Asia Work of the Month: November

“Creativity in Asia is defined by a beautiful tension between hyper-localisation and global-standard execution. To win here, brands have to move beyond broad strokes and find the specific cultural 'frequency' that resonates with diverse audiences. I love the landscape's obsession with craft and its ability to turn nuanced local insights into bold, cinematic moments that drive genuine human connection and commercial action.” - Disha Mukherji, global marketing manager, Toaster INSEA

McDonald’s Taiwan – Goodnight, See You For Breakfast

McDonald’s Taiwan has managed to do something rare: they’ve turned a ‘missed opportunity’ - the 10:30 am breakfast cutoff - into a cultural movement that drives action. By weaving the brand into the collective memory of the 'Goodnight Song,' they’ve moved from being a fast-food provider to a partner in a healthier daily ritual. It’s soulful, strategically disciplined, and proof that the best creative work moves at the rhythm of the people it serves. It's a great example of using cultural heritage to solve a modern business challenge, as well as the ability to marry deep-rooted local sentiment with sophisticated, tech-enabled journey.

monday.com – Meet monday sidekick

B2B marketing often falls into the trap of being overly clinical, but monday.com breaks that mould by creating a character that feels more like a teammate than a tool. By evolving their (adorable) llama mascot into a sophisticated, CG-animated 'AI sidekick,' they’ve successfully humanised complex technology. It’s a great example of using consistent brand codes to build trust, while the comedic nod to Dirty Dancing adds a layer of relatability that makes the 'scary, unapproachable and indecipherable' topic of AI feel approachable and fun.

Snapchat – Say it in a Snap

For our work with Snapchat, the challenge was to take a global platform – 'Say it in a Snap' – and give it a heartbeat that felt authentically Indian. We didn’t just translate a global brief; we localised it through hyper-local cultural cues and the specific visual shorthand of Indian gen z. By integrating powerhouses like Google, Myntra and Swiggy into the narrative, we demonstrated to the industry that Snapchat isn’t just a social app but a high-intent ecosystem.

This campaign is a prime example of the 'glocal' shift within the APAC creative landscape – where the success of a global giant depends on its ability to speak the nuanced dialect of a local subculture. It reinforces the region's role as a pioneer in modern storytelling that bridges global brand equity with local street-level relevance.