LuLu Lu: Entertainment, Gaming and Music Spikes 2024

Spikes Entertainment, Gaming and Music Juror LuLu Lu, Chief Creative Officer, Taipei, Wunderman Thompson, Taiwan, offers insights from her favourite work across the three Awards. Learn more about the winning work in The Spikes Asia Creativity Report.

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A Train of Memories | Sōsetsu | SIX INC., Tokyo

The execution of this is fascinating. It was complex, using more than 50 actors and 25 carriage props, yet it still paid attention to detail. It shows how good execution methods can help creativity score points.
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Hello Christmas | Telstra | The Monkeys, Part of Accenture Song, Sydney

This idea is so creative and adorable. It makes perfect sense to take advantage of this timing for kids to learn how to use a public phone. It uses AI to make the whole idea simple and effective.
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Unbranded Menu | McDonald’s | Leo Burnett, Manila

McDonald’s created a perfect brand experience so that players would naturally want to share their ads. Many gamers forget their meals, so the timing of this is perfect – players will get hungry while playing and can easily order from McDonald's.
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Megh Santoor | Brooke Bond | Ogilvy, Mumbai

This is unique. As well as being connected to the product, the execution breaks away from the structure of typical ads. The most charming part of the idea is that different rainfall showers create different melodies.
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Safe Swipe | Josh | Leo Burnett, Mumbai

Many women in India pretend to go on their phones while riding in cabs to alleviate tension and make them feel safer. This short video app solved the problem by offering brief interactive videos disguised as video calls. It is highly relevant to the brand and showed it understood the needs of its clients.
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