202​5 ​Finalists

Case Summary

Hepatitis kills 1.3million people a year. 79% are from Asia-Pacific, where it disproportionately affects ‘outcast’ groups (e.g. drug users, sex-workers). Roche made a rapid test that spots the disease early for better treatment – yet testing remained low. Research showed strong stigma around the disease that people would literally rather die than be seen at a centre. The Everyone Deserves to Get Tested campaign broke the silence against Asia’s silent killer by showing a broader spectrum of sufferers, turned testing from shaming to empowering, got people tested, and save lives.

Case Summary

How does a mature mass brand drive the reappraisal of expertise it needs to compete in a fast-premiumizing beauty market? For Vaseline, the unlock was in putting the brand to the ultimate test: committing itself to the uncharted territory of transitioning skin science, putting an end to the trial-and-error cycle faced by transgender women due to a gap of expertise tailored to their needs. After two years of research and co-creation with the community, Vaseline introduced the first clinically-proven skincare product for transgender women: Vaseline Pro Derma Transition Body Lotion.

Case Summary

Gatorade redefined hydration by shifting from selling a drink to enabling play. In India, where hydration is seen as refreshment, not performance, Gatorade created relevance where none existed by addressing Mumbai’s biggest barrier to sports—lack of space. With Turf Finder, Gatorade unlocked 150+ hidden play locations, turning underutilized spaces into sports arenas. This led to a 121% sales surge in Mumbai and a 57% increase in consumption, proving that when people had access to play, hydration naturally followed. Gatorade wasn’t just a drink—it became a catalyst for participation.

Case Summary

In 2022 we launched: 'Get Almost Almost Anything' to announce Uber Eats’ transition from delivering restaurant food to a huge range of products including: groceries, alcohol and retail. As we approached 2024 it was critical to convert awareness to consideration and usage. However, a ‘cost-of-living-crisis’ had hit Australians hard, leaving them cutting back to the bare necessities. Despite this, we were able to continue to build equity into the platform and drive impact for the brand that flew in the face of these headwinds.

Case Summary

Australian Lamb faced three challenges. A smaller brand vs Beef and Chicken, to get on Aussies plates, it had to get on their minds. Over-reliant on older ‘Boomers’, needing relevance with younger Australians. A premium priced protein, on the chopping block as Australians suffered a cost-of-living crisis. 'The Generation Gap’ had Aussies in raptures, ravenously devouring lamb. Volume sales leapt 18.9%, reaching Lamb’s highest volume share in five years. Spontaneous awareness hit a 7-year high. Communications awareness hit a 9-year high. Brand affinity hit a decade-long high. In six weeks.

Case Summary

Nestlé Cerelac’s Tongue Spoon tackled Indonesia’s silent crisis of iron deficiency in babies by empowering mothers with an accessible detection tool. Designed to match the color of a healthy tongue, the spoon turned feeding into a moment of health awareness, helping mothers spot early signs of deficiency. Distributed via health posts and bundled with Cerelac purchases, the initiative aimed to raise awareness about iron deficiency while increasing relevance of the product in a declining category. Results included increased penetration, trial and repurchase rates, and heightened awareness of iron deficiency.

Case Summary

For years, HPV-related cervical cancer cast a shadow over Vietnam, threatening millions—especially women. Despite 6,000 new cases and 3,200 deaths annually, vaccination—the best defense—faced stigma and policy hurdles. In 2024, a breakthrough campaign reframed the conversation. “Thank You From Your Future Self” didn’t just inform—it mobilized. By uniting healthcare, media, and policymakers, it shattered taboos, drove 1 million vaccinations, and made Gardasil 9 Vietnam’s best-selling pharma brand. More than awareness, it ignited systemic change in the nation’s fight against HPV.

Case Summary

Sales of men’s supplement Rogin-E seriously needed an injection of horse power. In 2023, its compound annual growth rate languished at -9%. Meanwhile, its promise of improved sexual performance made it tricky to advertise in conservative Philippines. Could Rogin-E Boost plump up its flaccid sales before it was put out to pasture? By leaning into its equine iconography, sales of the brand increased by 106% and its market share leapt by 32.79%--its highest in five years--spurring the Rogin-E to become No. 1. The neighs definitely have it.

Case Summary

How did Income supercharge life insurance growth on one-fourth of its competitors’ distribution? By helping vulnerable middle-aged Singaporeans plug a protection gap against rising, life-threatening illnesses like cancer, heart attack, and stroke. Income shifted the category’s narrative from INSURING AGAINST DEATH to INSURING YOUR DREAMS, helping Singaporeans face the uncomfortable possibility of cancer. The ‘Complete Protection. Completed Stories.’ campaign featured inspiring dreamers: a cancer survivor-turned-model and a terminally ill patient-turned-film director, who overcame illness, achieving their dreams. Income’s “socially impactful business building” approach boosted year-on-year sales by 115% ($1.7M).

Case Summary

McDonald's India launched a color-blind-friendly feature on the McDelivery app, addressing the needs of 2 million underserved colorblind customers. By collaborating with the colorblind community, McDelivery became more inclusive, aligning with the mission to create "delicious, feel-good moments easy for all." The innovation led to a 7% order increase from this segment, adding INR 100 million to McDelivery revenue. This advancement enhanced the digital customer experience and strengthened brand love, resonating with both the colorblind community and socially-conscious younger audiences.

Case Summary

Motherhood is often called the “most important job in the world.” …But real moms feel anything but. Research tells us 95% still feel unappreciated, unacknowledged, or unseen in their roles as mothers. In Vietnam, Grab discovered that pregnant / new moms felt like “solo soldiers”, facing physical mobility barriers that tech brands rarely empathize with. We launched a new opt-in service “Grab4Mom assisted comfort rides” - designed specifically to support moms through multiple medical check-ups, additional grocery/baby supplies shopping, and more.

Case Summary

Kentucky Fly Chicken demonstrates that true value transcends discounts. While Quick-Service-Restaurant competitors relied on price cuts to drive app adoption, KFC Australia took a bold stance, showcasing global menu items on their App and offering winners international travel experiences to woo customers. This innovative approach not only increased app users by 13.7% and digital revenue by 27% but did so without compromising margins. The campaign successfully redefined value in the QSR category, proving that creative customer engagement can outperform traditional discount strategies.

Case Summary

The romance between Grab and Filipinos cooled during Valentine’s 2023. Lovers eager to reunite caused completed delivery orders to plummet by 5.41% and total orders by 5.81%. Grab needed to reignite the passion. By declaring its devotion to the procrastinating gift-giver, Grab reconnected with customers during 2024’s first “normal” Valentine’s—even with other available options!—sparking a 1,043% increase in online brand mentions, an increase of 12.5% in completed orders and a 13.1% spike in total orders, breaking even astronomic pandemic records. Love really is lovelier the second time around!

Case Summary

‘Made-in-India’ is great when you’re selling oils, spices, or yoga. But for superior quality audio? The credibility isn’t quite there So what did we do for Mivi, a homegrown-audio-brand ? We made a silent film to extoll the virtue of a superior sound A silent film that raised Mivi’s ASP by 220% A silent film on its way to making India appreciate sound quality Result? - 30% increase in overall revenue - 409% increase in sales through Mivi’s website - 859% through its lead e-commerce platform, Amazon

Case Summary

BournVita cleverly engineered growth for itself not by espousing product benefits, but instead by partnering with mothers in a shared struggle: getting kids off screens and playing outdoors. Their "D for Dreams" campaign ingeniously linked Vitamin D, cricketing legend Rahul Dravid, and AI-powered coaching to encourage kids to embrace sunshine and outdoor play- becoming true parenting allies for moms. This resonated powerfully, boosting brand sentiment and driving significant volume and value growth, proving the power of purpose-driven marketing.

Case Summary

Farm Equal isn’t just a B2B campaign—it’s B2B transformation. Partnering with 27,000 farmers, we found our women-led farms yield 30% less than male-led ones. Why? Agriculture was built for men by men—leaving women to work in a system not designed for them. This case takes on the glass-ceiling of the world’s oldest-profession- agriculture, to include its newest workforce by designing a women-centric ecosystem. Its scalable-model offers a blueprint for other industries, proving that equitable work-environments are economically-smart. The outcome? +15.1% Lay’s potato-yield and +4X income increase for women-farmers.

Case Summary

Oreo had 3 weapons- 1. Twist-lick-dunk: its global brand platform. 2. Outrageously large media monies. 3. Dhoni: cricket superstar and Oreo pony. JimJam had 1 weapon: an idea. And a full 1/6th Oreo’s budget, no less. Instead of leveraging Cricket World-Cup as just a media property, JimJam leveraged a superstition. With a Bold POV on India’s World Cup chances. JimJam partnered with ex-cricketing icons on social media, meme pages, creating a national movement among 1.4 billion Indians. Result? JimJam GREW 32.2%, 3.5 times the category growth. Oreo twisted…and declined 4.1%.

Case Summary

This is the story of how Changi Airport smartly leveraged on "Swiftonomics," turning Taylor Swift's Eras Tour frenzy into a commercial triumph – for an airport in a remote corner of Singapore. While other brands latched on to it with superficial trendjacks, Changi created the largest Swiftie sing-along concert in the airport. This clever ‘trendhack’ strategy generated 4.8 times more social buzz than official sponsors, resonating globally and attracting international media attention. It drove surges in airport footfall and retail sales above and beyond the increase in tourist arrivals.

Case Summary

Huawei’s Ocean Eyes campaign demonstrates how Pangu AI, its advanced weather forecasting model, overcame geopolitical barriers by delivering life-saving impact. Starting in Mainland China and expanding globally, Huawei partnered with a Madagascar NGO to enhance local weather warnings, reducing cyclone-related deaths by 98%. This purpose-driven initiative secured high-level government partnerships, generated global media coverage, and positioned Huawei as a trusted leader in AI for social good. The campaign proved that in a tech-driven world, true growth lies not just in innovation, but in its ability to create meaningful change.

Case Summary

Parents wear helmets while riding but believe their kids can go without, as their parental love is enough to protect them. TVS ‘Protect Little Riders’ campaign aimed at making parents aware of this glaring blind spot in their parenting by calling out their action as unparenting and walked the talk by launching a line of kids’ helmets. Although cultural behaviors take time to change, the campaign success can be gauged by the online user engagement, safety imagery growth, increased children's helmet sales, and TVS being honored by the governing authorities.

Case Summary

Faced with public perception as a soulless company, Grab saw its Public Love Index (PLI) score in the Philippines plummet to its lowest in three years. Eroding consumer satisfaction also threatened its plans to expand. To add warmth to its image, Grab created a campaign spotlighting the stories of its drivers and riders. By adopting a human face, Grab shot its PLI score to an all-time high, softening consumers’ hardened perceptions and getting government to grant it a bigger franchise. Grab is proof that it pays to be human.

Case Summary

Indian agriculture is undergoing a unique shift. With 53.7% male rural-to-urban migration, women now form 75% of India’s agricultural-workforce. Partnering with 27,000 farmers, we found our women-led farms yielded 30% less vs male-farmers—threatening supply-chain. Why? Agriculture was built by men, for men—leaving women in a system not designed for them. Farm Equal is transforming our agricultural-operations to include its’ newest workforce by designing a women-centric ecosystem. It is a blueprint for industries, proving that equitable work-environments are economically-smart. The outcome? +15.1% Lay’s potato-yield and +4X income for women-farmers.

Case Summary

Within the polluted landscape of public health information, it’s harder than ever for governments to have a persuasive conversation with citizens about their health. That difficulty is magnified when the conversation revolves around ‘reducing sexually transmitted infections’, and the section of the public you most need to influence is young people who are highly sensitive to cringe and sceptical of the government. By shifting our audience's entire approach to STI testing, we slowed an unprecedented spread of infections, and proved that governments can still be the most powerful health messenger.

Case Summary

Such was the political domination of India’s Prime Minster Narendra Modi and his political party (the BJP) over the last decade, that no voter would have believed that the Indian National Congress (INC), would even put up a fight. This campaign made the unbelievable possible. Not only did the INC establish itself firmly as a worthy opposition, but also severely dented the individual aura of Mr. Modi in favour of its leader, Rahul Gandhi – who became the Leader of Opposition. Surely, the resurgence of INC revived Indian democracy.

Case Summary

This is the story of how a kiwi owned challenger re-branded to take on the global giants in the food delivery category – and achieved record year-on-year growth. In this category everyone is saying the same things: get it now, get it quick. It’s good for usage but terrible for brand differentiation and value. Especially if you’re the local brand up against global tech giants outspending you $40 to $1. So we uncovered the real reasons people were ordering. And weaponised them to build a truly distinctive brand.

Case Summary

Valentine’s Day fuels chocolate sales—but 5Star was at a disadvantage. Its chewy, indulgent, anti-sharing format makes it a misfit on an occasion built for sharing, risking irrelevance during a key sales period. Instead of conforming, we owned our difference, championing singles and their ultimate desire—skipping Valentine’s Day altogether. The result? A 34% spike in relevance and a 50% surge in crucial e-commerce sales. 5Star didn’t just fit in—it thrived as the rebel chocolate.

Case Summary

Japan’s McGriddles has always been the most ask-for overseas product McDonald’s product in Hong Kong. To launch the product, we created "MaccyLeaks," a covert campaign to stir fan conversation and hype. We first fuelled buzz with micro-influencers confessing their love and even creating DIY recipes. Once hype was at its highest, we “leaked” an internal memo announcing McGriddles’ arrival, creating a citywide frenzy. The campaign drove the most successful product launch in McDonald’s Hong Kong history, selling 1 million units within three days in a city of 7.4 million people.

Case Summary

Kentucky Fly Chicken revolutionized QSR experiential marketing by transforming app browsing into a passport to global food adventures. Moving beyond traditional advertising, KFC created an interactive platform showcasing international menu items, then brought these virtual discoveries to life by flying winners overseas to experience them firsthand. This unique blend of digital exploration and real-world experience delivered exceptional results: 13.7% app user growth and 27% digital revenue increase, demonstrating how meaningful brand experiences can drive business success without relying on discounts.

Case Summary

WE TURNED EVERYDAY SPACES INTO EDUCATIONAL HUBS, EMPOWERING MOTHERS AND BREAKING THE STIGMA. In rural India, where menstruation is a taboo subject, causing 23 million girls to drop out of school every year. And mothers, the biggest influencers of these girls, were unintentionally perpetuating stigma. Whisper recognized the need to educate them. By transforming neighbourhood beauty parlours into safe spaces for learning, training parlour staff as period counsellors, and turning millions of packs into teaching tools, Whisper empowered mothers with the knowledge to break the stigma.

Case Summary

Heineken's Fantenders initiative redefines sponsorship by combining digital engagement with real-world impact. In China, where bars usually close by 3 AM, Heineken recruited dedicated fans, called 'Fantenders,' to reopen venues for early morning football gatherings. This approach turns traditional sponsorship into an entertaining celebration, uniting football and beer enthusiasts in a vibrant community. By doing so, it offers a novel way for fans to experience both the game and the brand, moving beyond typical logo placements to create a unique, immersive experience.

Case Summary

How does a mature mass brand drive the reappraisal of expertise it needs to compete in a fast-premiumizing beauty market? For Vaseline, the unlock was in putting the brand to the ultimate test: committing itself to the uncharted territory of transitioning skin science, putting an end to the trial-and-error cycle faced by transgender women due to a gap of expertise tailored to their needs. After two years of research and co-creation with the community, Vaseline introduced the first clinically-proven skincare product for transgender women: Vaseline Pro Derma Transition Body Lotion.

Case Summary

How did the 7th ranked telco in Singapore turn everyone else’s ad into a sales channel for their not-at-all-new eSim? The clue’s in the name ‘e’ Sim. By taking the letter ‘e’, which you’ll find in 70% of all English words, and launching a cheeky bit of tech – giga! turned every sign, ad, billboard into its own media buy. If it has an ‘e’ in it, it's a Giga eSim. ‘Every ‘e’ is an eSim’ became giga’s most successful acquisition campaign EvEr, increasing customer base by a whopping +20%.

Case Summary

Parents wear helmets while riding but believe their kids can go without, as their parental love is enough to protect them. TVS ‘Protect Little Riders’ campaign aimed at making parents aware of this glaring blind spot in their parenting by calling out their action as unparenting and walked the talk by launching a line of kids’ helmets. Although cultural behaviors take time to change, the campaign success can be gauged by the online user engagement, safety imagery growth, increased children's helmet sales, and TVS being honored by the governing authorities.

Case Summary

For years, the mooncake category had faced a downtrend in Mid-Autumn, the peak sales season and the second largest traditional festival in Vietnam. In 2024, as a market leader, Kinh Do aimed to bring back growth by driving the real consumption in every family. By making a social movement “One Day Off For Future Generations” to encourage Vietnamese parents celebrating Mid-Autumn with their kids, Kinh Do not only delivered record-breaking growth in sales, volume share and penetration, but also inspired people to keep passing down traditional values to next generation.

Case Summary

Women in rural India face systemic financial exclusion, with over 80% lacking access to formal banking. ESAF addressed this by leveraging a culturally rooted habit—saving money in rice containers—to create the Dabba Savings Account, a simple yet powerful tool for financial inclusion. By transforming a familiar household item into a bridge to banking, ESAF reduced barriers like intimidation and low literacy. Through community gatherings and partnerships with local shopkeepers equipped with micro-ATMs, the initiative empowered women to save securely and access banking from the comfort of their homes.

Case Summary

Within the polluted landscape of public health information, it’s harder than ever for governments to have a persuasive conversation with citizens about their health. That difficulty is magnified when the conversation revolves around ‘reducing sexually transmitted infections’, and the section of the public you most need to influence is young people who are highly sensitive to cringe and sceptical of the government. By shifting our audience's entire approach to STI testing, we slowed an unprecedented spread of infections, and proved that governments can still be the most powerful health messenger.

Case Summary

WHY WOULD A REGULAR INDULGENT CHOCOLATE MATTER ON VALENTINES, THE BIGGEST DAY OF LOVE? For Cadbury Silk, the breakthrough was in helping young lovebirds relive their small treasured moments through a priceless experience. How? Silk turned up its specialness by becoming a creative producer that transformed small romantic moments of lovers into their personal rom-com with AI, thereby emerging as a magical gift-of-love. This intervention moved millions of hearts as we witnessed a 13% jump-in sales, a 9% jump-in consideration over Kitkat, and an amazing half-a-million+ cinematic rom-com movie moments.

Case Summary

A FESTIVE CAMPAIGN WITHOUT FESTIVE CLICHES In the largest cookie market, Oreo was behind. For Oreo to have deeper cultural resonance we needed to tap into the festive season without getting lost in the festive noise. Instead of focusing on typical festival themes, Oreo chose an iconic subculture - movie watching, a festive family tradition. Oreo launched limited-edition packs that acted as tickets for an exclusive screening for the most coveted movie. The campaign resulted in 30% sales growth increase and 41% penetration growth rate, higher than the national average.

Case Summary

You may be sceptical of a fried chicken brand bragging about launching a fried chicken restaurant in a country obsessed with fried chicken. But launching a new QSR brand in a highly competitive market is hard at the best of times. Add in limited budget and ambitious sales targets and the challenge compounds. This is the story of launching Popeyes in NZ. With a creative platform that harnessed bragging rights and turned early adopters into influencers. Trumping over 35 countries to deliver the #1 Popeyes launch IN THE WORLD.

Case Summary

In Japan’s aging society, many seniors struggle with shukatsu—the emotionally fraught process of end-of-life decluttering. Parting with cherished belongings, especially clothing, feels like letting go of memories and confronting mortality. Safari, a vintage clothing brand, launched Second Life, a platform that transforms garments into living stories. Seniors donated clothing, which was paired with personal histories and visualized through generative AI. By positioning itself as a purveyor of stories rather than just a retailer, Safari reimagined shukatsu, proving that letting go can spark new beginnings.

Case Summary

While other services painted a sanitised and idealised picture of military life, the Navy leaned into reality. Launched during the pandemic, “It’s Not Crazy, It’s the Navy” embraced the chaos across a multi-year recruitment campaign. Reality continues to evolve and so did we – meeting Gen Z where they are, speaking their language and thriving in their culture. The Navy set the pace in defence recruitment, leaving competitors in its wake. Career consideration more than doubled (24% to 53%), and attractiveness soared (27% to 43%).. Crazy? No. Just the Navy

Case Summary

Valentine’s Day fuels chocolate sales—but 5Star was at a disadvantage. Its chewy, indulgent, anti-sharing format makes it a misfit on an occasion built for sharing, risking irrelevance during a key sales period. Instead of conforming, we owned our difference, championing singles and their ultimate desire—skipping Valentine’s Day altogether. The result? A 34% spike in relevance and a 50% surge in crucial e-commerce sales. 5Star didn’t just fit in—it thrived as the rebel chocolate.