The Work: The latest from the world of commercial creativity

Sony entices new players with global #LiveFromPS5 campaign
2 hours ago

Sony entices new players with global #LiveFromPS5 campaign

Sony mimics a breaking-news channel to showcase some of its better-known PS5 games, including by apparently smashing a giant axe into the concrete of London's Southbank.

Copycat accusations fly: Cathay Pacific calls out SIA for lack of originality in latest brand campaign
Tourism Fiji drops piña coladas and pegs on culture in new campaign
1 day ago

Tourism Fiji drops piña coladas and pegs on culture in new campaign

'Where happiness comes naturally' has a refreshing take on cliched travel campaigns.

Break the bias, 'Correct the Internet' to make women in sports more visible
1 day ago

Break the bias, 'Correct the Internet' to make women in sports more visible

DDB New Zealand's new spot seeks to set the record straight by spotlighting online inaccuracies that disadvantage women in sports.

Snap’s latest global brand campaign highlights fun AR filters
3 days ago

Snap’s latest global brand campaign highlights fun AR filters

Wait’ll You See This, is Snap’s third major brand campaign.

Nike inspires children to dream big with rousing Chinese New Year campaign
Jan 27, 2023

Nike inspires children to dream big with rousing Chinese New Year campaign

Wieden+Kennedy Shanghai's new spot lets some of China’s biggest athletes turn back the clock and reignite the dreams that spurred them to greatness.

Pepsi shows how to 'Save The Drama' this Chinese New Year
Jan 27, 2023

Pepsi shows how to 'Save The Drama' this Chinese New Year

FCB Shout Malaysia delivers a cheeky campaign aimed at alleviating typical festive frustrations whilst boosting bottle sales at this time.

Apple releases short film to spotlight data privacy
Jan 26, 2023

Apple releases short film to spotlight data privacy

The six-minute film was created in partnership with MAL.

Saatchi & Saatchi unveils new twist on 'Pregnant man' ad for anniversary of Roe vs Wade
Jan 24, 2023

Saatchi & Saatchi unveils new twist on 'Pregnant man' ad for anniversary of Roe vs Wade

This is the second time the agency has brought back the famous ad.

Hop to it: 10 lunar new year campaigns to celebrate the Year of the Rabbit
Jan 20, 2023

Hop to it: 10 lunar new year campaigns to celebrate the Year of the Rabbit

From heart-warming and humorous, see how brands like Coca-Cola, Apple, BMW, Tiger and more are ushering in the lunar new year in our festive campaign roundup.

Ban Conversion Therapy Collective
Jan 20, 2023

Ban Conversion Therapy Collective "It's not therapy, it's abuse" by The & Partnership

As Britain vows new law to ban all forms of conversion therapy, short film by a collective of 21 LGBT+ charities coordinated by Stonewall, shines light on the abusive practice.

House of Creed partners with Robbi to capitalise on China’s collectible toy craze
Jan 18, 2023

House of Creed partners with Robbi to capitalise on China’s collectible toy craze

Robbi is trendy, British French brands like Creed are capitalising on it to lure the chic China consumer. Campaign talks exclusively to CEO Sarah Rotheram to understand the brand journey and strategy behind such collaborations.

Kotex inspires women to #ChooseItAll and not compromise on sanitary protection
Income marries product benefits with purpose in heart-tugging campaign
Jan 17, 2023

Income marries product benefits with purpose in heart-tugging campaign

Integrated campaign amplifies 'putting people first' in an emphatic yet empathetic manner.

Greenpeace calls for private jet ban in Davos campaign
Jan 17, 2023

Greenpeace calls for private jet ban in Davos campaign

The campaign, launched to coincide with the World Economic Forum, calls out the rich and powerful who create private jet emissions.

Uncaged to engaged: Tiger Beer shifts 2023 festive message from achieving to enjoying the moment
Jan 15, 2023

Uncaged to engaged: Tiger Beer shifts 2023 festive message from achieving to enjoying the moment

Campaign speaks exclusively to Tiger’s global brand director about its new film, experiential stunt, and the research behind it showing the pressure to achieve faced by younger Asians, especially during festive times.

‘Through the Five Passes’: Apple highlights iPhone’s cinematic prowess in CNY film
Jan 13, 2023

‘Through the Five Passes’: Apple highlights iPhone’s cinematic prowess in CNY film

WATCH: This year's effort by TBWA\Media Arts Lab Shanghai is an inspiring 18-minute long film shot entirely on iPhone 14 Pro and 14 Pro Max.

TikTok spot shows it’s more than just a dancing app
Jan 13, 2023

TikTok spot shows it’s more than just a dancing app

The new UK campaign was created by Mother.

Trust this Trust Bank campaign to add prosperity to your Lunar New Year
Singtel solves tech and customer service issues in 'hoppy' new year film
Jan 9, 2023

Singtel solves tech and customer service issues in 'hoppy' new year film

Technology and customer support are the main focus of Singtel's CNY 2023 campaign.