Asia Work of the Month: September
“Asia is the region of the possible. So much innovation, agility and appetite to do something great. Every market, culture and community in Asia is deeply nuanced, so to really engage with people you have to not just think bigger but think better. The smallest element could be what unlocks a connection.
“As a region not built on traditional broadcast channels, a lot of great work is in activation or experiential, which can often feel more meaningful and authentic. Don’t tell me your product will change my life, show me how.” – Jessica Davey, managing director, GUT Asia
Flipkart Minutes - iPhone 17 Launch
I really REALLY liked this activation the second I read about it. Probably my favourite of the month. It is a real-time demo of the platform promise, hijacking one of the most hyped product launches of the year. Designed to generate buzz and impact. I love the slightly sassy selfie on the billboard too, just the right amount of attitude
McDonald's Taiwan - Kung Fries
Ok so I am pretty sure I could make up something meaningful about the heritage of kung fu, the utilisation of martial arts movie tropes, but honestly, my main take away was: 1. This is FUN and 2. I really feel like some McDonald’s fries. So job done!
Duolingo - Duo's Sumo Showdown
Just between us, the Duolingo owl scares me a little bit. But it is undoubtedly an icon of social-led brand marketing. I like this idea because it could really only be done in Japan. It has a manic energy and freneticism to the content that is very engaging and I like the depth of backstory they put into the lead up to the showdown.
Spotify - Viet Spirits Through Music
Spotify’s use of data and visualisation has been insanely successful since the very first Unwrapped and I think this is a lovely addition. I really appreciated that the different personality profiles are beautifully depicted and meaningful to the moment and also very much connected to Spotify as a music platform.
Flipkart - Big Billion Days
Ok, so it is Flipkart again but I really love the insight here, that big decisions often require the right timing. So they tapped into a spirituality and astrology platform to help shoppers find the most auspicious time to purchase. It gives buyers an extra element of comfort and encourages them to make the leap.
