The Work: The latest from the world of commercial creativity

Fixing a looming water crisis, one shorter shower at a time
4 hours ago

Fixing a looming water crisis, one shorter shower at a time

In Australia, Yarra Valley Water’s new “Shower Shorter. Save Water” campaign by Think HQ, aims to remind residents of the Melbourne locality to conserve water and save money.

L'Oreal and Neiwai team up to encourage comfort in one's skin
3 days ago

L'Oreal and Neiwai team up to encourage comfort in one's skin

The co-branded work by McCann Shanghai for lipstick and lingerie came from the insight that traditional beauty norms still weigh on many Chinese women.

KitKat surprises Fifa gamers with own goals
4 days ago

KitKat surprises Fifa gamers with own goals

Unsuspecting Malaysian gamers were given easy wins in this activation so that they could ‘have a break’.

VCCP launches first global marketing campaign for Sage
4 days ago

VCCP launches first global marketing campaign for Sage

The campaign aims to reflect the new requirements of SMBs.

A surreal sales pitch for a credit card
May 11, 2022

A surreal sales pitch for a credit card

First Choice and Leo Burnett Thailand have teamed up to launch ‘Mafia of Digital World,’ to try to pitch 'XU by First Choice’ credit card to digital natives.

Never give up fried foods for a man, this oil brand says
May 9, 2022

Never give up fried foods for a man, this oil brand says

A Thai ad for oil brand Jaikao manages to be accidentally feminist.

Imagine if Cleopatra wore jeans
May 5, 2022

Imagine if Cleopatra wore jeans

Wunderman Thompson sets out on an unexpected sustainability campaign to promote the idea of data behind zero-waste clothing.

St John campaign uses siren song to good effect
May 5, 2022

St John campaign uses siren song to good effect

A simple, new campaign from 303 MullenLowe aims to reduce the number of non-essential calls that emergency ambulance services receive.

LinkedIn makes space for employees in India to find their professional tribe
UK ad watchdog bans Land Rover cliff-hanger ads
May 4, 2022

UK ad watchdog bans Land Rover cliff-hanger ads

The two ads, a longer and a cut-down version both featuring the offending scene relating to parking sensors, were created by Spark22 and aired in February 2022.

On Hari Raya, RHB lends a helping hand to refugees in Malaysia
May 3, 2022

On Hari Raya, RHB lends a helping hand to refugees in Malaysia

The film follows activist Arissa Jemaima Ikram Ismail's evolving relationship with a refugee in Malaysia, from being complete strangers, to helping achieve her dream.

How the year’s best Raya ad was made
Apr 29, 2022

How the year’s best Raya ad was made

The founders of Layar Lucida on challenging Raya ad tropes, their favourite Raya campaigns of yesteryear, and what late legend Yasmin Ahmad means to them as young Malay women.

Dove launches '#DetoxYourFeed' campaign to demonstrate harm of toxic beauty advice
Apr 29, 2022

Dove launches '#DetoxYourFeed' campaign to demonstrate harm of toxic beauty advice

The first video features teenage daughters and their mothers.

Call me be my name, say women in Bangladesh
Apr 28, 2022

Call me be my name, say women in Bangladesh

An activation to restore importance of one’s name is a noble cause to champion—yet to Ad Nut, this campaign feels a little hollow.

These destination photos reveal a hidden silhouette
Apr 28, 2022

These destination photos reveal a hidden silhouette

In a new Philippines tourism campaign by BBDO Guerrero, photographer Jason Quibilan takes stunning photos that house a common Easter egg in each.

Fiona Xie indulges in spontaneous travelling for NTUC Income
Apr 28, 2022

Fiona Xie indulges in spontaneous travelling for NTUC Income

Three new film spots by BBH Singapore are proof that a good product can nearly sell itself.

Imagine an immersive VR experience… in your gut
Apr 27, 2022

Imagine an immersive VR experience… in your gut

An activation for Kellogg’s by TBWA’s Eleven takes users into the metaverse. Except that Web3 is in your gut.

Apple’s new film features sensual close-ups of chicken rice
Apr 25, 2022

Apple’s new film features sensual close-ups of chicken rice

Shot on the iPhone 13 Pro, the film enlists David Gelb as director as part of a campaign to promote the phone’s features through Singapore’s hawker food culture.

Lion’s rebrand for James Squire beer is anything but ordinary
Apr 21, 2022

Lion’s rebrand for James Squire beer is anything but ordinary

The campaign by Milk+Honey United takes on an epic Game of Thrones-like tale to introduce its new brand.

All-time NFT favourites on display at Harvey Nichols Hong Kong
Apr 21, 2022

All-time NFT favourites on display at Harvey Nichols Hong Kong

INSPIRATION STATION: An exhibition at the department store showcases popular virtual characters, partly to cater to first-time NFT buyers.