Campaign Brief Asia asks two creative thinkers from the region to highlight recent great work that caught their eye from around Asia and globally. Creative Circle contributors this week are Donevan Chew (above left) and Pathida Akkarajindanon (right).
Asia: By putting a clever twist to the art of Kintsugi (a Japanese technique for repairing broken pottery with gold), LEGO has turned broken home items into canvases for creativity.
It’s fun. It’s imaginative. It’s everything that Lego stands for.
Lego Tsugi gave a deeper meaning to Lego’s global brand campaign ‘Rebuild the World’, while suggesting another brilliant use for the 72-year-old brick.
Global: Forget about traveling to Antarctica to hold the polar ice cap together with your bare hands.
What we eat has the biggest impact on the environment. With an ever-increasing human population, we’re literally eating up our own planet!
The Eativist is a commendable effort by Knorr to change the world by changing what’s on our plates. A purpose driven campaign that’s truly relevant to brand.
It’s wonderful that they’ve turned the big task of saving the planet into a bite-sized ask: Just pledge to swap one common ingredient in your diet to one that’s more sustainable, as recommended by WWF.
It takes great guts and effort to launch, and more importantly sustain, this kind of large-scale campaign for the long run. I’ll be watching this space to see how it develops.
The Leo Burnett Group Thailand
Asia: When I first saw this, I was very envied but with truly respect. It was so insightful we all can relate to this as an ad industry person, budgets were cutting off and we’re facing with limitations and hardship on the working process. While I myself, was struggling how difficult things were in this pandemic era, this piece of Thasorn’s DIY project has shown a great bar of breaking all boundaries.
The oversized success on his sincerely saying, simply editing but full of emotions, yet funny. At the end, this work gained well-deserved recognition for both creativity of Wunderman Thompson Thailand and TCP Group’s goodwill on contribution to the society during this crisis. Bravo to the team!
Global: I sincerely admitted that I’ve never heard about this small-town called Salla before, until I’ve seen this disclosure video. The small coldest town above the Arctic circle has making a big fire to get the world’s attention to the ongoing problem of climate crisis. With their crazy, yet impactful movement on announced its bid to host the 2032 Summer Olympics and elaborated the town’s statements by following all steps and protocol in order to host the Summer Games, including creating a logo, a bid book, a mascot and many promotional activities.
This is such a brilliant idea as we know that Olympic unify people across the globe and once again, we can all unites to save our planet from the climate crisis, not just for the sake of saving Salla but for every one of us in the world. Finger-crossed hoping Salla did not win the bid.
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