Ahead of Cannes Lions 2025, BBDO Asia’s Creative council has chosen five regional campaigns with bold big thinking, cultural relevance and meaningful results that it hopes will be recognised by the juries.
They are:
Play the Dew by BBDO Guerrero for Mountain Dew
Play the Dew builds on last year’s successful Cannes winning radio campaign, expanding the idea across social and gaming platforms. The audio-led campaign went viral within the gaming community, sparking a wave of user-generated gameplay content and giving Mountain Dew a once-heard, never-forgotten presence — using just one word, “DEW.”
Positive sentiment for the brand rose by 60% over the previous month before the campaign’s launch. The gameplay films achieved 63m+ views in a country with just 43m gamers, and the TikTok activation achieved 20m+ impressions in just two weeks.
The Meaning of Benz by BBDO Bangkok for Mercedes-Benz
Mercedes-Benz is a symbol of strength, aspiration and achievement in Thailand. It inspires dreams of prosperity and success. And many people therefore have the name, Benz, either as their first name or a nickname. The campaign tapped into this cultural context by engaging directly with individuals named Benz. The strategy not only reinforced Mercedes-Benz’s deep-rooted presence in Thai society but also used the cultural meaning of names cleverly to emphasise the brand’s personal and generational legacy.
Mercedes-Benz achieved its highest Motor Show sales in three years. The campaign reached 3.6m+ people, drove 330k+ engagements, and tagged 33,000 Benzes. It also led to the launch of the Passion of Benz platform, creating a dedicated brand community for long-term impact.
Minimizing Your Frustration by BBDO Bangkok for Roojai Insurance
A humour-driven, hyper-relatable look at common driving frustrations, the campaign turned a dull insurance message into something fresh, funny, and highly shareable.
It generated 128m+ views across platforms, 458m impressions, 60m+ engagements, and 109k+ clicks to check insurance prices — with a 33% increase in search volume for “ประกันรู้ใจ” (Roojai Insurance)
Ariel #ShareTheLoad – 10 Years by BBDO India for P&G
Ariel #ShareTheLoad is the longest running social movement by a brand against unequal distribution of household chores, that started in 2015 with a pertinent question, ‘Is laundry only a woman’s job?’. In 2016, Ariel addressed the deep-rooted conditioning, with a heart-felt apology letter from a father to his daughter. Year after year, Ariel has spread the message of #ShareTheLoad through unique touchpoints: Wash Care Label, Comic Books, Detergent packs with names of hundreds of Indian men and Home Map – that shows men where things are kept at home.
The decade long movement has been covered by over 1900+ publications across 40 countries and has even been discussed at the World Economic Forum. The movement has impacted culture and transformed Ariel into a highly effective world-famous brand.
“When we began in 2015, 79% of men believed that laundry is a woman’s job. 10 years later, that number is down to 25% today,” the agency stated.
Tata Ultra Marathon: Feet of Glory by BBDO India for Tata Ultra Marathon
For generations, pledges have been made with hands — pledges to love, to lead, to protect, to change. But never before has a pledge been made with…feet.
In a country where millions of children go without proper footwear, Tata invited runners to flip the script, pledging with their feet. Each colourful footprint became a symbol of a shoe donation, turning every step into a promise. The bold, visual statement spread across social media, turning a simple act of running into a powerful movement for change.
The campaign resulted in over 15,000 pairs of shoes donated to underprivileged children across India.
