From Insight to Impact: BBDO Asia’s regional work that is in focus for Cannes 2024
Ahead of Cannes Lions 2025, BBDO Asia’s Creative Council showcases five regional campaigns that are Cannes contenders that they believe reflect the intersection of bold big thinking, cultural relevance, and meaningful results.
1. Play the Dew – BBDO Guerrero
Client: Mountain Dew
Building on last year’s successful Cannes winning radio campaign, the team expanded the idea across social and gaming platforms. This audio-led campaign went viral within the gaming community, sparking a wave of user-generated gameplay content and giving Mountain Dew a once-heard, never-forgotten presence — using just one word: “DEW.”
Some Key Result: Positive sentiment for the brand rose by 60% over the previous month before the campaign’s launch. The gameplay films garnered 63M+ views in a country with just 43M gamers, and the TikTok activation saw 20M+ impressions in just two weeks.
2. The Meaning of Benz – BBDO Bangkok
Client: Mercedes-Benz
The campaign tapped into Thailand’s rich cultural and historical context by engaging directly with individuals named Benz — a popular and aspirational nickname. This strategy not only reinforced Mercedes-Benz’s deep-rooted presence in Thai society but also smartly leveraged the cultural meaning of names to emphasize the brand’s personal and generational legacy.
Some Key Result: Mercedes-Benz achieved its highest Motor Show sales in three years. The campaign reached 3.6M+ people, drove 330K+ engagements, and tagged 33,000 Benzes. It also led to the launch of the “Passion of Benz” platform, creating a dedicated brand community for long-term impact.
3. Minimizing Your Frustration – BBDO Bangkok
Client: Roojai Insurance
A humor-driven, hyper-relatable look at common driving frustrations, the campaign turned a dull insurance message into something fresh, funny, and highly shareable.
Some Key Result: Generated 128M+ views across platforms, 458M impressions, 60M+ engagements, and 109K+ clicks to check insurance prices — with a 33% increase in search volume for “ประกันรู้ใจ” (Roojai Insurance)
4. Ariel #ShareTheLoad – 10 Years – BBDO India
Client: P&G
Ariel #ShareTheLoad is the longest running social movement by a brand against unequal distribution of household chores, that started in 2015 with a pertinent question, ‘Is laundry only a woman’s job?’. In 2016, Ariel addressed the deep-rooted conditioning, with a heart-felt apology letter from a father to his daughter. Year after year, Ariel has spread the message of #ShareTheLoad through unique touchpoints: Wash Care Label, Comic Books, Detergent packs with names of hundreds of Indian men and Home Map – that shows men where things are kept at home.
Some Key Result: The decade long movement has been covered by over 1900+ publications across 40 countries and has even been discussed at the World Economic Forum. The movement has impacted culture and transformed Ariel into a highly effective world-famous brand.
– When we bagan in 2015, 29% of men believed that laundry is a woman’s job. 10 years later, that number is down to 25% today.
5. Tata Ultra Marathon: Feet of Glory – BBDO India
Client: Tata Ultra Marathon
For generations, pledges have been made with hands — to love, to lead, to protect, to change. But never before has a pledge been made with… feet.
In a country where millions of children go without proper footwear, Tata invited runners to flip the script — pledging with their feet. Each colorful footprint became a symbol of a shoe donation, turning every step into a promise.
This bold, visual statement spread across social media — turning a simple act of running into a powerful movement for change.
Some Key Result: Over 15,000 pairs of shoes donated to underprivileged children across India.