The Work: The latest from the world of commercial creativity

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Bend it like the Chinese players
14 hours ago

Bend it like the Chinese players

Nike's 'Dare to Become' campaign shows a glimpse of the future when China becomes the football superpower.

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Asia-Pacific YouTube Ads Leaderboard: June 2018
2 days ago

Asia-Pacific YouTube Ads Leaderboard: June 2018

Ramadan and World Cup spots featured prominently in June's most-watched YouTube ads list.

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How Snickers hijacked the World Cup final... without mentioning 'World Cup final'
2 days ago

How Snickers hijacked the World Cup final... without mentioning 'World Cup final'

Anyone for the World Cat Finals? BBDO Guerrero released a witty campaign riffing on alternatives to the phrase 'World Cup Final' to ensure viewers wouldn't go #TeamHungry whichever side they supported.

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Localised HSBC hexagons land in airports around the world
Jul 13, 2018

Localised HSBC hexagons land in airports around the world

Dubbed one of the world’s largest out-of-home brand campaigns, the latest 'Together we thrive' campaign will appear in 17 airports across nine global markets.

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It was a dark and overwrought night...
Jul 6, 2018

It was a dark and overwrought night...

'The Darkest Light' is an ambitious film that showcases LG's 4K OLED TVs. Too bad it's so tedious and annoying.

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Epic film mythologises sticky rice
Jul 5, 2018

Epic film mythologises sticky rice

Glutinous rice grains get the origin-story they deserve in a film for Wu Fang Zhai by Social Lab Beijing and Stink Beijing.

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Mobile carrier promotes 'magic'...Zzzzzzzzzzzzz
Jul 3, 2018

Mobile carrier promotes 'magic'...Zzzzzzzzzzzzz

For a moment, this dull-as-paint Telstra ad looked like it was going to become a horror film, but no such luck.

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Subtle rebranding suggests a way for sake brands to modernise
Jul 3, 2018

Subtle rebranding suggests a way for sake brands to modernise

A brewery based in Japan's Hyogo prefecture invited an outside perspective in an effort to balance tradition and modernity.

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Coca-Cola bottle labels double as pride wristbands
Jul 3, 2018

Coca-Cola bottle labels double as pride wristbands

Initiative marks Pride month in the Philippines.

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A tribute to SoftBank's original Otosan
Jun 29, 2018

A tribute to SoftBank's original Otosan

The most iconic dog in the history of Japanese TVCs may be gone, but his legacy lives on.

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Crabby over a cartoon with a giant crustacean and a curvy mermaid
Jun 29, 2018

Crabby over a cartoon with a giant crustacean and a curvy mermaid

A weirdly un-weird animated ad for the beverage brand Pimento raises Ad Nut's dander.

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Safeguard celebrates Aeta man's educational success
Jun 28, 2018

Safeguard celebrates Aeta man's educational success

P&G campaign through Publicis Singapore puts the spotlight on Norman King and his mother Warlita.

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Yuna depicts strength in Pantene campaign for Malaysia
Jun 26, 2018

Yuna depicts strength in Pantene campaign for Malaysia

'Iron lady' campaign by Grey Malaysia includes the Malaysian singer alongside fitness star Linora Low and diver Adeline Chin.

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View all the Grand Prix winners from Cannes Lions 2018
Jun 26, 2018

View all the Grand Prix winners from Cannes Lions 2018

Catch up on all the Grand Prix winners from the 2018 Cannes Lions International Festival of Creativity.

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How Mainland Cheese got people to spend hours puzzling over its products
Jun 18, 2018

How Mainland Cheese got people to spend hours puzzling over its products

CASE STUDY: A Colenso BBDO direct-mail campaign for Mainland Cheese flipped onto its head the idea that brand interactions should only ever be quick and painless.

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Messi takes a meme-filled journey for Ooredoo
Jun 15, 2018

Messi takes a meme-filled journey for Ooredoo

The football star appears alongside local social influencers.

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EyeBuyDirect is ready to turn heads around world
Jun 15, 2018

EyeBuyDirect is ready to turn heads around world

Online eyewear retailer launches brand campaign through J. Walter Thompson New York.

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Budweiser’s World Cup message in a bottle
Jun 15, 2018

Budweiser’s World Cup message in a bottle

JKR Shanghai’s designs try to communicate across China’s “sea of sponsorship advertising”

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Festivities, family, fights and forgiveness: 2018 Hari Raya ads
Jun 13, 2018

Festivities, family, fights and forgiveness: 2018 Hari Raya ads

Our pal Ad Nut gets merry reviewing this year's crop of Raya campaigns from Malaysia and Indonesia.

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Confrontational campaign asks, 'Who are the real retards?'
Jun 8, 2018

Confrontational campaign asks, 'Who are the real retards?'

Work from Sweden tries to make people question use of the 'R-word'.