End-to-end e-commerce group Commerce.Asia said that enterprise-grade e-commerce infrastructure is increasingly enabling creator-led brands to scale, following the successful launch of Numinara, a beauty brand introduced today by actress and singer-songwriter Diana Danielle. The launch serves as a highly successful case study of how creator-driven demand can be converted into
Dentsu Creative Malaysia has launched “HORSE-H LIAO DRAMA” for Mister Potato, a Chinese New Year campaign that reimagines festive snacking through a comedic lens on classic kungfu cinema, as it introduces two limited-time flavours, La Zi Ji and Kam Heong Chicken. During Chinese New Year, traditional festive snacks dominate households
Dentsu Creative Malaysia’s heartfelt Chinese New Year brand film for Marrybrown, “纸为你” (pronounced zhǐ wèi nǐ) or “Crafted for Love”, celebrates the quiet beauty of traditions passed down through generations, through the delicate art of paper cutting. The campaign’s title is a poetic wordplay carrying dual meanings. Its literal translation,
In Thailand, kaprao is not just lunch. It is identity, routine, and national pride on a plate. Which is why KFC Thailand’s latest campaign lands with such delicious provocation. Get kaprao wrong, the film suggests, and you may as well prepare for jail! It is a mischievous premise, but one
Gravity is everywhere. Consequently, we think of gravity as a powerful force that keeps us glued to the ground. Actually, science tells us that gravity is a very weak force. In fact, it is the weakest known force in the universe. To prove this to yourself, go to a children’s
There are many ways to measure a nation’s decline. GDP. Productivity. Birth rates. Or, if you’re Virtus Health and its agency Cocogun, the w@#kforce. Yes, that w@#kforce. At a time when most brand purpose campaigns are busy whispering earnestly about “important conversations”, Virtus has opted for a bullhorn pointed squarely
Every Chinese New Year, Apple releases a film that quietly recalibrates what festive brand storytelling can be. Not louder. Not grander. Just more human. This year’s Glad I Met You is no exception and perhaps one of its most emotionally assured works yet. Directed by Bai Xue and created with
To celebrate its 35th anniversary, McDonald’s Indonesia has released The Boat, a campaign film that resists the usual anniversary playbook. There are no milestones, no chest-beating brand claims, and no retrospective reel of achievements. Instead, the film opens at dawn on a jetty — quiet, human, and unmistakably Indonesian. Created
There have been times I imagine waking up in a world where nothing is trying to sell you anything. No billboards lining highways. No sponsored posts slipping between photos of friends. No pre-roll videos before the content you actually want. No jingles, no brand mascots, no carefully engineered desire. At
Ensemble, the full-fledged creative agency under Omnicom Media Malaysia, has unveiled ‘Project Lift-fluencers’ with OCBC, a six-part social series featuring stories of revitalisation and the shared success of Malaysians who uplift their communities. The campaign forms part of OCBC’s mission of #SamaSamaBangkit (a motivational phrase meaning “Let’s Rise Together”), focusing
