The Work: The latest from the world of commercial creativity

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Maxis tries to make network quality interesting
10 hours ago

Maxis tries to make network quality interesting

With Ensemble and Initiative, the Malaysian telco takes a good stab at explaining something people generally don't want to hear about.

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The scent of a gamer: Lynx tie-in with Xbox debuts, with a dull film
1 day ago

The scent of a gamer: Lynx tie-in with Xbox debuts, with a dull film

An inexplicable dual-branded product line launches in ANZ with a four-minute paint-by-the-numbers film about a socially awkward guy who (spoiler alert) gets the girl in the end.

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Jackson Yee carves new Adidas shoe for Lala Takahashi and Dough-Boy
2 days ago

Jackson Yee carves new Adidas shoe for Lala Takahashi and Dough-Boy

Effects-laden TVC from Hypebeast launches a reborn 'classic' shoe in China.

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Guinness celebrates Japan's female rugby heroes in World Cup film
Aug 16, 2019

Guinness celebrates Japan's female rugby heroes in World Cup film

Guinness highlights the 1989 Liberty Fields team as it adds to the 'Made of more' campaign ahead of this year's Rugby World Cup.

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Ronaldo's Shopee ad is gloriously ridiculous
Aug 16, 2019

Ronaldo's Shopee ad is gloriously ridiculous

The world-famous athlete and endorser displays dance moves that are not to be missed.

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Asia-Pacific YouTube Ads Leaderboard: July 2019
Aug 16, 2019

Asia-Pacific YouTube Ads Leaderboard: July 2019

Apple, StarHub, AirAsia, HSBC, Smartfren, Nestle, Hitachi and more appear in this month's list of the top ad video in each of 13 APAC markets.

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Heineken asks Singapore to race an F1 car in AR
Aug 14, 2019

Heineken asks Singapore to race an F1 car in AR

As the official beer partner of the F1, Heineken is jump-starting its campaign with an augmented reality ticket hunt.

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RHB Bank asks Malaysia to 'See beyond colour'
Aug 14, 2019

RHB Bank asks Malaysia to 'See beyond colour'

In an ad released for the country's national day, FCB KL vividly shows the drawbacks of stereotyping and tribalism.

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OkCupid helps Indians own their own romantic choices
Aug 14, 2019

OkCupid helps Indians own their own romantic choices

Ad for the dating app by BBH India already scoring millions of views on YouTube.

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NZ insurers AMI pitch 'a new kinda kindness'
Aug 12, 2019

NZ insurers AMI pitch 'a new kinda kindness'

Colenso BBDO helped the brand with its new positioning.

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NRMA sells insurance by pledging new koala homes
Aug 12, 2019

NRMA sells insurance by pledging new koala homes

The Australian insurance firm, which has form in stirring koala ads, releases another as part of its 'Every Home is Worth Protecting' campaign.

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Spreads get mite-y fighty over the Ashes
Aug 9, 2019

Spreads get mite-y fighty over the Ashes

Australia's Vegemite catches wind of Marmite handing out free jars at the cricket; responds with full page ad in Britain's The Mirror newspaper.

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Do as you're told? No thanks
Aug 9, 2019

Do as you're told? No thanks

Vidal Sassoon, Sweetshop and Saatchi & Saatchi Shanghai honour young Chinese trend setters.

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Tiger Beer asks Singapore to remember the times before the good times
Aug 8, 2019

Tiger Beer asks Singapore to remember the times before the good times

Tiger Beer pays homage to 'The Day Before National Day' in a new campaign by The Lab.

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Kayak campaign proves brevity is the soul of wit
Aug 7, 2019

Kayak campaign proves brevity is the soul of wit

The travel site's new campaign through B.B.E. is funny, sharp and effective at 15 seconds, but a 90-second video morphs into something else entirely.

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Underwear maker wants you to join the fight against glo-ball warming
Aug 5, 2019

Underwear maker wants you to join the fight against glo-ball warming

Bonds’ latest effort to promote new men’s undies is another silly, innuendo-laden winner.

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Olay encourages women to 'break up' with age pressure
Aug 5, 2019

Olay encourages women to 'break up' with age pressure

Olay takes on a controversial social topic ahead of Chinese Valentine’s Day.

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Apple to China on creative exploration: 'What's the use?'
Aug 2, 2019

Apple to China on creative exploration: 'What's the use?'

A new film promoting iPads jumps off from a commonly asked question about how students preparing for the Gaokao exam should spend their time.

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MCM builds giant playground in Shanghai flagship store
Aug 1, 2019

MCM builds giant playground in Shanghai flagship store

The German leather goods brand transformed its flagship store in Shanghai by way of a virtual playground.

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Waiter, there’s a car on my bus
Jul 31, 2019

Waiter, there’s a car on my bus

A 3D out-of-home campaign for the Singapore Grand Prix.