Spikes Asia 2024: AI Promotes Wellbeing

Spikes Asia entries using AI doubled year on year, from 331 in 2023 to 672 in 2024. Featuring a dating app dick pic scanner and an online dream decoder, this collection of work demonstrates how AI is being used in health and wellbeing initiatives. For more on Spikes, read the Spikes Asia Creativity Report 2024.

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Dr. Dick Pic | HeHealth | BLKJ Havas, Singapore

Men’s health organisation HeHealth found a workaround for men’s reluctance to be screened for sexually transmitted infections (STIs). It launched its HeHealth AI by scanning 2000 dick pics on dating sites, identifying 50 potential STIs. It shows how to use AI to infiltrate in a humorous, not invasive way, winning a Silver in Social & Influencer.
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Dreams Decoded | Coway | Grey, Petaling Jaya

To improve Malaysians’ sleep, Coway, a water and air-purifying brand that had extended into air conditioners, massage chairs and mattresses, invited people to share their dreams and bedtime rituals. Coway ran the data through an AI to generate personalised insights and AI-inspired artworks. A total of 5278 dreams were submitted, and 83% of those who shared bought a Coway product. It achieved a return on investment of 627% and was shortlisted in Creative Data. It shows how to use AI for personalisation at scale.
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A Million Logos | Colgate | Ogilvy, Kuala Lumpur

A ‘smile generator’ AI tool enabled people with less-than-perfect teeth to create a personalised Colgate smile based on the brand’s distinctive red-and-white logo. Encouraging people to share their unique smile and tackle ‘smile shame’ in Asia, it took a Silver in Design and a Bronze in PR and Brand Experience & Activation. It demonstrates how AI can help celebrate individuality.
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Undercover | Women Helping Women Asia | Ogilvy, Hong Kong

A collective of women and organisations to support women, Women Helping Women Asia, trained its AI to recognise abusive verbal phrases for women who were victims of domestic abuse. The use of these phrases triggers an app to start discreetly recording, arming women with evidence against their abusers. It was shortlisted three times and shows how an AI can show allyship in a useful and pragmatic way.
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