Regional winners and shortlists by category

Gold

An envelope that sealed the fate of women


Brand
Ujjivan Small Finance Bank

Advertiser
Ujjivan Financial Services

Agency
McCann Worldgroup, India

Market
India

Ujjivan, a bank, encouraged women in India to open bank accounts by rethinking a common wedding gift (an envelope of money and blessings).

Ujjivan transformed this envelope into an account-opening form, thereby inviting Indian women to begin their financial journey – all they needed to do was fill out the form and use the 1-rupee coin to open their account.

The campaign resonated with both women and men and resulted in a 40% growth in total deposits and an additional 1,130,000 new customers, of which 300,000 were women.

Silver

Brand Purpose


Brand
LEAD School

Advertiser
LEAD

Agency
TBWA/India

Market
India

Bronze

Dove’s journey from good to loved


Brand
Dove

Advertiser
Unilever

Agency
Ogilvy, India

Market
India

Shortlist

My parent is a TikToker

Brand
Five Star Chicken

Advertiser
Charoen Pokphand Group Foods

Agency
BBDO Bangkok

Market
Thailand

Pollution pencils

Brand
Otrivin

Advertiser
GlaxoSmithKline

Agency
VMLY&R Singapore

Market
India

Lay's potatoes sprouting joy for people and planet

Brand
Lay’s

Advertiser
PepsiCo

Agency
Leo Burnett Mumbai

Market
India

Bronze

Making money talk


Brand
Paytm

Advertiser
One97 Communications India

Agency
McCann Worldgroup, India

Market
India

Shortlist

Think anything. Make everything.

Brand
Lenovo

Advertiser
Lenovo

Agency
Merkle, Sydney

Market
Australia

Empowering contractors with control over their trade

Brand
JSW Paints

Advertiser
JSW Group

Agency
TBWA/India Mumbai

Market
India

YouTube brandcast 2023

Brand
Google

Advertiser
Alphabet

Agency
Pitchday, Singapore

Market
India

Bronze

Saudi tourism invites Chinese travellers to Lai Ba! (来吧!)


Brand
Saudi Tourism Authority

Advertiser
Saudi Tourism Authority

Agency
PHD Media MENA, United Arab Emirates, Glodow Nead Communications

Market
Greater China

Bronze

Reviving the lost colours of West Bengal


Brand
Sunlight Laundry Detergent

Advertiser
Unilever

Agency
Mindshare, India

Location
India

Gold

Samsung iTest – Comparing apples with androids


Brand
Samsung Galaxy

Advertiser
Samsung

Agency
DDB, New Zealand, Tribal Aotearoa

Market
New Zealand

Electronics company Samsung increased website visits and earned media impressions in New Zealand by targeting iPhone users with an app allowing them to trial a Samsung Galaxy phone on their Apple handset.

Samsung's advanced tech was putting off iPhone users as they felt they didn't have the necessary technical expertise to own and use a Galaxy handset, so Samsung launched iTest, a program that gave Apple customers a risk-free way to trial a Samsung Galaxy.

iTest has been adopted by Samsung globally, and reshaped into a multinational rollout in over 90 countries.

Silver

Doing nothing makes you unmissable


Brand
Cadbury 5 star

Advertiser
Mondelez International

Agency
Ogilvy, India

Market
India

Gold

Changing the education system to keep girls in school


Brand
Whisper (feminine hygiene)

Advertiser
Procter & Gamble (P&G)

Agency
Leo Burnett, India

Market
India

Feminine hygiene brand Whisper helped girls remain in school in India with an educational lobbying campaign that broke the taboos around menstruation.

Society's silence surrounding periods had resulted in their omission from school science books – a chapter that Whisper demanded be included by launching a campaign featuring its own chapter about periods.

The Indian government committed to changing a century-old education system by adding in the missing chapter.

Silver

#LetHerGrow


Brand
Dove Hair

Advertiser
Unilever

Agency
Edelman, Thailand

Market
Thailand

Silver

Can a cookie help India win the World Cup?


Brand
Oreo

Advertiser
Mondelez International

Agency
Leo Burnett, India

Market
India

Bronze

Correct the internet


Brand
Team Heroine

Advertiser
Team Heroine

Agency
DDB, New Zealand

Market
New Zealand

Shortlist

How 2degrees gave New Zealanders an extra five years with their loved ones in 2022

Brand
2degrees Mobile

Advertiser
2degrees Mobile

Agency
TBWA/New Zealand Auckland

Market
New Zealand

The Taiwanese World of Warcraft

Brand
World of Warcraft

Advertiser
Activision Blizzard

Agency
Activision Blizzard, Taipei, Dentsu Creative Taiwan

Market
Taiwan

The first herstory exhibition in history

Brand
Miniso

Advertiser
Guangdong Saixin Investment

Agency
McCann Worldgroup China

Market
Greater China

Silver

Re:Store


Brand
KFC

Advertiser
Yum China

Agency
Dentsu Creative, China

Market
Greater China

Bronze

Rebuilding a more wonderful airline experience


Brand
Virgin Australia

Advertiser
Virgin Australia

Agency
Special, Australia, PHD Sydney

Market
Australia

Shortlist

Oreo breaks open the cookie jar of unsaid feelings for India's grown-ups

Brand
Oreo

Advertiser
Mondelez International

Agency
Leo Burnett Mumbai

Market
India

The Harbin sit pack

Brand
Harbin Beer

Advertiser
Anheuser-Busch InBev

Agency
BBDO Shanghai

Market
Greater China

Howzzat – India's most screamed-at campaign during IPL

Brand
KFC

Advertiser
Yum! Brands

Agency
Dentsu Creative Mumbai

Market
India

Gold

Income travel insurance – Trapped


Brand
Income Insurance

Advertiser
Income Insurance

Agency
Bartle Bogle Hegarty, Singapore

Market
Singapore

Income Insurance, an insurance company, collaborated with film director Kelvin Tong in Singapore to create Trapped, a short horror film, to increase travel insurance sales.

Income Insurance created a film depicting the horrors of being trapped in a sub-par hotel after contracting Covid and launched an escape room inspired by the film; influencers also encouraged people to share their real-life travel horror stories.

The campaign resulted in a revenue growth of 45.2%, a 61.1% uplift in customer acquisition, a 240bps increase in market share, and 2,600 visitors experienced the escape room.

Silver

Spotify becomes the undisputed leader in IPL


Brand
Spotify

Advertiser
Spotify

Agency
Leo Burnett, India

Market
India

Bronze

How un-Australia delivered new records for Australian lamb


Brand
Australian Lamb

Advertiser
Meat and Livestock Commission

Agency
The Monkeys, part of Accenture song, Sydney, One Green Bean Sydney

Market
Australia

Bronze

McDonald's coffee retirement


Brand
McCafé

Advertiser
McDonald’s

Agency
DDB Group Hong Kong

Market
Hong Kong (SAR)

Shortlist

How Flipkart drove 1bn visits in a nation of 1bn people

Brand
Flipkart

Advertiser
Walmart

Agency
Leo Burnett, Mumbai, Mediacom Bangalore

Market
India

Over beer? How Australia's ultimate challenger brand overcame its biggest challenge to date

Brand
Canadian Club

Advertiser
Beam Suntory

Agency
The Monkeys Sydney

Market
Australia

The Galing DITO movement

Brand
DITO Telecommunity

Advertiser
DITO Telecommunity

Agency
TBWA/SMP Makati

Market
Philippines

Vaseline sun warnings

Brand
Vaseline

Advertiser
Unilever

Agency
Ogilvy Singapore

Market
Thailand

Regretproofing insurance

Brand
ACKO

Advertiser
ACKO Technology & Services

Agency
Leo Burnett Mumbai

Market
India

Giving India a missing piece of its history back

Brand
Airtel

Advertiser
Bharti Airtel

Agency
Leo Burnett Mumbai

Market
India

Gold

Brewing coffee culture in tea-drinking India


Brand
Nescafé

Advertiser
Nestlé

Agency
McCann Worldgroup, India

Market
India

Coffee brand Nescafé created a generation of coffee-drinkers in a country renowned for its love of tea.

Nescafé connected with the younger generation of consumers (older teens) before they formed a tea-drinking habit and positioned coffee as the fuel they needed for the next chapter of their lives.

As a result, household penetration reached 40% – a 200% increase – and market share grew by 3.3%.

Silver

Beertime is playtime


Brand
Bar Beer

Advertiser
Kirin

Agency
Ogilvy Taipei City

Market
Taiwan

Silver

Industry SuperFunds


Brand
Industry SuperFunds

Advertiser
Industry SuperFunds

Agency
Shannon Company Melbourne

Market
Australia

Bronze

How little moments made big bickies for Arnott's


Brand
Arnott’s Biscuits

Advertiser
Arnott’s Biscuits

Agency
Saatchi & Saatchi, Australia

Market
Australia

Shortlist

Making air conditioning a laughing matter

Brand
Mitsubishi Heavy Industries Air-Conditioners Australia

Advertiser
Mitsubishi Heavy Industries

Agency
Connecting Plots Beaconsfield

Market
Australia

How Meesho unlocked true value for mass India

Brand
Meesho

Advertiser
Fashnear Technologies

Agency
DDB Mudra Group Mumbai

Market
India

Moving India forward, one commute at a time

Brand
Uber

Advertiser
Uber Technologies

Agency
FCB Gurugram

Market
India

Game on!

Brand
Maybelline

Advertiser
L'Oréal

Agency
Wavemaker, Hero, McCann Melbourne

Market
Australia

Bronze

Domex X Petron partnership


Brand
Domex

Advertiser
Unilever

Agency
Mindshare Taguig

Market
Philippines

Shortlist

The flame of fame

Brand
Burger King

Advertiser
Burger King

Agency
McCann Worldgroup China

Market
Greater China

Bronze

Instant shoppable ads – A Moët & Chandon X News Corp Australia commerce partnership powered by Vudoo


Brand
Moët & Chandon

Advertiser
LVMH

Agency
Vudoo, Australia

Market
Australia

Shortlist

Lifebuoy hand hygiene 2023 – Everything everywhere all at once

Brand
Lifebuoy

Advertiser
Unilever

Agency
Mindshare Ho Chi Minh City, Creativehunts Ho Chi Minh City

Market
Vietnam

Gold

How can a country exist without land?


Brand
Government of Tuvalu

Advertiser
Government of Tuvalu

Agency
The Monkeys, part of Accenture Song, Australia

Market
Global

The small island nation of Tuvalu employed a global campaign to help elevate it from being a helpless victim of global warming to becoming a global leader driving meaningful change.

Severely threatened by rising sea levels, Tuvalu presented the world with a heartbreakingly tangible view of the future: Tuvalu would become the world's First Digital Nation.

The campaign reached more than 2bn people across 358 global news outlets, and 10 nations have since broken ranks with international law to recognise Tuvalu’s sovereignty should it lose all physical territory.

Silver

You're cooked


Brand
Fire And Emergency New Zealand

Advertiser
Fire And Emergency New Zealand

Agency
Motion Sickness Auckland

Market
New Zealand

Silver

Singapore's favourite side trip


Brand
Gojek

Advertiser
Gojek

Agency
Forsman & Bodenfors Singapore

Market
Singapore

Bronze

We see you care


Brand
Agency for Integrated Care

Advertiser
Agency for Integrated Care

Agency
The Secret Little Agency Singapore

Market
Singapore

Bronze

McDiploma


Brand
McDonald’s

Advertiser
McDonald’s

Agency
DDB Hong Kong SAR

Market
Hong Kong SAR

Bronze

Cadbury 5 star presents – The mush detector


Brand
Cadbury 5 star

Advertiser
Mondelez International

Agency
Ogilvy Mumbai, Wavemaker Mumbai

Market
India

Shortlist

Guanghe brand strategy shift – Create taste magic with oriental cheese

Brand
Guanghe Fermented Bean Curd

Advertiser
Kraft Heinz Company

Agency
In house

Market
Greater China

The oily warrior

Brand
Pond’s

Advertiser
Unilever

Agency
Ogilvy Singapore, Ogilvy Jakarta

Market
Indonesia

Aquaguard

Brand
Eureka Forbes

Advertiser
Eureka Forbes

Agency
Lowe Lintas Mumbai

Market
India

Vaseline Skins for Skin

Brand
Vaseline

Advertiser
Unilever

Agency
Ogilvy Singapore

Market
Thailand

Can a hand make you wash hands?

Brand
Savlon

Advertiser
ITC

Agency
Ogilvy Mumbai

Market
India

The super safety briefing

Brand
Income Insurance

Advertiser
Income Insurance

Agency
Bartle Bogle Hegarty Singapore

Market
Singapore

H for Handwashing – Play and learn

Brand
Lifebuoy

Advertiser
Unilever

Agency
Lowe Lintas Mumbai

Market
Global

Gold

Democratising technology to help farmers fight climate change


Brand
Lay’s

Advertiser
PepsiCo

Agency
Leo Burnett Mumbai

Market
India

Potato chip manufacturer Lay's created a data-driven initiative to protect its supply chain by helping farmers prevent crop loss, and grow preference and penetration in India.

Agricultural data and artificial intelligence were used to identify patterns and predict potential weather hazards, and a smartphone application was created to alert farmers and allow them to respond to real-time issues.

As a result, potato yields increased by 25%, boosting farmers' income by $55/acre; preference grew 10bps and penetration grew by 8bps.

Bronze

Tết 2022 – The safe ticket home


Brand
Lifebuoy

Advertiser
Unilever

Agency
Mindshare Ho Chi Minh City, Creativehunts

Market
Vietnam