As creativity has blossomed over the past decade through the democratisation and advancement of technology, we will be looking with greater interest at Asia. The definition of what social media should look like is very much being defined by companies in Asia. We tend to think about Facebook, Twitter, Instagram, Pinterest and the like as the tentpoles of the social media world. In reality they trail behind the likes of WeChat, Line, and others.
In the past the creative works coming from the region stayed confined to the region due to the quirky nature of much of the work. Now as technology leap-frogs the rest of the world, the creative community is doing the same. We are seeing much innovation coming out of Asia and becoming very admired the world over. To celebrate this, I wanted to share some great work from different Asian countries.
The first example comes from Malaysia where Levi’s created the waterless project: a line of jeans that encourages Malaysians to use less water. The reason for the project was that Malaysians use the most amount of water than other countries throughout Asia, and it was important to teach them to be more respectful of the resource. The idea was not just to create a jean that used less water in its production, but also to use social media to give people ideas on how to save water AND then offer them discounts on the jeans if they demonstrate via their water bill that they’ve used less water. Brilliant.
The second example comes out of Pakistan where the Reprieve Foundation wanted to change the dialogue on the severity of drone strikes. Since the US military commonly referred to drone-inflicted humans kills as bug splats, due to the tiny views on the screens, the Foundation leveraged this tasteless nomenclature. They created a massive poster that could be viewed by drones, that was the face of a girl that was killed by drones. The commentary around the poster was shared via hashtag #notabugsplat. The discussion went viral, and forced dialogue around the military and its practices. Very powerful.
The third example comes out of Singapore for Airbnb. They created an introductory video that became not just a creative thrust for Airbnb in Asia but also the world. It brings to life the journey that the traveler takes and how they become more intimate with the communities that they visit through Airbnb. Real hosts were used throughout the film to create community engagement and make the film more meaningful. Have a look.
The fourth example comes out of India where supermarket chain Sabse Saste Din leveraged Indian’s predisposition of being frugal to demonstrate the savings they can gain at the store. The campaign gave Indians tips on how to be frugal in everyday life to get the most out of everything around them. A film celebrated these tips and an integrated campaign brought it to consumer via social media, events and other. Very funny.
The fifth example comes from the Philippines where Pepsi helped citizens create lighting even when the power went out. They showed how an empty bottle can be ingeniously used to become a lightbulb, harnessing the outside sun to caste bright light inside. Absolutely genius, have a look.
The last example comes from Japan where Dentsu created Mother Book, a book that becomes pregnant with expecting mothers to help them through the 9 months. The goal was to coach women through pregnancy and let them understand what their babies are going through. Instead of making a book or video, they wanted the women to feel the story. Very touching. Have a look.