Get your own Little Black Book.

Build your own personal news stream. Discover the latest work created that interests you, share your favourite stories and follow your favourite people and companies

Already have an account?

Opinion and Insight

Leo Burnett Singapore CEO Chris Chiu Talks Top Five at Spikes Asia

Leo Burnett Asia Pacific, 2 years, 1 month ago

Attending Spikes Asia last week, the chief creative officer of Leo Burnett Singapore reflects on his favourite campaigns and festival trends…

Leo Burnett Singapore CEO Chris Chiu Talks Top Five at Spikes Asia

Top Five Spikes Asia Trends:

1. It would seem a successful ingredient for winning this year were brand campaigns that advocated a higher cause. Almost CSR-like, if you will.

2. Almost every category that wasn’t digital incorporated digital elements into the creative product. And rightfully so.

3. Nostalgia works. Some of the strongest showings were for products that celebrated significant events from the past.

4. Nearing the bottom of the list now, but as far as print craft was concerned, it seemed that illustration was a favourite amoungst the winners.

5. Getting TV and film celebrities to headline the seminars versus regular ad folk.


Top Five Campaigns at Spikes:

1. “Reduced Speed Dial” Volkswagen (Auckland)



2. “The Unforgotten Soldiers” Sky History Channel (Auckland)



3. “Sideliner” Samsung (Sydney)



4. “Look at Me” Samsung (Seoul)



5. “Eye Play The Piano” The University Of Tsukuba’s Special Needs Schools



Top Five Reasons to be at Spikes:

1. Spikes Asia is one of the most significant events for our industry in the region, and as such, pulls together a great network of folks. Which is why it’s always a great time to meet and catch up with your industry counterparts all in the space of three days.

2. It remains to be one of the most organised creative festivals in the region with a quality line up of content across the different platforms. And, with the constant addition of new, highly relevant categories, it can only get better.

3. The Awards ceremony is tightly run, almost too tight one could argue (when they flash some of the worthy bronze and silver winners one had better not blink), but it does give a great synopsis and celebration of the best work in the region.

4. The Silent Stage Forum. It was incredible to see how that worked. It seemed like it was hugely popular.

5. The parties – especially the Leo Burnett Spikes Asia After-Party!