news
TikTok and Moving Walls Launch APAC DOOH Partnership
TikTok and Moving Walls extend social content to 1M+ APAC screens, letting brands bridge mobile engagement with physical-world impact across transit hubs and retail.
campaigns
Deep dives into standout brand activations, creative ideas, and strategy breakthroughs in Asia.
news
XXXX Gold Embeds $100K Reef Fund in Limited-Edition Beer Pack
XXXX Gold embeds $100K reef conservation into beer packs, turning purchases into measurable environmental action. A regulated category playbook for differentiation.
news
Why AI Firms Spent Hundreds of Millions on Super Bowl Ads
AI firms spent $8-10M per Super Bowl slot to shift from enterprise software to consumer products. CMOs must watch how Anthropic's trust-focused positioning outperforms OpenAI's feature parity.
news
Anthropic Spends $10M on Super Bowl Ad to Challenge OpenAI's Ad Plans
Anthropic spent $10M on Super Bowl ads attacking OpenAI's plan to monetize ChatGPT with ads. CMOs should watch how AI companies compete for consumer trust as skepticism peaks.
campaigns
Suntory’s -196 Mystery Gets Solved in Droga5’s Surreal New Films
Suntory finally reveals what -196 means in Droga5's surreal new films, turning three years of consumer confusion into a viral storytelling moment that educates while entertaining.
campaigns
Central Rewrites Xmas Rules in Thailand With a Self-Gifting Twist
Central ditches gift-giving guilt with self-gifting campaign that drove 12% foot traffic growth. Thailand's retailers are winning by embracing real consumer behavior over holiday fantasy.
news
This Condom Brand is Measuring Couples’ Heartbeats to Prove Intimacy
SKYN measures couples' heartbeat synchronization in Japan to prove emotional connection over product specs. A bold biometric play that sidesteps sexual wellness regulations through relationship-focused storytelling.
news
Inside KFC’s Hawkins Fried Chicken Pop-Up Hidden Beneath Sydney
KFC's underground Stranger Things pop-up in Sydney created urgency for the Upside Down Double launch. Limited access drives social reach while the five-week menu window extends sales momentum.
news
Hoegaarden Launches Capybara Butt Arcade and China is Obsessed
Hoegaarden taps China's $1.5B stress-relief market with a tactile capybara arcade, shifting beer marketing from party vibes to relaxation. Sensory activations are growing 27% YoY among younger consumers seeking shareable brand moments.
campaigns
Heinz Makes Ketchup the Hero of Southeast Asia’s Christmas Tables
Heinz positions ketchup as essential to Southeast Asian Christmas tables, with 78% of Thai and Filipino households treating it as mandatory for holiday meals.
campaigns
McDonald’s Australia Goes Full Grinch in Cross-Platform Xmas Blitz
McDonald's Australia transforms 16 stores with green arches for a Grinch Meal blitz. See how the brand flipped Christmas conventions for summer markets.
campaigns
Jollibee Rewrites the Xmas Playbook With Emotion-Led Storytelling
Jollibee ditches traditional holiday ads for emotion-led storytelling, driving 27.8% Southeast Asian sales growth. Here's why CMOs should prioritize authenticity over imagery.