pharmaceutical
Category: Film Craft

Pure creativity, pure craziness. Oops, Pocari Sweat did it again. Every year, they keep coming up with work that blows your mind. It makes you realise that you can do so much more with the moving images you see every day. Kudos to the team. They will win big and they will win a lot!

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