The Work: The latest from the world of commercial creativity
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Apple Watch’s heart story strikes a chord in Japan
Apple’s new Japan campaign tells the real-life story of a heavy metal fan whose Apple Watch alerts help detect a life-threatening heart condition just in time.
2025 Cannes Contenders: RGA creatives weigh in
A ubiquitous surname, a sexually transmitted infection, the printing of memories and an animal god that helps gamers might all bring fame glory to campaigns in Cannes next week.
2025 Cannes Contenders: Bear Meets Eagle On Fire’s creatives reveal top contenders
The Aussie studio's creative directors Cass Jam and Mark Carbone reveal their top campaigns that combine wit, practicality, and cinematic flair ahead of Cannes Lions 2025.
2025 Cannes Contenders: Dentsu APAC leaders place their picks
From the grippingly serious to the hilariously eccentric, three Dentsu creative and product leaders across APAC give their nods to award-worthy work that may win a Cannes Lions next week.
A new game makes tricky talks about boundaries and respect feel easy
An effort by DDB Melbourne.
Hilton readies ‘connected story’ in latest Asia expansion push
Amid Hilton's ambitious growth plans and a fresh campaign with Bollywood star Deepika Padukone, Campaign sits down with Hilton’s VP of marketing and loyalty to chat about the challenges of marketing a myriad of hotel brands to Asia's diverse audiences.
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2025 Cannes Contenders: Angie Tijam-Tohid's top bets
Havas Ortega Group's executive creative director handpicks work with meaningful social impact that could win a Lion next week at Cannes.
Hakuhodo creatives look through the Cannes crystal ball for potential winners
Creatives from Wolf BKK, Hakuhodo Vietnam and Hakuhodo Sync handpick Lion hopefuls from the region.
2025 Cannes Contenders: UltraSuperNew creatives place their bets
UltraSuperNew's creative chiefs in Tokyo pick the APAC campaigns that stand a good chance of winning a Lion.
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2025 Cannes Contenders: David Guerrero handpicks top work for Lions
Kicking off this year’s Cannes Contenders series is a selection from David Guerrero, creative chairman of BBDO Guerrero.
Can’t find a clean public toilet? Buktupup to the rescue
BuktuPup is a new microsite that helps travellers in rural Indonesia find clean, private restrooms hosted by locals—even in remote tourist spots.
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Can a 'winter internship' persuade Aussies to love winter?
The campaign by Tourism Tasmania brings to life 10 winter experiences, each designed to challenge perceptions of winter to travellers.
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Jetpac and Ballsy call for virgin travellers to ‘pop their cherries’
In a world of same-same travel ads, this one pops.
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A rousing speech about making your beer dreams come true
Balter Brewing Co’s cheeky new campaign parodies motivational speeches to remind us all that good beer is within reach.
Baby shark in Greenpeace film is distraught by overfishing
In a stunning new animation film by Photoplay, the dangers of overfishing are simply and effectively narrated by a blue shark, a species often caught in the crossfire of long line fishing.
Samsung ushers in a new era of AI TV
Cheil rolls out a laundry list of features for the Samsung Vision AI; Ad Nut yearns for a little less jargon and a lot more heart.
Meet Lemon Man, Cass Beer's new mascot
In its latest work since opening a new Singapore office, GUT unveils a brand platform for Korean beer Cass, spotlighting its lemony range.
Nissan launches 90s-inspired video game ahead of Formula E race in Tokyo
Dark Horses collaborated with illustrator Kentaro Yoshida and Electric Studios to create the game.
How a cute fishball turned its frown upside down
For Thai-based restaurant chain Bar BQ Plaza, Grey Thailand made sure that its clients’ feelings about dwindling sales were in full display to set off a national outcry.
Heineken trusts Korean football fans with keys to unmanned bars
An activation in Seoul sees Korean fans ordering, paying for, and pulling their own pints without bar owners or security present. Just to be able to watch live football.