APAC Cannes Predictions By Tham Khai Meng
Campaign Asia-Pacific asked a series of leading creatives with ties to Asia to cite the work from APAC they expect to see winning metal this year. Tham Khai Meng, worldwide chief creative officer for Ogilvy & Mather, chose this touching video from MetLife Hong Kong (by Soho Square Thailand) as one of his top picks.
“We see an adorably sweet little girl write a load of sugary stuff in school about her dad. Here we go, I think, we are on the train to Sentimental Cheesecake Land. But no, the train changes track, the commercial subverts your expectations beautifully.”
Ogilvy’s top creative also cited Ikea Singapore’s ‘Bookbook’ (by BBH Asia Pacific) as a probable winner:
“It’s a long series of charming jokes and makes me smile. If anything could make me want a catalogue, this would. Kudos to the team as well for their ambition. A lot of teams would probably groan at being given a brief to advertise the catalogue.”