Campaign Asia

Campaign Creative Capsule
Thursday, 16 November, 2023

Welcome to Creative Capsule, your weekly dose of creativity-focused features. This week, in Creative Minds, meet Graham Drew, who wears many hats as Grey’s CCO for Malaysia & Singapore, chairman of the shop’s Creative Council, and Spikes Asia jury president. Learn about his creative process, his dreams, and fears. Then, join our pal Ad Nut as it dissects a deodorant ad that falls in the ‘seen it before’ trap and traverses continents to applaud two campaigns that heighten awareness and inspire action.

Creative Minds: Graham Drew on dreams, Cannes Lions and 'The Best Job in the World'

Staff Reporters

In a candid conversation, Grey's award-winning creative talks about his unconventional path to advertising, unforgettable work adventures, aspirations and motivations.

Empowerment through awareness: Lessons from two campaigns

Ad Nut

How do you like your fill of 'purpose'? Served graphic or packed with entertainment? Either way, Ad Nut has you covered.

Rexona partners with K-pop group G(I-dle) for a not so fresh deodorant campaign

Ad Nut

Ad nut is convinced now is the time to burst the K-pop endorsement bubble.

Peta tells people to ‘kill the tradition’ this Christmas in dark animated film

Charlotte Rawlings

The campaign was created by House 337.

Can AI be the burnout cure we've been waiting for?

Alex Dalman

The prospects for long-term outcomes—like mitigation of burnout—aren’t straightforward. But if AI can help cope with the stress and fatigue of taking over boring, repetitive, and energy-draining tasks it's a big win, writes VCCP's managing partner.

McDonald’s brings back ‘Raise your arches’ for 2023 Christmas spot

Charlotte Rawlings

The ad was created by Leo Burnett UK.

Edelman-backed ad amplifies need for transgender healthcare access

Jack O'Brien

The testimonials included in the ad emphasize how confusing, isolating and challenging coming out as transgender can be, especially for a teenager or young child.

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