Every Chinese New Year, brands tell us about prosperity. Gold coins fall. Lanterns glow. Families smile in slow motion. It is festive, familiar — and sometimes forgettable. AmBank’s Hundred Families Quilt takes a quieter route. Instead of shouting abundance, it shows how prosperity is actually made: patiently, collectively, and often
As Chinese New Year campaigns go, it would have been easy for adidas to lean into spectacle — fireworks, celebrity cameos, glossy symbolism. Instead, the brand has chosen something quieter, more human, and arguably more powerful: the everyday devotion of young footballers who treat the pitch as family. Created by
When a global brand wins Advertiser of the Year, the instinct is to treat it as a victory lap. But McDonald’s being named 2026 Advertiser of the Year by Spikes Asia is less about legacy status and more about something rarer in modern marketing: disciplined creative ambition, sustained at scale,
Brand mascots are usually engineered in boardrooms. This one slipped through the cracks of translation, fandom and internet humour — and still won. As China ushers in the Lunar Year of the Horse, an unlikely face has begun appearing on red posters, phone covers and even shopping mall façades: Draco
For years, authenticity has been treated as a creative buzzword — something marketers discussed in workshops but struggled to operationalise at scale. TikTok’s latest APAC whitepaper, The Art and Science of Authenticity, reframes the conversation entirely. Authenticity is no longer a tone of voice; it is becoming a measurable commercial
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,
Ask young Malaysians how life feels today compared to 2023, and the answer is unexpectedly upbeat. Nearly two-thirds say their quality of life has improved. Jobs feel more available. Infrastructure works better. Healthcare is steadier. Technology is moving things along. On paper—and in mood—there is progress. And yet, scratch beneath
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
