Spikes Asia 2024: Find The Funny

This collection of Spikes Asia winners shows how humour can engage audiences and drive effectiveness. As Tony Bradbourne, Founder of Special, New Zealand, and this year’s Film Jury President, summed up: “If you want work that cuts through, making an audience smile or laugh is no bad place to start.” Read more in the Spikes Asia Creativity Report, available now.

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Sammakorn NOT Sanpakorn | Sammakorn | Choojai and Friends, Bangkok

This Film Grand Prix winner addressed public confusion over its name with a viral film that increased its brand search volume by 82.6%. Film Jury President Tony Bradbourne, Founder, Special, New Zealand, said: “Through the power of film, a challenging brief became five minutes of unexpected, engaging, hilarious brilliance.”
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As Close as You Can Get - Concert | PRISM+ | MullenLowe Singapore

A home entertainment challenger brand demonstrated its commitment to getting audiences as close to the action as possible. It featured an Asian matriarch coming face to face with Aerosmith frontman Steven Tyler, showing how to match authentic casting with a memorable storyline. It won a Bronze in Film.
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This is Footy Country | Telstra | The Editors, Sydney

An affectionate two-minute whistlestop tour through Australian stereotypes playfully reflected the community that telco Telstra sought to engage. Jack Hutchings, Editor at The Editors, Sydney, the company that took the Spikes Asia Grand Prix for Film Craft for this piece, said: “We spent a lot of time together honing and refining the comedy beats and overall flow of the spot. We swapped out takes, tried alternate lines, reordered scenes and played with reprises and alternate endings.” Read the full interview in the Spikes Creativity Report.
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England Bitter | Victoria Bitter | The Monkeys, Part of Accenture Song, Melbourne

Australian beer brand Victoria Bitter took advantage of a controversial umpire decision in cricket that had outraged British fans by creating a new beer playfully named England Bitter. The irreverent tone underlined the beer’s unmissable provenance and showed how to react to news events in a mischievous way that grabs attention. It won a Gold in Social & Influencer and scored the highest levels of social engagement in the beer’s history.
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Buick Nail Clippers | Buick | Ogilvy, Shanghai

Also reactive was this piece from car brand Buick. When fans flagged that the brand’s new logo looked like nail clippers, it embraced the feedback, launching a set of Buick-branded clippers. It won a Silver in PR and shows how to use humour to turn a perceived product flaw into a feature.
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