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Cannes Lions 2024: BBDO Asia鈥檚 Creative Leaders Unveil Their Top Campaigns

14/06/2024
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BBDO Asia's creative council leaders unveils top eight campaigns for Cannes Lions International Festival of Creativity

BBDO Asia has excitedly announced its top eight submissions for the Cannes Lions International Festival of Creativity. 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 a diverse array of categories, highlighting BBDO Asia鈥檚 excellence in crafting impactful campaigns that resonate with audiences across various sectors and mediums.

BBDO Asia鈥檚 Creative Council meets weekly to discuss, guide, and enhance creative projects across the region, ensuring the delivery of outstanding and impactful client work.

    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 and BBDO Bangkok

    GuanHin Tay, creative chairman of BBDO Singapore




    My Parent is a TikToker - FIVE STAR

    BBDO Bangkok


    BBDO: 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.



    #ShareTheLoad - Ariel India

    BBDO India


    BBDO: 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, 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.


    HomeTeams #ShareTheLoad (Film) - Ariel India

    BBDO India


    BBDO: 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



    Times News Hijack - Ariel India

    Agency: BBDO India


    BBDO: 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 the 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. 



    Home Maps App - Ariel India

    BBDO India


    BBDO: To reduce the mental load on women, Ariel, India鈥檚 leading detergent brand, developed a tech solution, Home Map. It鈥檚 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 weaponised incompetence! Ariel鈥檚 '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 鈥103 Rakhee鈥 for Women鈥檚 Safety - 103 WOMEN SAFETY HELPLINE

    BBDO India


    BBDO: 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鈥檛. So, we 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. We took the Rakhi and turned it into our medium to spotlight the helpline. 'The 103 RAKHI' was launched with a guerrilla act.



    The Benz Effect - Mercedes-Benz

    Team X Thailand


    BBDO: 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 their booth. Partnering with BBDO Bangkok and director Benz Thanachart, Mercedes-Benz launched a documentary titled 'The Meaning of Benz.'



    Sounds Like Dew 'Dew Racing' and 'Dew Battle' - Mountain Dew

    BBDO Guerrero


    In the Philippines, many gamers play on their mobile phones on silent mode. So they often find themselves creating their own sound effects. Mountain Dew is well established as a favourite 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 鈥渄ew鈥 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鈥檚 a once-heard, never-forgotten connection,鈥 - David Guerrero, chairman and CCO BBDO Guerrero 



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