SINGAPORE — Ahead of the prestigious Cannes Lions International Festival of Creativity, BBDO Asia has revealed its top eight submissions. From numerous outstanding entries this year, the Creative Council Leaders at BBDO Asia have selected their top picks for Cannes 2024. These choices reflect a dedication to pushing the boundaries of creativity while focusing on quality and innovation. The selected works span various categories, highlighting BBDO Asia’s excellence in crafting impactful campaigns that resonate with audiences across various sectors and mediums.
“My Parent is a TikToker” for FIVE STAR by BBDO Bangkok
Addressing the disconnect between busy Gen Z individuals in Bangkok and their families during Songkran, the Thai New Year, this campaign brought parents onto TikTok, turned them into TikTokers to engage with their children in a medium their children heavily use, thereby fostering family reunions and shared meals with Five Star Chicken.
“HomeTeams #ShareTheLoad (Integrated)” for Ariel India by BBDO India
57% of women decline work-related travel opportunities. Because they worry about their partner’s ability to manage the household chores in their absence. The mental load of household chores is holding women back.
The campaign was further complemented by the development of a tech solution called Home Map. It functions like a map for your home, showing men where things are kept, which reduces the constant calls to women while they are away.
Ariel also hijacked prime-time news. The news anchor’s husband took over the news screen, reassuring her that he had the home covered, surprising both the anchor and millions of viewers.
“HomeTeams #ShareTheLoad (Film)” for Ariel India by BBDO India
In its 7th edition, Ariel’s #ShareTheLoad campaign asks: How strong is your home team? This year, the campaign tackles the mental load women shoulder in addition to physical housework. Can men become trusted allies, fostering a true partnership? Watch the film and see how sharing the load strengthens your HomeTeam! #ShareTheLoad
“Ariel ‘Times News Hijack” for Ariel India by BBDO India
In India, many women decline work-related travel opportunities because they worry about their partners’ ability to manage the household chores in their absence. Ariel’s #ShareTheLoad movement wanted to change mindsets and persuade men to step up at home to share their partner’s mental load. For one night, while millions across India were tuned in, Ariel hijacked Prime-Time News to surprise the news anchor with a heartwarming message from her husband, showing him taking care of the home while she was at work. This News Hijack was part of a larger integrated movement, HomeTeams #ShareTheLoad, that grew the conversation around the mental load of household chores on women.
“Ariel ‘Home Maps App'” for Ariel India by BBDO India
To reduce the mental load on women, Ariel, India’s leading detergent brand, developed a tech solution, Home Map. It’s like Maps for your home. With Home Map, men can find things at home without the constant calls to their wives. Putting an end to weaponized incompetence, Ariel’s “Home Map” tells men where everything is kept at home. Home Map was part of a larger integrated movement HomeTeams #ShareTheLoad, that grew the conversation around the mental load of household chores on women. The combined impact of the HomeTeams movement was seen on the brand and society.
“The ‘103 Rakhee’ for Women’s Safety” for 103 WOMEN SAFETY HELPLINE by BBDO India
103, a women’s safety helpline, was launched by the Mumbai Police. Despite announcing the helpline across mainstream media, very few women knew about it. 88% of women in Mumbai said they had no idea about 103.
In India, culture reaches where mainstream media can’t. So,BBDO India turned to culture — to Raksha Bandhan. A traditional Indian festival where one ties a sacred amulet, called the Rakhi, around the wrist of their loved one, who in turn promises to protect them forever. The agency took the Rakhi and turned it into its medium to spotlight the helpline.
“The 103 RAKHI” was launched with a guerrilla act. At a women’s safety event, a well-known activist surprised the Mumbai Commissioner of Police with this specially designed 103 Rakhi to raise awareness about the helpline. This captured the attention of the press and women present at the event. The Commissioner of Police, the highest authority of safety, shared this special moment on his widely popular Instagram page. This created news, and celebrities grew the movement. A hundred and three Rakhis were available at stores that captured the attention of women shopping for Rakhis. “The 103 Rakhi” took up further traditional media couldn’t, and awareness about the helpline spread wider.
“The Benz Effect” for Mercedes-Benz by Team X Thailand
“The Benz Effect” explores the cultural phenomenon in Thailand where children named “Benz” symbolize parental aspirations and admiration for the Mercedes-Benz brand, enhancing brand affinity. Recognizing this unique cultural connection, Mercedes-Benz, in a strategic move to boost its presence at the upcoming Thai Motor Show, adopted a novel approach to draw visitors to its booth. Partnering with BBDO Bangkok and director Benz Thanachart, Mercedes-Benz launched a documentary titled The Meaning of Benz. This initiative recruited individuals nationwide named “Benz,” who were then given personalized QR codes, effectively turning them into brand ambassadors.
These ambassadors were instrumental in spreading invitations to the Motor Show and enhancing lead generation through their social networks. Before the Motor Show, the documentary was released featuring 15 Benzes, who shared their personal stories and connections with the Mercedes-Benz brand. The campaign and the film garnered viral attention, with numerous “Benzes” being tagged by friends online, earning widespread acclaim for its unique celebration of the bond between the individuals and the brand.
At the Motor Show, a new model, the GLC Coupé, was unveiled in a special edition designed by an artist known as Benz-Bloodily His Big Head. This new model, alongside the innovative campaign, captivated attendees, culminating in the GLC Coupé being named the highlight car of the Motor Show 2024. The campaign effectively used the cultural significance of the “Benz” name to strengthen brand loyalty and attract significant attention, making it a notable success at the event.
“Sounds Like Dew ‘Dew Racing’ and ‘Dew Battle'” for Mountain Dew by BBDO Guerrero
“In the Philippines, many gamers play on their mobile phones in silent mode. So, they often find themselves creating their own sound effects. Mountain Dew is well-established as a favorite soft drink among gamers. So, as part of a larger integrated campaign, we wanted to reach them during their commute on the radio, and in internet cafes, and to demonstrate that “dew” as it is commonly known, is a part of the soundtrack of every game. To build the storytelling we edited together some appropriate video gameplay as a guide to the recording, As the client said, it’s a once-heard, never-forgotten connection,” said David Guerrero, Chairman and CCO of BBDO Guerrero
Creative Council Leaders:
- Josy Paul, Creative Chairman and CCO of BBDO India
- Arthur Tsang, CCO of BBDO Greater China
- David Guerrero, Chairman & CCO of BBDO Guerrero
- Thasorn Boonyanate, CCO of BBDO Bangkok
- GuanHin Tay, Creative Chairman of BBDO Singapore
BBDO Asia’s Creative Council meets weekly to discuss, guide, and enhance creative projects across the region, ensuring the delivery of outstanding and impactful client work.
