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Source: Campaign Asia
Wolf BKK’s Torsak Chuenprapar and Medialand Digital Strategy’s Vicky Lee spotlight campaigns they believe have the mettle to turn heads and win metal this year.

L-R: Thailand-based Torsak Chuenprapar of Wolf BKK, Vicky Lee, Medialand Digital Strategy (Taiwan)

Everyone has a Cannes prediction. Most bet on AI, others on purpose or entertainment. Campaign Asia asked Bangkok-based Wolf co-founder Torsak Chuenprapar and Taiwan-based Medialand Digital Strategy ECD Vicky Lee, two creatives from opposite ends of the region, to cut through the speculation and share work they believe could take home metal this year.

Their selections span healthcare innovation, sustainability, cultural participation and data-driven utility, and root for creativity that brings tangible value beyond marketing.

Torsak Chuenprapar, co-founder & chief creative officer, Wolf BKK’s selection:

Campaign: Smart Eye Camera
Brand: OUI Inc.
Agency: Hakuhodo
Category: Innovation

Smart Eye Camera is a powerful example of how creativity can move beyond communication and become a solution. By transforming a smartphone into a portable ophthalmic device, it addresses a real healthcare accessibility issue while demonstrating the potential of technology to create meaningful social impact. It is the kind of innovation that feels both groundbreaking and immediately useful, which is increasingly what modern creativity should aspire to be.

Campaign: Soil Stay
Brand: Tra Mongkut Fertilizer
Agency: VML Thailand
Category: Creative B2B

Rather than simply promoting a product, Soil Stay tackles one of agriculture’s most fundamental challenges: soil health. The campaign shifts the role of a fertilizer brand from supplier to problem solver, creating value for farmers through knowledge and action. It is a smart demonstration of how business creativity can generate impact far beyond marketing.

Campaign: Back To Kai Tak
Brand: Cathay Pacific
Agency: Leo Hong Kong
Category: Brand Experience & Activation

Back To Kai Tak demonstrates how brands can create relevance by reviving culture rather than creating new content. To celebrate the opening of Hong Kong’s new Kai Tak district, Cathay Pacific recreated one of the most iconic moments in the city’s history: the legendary Kai Tak landing approach.

What makes the campaign particularly compelling is that it transformed nostalgia into participation. Rather than asking people to remember the past, it allowed an entire city to experience it again. The idea existed in the real world, creating a cultural event that people genuinely wanted to witness.

The campaign also benefits from exceptional brand authenticity. The idea could only have been executed by Cathay Pacific, making the brand inseparable from the experience itself. In an era where many campaigns can easily be transferred between brands, Back To Kai Tak stands out as a piece of work that is deeply rooted in both the brand’s heritage and the identity of the city it serves.

It is a strong example of how Brand Experience can move beyond activation and become a meaningful cultural moment.

Campaign: The Kaprao Criminals
Brand: KFC Thailand
Agency: Wolf BKK
Category: Entertainment Lions for Film

The campaign succeeded because it embraced a risk that most brands would avoid. Kaprao is arguably Thailand’s most beloved national dish, and Thai people are famously protective of how it should be made. Any attempt to alter it can easily provoke criticism. Yet instead of avoiding that tension, KFC turned it into entertainment. By acknowledging the debate and inviting people into it, the brand transformed potential backlash into participation, becoming part of a cultural conversation that people genuinely wanted to join.

Vicky Lee, executive creative director, Medialand Digital Strategy picks:

Campaign: Haven
Brand: Suncorp
Agency: Leo Australia
Categories: Data & AI: Data Storytelling, Data Visualisation and Curation of Data

Most insurance companies hide their risk data — because the less you know, the more you need them. Suncorp flipped that and gave the data back to homeowners. That’s a totally different way of doing business. They moved from disaster recovery to disaster prevention. That’s a big shift for any insurance brand.
What makes “Haven” so smart is the win-win structure. This idea raises Suncorp’s brand value and attracts more people to buy their insurance. And because they help make your home stronger and safer, there are fewer claims — so Suncorp saves money too.

Campaign: Iftar O’Clock
Brand: 7-Eleven
Agency: TBWA Kuala Lumpur
Category: Real-Time Contextual Content

The answer doesn’t need to be invented, it just needs to be found.
The insight came from connecting the brand to local culture. The name “7-Eleven” already sounds like a time, and during Ramadan, Muslims check the iftar time every single day. These two things fit together so naturally, the idea wasn’t pulled from thin air or forced onto the brand. It was always sitting right there in the name. And that’s what makes it such a great piece of creative work.

The logo didn’t change, but its’ role did. They gave the logo a new role, from a static brand identifier to a real-time, functional display. Same visual, brand new meaning. That’s a really smart move.

Campaign: Forests Without Names
Brand: Hyundai
Agency: BBDO New York
Categories: Data and AI: Data Storytelling / Real-Time Usage and Targeting / Data Visualisation / Curation of Data

Most environmental campaigns stop at raising awareness, but they went further, they took fragmented kelp forest data scattered across NGOs, scientists, and governments, all in different formats that couldn’t talk to each other, and turned it into the first unified global map. That’s incredibly hard to pull off, and that’s exactly why it’s worth so much more than a campaign. It’s an actual tool that scientists and conservation groups can really use. Hyundai have been building toward sea forest restoration since 2024. This is what long-term brand credibility looks like.

End article
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