202​6 ​Finalists

Case Summary

In a world saturated with influencer endorsements, Snickers stopped renting an idol’s reach and started owning his most famous mistake. Rather than paying MinGyu to star in our ‘Not Yourself’ story, we took his "misplaced passport" incident that fans already obsessed over, and worked with MinGyu to be a part of his ‘Not Yourself’ moment. Across Korea, Hong Kong, Taiwan, Malaysia, Thailand, Indonesia, Philippines and Vietnam, the fandom did the heavy lifting- spreading, debating, and memeing a moment that now belonged to Snickers; delivering disproportionate sales, share, and brand lift.

Case Summary

Proton had spent decades earning trust in a world it understood: affordable, dependable, petrol-powered. Competing in a foreign-dominated EV space with eight times less media budget was unfamiliar territory. Mainstream Malaysians felt the same uncertainty. An EV life built on foreign sensibilities felt like someone else's future. Our strategy closed that distance by bringing the car into their world, not the other way around. The e.MAS 7 Tour successfully turned familiar Malaysian life into proof at scale, driving bookings, registrations, and market leadership.

Case Summary

Heineken tackled smartphone addiction to bring real social connection back to the business-critical holiday season. Holidays are for connecting with friends and family, yet phones often get in the way, and Vietnamese beer drinkers are increasingly concerned. Heineken has long championed real social connection, making phone addiction its natural enemy. To prove that holidays are best enjoyed over a beer, we launched “Beer Up, Phone Down”, adapting digital detox behaviors to spark real-life connection in a uniquely inventive Heineken way.

Case Summary

“SLOP.”Named 2025’s Word of the Year by The Economist and Webster’s, it reflects growing global disdain for AI in social media. Critics like Mark Ritson argue AI is useful for automation, but ineffective for strategy or creativity.We disagree.That's why Grab replaced traditional creators with CreAItors for its latest Group Order campaign. The result? 30% lift in product understanding and record-high attention. This case invites the industry to look past "slop" prejudice; embrace the possibility that AI can be more than a cost-saver, it’s also a creative multiplier.

Case Summary

Asus was relatively succesfull in the consumer segment but in the commercial segment it faced many barriers to entry - unable to increase share beyond 2%.We decided to throw out the rulebook of the commercial segment and use the consumer playbook that Asus was familliar with. This case highlights how we reimagined sales channels, communication and brand integration in a sub-category with three dominant legacy players (and their time-tested marketing strategy), which resulted in Asus' best-ever commercial quarter and 4x increase in market share.

Case Summary

Every summer, the Indian Premier League stops the nation. With over 500 million viewers, it is one of the most-watched sporting events on the planet. It is a stage dominated, for over a decade, by brands chasing mass visibility. So why would a B2B fintech enter this arena?Razorpay didn't see IPL as a media buy. It saw a strategic inflection point—a chance to reframe B2B leadership by showing up not for itself, but for India's entrepreneurs. This IPL belonged to the people building India's next chapter.

Case Summary

Millions of Indians were denied access to organised credit. Not for lack of repayment capability-but for lack of documents. Piramal made it easier to avail loans with fewer documents. Problem solved? Not quite. Many still didn’t come. Rejection had become an expectation. Hence, ASKING meant trading away their self-respect. The problem wasn’t just access. It was the power dynamic. Piramal Finance addressed it by saying-'AAIYE, BAAT KARTE HAI.'(Come, let’s talk) A simple invitation. Told millions they were worthy. THE RESULT-CONSIDERATION INCREASED BY 69%, 1.75MN CUSTOMERS ONBOARDED, DISBURSALS INCREASED BY 20%.

Case Summary

This is a greatest‑hits story of advertising effectiveness, delivered in one campaign. In its 20th year, Australian Lamb combined compound creativity, cultural fame, epic showmanship and its enduring Lambassador to drive commercial impact. As cost‑of‑living pressures peaked and lamb became Australia’s most expensive meat, The Comments Section used topical storytelling, humour and earned fame to reset value perceptions. It became the most viewed summer lamb campaign ever, lifted consideration by 7%, drove “worth paying more for” to a 10‑year high, and delivered the strongest summer performance in the brand’s history.

Case Summary

New Zealanders believe their cars are “safe enough” — judged by size, looks, or a warrant of fitness.But real safety lives where buyers can’t see.The Last Line of Defence made that invisible risk impossible to ignore.A life-sized cardboard car exposed how deceptively unsafe familiar vehicles can be.The result: safety salience more than doubled, traffic to rightcar.govt.nz surged 54% year on year, and demand shifted toward 4–5 star rated cars.A campaign that turned curiosity into action — and safety into a priority.

Case Summary

Stresstabs was feeling the stress: It was running behind the recovery pace of the multivitamin category, struggling against an established brand that defined stress as mere lack of energy. To grow stagnant sales as fast—or even faster—than the category and steal share from a leader, Stresstabs created a short video with elements antithetical to the conventions of pharmaceutical advertising. The result was a campaign that saw a 12.3% increase in sales, surpassing a leader in market share–a push that put the stress on success.

Case Summary

THE ONLY DANDRUFF AD THAT DOESN’T SHOW WHITE FLAKES
Sebamed redefined success in a 30-year-old anti-dandruff category that turned a chronic scalp condition into a cosmetic problem. While brands promised “100% flake-free” results following a flakes-only narrative, Sebamed used science to expose dandruff as a deeper scalp health issue. Owning itch as the true marker of an unhealthy scalp, provoking low-involvement buyers to rethink their choices. The campaign combined creativity with cultural relevance to change perceptions at every touchpoint.

Case Summary

3 in 4 Singaporeans are underinsured for critical illnesses (CI) like cancer.How could Income, whose distribution was ¼ its competitors’ reduce this protection gap that could cripple Singapore.Shifting focus from insuring death to insuring against the emotional impact illness has on children.“When you don’t protect yourself, you can’t protect their childhood” reminded parents what’s truly at stake: the child’s emotional well-being.Delivering 145% year-on-year growth, beating the industry by 48%, and importantly, reducing the protection gap by 3,400 people – making Singapore meaningfully less vulnerable to CI.

Case Summary

Wimbledon 2025 was no ordinary year. Alex Eala, a Nike athlete, became the first Filipina ever to qualify. For Nike, it was a chance to turn global attention into a deeper connection with Filipinos. In 14 days, Nike created a white hair tie inspired by the Sampaguita, the Philippines’ national flower symbolising hard work that blooms. The gesture deepened national pride in Philippines, rallying a basketball-obsessed country behind a tennis star, making Nike the most talked-about sports brand and the Sampaguita product line into the best-selling one yet.

Case Summary

In Huế, Vietnam’s 200-year-old capital, the 90-year-old cyclo is its proud tourism icon. Yet heritage met modern friction: manual booking, fare haggling, and cash payments created barriers for tourists to trial, cyclo drivers were being left behind by digital travel. Huế needed to preserve this tradition while meeting modern traveler expectations. Partnering with the Huế government, Grab relaunch cyclos via the superapp: automated booking, upfront fares, cashless payment, and designated pick-up points. The first-of-its-kind service honors tradition, unlocks tourist demand, and elevates a left-behind craft into a dignified, tech-enabled career.

Case Summary

The black credit card always had a dark side.It wasn’t meant for everyone. Until the Maya Black Credit Card. “Welcome to Maya Black” ditched the tired luxury playbook of traditional banks with a visual language built on one idea: finclusivity is the new black. Shot in gorgeous black and white, the centerpiece film is everything a black card ad isn’t: a world of rewards that’s open to everybody. Beyond film, Maya welcomed millions to the world of black from billboards to PR efforts. Because black looks good on everyone.

Case Summary

When Sweat Became Strength, Rexona Became Inevitable.India is one of the world’s largest personal care markets, yet women’s deodorant penetration remains below 5%. The barrier was habit.For Indian women, sweat signals exposure. Visible effort invites judgement. Rexona had to recode sweat itself.Maidan Mein Utro (Step Into The Arena) reframed sweat as proof that she showed up.Anchored in the ICC Women’s Cricket World Cup, embodied by Smriti Mandhana, cultural momentum converted into commercial impact – delivering business growth and engagement.

Case Summary

Taiwanese consumers love McDonald’s fries just as much as people around the world. However, in a culture that values politeness and social harmony, direct refusal is often avoided, resulting in fries frequently being casually taken by friends and silently accepted to prevent awkwardness. Recognizing this cultural tension, McDonald’s introduced the world’s first Fry Defense Technique. By using humor as a social language, the idea transformed refusal into lighthearted interaction, allowing consumers to protect their beloved fries without violating cultural norms, while strengthening emotional brand connection and cultural resonance.

Case Summary

Planet Sports needed to drive significant sales growth and elevate its perception from a multi-brand discounter to a destination retailer. The challenge: Indonesians obsess over sports fashion but rarely exercise. Our objective was to drive sales by gamifying the retail experience. We launched "curRUNcy," a platform integrating with users' running apps that converted physical steps into loyalty points redeemable at our stores. By incentivizing the "world's laziest country" to move, we achieved a massive 75% lift in sales, engaging 382,999 people who logged over 81,300 kilometers.

Case Summary

Facing an uphill Christmas, our strategy challenged long-held stigmas, proving Aussies could go extra without costing extra at ALDI. We brought a powerful insight to life in a bold, Good Different way to punch above our weight, change perceptions and cement ALDI as a real contender during Christmas.More than festive advertising, it was a strategic act of creative disruption that significantly lifted salience, strengthened brand perceptions and drove millions of additional transactions, significantly surpassing ALDI’s seasonal sales target.

Case Summary

'Answer the Call of Vanuatu' set out to restart Australian visitation after multiple disasters and the collapse of the national airline. With a modest budget, the goal was to grow arrivals, lift destination consideration, and move travellers from dreaming to planning. Through distinctive, social-first storytelling that reframed Vanuatu as raw adventure closer than Australians think, the campaign cut through a sea of Pacific sameness. Results exceeded every benchmark: consideration rose by 44%, website traffic grew 51%, and Australian arrivals surged 28% year-on-year - accelerating the nation’s tourism recovery.

Case Summary

TURNING EVERY COMPETITOR FLIGHT INTO A MOMENT TRAVELLERS CAN’T IGNORE
Cathay Pacific, with under 0.1% share of India’s airline advertising, transformed offerings that don’t matter at booking into a feeling they could not ignore. By mapping competitor weaknesses and tracking traveller intent in real time, we delivered hyper-targeted messaging on every flight. Travellers felt the discomfort they would face with other airlines and the premium comfort they’d miss. Creating an emotional connection rather than just promoting features.

Case Summary

Travel was starting to look the same everywhere-dictated by algorithms, reviews & rankings.So we redefined “100% Pure New Zealand” as the antidote to homogenous travel-revitalising an iconic asset with fresh meaning & relevance.“Find Your 100% Pure New Zealand” became a personal invitation to a place of extraordinary diversity. Where every traveller can reconnect with their senses through a breadth of unique experiences, adding up to their unique 100%.Reigniting desire, arrivals & revenue, we returned $14.10 for every $1 spent – Tourism New Zealand’s highest ever ROI.

Case Summary

RotoruaNZ is a public services organisation tasked with promoting tourism to the Rotorua region in New Zealand. It was a difficult task as perceptions of Rotorua were extremely negative. It wasn’t a place people were considering visiting.To overcome this, we made bold strategic decisions: targeting an unexpected audience, with an unexpected message, using an unexpected creative device. Was all that ‘unexpectedness’ actually effective? Yes! Our campaign changed perceptions of Rotorua, increased consideration to visit, and increased actual visitations. Whilst delivering a campaign ROI of $7.11 for every $1 invested.

Case Summary

Millions of Indians.Rejected by the organized loans category.Not for their inability to repay.But for lack of documents.Piramal’s promise-Loans with fewer documents.Problem solved?Not quite.For those conditioned by rejection, the promise offered hope..but hope that felt distant.Our Solution:Stories of..Baliram. Shikha. Mayadhar. Kasoju. Kiran. Abish.Six Piramal customers. Once rejected by the category.Their journeys became ‘PARAKH’-A docuseries that turned distant hope into neighbourhood proof, convincing millions-“I can get a loan…My life can change too.”Results:+35% average increase in disbursals,+15% consideration,~65M views.

Case Summary

Asus was relatively succesfull in the consumer segment but in the commercial segment it faced many barriers to entry - unable to increase share beyond 2%.We decided to throw out the rulebook of the commercial segment and use the consumer playbook that Asus was familliar with. This case highlights how Asus reimagined the entire marketing funnel by partnering with a leading influencer (in a sub-category where legacy players had their time-tested marketing ecosystem established), which resulted in Asus' best-ever commercial quarter and 4x increase in market share.

Case Summary

When the world asked if Hong Kong was “back to normal,” Hong Kong Never Normal answered: we never were. At a time of dimmed spirits, we launched a cultural fightback — a non-profit, grassroots platform built through brand, media and entertainment partnerships. We curated 60+ partners for cultural relevance, embedding HKNN into memes, podcasts, fashion, gaming, print, street-life and the metaverse. With no paid media budget, the objective was to rebuild morale and shift perceptions. This unique partnership ecosystem generated 200+ executions, achieving 97.5% positive sentiment and 982.7M PR exposure.

Case Summary

This is a story about ignoring culture and listening to what nobody would admit instead.After more than a decade of decline, weight-loss brand Lean Cuisine was going to be delisted. Diet culture was dead, body positivity ruled. Yet, we found an uncomfortable truth - Australians still wanted to lose weight. And women were being judged for saying so. Our strategy: invite women to do whatever they wanted with their bodies.And it worked. Sales increased +34.1%, and penetration and consideration exploded.

Case Summary

Asus was relatively succesfull in the consumer segment but in the commercial segment it faced many barriers to entry - unable to increase share beyond 2%.We decided to throw out the rulebook of the commercial segment and use the consumer playbook that Asus was familliar with. This case highlights how Asus reimagined the entire marketing funnel by partnering with a leading influencer (in a sub-category where legacy players had their time-tested marketing ecosystem established), which resulted in Asus' best-ever commercial quarter and 4x increase in market share.

Case Summary

Every summer, the Indian Premier League stops the nation. With over 500 million viewers, it is one of the most-watched sporting events on the planet. It is a stage dominated, for over a decade, by brands chasing mass visibility. So why would a B2B fintech enter this arena?Razorpay didn't see IPL as a media buy. It saw a strategic inflection point—a chance to reframe B2B leadership by showing up not for itself, but for India's entrepreneurs. This IPL belonged to the people building India's next chapter.

Case Summary

Project Mitti strengthens supplier capability, not extraction efficiency. Lay’s depends on thousands of small farms performing predictably, yet soil degradation made outcomes volatile. Project Mitti addressed the root constraint: delayed, unusable information. By reframing soil testing as care for Mother Earth and delivering it in-season, the project improved decision quality at farm level. That directly improved consistency for the buyer. The value exchange is clear: farmers gained fewer rejections and better outcomes; Lay’s gained 40% quality improvement and a 6.1% yield lift across its farmer partner base.

Case Summary

Engineering is steeped in stereotypes: bridges, buildings, blokes in hard hats. For Engineers Australia, a national reputation crisis threatened the profession’s future workforce.Making Life Happen reframed engineering from an abstract job to the invisible force behind the outcomes Australians value most. On a modest budget, it delivered shifts in inclusivity, relatability and excitement, lifting organisational awareness and delivering +19pp advocacy, doubling recommendations for engineering as a career.Redefining the profession, this work proves reputation marketing can change perceptions, and reshape the future workforce pipeline.

Case Summary

Soil degradation was a slow, compounding crisis eroding Indian farms season after season. For Lay’s, it meant shrinking harvests long before potatoes reached factories. The response had long treated this as an infrastructure gap: build labs, reduce distance. That failed because the real constraint was behavioural, shaped by decades of delayed, unusable testing. The critical pivot was redesigning the service itself. Soil testing became care for Mother Earth, delivered fast and locally within the sowing window. That shift restored action in time, lifting yield 6.1% and adding 29,000+ tonnes.

Case Summary

Adidas’s Adizero Adios Pro 4 was one of the fastest running shoes in the world. In 2024 alone, athletes wearing ADIZERO broke seven world records. Yet in China’s rapidlyexpanding running culture, the franchise faced a paradox: the shoes trusted by the world’s fastest runners were not the ones most Chinese runners talked about. Instead oflaunching another pristine new shoe, we did something radical: we launched worn ones. By collecting 674 worn ADIZERO shoes from real runners and transforming them into amonumental installation.

Case Summary

Spotify realised that India’s low listening rate would become a bottleneck for future growth.Just asking India to listen was not enough, we decided to own a consumption moment that was universally relatable & reliably repetitive - the commute.We asked Indians ‘Aaj Raaste Mein Kya Suna?’, a one-of-a-kind advertising campaign that turned commuting noise into a trigger to play songs across 13+ films, OOH, ambient media, meme marketing & moreImpact:All listening metrics rose - Content hours by 25.2%, Streams by 21.5%, DAU by 28.2%, user activations by 19%

Case Summary

India is one of the world’s largest personal care markets. Yet women’s deodorant penetration sits below 5%. We had to create salience and seize a moment where it mattered most.What was needed was a cultural moment powerful enough to rewrite what sweat meant for Indian women.The ICC Women’s Cricket World Cup 2025 was that moment. Rexona committed before the market believed it was worth backing.  When India lifted the trophy, Rexona was part of cricketing folkore.Result: 30 to 40% business growth. 7X e-commerce. 40% social following growth.

Case Summary

A CAMPAIGN THAT HELPED POWERADE, A MARKET LEADER, GROW ITS VALUE SHARE AND THE ENTIRE CATEGORY BY GETTING EXERCISE ENTHUSIASTS TO PUT ITS NEW FORMULATION TO THE TEST.Rather than advertising performance, Powerade invited exercise enthusiasts to experience its new formulation firsthand by partnering with local run clubs and community events, including the Sydney Half Marathon, to challenge runners to beat their Personal Best.By turning participation into proof, Powerade converted a product launch into a large-scale experience that reinforced leadership, grew value share and expanded the sports hydration category.

Case Summary

When the world asked if Hong Kong was “back to normal,” Hong Kong Never Normal answered: we never were. At a time of dimmed spirits, we launched a cultural fightback — a non-profit, grassroots initiative that put trusted micro-to-macro influencers in charge of the narrative. With no paid media budget, the objective was to rebuild local morale and shift global perceptions through earned influence. By handing authorship to creators, brands and community leaders, the movement generated 200+ organic executions, achieving 97.5% positive sentiment, 982.7M PR exposure and engaged, organic reach.

Case Summary

At Wimbledon 2025, what stole headlines wasn't big activations, but a small, white flower worn by Alex Eala, the first ever Filipina to appear at the tournament. While rivals invested into creating big acts, Nike cut through with a small Sampaguita hair tie created less than 14 days before. The Sampaguita represented something powerfully Filipino: the belief that hard work always blooms. This stirred the hearts of people back in the Philippines, turning Nike into the most talked-about sports brand and the Sampaguita product line into the best-selling one yet.

Case Summary

This is an awkward story — by design.Pharmacies sell products people don’t want to be seen buying.So Green Cross let the media do the work.Enter – Awkboards.Strategically placed out-of-home that mirrored the most awkward pharmacy purchases imaginable.Media became the message: public discomfort highlighted the value of private delivery.Launched alongside Uber Eats, Awkboards reframed pharmacy delivery as discretion on demand.The idea only worked because of where it lived — turning placement into insight, media into strategy, and awkwardness into an immediate driver of growth.

Case Summary

COCA-COLA WON CHRISTMAS NOT WITH A TYPICAL AD, BUT BY TRANSFORMING A SIMPLE RADIO STATION INTO AN EMOTIONAL LIFELINE.Partnering with a multicultural broadcaster, we took over their Filipino programming on Christmas Day. We delivered surprise messages of love from families back home directly to overseas workers, creating a powerful cultural moment. This innovative use of audio as an emotional bridge drove record results: growing volume (+23.8%) and value share (+113 BPS).

Case Summary

While most Victorian residents passively supported recycling, participation in Victoria’s Container Deposit Scheme was lagging. To change people’s behaviour, we didn’t urge them to do the right thing for the environment, we made doing the right thing feel great. The campaign reframed a 10-cent refund into a feel-good moment and nudged fence-sitters from “meh” to “where’s my nearest refund point?”. Results exceeded all targets; active participation surged from 36% to 60%, and 1.6B containers were diverted from landfill, resulting in an additional 9,491 tCO2e of carbon savings.

Case Summary

In Thailand, road accidents kill 50 people daily. Traditional safety campaigns are ignored "white noise". To save lives, we had to hack the cultural operating system. We united two fierce rivals, Toyota and Honda, to launch "Kub Dee Dai Dee" (Drive Good, Get Good). By changing just one word of a deep-rooted Buddhist belief, we reframed safe driving from a "legal rule" to a "merit-making act." The result: 61 million teachings delivered, an 89% behavioral shift among youth, and a historic 15.25% drop in fatal accidents in just one month.

Case Summary

A generational taboo is blinding us to the new reality.In India, periods have long disrupted girls’ education because stigmatised silence leaves them unprepared to manage them in school. In 2024, this risk intensified dramatically as menstruation began as early as 8, years before children, families, or schools were equipped to handle it. With 1 in 3 girls now at risk, inaction would mean permanent loss of education. Whisper responded by intervening across the system- redesigning products, rethinking education for children, and enabling parents and teachers to act early.

Case Summary

Japan is admired for its healthy food culture, yet one in three people are malnourished and fruit intake is the world’s lowest. Zespri couldn’t lecture as a foreign brand, so it worked within culture. Fruit was long seen as dessert (“mizugashi”), not daily nutrition, reinforced by the beloved bento song “Obentō-bako no Uta,” which never mentions fruit.Zespri rewrote the song to include kiwi, embedding fruit into a ritual. The idea spread nationwide, driving trial, and record sales. By changing culture, the brand turned a small habit into lasting behaviour change.

Case Summary

3 in 4 Singaporeans are underinsured for critical illnesses (CI) like cancer.How could Income, whose distribution was ¼ its competitors’ reduce this protection gap that could cripple Singapore.Shifting focus from insuring death to insuring against the emotional impact illness has on children.“When you don’t protect yourself, you can’t protect their childhood” reminded parents what’s truly at stake: the child’s emotional well-being.Delivering 145% year-on-year growth, beating the industry by 48%, and importantly, reducing the protection gap by 3,400 people – making Singapore meaningfully less vulnerable to CI.

Case Summary

Amid a competitive retail landscape, Lotus’s sought to differentiate by improving the shopping experience beyond the aisles. We identified a key friction point: trolley returns in the car park. “Drop Cart Draw” transformed this routine chore into a rewarding opportunity, incentivising responsible behaviour while enhancing the overall experience. Our objective was to improve the customer journey, drive commercial growth, and strengthen brand perception. The initiative delivered a 90% trolley return rate, increased basket size by 53%, and significantly uplifted brand imagery, proving that experience-led innovation can unlock measurable business impact.

Case Summary

This is a greatest‑hits story of advertising effectiveness, delivered in one campaign. In its 20th year, Australian Lamb combined compound creativity, cultural fame, epic showmanship and its enduring Lambassador to drive commercial impact. As cost‑of‑living pressures peaked and lamb became Australia’s most expensive meat, The Comments Section used topical storytelling, humour and earned fame to reset value perceptions. It became the most viewed summer lamb campaign ever, lifted consideration by 7%, drove “worth paying more for” to a 10‑year high, and delivered the strongest summer performance in the brand’s history.

Case Summary

Heineken tackled smartphone addiction to bring real social connection back to the business-critical holiday season. Holidays are for connecting with friends and family, yet phones often get in the way, and Vietnamese beer drinkers are increasingly concerned. Heineken has long championed real social connection, making phone addiction its natural enemy. To prove that holidays are best enjoyed over a beer, we launched “Beer Up, Phone Down”, adapting digital detox behaviors to spark real-life connection in a uniquely inventive Heineken way.

Case Summary

Facing an uphill Christmas, our strategy challenged long-held stigmas, proving Aussies could go extra without costing extra at ALDI. We brought a powerful insight to life in a bold, Good Different way to punch above our weight, change perceptions and cement ALDI as a real contender during Christmas.More than festive advertising, it was a strategic act of creative disruption that significantly lifted salience, strengthened brand perceptions and drove millions of additional transactions, significantly surpassing ALDI’s seasonal sales target.

Case Summary

Japan’s allergy medication advertising is crowded, regulated, and largely indistinguishable. Allegra Fx Premium, a new launch with a stronger formula, needed to prove it was different to apathetic consumers who chose products out of convenience. To break through, Allegra stepped outside the clinical category and into pop culture. By reframing allergy relief as entertainment, we created a retro superhero-style brand film and partnered with leading online creators. Allegra became a cultural moment, not just another medicine, proving creativity drives impact beyond category conventions.

Case Summary

THE ONLY DANDRUFF AD THAT DOESN’T SHOW WHITE FLAKES
Sebamed redefined success in a 30-year-old anti-dandruff category that turned a chronic scalp condition into a cosmetic problem. While brands promised “100% flake-free” results following a flakes-only narrative, Sebamed used science to expose dandruff as a deeper scalp health issue. Owning itch as the true marker of an unhealthy scalp, provoking low-involvement buyers to rethink their choices. The campaign combined creativity with cultural relevance to change perceptions at every touchpoint.

Case Summary

This is the story of how Nescafé changed beverage habits of a generation.Nescafe realized that it wasn’t possible to break the tea habit in India. To win, it would have to create its own coffee-generation by winning over the late-teens, the only segment not drinking tea.But they thought that coffee was “too strong”, something that “keeps you up all night”.Nescafé took a bold step- told them to drink coffee for those exact reasons.From 18.7% category penetration in 2017(pre-campaign), to 52% penetration in just 8 years.

Case Summary

How do you accelerate growth with only 1/4 of your competitors’ distribution strength? By changing the category paradigm—from insuring against death to stress.With financially-stressed Singaporeans worried about rising cost-of-living, Income reframed life insurance as a powerful savings tool by positioning Gro Cash Series’ capital guarantee as a solution to financial stress.Brought to life through Max, ‘the disgruntled, redundant stress ball’, the metaphor made a complex benefit tangible, driving sustained effectiveness over three years—delivering +947% sales growth, contributing 47% of life insurance growth, increasing +471% customer acquisition.

Case Summary

Doritos limited-edition cilantro flavor initially gained attention but lost momentum upon returning to shelves. When a typhoon caused a sudden cilantro shortage, Doritos seized a rare opportunity to stay relevant by reframing the product as a timely flavor substitute through a single TV drama integration. This smart, real-time intervention reignited interest without heavy media spend, driving renewed demand, accelerating sales momentum, strengthening market position, and significantly improving brand preference, proving that a moment of scarcity could be turned into meaningful business growth.

Case Summary

Singapore’s youth are opportunity-rich and choice-saturated. Yet 87% felt the RSAF, long positioned as “Above All”, was too elite to consider. Prestige had become intimidation. We shifted the narrative from individual excellence to collective belonging. “Find Your Squad, Find Your #AboveAll” reframed RSAF as teams, not pedestals. Through social-first mission films, a co-op multiplayer game (SquadOps), campus activations and women-led peer engagement, we embedded belonging as an emotional hook. Monthly applications reversed from -20% decline to +14% growth (peaking at +101%), non-pilot aspiration rose +18%, and female applications increased +20%.