Muma Malaysia puts human craft at the heart of ONE Asia 2026 ‘Where Taste Matters’ campaign
The One Club for Creativity’s ONE Asia 2026 is entering its final call for entries, with the deadline set for September 18, ahead of the first ONE Asia judging to be held in Kuala Lumpur from October 17-19.
The judging will take place at The Majestic Kuala Lumpur, with DirectorThinkTank as exclusive judging sponsor, followed by a student masterclass with Level Up on October 20.
For its 2026 call-for-entry campaign, Muma Malaysia has put the spotlight firmly on human creativity with “Where Taste Matters” – a campaign built entirely by hand and without AI.
The idea explores the role of human taste in an increasingly AI-driven creative landscape, where content can be generated at unprecedented scale but instinct, experience and judgment remain difficult to replicate.
Rather than position the campaign as an anti-AI statement, Muma says it is a celebration of human intuition and the craft behind great creative work.
“Artificial Intelligence was on every feed, every news platform, and everyone’s mind,” said Muma Malaysia. “In an AI-driven world where creativity is endlessly generated, human taste matters more than ever. ‘Taste’ has become one of the most valuable currencies that AI cannot replicate.”
The agency developed a visual identity in which the word TASTE becomes the hero, experimenting over two months with different materials, handcraft techniques and organic textures.
The team bleached cloth, weaved paper strips and even lit hundreds of matches to create the campaign imagery.
“We made it a point not to use any AI tools to produce the work,” said Muma. “Not because we were against AI, but because we wanted to champion the beauty of imperfection in human craft.”
The campaign is designed to resonate across APAC, drawing on the region’s diverse cultures, stories, humour and perspectives as expressions of taste.
For Muma, the process itself became part of the message – experimenting, failing, adjusting and trusting instinct rather than searching for a perfect answer.
The agency says the campaign reflects what it believes ONE Asia represents: a platform for creatives who continue to question, craft and exercise judgment in deciding what constitutes great work.
The ONE Asia 2026 final entry deadline is September 18, 2026.
Credits
Agency: Muma Malaysia
ECD: Choo Chee Wee
CD: Kong Wei Wen
Art Directors: Liew Su Anne, Angel Lam
Designers: Zoey Hii, Liang Xin Ru, Jeselyn Tan
Copywriter: Kong Wei Wen
Motion Graphic: Jeselyn Tan