January 2025 Archives

Grab launches rider-powered missing persons network via innovative YDM Thailand campaign

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Real-Time Alerts: A dedicated plug-in layer delivers targeted missing person alerts to riders based on their location.

Samsung + BBH Singapore’s new campaign shows AI’s role in solving real-life Gen Z struggles

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The global campaign launches from May across television, cinema, social, and online platforms.

Less than 2 weeks to enter Campaign Brief’s The Work 2025: Free to enter – Deadline May 20th

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Final 2 weeks to enter Campaign Brief's The Work - deadline for entries, Tuesday 20th May, 2025.

Apple debuts last scene, a time-traveling love story shot entirely on iPhone 16 Pro

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The 'Last Scene' is a captivating demo of how iPhone 16 Pro can turn everyday moments into something truly cinematic.

IMPACT BBDO, Dentsu Creative Taiwan, Ogilvy Singapore, Ogilvy Thailand, BBDO Bangkok, Grey Thailand and TBWA Hakuhodo win at The ANDYs

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"For over half a century, the ANDY Awards have celebrated creative bravery in our industry."

116 Pictures joins m25 premium global network

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With more than 15 years of experience in the region, filmmaker Gordon Westman joined forces with Hanoi native Pham...

Domino’s and FCB SHOUT Malaysia launch flavour-packed ShaWAHma pizza campaign

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“When we first tasted the new prototype, all we could think of was ‘Wah, that’s good.’"

Gerety Awards Final Deadline today May 9

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A unique jury for the Humour category is set to be announced in partnership with Funny Women.

Cannes Lions annnounces 2025 Shortlisting Jury ~ Line-up sees increased representation from Asia

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"The 2025 Shortlisting Jury is a true reflection of the global nature of creativity today. The addition of new markets

Aditya Birla Capital’s new film via FCB Kinnect reveals an unexpected exit interview

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To bring this conversation to the forefront, the campaign employs a surprising and thought-provoking narrative device...

LIA 2025: Get 25% Off Entry Fees Before June 10

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25% discount on entry fees through 10th June, 2025.

Applications open to emerging talent for MAD STARS’ New Stars MAD Competition 2025

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Finalists will be selected through an online preliminary judging and invited to compete in the final round in Busan.

TrackX and Minotaur shift gears together in new PH Motorsports collaboration

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“This partnership is beyond just marketing, it’s about participating in a community that’s above all real."

Godrej Creative Lab’s Global Head and ex FCB India CCO Swati Bhattacharya named on LIA’s Health & Wellness-Craft and Pharma & Medical-Craft jury

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The LIA entry system is ppen - all entries finalized and paid by 10th June 2025 will receive a 25% entry discount.

Lee Kum Kee debuts ‘Real Deal’ instant noodles with authentic flavours via Grey Hong Kong

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To kick off the launch, Grey turned the city into a giant newspaper. Every OOH execution was styled like a page...

Publicis Groupe Japan welcomes award-winning creative leaders Ryutaro Seki and Naho Manabe

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Ryutaro Seki is an established creative leader with over 20 years’ experience in Tokyo, New York and Bangkok.

Heineken and LePub Singapore launch ‘Trust Bars’ in Seoul for early morning UEFA matches

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At each Trust Bar, fans are entrusted to order, pay for and pull fresh pints via Heineken’s first self-payment...

Bestads Best of the Week Reviewed by Till Diestel, Chief Creative Officer, Serviceplan Germany

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Each week Bestads picks the very best advertising in the world, in every medium – which is reviewed by a top creative...

TBWA\Media Arts Lab Seoul elevates Youji Noh to ECD and hires Minah Lee as Managing Director

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Youji Noh has been instrumental in MAL Seoul’s creative evolution, leading celebrated work including AirPods Cases...

The National Environment Agency appoints FiftyFull as social media agency of record

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The agency has been appointed for a period of one year and have commenced work on 1st May.

FCB Kinnect serves up Motherhood cravings with ‘Preggy’ campaign for Prega News and Swiggy

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“By partnering with Swiggy, we're acknowledging these cravings in a practical, supportive way while creating..."

Yeo’s taps local insight for ‘Identi-Tea’ campaign celebrating Singapore’s new gen

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The campaign, developed by Forsman & Bodenfors’ in-house content arm F&B Studios, cleverly taps into a quirk of locaL...

Closeup launches beauty-first focus campaign via MullenLowe Singapore in Asia targeting Gen Z

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Closeup’s campaign demonstrates next-level modular capabilities by tailoring content for different touchpoints...

Bestads Best TV of the Week: Heineken’s ‘Social Off Socials’ via LePub

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"Really love this new piece by Heineken. It truly captures the Zeitgeist, and it's beautifully crafted," says Diestel.

David Clarke named APAC Experience Design lead: Sarah McGregor joins AKQA as ECD, Australia

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In his new regional role, David Clarke will lead AKQA’s Experience Design offering across ANZ and Japan.

Forget attachments – this Philips trimmer uses real-time data for the perfect trim

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With this campaign, Philips India is not just showcasing a feature - it’s redefining the role of technology in grooming.

Ogilvy China names Sure Liu as Managing Director of Ogilvy Advertising Beijing

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The appointment follow's Autumn Guo's decision to step down from the position.

Muma Malaysia serves up laughter and oral care in new TVC for Fresh & White

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The film focuses on the one thing that unites all Malaysians which is our enjoyment of food which can be done...

Ida Mak rejoins TBWA Hong Kong as new GM

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Prior to her return, Mak was Associate Head of Account Management at Sunny Idea Hong Kong.

electriclime° signs director Tim Main for exclusive representation in APAC and MENA

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He was part of the in-house VFX team on Furiosa: A Mad Max Saga, working alongside legendary filmmaker George Miller...

Grey Thailand reignites Bar BQ Plaza sales through viral “Sad Kamachan” phenomenon

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They turned their signature smiling fish ball into "Sad Kama-Chan," a funny yet lovable version with a frown.

Le Pub creates a poetic conversation that celebrates Chinese culture for Bottega Veneta

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The installation features several thousand editions of the anthology In Such a Staggering World by Yu Xiuhua...

Urban Company redefines water purifier norms with humorous ‘Lambi Judai’ campaign

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Created by the team at Manja and directed by Indrashish Mukherjee, the film opens with a scene familiar to every...

Bukahati becomes Bukacerita Indonesia in new partnership with Path Finder Group

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Bukacerita is part of a new partnership with Singapore-based company Path Finder Group...

American Tourister + Blak Labs invite Squid Game fans to “Join the Game” through new campaign

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The campaign reimagines the show’s iconic invitation moment and turns it into a live call to action for die-hard fans...

Sushant Barua appointed to National Creative Director – Art role at Dentsu Creative Isobar

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Barua will lead the art and visual design function across the agency’s diverse client portfolio.

Sour Bangkok’s Nopparath Eksuwancharoen, TBWA\Singapore’s Peter Khoury and Dentsu Inc Tokyo’s Yuichi Kitada named on LIA Branded Content + Branded Entertainment Jury

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“It’s a huge honor for me to serve as President of LIA’s Branded Content and Branded Entertainment Jury."

Mother Shanghai partners with UNIQLO to launch “Love, Mother” collection for Mother’s Day

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The collection is a playful look at some of the traditional ways that maternal love is shown in China.

Edelman announces key executive promotions to lead next phase of growth in India

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Among the changes are Pankaj Suri relocating to Dubai, to be replaced by Ashutosh Thatte.

Bollywood star Shraddha Kapoor reveals her ‘Juicy Secrets’ in Neutrogena’s new film

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Neutrogena’s new campaign highlights its award-winning Hydro Boost range, including the Water Gel.

Campaign Brief’s The Work 2025 opens for entries: Free to enter – Deadline May 20th

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The Call for Entries to Campaign Brief’s The Work 2025 is out and it’s FREE to enter. Final Deadline is May 20th.

Seen+Noted: Clio award-winning ‘The Visa Loophole’ campaign via Ogilvy Singapore

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For African Japanese people it’s almost impossible to find a hairdresser who knows how to take care of their hair...

Cannes Lions to honour rapper, activist and author Sonita Alizadeh as its 2025 LionHeart

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The Afghan rapper, human rights activist and author will be awarded during the Festival in June.

Home Credit Vietnam and The Friday celebrate Labour day with “The Quiet CVs” campaign

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The campaign transforms the untold stories of everyday workers into professional CVs, highlighting the dignity...

Forsman & Bodenfors Singapore’s quest to deliver big, fame-building creative campaigns that punch above their weight

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“We see ourselves as a global agency, that just happens to sit in Singapore..."

Asia scores 15 Golds at 2025 Clio Awards: Leo Thailand, Ogilvy Shanghai, Havas Creative India, Ogilvy India + Dentsu Digital Tokyo land 2 each

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In total Asia’s award tally at Clio is 14 Gold, 20 Silver and 35 Bronze...

Bestads Best TV of the Week: Xbox’s ‘Wake Up’ via Droga5 New York, Part of Accenture Song

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"Intriguing, unusual, and well-crafted. A piece of narrative storytelling that drew me in," says Hopkins.

7UP and Leo Thailand launch series of ‘Chill on Our Own Terms’ films with Nadech Kugimiya

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The films are set in everyday, relatable scenarios: enduring an endless meeting at work, feeling bored at a laundrom...

McDonald’s goes menuless across Saudi Arabia

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The McMenuless Challenge took over social media and turned into a trend with Mclovers posting videos of themselves...

LIONS releases 2025 State of Creativity Report: “We are seeing less creative risk taking”

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Creative confidence, the belief in bold and original creative ideas as a driver of business success, is being knocked...

Tuborg’s ‘Feel The Drop’ campaign turns one bottle pop into a global wake-up call

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The campaign is running in multiple markets around the globe in Asia and Europe.

Gatorade and INNORED launch new campaign starring Korean footballer Son Heung-min

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Collaborations featuring baseball player Lee Dae-ho and other sports stars will be rolled out...

The Brand Agency Perth hires Ali Shabaz out of Singapore in Executive Creative Director role

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Prior to his move to Perth, Shabaz has been based in Singapore working as CCO of Publicis Group, M&C Saatchi and Grey.

Outplayed and outgunned? Lenovo and Leo turn in-game frustration into sales opportunity

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“This is a great example of how data & tech come together to create a hyper-personalized campaign targeting campers..."

The Bangkok Palette: Pete Williams on colour grading and his journey as a colourist

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Campaign Brief Asia sat down with Pete Williams at AdFest to hear about shifts in the industry and how the colour...

Seen+Noted: Heineken imagines an influencer crisis in a world without social media followers

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The campaign film envisions a world where every follower is out enjoying themselves, leaving social media...

Mumbai Railways + FCB India turns train tickets into lottery tickets to boost compliance

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Every day, lucky travellers will stand to win cash rewards, turning ticket buying from a routine expense...

OMO transforms laundry into a floral ritual via latest MullenLowe Mishra Vietnam spot

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This is a story that smells like love, resilience, and timing. Early morning chaos. A young girl freezes...

Asian Paints and Ogilvy India bring poetry to colour in a unique NaPoWriMo celebration

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Through the month of April, Ogilvy created an original poem, crafted using shade names from the Asian Paints palette.

Philippine Airlines and BBDO Guerrero launch ‘Fly With Her’ to empower aspiring women pilots

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Beyond the film, Philippine Airlines extended the campaign’s message with a illustrated children’s storybook.

Li Shan Lim to lead R3’s media practice in Asia Pacific as Principal Consultant

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As Principal Consultant, Lim oversees the development of media advisory and consulting for R3 and MediaSense...

Revolver’s Michael Ritchie and AOI Pro’s Maho Ikeda to represent APAC on LIA Production & Post-Production and Music Video Jury

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The LIA Entry System is open - all entries finalized and paid by 10th June 2025 will receive a 25% entry discount.

Yahoo DSP launches Conversion API to enhance campaign measurement and optimisation

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Yahoo CAPI allows advertisers to send conversion events directly to Yahoo DSP in real-time through a centralised...

Kia plants the ‘Seeds of Change’ in new project via electriclime° and INNOCEAN MEA

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Beyond the film, ‘Seeds of Change’ reinforces Kia’s commitment to innovation and sustainable mobility.

U Mobile reminds Malaysians of the possibilities of 5G and technology via MBCS

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The SuaraKu film was produced in collaboration with Mojo Films and director Barney Chua, whose creative expertise...

Alcon unveils all-day comfort contact lenses via new Scarecrow M&C Saatchi spot

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Highlighting the challenges currently faced by contact lens users in India. The Campaign is live from April 29, 2025.

CelcomDigi creative pitch sees Grey Malaysia appointed as its new brand agency partner

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Grey has assembled a bespoke agency team, with specific skill sets to work with the new clients.

Bestads Best of the Week Reviewed by Katy Hopkins, Executive Creative Director, Iris London

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Each week Bestads picks the very best advertising in the world, in every medium – which is reviewed by a top creative...

Winners announced for WARC Awards 2025 Asia-Pacific: Leo Mumbai wins 3 Golds

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Australia has won the most awards (8), followed by India (7), Singapore (3), and New Zealand (2).

Spikes Asia spotlight: INNOCEAN wins TV/Cinema Film Grand Prix at 2025 Spikes Asia for Hyundai’s “Night Fishing” short film

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“Night Fishing” is a short film starring actor Son Suk-ku and Hyundai’s IONIQ 5. Set against the backdrop...

Tunisian artisans turn ancient dolls into tools for Breast Cancer Awareness

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At the heart of the campaign is the UNESCO-recognized Sejnane doll, a handcrafted figure made by the women of Sejnane...

Rob Reilly talks creativity, AI and risk in new ep of NYF’s ‘Rough Cuts with Thiago Cruz’ podcast

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In the latest episode of New York Festivals Advertising Awards' new podcast Rough Cuts, Grey New York CCO Thiago Cruz...

From boardroom to bike BESSIUM’s Founder delivers a wake-up call via EFGH India

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In a playful-yet-powerful narrative, the video shows Ravi donning a delivery uniform and riding a BESSIUM-branded EV...

Edelman strengthens Asia Pacific expertise with expanded Workplace Advisory team

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Jiejun Yan is the Asia Pacific Workplace Advisory lead. She brings two decades of experience as an external and...

Who’s on stage at Cannes Lions 2025

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The Cannes Lions International Festival of Creativity has launched the 2025 content programme, showcasing a...

Flash Bomber Bangkok and Budweiser introduce “Bud Fan” the beer fridge that cheers with you

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In a country where beer branding is often limited, Budweiser found a new language: designing a tribute to the people...

Star Alliance unveils ‘The Rhythm of Excellence’ global campaign to highlight seamless travel

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Filmed across two of the world’s busiest and most connected hubs, Tokyo Narita and Singapore Changi, the piece...

Publicis Middle East’s ‘There We Are’ campaign for Home Centre hijacks other brands’ ads to spotlight their own products

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The campaign identifies commercials from other brands where Home Centre furniture and accessories make an appearance.

AirAsia makes every trip count with ‘Travelista’ campaign via Ogilvy Thailand

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The campaign reminds Thai travelers that AirAsia empowers them to maximize their travel experiences.

Ogilvy and Brooke Bond Taj Mahal turn tea steam into melody in tribute to Indian classical music

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"The boiling tea plays the flute live. No pre-recorded music. The tea plays the flute live."

Havaianas and GIGIL find the footprint of nature in Metro Manila for Earth Day

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A satellite image of the green space was captured & transformed into a branded visual resembling a Havaianas slipper...

TBWA Hong Kong revamps MoneyBack’s rewards platform with Hins Cheung as spokesperson

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A key element of the creative strategy was selecting Hins Cheung as the campaign’s official spokesperson...

Pepsi returns with new chapter of their “Thirsty For More” platform featuring David Beckham

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“Thirsty For More” is Pepsi’s global platform that champions the mindset of going after what you love.

Pepsodent Herbal and Oliver Agency team up with Raditya Dika for unique Ramadan campaign

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The core of the campaign centers around a long-format video that explores the removal of the letter "H" from everyday...

Spikes Asia spotlight: Havas celebrates 9 wins including a Grand Prix and 3 Gold Spikes

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Havas Creative India's "Ink of Democracy" for The Times of India was awarded a Grand Prix and 3 Gold Spikes.

Skechers unveils AI-powered retail assistant ‘Luna’ at Punggol Coast Mall via We Are Social

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Luna provides a glimpse into the future of retail, where AI agents with prior knowledge of a customer’s personal...

Enormous + BGMI’s ‘Everybody Loves a Good Fight’ turns schoolyard scuffles into epic showdowns

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Set in a classic Indian high school, the film captures the spontaneous energy of a chalk fight that erupts during class.

Intel’s new film via FCB Kinnect asks parents to rethink the role of PCs in learning

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This film subtly highlights how Intel AI PCs can support varied learning styles, offering a more responsive...

Changi Airport unveils ‘A Taste of Asia’ via Connecting Plots, inspiring Aussie and Kiwi travellers to explore Asia through flavour

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Produced by Infinity Squared and directed by Luna Laure, the production was a whirlwind tour, filmed in four countries a

FCB Neo India creates ‘Mischief is a Sign, that Growth is Fine’ campaign for Horlicks

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"In a world obsessed with performance, we forget that creativity often begins with mischief."