McCann Worldgroup showcases top Asian campaigns ahead of Cannes Lions 2025

McCann Worldgroup has highlighted some of its top work from Asia for the upcoming Cannes Lions Festival this month.

 

BAR—RIERS – McCann Worldgroup Greater China
Client: Hoegaarden
Consumers are constantly seeking ways to simplify life and ease stress. They crave an escape from the daily hustle—even just outdoors in the city. A place to breathe, recharge, and unwind.

That’s why in China, over 35% of Hoegaarden’s sales come from street bars where young people gather to relax. But when roadside safety barriers were installed, this ease was disrupted. Foot traffic dropped, bar sales fell by 43%, and Hoegaarden’s sales declined by 18%.

Instead of relying on promotions that don’t fix the experience, we turned the problem into a creative solution: the Bar—riers—a clip-on device that transforms fences into counters or stools. Available via Hoegaarden’s B2B app, it gave street bars a fast, functional upgrade, aligned with Hoegaarden’s natural Belgian charm. Bars using it saw a 36% sales boost, and Hoegaarden’s brand perception reached a new high.

Tone Proud – McCann Worldgroup Singapore
Client: TECNO
#ToneProud is a global campaign that rallies people of all skin tones to create the industry’s largest and most accurate skin tone database – a database that will power AI and all future technologies to perform more inclusively.

As a brand that believes that technology meant for the world should be made by the world, the campaign’s digital-first approach ensured seamless integration of advocacy, education, and engagement across the globe, with focus on markets which lacks of representation in media and imaging technology such as Asia, the Middle East, and Africa.

This engagement was a platform for everyone to celebrate their diverse skin tone but also play a role in shaping the new phones by TECNO. The amplified effect from this engagement will create a more accurate bank of images that continues to power any other AI, even those of our competitors.

CAMPANION – McCann Tokyo
Client: Kuro Snacks
CAMPANION challenges what caregiving tech can be. It is the most non-intrusive protection device that elevates the status of dogs as loyal companions. It doesn’t watch. It accompanies. Where fixed cameras fail—missing 80% of falls in bathrooms and bedrooms—CAMPANION moves naturally, as only a loyal companion can. A first-of-its-kind product where living movement, AI interpretation, and emotional messaging merge.

CAMPANION surprises audiences: a dog becomes a caregiver. A beep before each capture trains the dog to approach the elderly, helping AI gather better context. This transforms AI from a cold sensor into a warm presence, offering emotional updates rather than surveillance, and reimagining caregiving as a bond, not a broadcast.