In the lead up to next year’s Cairns Crocodiles Awards, B&T is going to share the work across the Asia Pacific region that caught our attention each month.
In October, there were wonderful campaigns by Heineken, L’Oreal, Takeda Vietnam Pharmaceutical and Mars Petcare.
All of these campaigns would make excellent entries for the 2026 Cairns Crocodiles Awards.
Here is the work that wowed B&T in the past month:
Heineken, ‘Rooftop Revival’, LePub Singapore
Heineken transformed Korean rooftops into social settings for a series of events to bring city-dwellers closer together.
Rooftop Revival tackles the growing problem of urban isolation and loneliness.
B&T loved the creative reinvention of an urban setting that often goes unnoticed. The green coloured rooftops, which is common in Seoul, combined with the Red Heineken star umbrella was beautifully on-brand when viewed from above. So, too, is Heineken bringing people together for fun. It was clever and on point.
L’Oreal, ‘Beauty Inside Out’, McCann Worldgroup Thailand
Over 8,700,000 Baht (A$410,500) worth of expired makeup has been repurposed for patients in a Thai mental health hospital.
This wonderful campaign champions sustainability and mental wellbeing, by repurposing expired cosmetic products into art therapy equipment.
The art therapy kits were designed in collaboration with acclaimed Thai artist Juli Baker and Summer, who designed the Beauty Inside Out kits packaging and provided drawings to colour in.
You can enter Asia-Pacific’s pre-eminent creative awards program now!
Takeda Vietnam Pharmaceutical, ‘DeRIGHT-V’, Dentsu Redder Vietnam
In Vietnam, dengue is a deadly yet largely silent killer. Each year the country records about 100,000 cases and about 100 deaths each year.
To raise awareness about the mosquito borne disease, Takeda Vietnam Pharmaceutical took the sound of mosquitos and transformed it into popular music that was then added to seasonal playlists. It generated hype and alerted music listeners to the dangers of dengue.
The campaign went viral on social media and generated millions of impressions and video views.
Maya Bank, ‘Welcome to Maya Black’, Dentsu Creative Manilla
In the Philippines, for generations the ‘Black Card’ was viewed as a symbol of the well-heeled and privileged.
Fintech company Maya is flipping the script by presenting its version of the Black Card as one that positions easy access to money as a new status symbol.
This stunning black-and-white film stars Julia Barretto, Maris Racal, and Jericho Rosales. It is accompanied by striking OOH visuals.
Pedigree, ‘Pawsome Playlist’, DDB Mudra Group
India’s festive season Divali inspires a load of ads with stereotypical images of families coming together and enjoying each other’s company.
India’s leading dog food brand PEDIGREE has taken a different approach, launching an AI-powered ‘Pawsome Playlist’ on YouTube.
Mars Petcare’s digital initiative is designed to bring calm and comfort to pets for an anxiety-free Diwali by tuning into calming frequencies on canine behaviour. B&T loves the idea and how the brand has thought about the welfare of the often forgotten household pet during the festival of lights.
That the video features a cute dog acting calm on a loop is a bonus.
Have you got Asia Spotlight quality work? Why not enter it in the 2026 Cairns Crocodiles Awards.
