Asia Work of the Month: December 2025
In the final instalment of Asia’s work of the month series 2025, Charlie Blower, managing partner at Blak Labs, reflects on the themes of the year and rounds up his favourite creative from December: “2025 has not been a vintage year for the creative community. AI has been wreaking havoc – not always with outstanding results (Coke, McD’s Holland, I’m looking at you). Globally, we’ve heard of 4000 jobs being disappeared off the accounts in the Omnicom-IPG ‘massacre’. Locally, we’ve seen good friends being dispatched in the aftermath.
“What defines the most memorable end-of-year creatives? For me, it’s the absence of anything remotely seasonal in our multi-coloured, multi-cultural region. What sets these selected pieces apart is their attention to craft, humanity and the ability to arouse a response.”
Nestlé Milo - Milo See Games Equal at SEA Games 33
First up, ‘See Games Equal’ for Milo. I love the fact that this piece breaks with convention to showcase the potential superstars of tomorrow and their less-favoured sports in Vietnam. Super simple and on-brand, youngsters talk about their dreams and favourite games, against green screen. Then, surprise surprise! We see their images printed on Milo packs. Awww…
Childhope Philippines - Donate to View
Next, we have Childhope from the Philippines. A fantastic piece of animation and what sounds like a banger track to get you going, only to stop and ask you to ‘Donate to View’. It got me and I wonder where the story goes from here. Would love to see how this did in terms of performance/donations per view, etc.
National Arts Council Singapore - Life. Better with the Arts
Last but not least, is a gentle campaign from NAC in Singapore. ‘Life. Better with the Arts’ shows how stretching oneself artistically helps you in everyday life. Creatively charming and something with soul.
One hopes that the teams involved in creating the crop of December campaigns have emerged unscathed as we close out the year. However if luck didn’t go your way, consider this some last-minute recognition as you dust your book off for 2026.
