7 APAC campaigns we’re eyeing at Cannes Lions this June
From sad fish cakes in Bangkok to train tickets-turned talismans in India.
June is always an exciting time for those of us in the marketing and creative industry. Yes, Cannes Lions is back—the one week in the year where the industry gives itself a standing ovation and agencies duke it out for Titanium (or even a Grand Prix) and a decent tan.
We take a look at the campaigns from the region that impressed us this year. Whether it’s ‘hair visas’ in Japan or making insurance hilariously human in Thailand, what APAC’s best creative work right now all have in common is cultural specificity with universal resonance.
1. “The Visa Loophole”, Ogilvy Singapore for Shea Moisture
In Japan, there’s a stark lack of stylists skilled in handling Afro-textured hair, but Shea Moisture found a way to address the challenges foreign hairdressers face in getting work visas by using the Artist Visa, through which they positioned Black hair care as art.
Not only did Shea Moisture navigate Japan’s notoriously rigid immigration system, but they also elevated African hairstyling to its rightful status—as both craft and cultural identity. The culmination? A photography showcase and live hair styling that oozed respect, relevance, and real-world impact. This campaign redefined borders, turning a visa form into a platform for representation.
2. “Minimising Your Frustration”, BBDO Bangkok for Roojai Insurance
Insurance: the only thing less sexy than enterprise software and reheated tofu, until Thailands’s Roojai Insurance decided to laugh in the face of indifference—literally.
Turning the everyday agony of traffic into a smorgasbord of hilariously relatable content, this campaign quick became a huge hit of 128M+ views, 60M+ engagements, and a whopping 33% bump in search volume for Roojai. It’s meme-ification meets monetisation. In a sea of serious ads, this one made car insurance kind of… fun?
3. “Lucky Yatra”, FCB India for Indian Railways
India’s trains is chaotic, crowded, and now, chock-full of luck. “Lucky Yatra” cleverly tapped into the country’s lottery-loving population by turning every train ticket into a chance to win. No app. No fine print. Just buy a ticket and cross your fingers. The campaign smartly leveraged every touchpoint, from conductors’ announcements to the very print on the ticket. The genius here? Reframing compliance (read: actually paying for your train ride) not as a chore, but a life-changing opportunity.
4. “Yanjin Food Snack Gift”, Shenzhen Tigerpan Design Co for Yankershop
You know what’s cooler than a snack box? A snack die. Tigerpan Design took the humble Chinese gift box and rolled it, quite literally, into the spotlight. With a packaging design shaped like a massive red die (symbolising luck and play), this campaign blends culture, fun, and function. It's more than just a pretty face—the corrugated kraft material ticks all the eco-conscious boxes, and the integrated handle means it's ready to roll (pun fully intended). Playful, culturally resonant, and shelf-stoppingly bold, this one could sneak into the Design Lions like a stealthy mahjong hustler.
5. Pride Filter – TBWA\HAKUHODO for Marriage For All Japan
If you’ve ever wished you could scan a politician and instantly know their stance on LGBTQ+ rights—now you can, sort of. “Pride Filter” used AR to let voters scan candidates' posters and reveal their support for marriage equality with a rainbow flourish, courtesy of Marriage For All Japan. No downloads, no friction, just instant advocacy. In a country where political messaging can feel boring and conservative, this campaign was both cheeky and courageous. It’s proof that sometimes the best way to cut through bureaucracy is with a smartphone and a rainbow animation. Love wins always.
6. Every Way of Legacy – Chubb Life Hong Kong
Let’s talk legacy, but not the kind involving dusty wills and awkward dinner conversations. Chubb Life Hong Kong challenges the traditional view that legacy is all about wealth and heirs. In a society seeing fewer marriages and more independent lifestyles, this campaign invites people to redefine what they leave behind—values, stories, impact. This one hits the sweet spot between insight and emotion, resonating in a city constantly renegotiating its identity.
7. Sad Kama-Chan – Grey Thailand for Bar BQ Plaza
Bar BQ Plaza (one of Bangkok’s top mu kratha spots)’s lovable fish ball mascot just got a mood update. “Sad Kama-Chan” took a fan-favourite character and gave him a frown—yes, a frown—to spark curiosity and crowd participation. The public was invited to cheer him up, leading to 404k meals sold in under a week and an 80% brand lift. That’s one melancholy meatball with major ROI. It’s a brilliant case study of character marketing meets emotional engagement, and proof that sadness, when used strategically, can sell like grilled meats.