Perhaps more than any other clustered market group APAC is so culturally, geographically and politically varied that it’s very unfair to try and summarise or encapsulate something as broad as creativity into a list.
However, great work needs to be celebrated on a global level.
The annual Thai-based creative festival Adfest aims to project APAC creativity to a world-class level but it includes special awards like the ‘Lotus Roots’ award, which heralds advertising that really speaks to the cultural nuances of the country it’s targeting.
The winner of Lotus Roots this year did gain global attention, not least because it scooped up the first Cannes Glass Lions last year.
P&G’s ‘Whisper Touch the Pickle’, by BBDO India Mumbai, is brilliant because the copy doesn’t make sense to people outside India but the insight is universal. It is a great example of how pandering to a the homogenous globalisation of communications, particularly digitally, isn’t the only route to scale.
I was at Adfest last week and it was my first major event since joining The Drum to cover Asia. I’m not naive to think I’ll ever be able to fully appreciate the cultural importance of a lot of the work coming out of the region, a lot I don’t connect with or appreciate, some ads are targeted at a different age or to people with very different interests. But a good ad, with a strong, simple idea and beautiful execution, is easy to spot and is worth shouting about.
I’ve selected seven ads from the show that not only stand up as some of the best ads of the past year, but also give a nod to the incredible diversity in the region.