WHISKAS, a Mars Petcare brand, has installed the oversized statue as part of a campaign linking feline nutrition to a familiar symbol of good fortune across Asia. 

The move targets a disconnect in the market: while Thailand ranks among the region’s highest in cat ownership, many pets are still not fed diets considered fully balanced.

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The campaign hinges on that gap. By reworking the Lucky Cat icon, WHISKAS is positioning proper nutrition as the marker of a “lucky” pet—bringing a cultural shorthand into a commercial message.

The statue, unveiled on April 3, was developed in partnership with AMV BBDO and BBDO Guerrero. 

Built from fibreglass and fitted with a mechanical waving arm, it was introduced with the help of local celebrities, including veterinarian Earth Pirapat and actor-singer Mix Sahaphap, collectively known as EarthMix. 

“As a global leader in cat nutrition, we’re incredibly proud to be launching WHISKAS Lucky Cat in the heart of Bangkok,” said Victoria Gell, Global Marketing Manager at WHISKAS. 

She added, “By honouring a beloved symbol, we aim to celebrate the deep connection between people and their cats, while highlighting how proper nutrition supports their health and happiness. Our 10-metre-tall installation in Siam Square is more than a playful spectacle, it’s a reminder to cat parents everywhere that WHISKAS provides their cats with the 100% complete & balanced nutrition they deserve.”

The activation extends well beyond the installation. Digital out-of-home placements, a TikTok-led push, and more than 30 creator partnerships form part of the broader rollout. 

A user-generated content drive invites owners to post images of their cats mimicking the statue’s signature wave, with prizes ranging from miniature figurines to extended supplies of WHISKAS products.

Miniature versions of the Lucky Cat have also been distributed across retail counters nationwide, reinforcing visibility at the point of purchase. 

At the launch site, visitors were encouraged to interact with the campaign through games and giveaways tied to the same motif.

“The Lucky Cat has long symbolised good fortune. We made that fortune real for every cat, through proper nutrition,” said Andre Sallowicz, Creative Partner at AMV BBDO. “A WHISKAS Cat is a Lucky Cat.”

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The brand installed a giant inflatable Colonel Sanders at Bangkok’s Elephant Tower, a high-visibility stunt that quickly spread across social media as crowds gathered for the water festival.

The campaign is built around a familiar problem. Wet, slippery conditions during Songkran often lead to discomfort and chafing from footwear—an irritation KFC has turned into a product play.

Working with Thai footwear brand Nanyang, the chain introduced limited-edition “Colonel Riding Elephant” flip-flops, designed for grip and comfort during water play, while doubling as a bold, festival-ready item.

KFC has extended the push with short-form videos and a campaign film built around the line, “My shoes are eating my legs!”, leaning into the chaos of Songkran to drive shareability.

“At KFC Thailand, we turn deep consumer insights into ideas that are fun, surprising, and truly part of people’s lives,” said Patra Patrasuwan, Associate Marketing Director at KFC Thailand. 

Patrasuwan described, “Songkran is one of the most joyful moments of the year, yet it also comes with familiar challenges, such as uncomfortable footwear during water play.”

The campaign also includes limited product drops at Silom Road, one of Bangkok’s busiest Songkran hotspots, alongside nationwide meal bundles tied to the promotion.

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The brand’s Provision Store (愛迪達辦館) drew directly from Fa Yuen Street, the city’s iconic football jersey district, blending kits, street fashion, and local flair.

At the heart of the booth, a towering wall of jerseys evoked the dense, bustling lanes of Mong Kok, giving visitors the feel of browsing amid a sea of fans and neon signs. 

The layout made clear how football culture in Hong Kong has long overlapped with street style.

Visitors could personalise jerseys on-site, adding letters, numbers, and decorative touches. 

The interactive feature positioned sport apparel as a canvas for creativity, reflecting broader trends in urban Asia where merchandise doubles as fashion statements.

The activation reached its peak when Korean superstar Jay Park and rising boy band LNGSHOT performed live, drawing fans to the booth and amplifying the event’s energy. 

Their appearance highlighted the growing crossover between music, streetwear, and football in youth markets across the region.

The installation also transformed retail into theatre, showing how a deep understanding of local culture can turn a product into a public performance—and why Hong Kong streets, even indoors, remain a stage for style and sport.

The adidas activation at ComplexCon mirrors a broader regional shift in marketing strategies, where cultural insight and immersive experiences are increasingly central.

Similar moves are seen in Singapore, where the Singapore Tourism Board is courting younger travellers with its “We Don’t Wait for Fun” campaign, blending heritage and street culture through installations, interactive art, and pop-up experiences at ComplexCon Hong Kong. 

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Running from 13 March to 3 May 2026, the activation introduces visitors to Bellygom and its friends through a series of Singapore-inspired installations, carnival games, and retail pop-ups. 

At the centre of the showcase is a seven-metre-tall inflatable Bellygom at Terminal 3’s departure hall, surrounded by photo spots inspired by local culture, including Peranakan shophouses, kopi cups, and ice gem biscuits.

The event also features the Bellygom Hawker Carnival, located opposite Check-in Row 11 at Terminal 3, where visitors can participate in five hawker-themed games inspired by Singapore’s local food culture. 

Activities include catching inflatable ingredients in a giant wok to recreate Hokkien mee and a ball-toss game themed around traditional desserts. 

Participants stand to win Bellygom merchandise such as plush toys and keychains, along with vouchers from Swensen’s and The JellyHearts.

Visitors can also shop for Bellygom merchandise at pop-up stores across Terminal 3 and Changi Airport Terminal 4, offering items such as plush toys, T-shirts, keychains, and lunch bags.

In addition, shoppers who spend at participating outlets across Terminals 1 to 4 can purchase exclusive Bellygom premiums, including tote bags and detachable pouches. 

Members of the Changi Rewards programme can unlock additional perks such as meet-and-greet opportunities with Bellygom, surprise gifts, and a wellness event featuring a themed yoga session at the ST3PS space in Terminal 3.

The showcase aims to offer families and travellers an immersive holiday activity while celebrating Singapore culture through playful, locally inspired experiences.

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The experience aimed to encourage participants to reflect on their beliefs and consider differing viewpoints. The installation invited visitors to enter a shared space designed to bring the concept of reason to life, reinforcing the importance of balanced and well-reasoned journalism amid growing societal division and misinformation.

Throughout the activation, attendees were presented with a series of statements about modern life and media, including the influence of social platforms and the role of journalism.

Participants were also encouraged to step forward when they agreed with a statement, at which point they were illuminated from above, mirroring the imagery of the accompanying television commercial. The experience gathered over 16,000 individual perspectives and concluded each session with a collective reflection on the diversity of thought and the continuing relevance of reason in public discourse.

Live data was also collected during the event to record attendees’ responses, while the installation’s calm atmosphere provided a contrast to the surrounding Innovation Expo. Visitors were also given a keepsake linking to a digital gallery on ‘The Sydney Morning Herald’ website, enabling the discussion to continue beyond the event.

Moreover, Curious Nation developed the experiential strategy, design, build, and on-site delivery of The Common Ground in partnership with Nine and Publicis Worldwide Australia, the creative agency behind the ‘Here’s to Reason’ campaign. The collaboration follows previous work between Curious Nation and Nine, including the activation of Good Food at the Melbourne Food and Wine Festival’s World Longest Brunch.

Gareth Brock, co-founder and head of strategy at Curious Nation, said, “The Common Ground was designed to help people pause and reconnect with reason. It’s not about who’s right or wrong, it’s about rediscovering dialogue and understanding. Partnering with Nine and Publicis Worldwide to bring this to SXSW was the perfect way to show how brand experiences can make ideas tangible and real.”

Kymberley Joseph, senior marketing manager for The Sydney Morning Herald at Nine, also said, “SXSW is a festival built on the exchange of different ideas, so it was the perfect stage to bring our Here’s to Reason campaign to life. The Common Ground invited people to pause, reflect and explore firsthand just how valuable balanced, well-reasoned news is in navigating an increasingly complex world, while also allowing them to connect with our brand in a really rich, immersive and memorable way.”

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The collaboration, titled “THE MONSTERS × Hong Kong International Airport”, marks the 10th anniversary of the series and the start of its world tour, with HKIA serving as the first stop.

At the centre of the showcase is the world’s largest KING MON installation, a seven-metre-high piece created exclusively for HKIA. The figure holds a paper aeroplane and wears a T-shirt stamped with “HKG”, symbolising its origin. From Hong Kong, the artwork will travel to different destinations as part of the tour.

In the East Hall of the restricted departure area, travellers will find additional photo spots featuring THE MONSTERS characters, including four 1.5-metre-tall installations of LABUBU and ZIMOMO. Each character is styled with travel-themed accessories such as shopping bags, suitcases, and holiday outfits. Two of the displays are paired with photo walls based on Lung’s original hand-drawn illustrations.

From September 25 to October 15, HKIA will also run a promotional campaign offering visitors a limited-edition LABUBU@HKIA vinyl toy. The collectible, styled in the airport’s colour scheme, carries a boarding pass marked “HKG to Monster Land”. THE MONSTERS-themed stickers and other souvenirs will also be available during the campaign period.

HKIA said it has “long been committed to promoting local arts and culture, showcasing Hong Kong’s creativity to the world through exhibitions, events, and artist collaborations.”

The characters featured in the collaboration were specially designed for the airport. Lung was joined at the launch by singer Hins Cheung and Cissy Chan, executive director, commercial, of AAHK.

“Hong Kong International Airport is not only a global aviation hub but also a vital platform for cultural exchange,” Chan shared. “We are honoured to collaborate with world-renowned Hong Kong artist Mr. Kasing Lung to bring a series of exclusive art experiences to HKIA. This collaboration showcases the diverse facets of Hong Kong as a creative city and further strengthens its role as an international centre for cultural exchange.”

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The McCrispy Crunch staircase produces crunch sounds and lights up with each step, inviting curious fans to take part in the activation. 

Located at Exit D, it leads directly to Plaza Singapura, where a McDonald’s outlet operates on Basement 1. 

The takeover extends across walls and floors with visuals of the McCrispy Burger and McDonald’s signature yellow colour. 

With over 3.9 million monthly commuters, the interchange provides significant reach and visibility for foot traffic. 

The wider campaign also features social activity with Mediacorp artiste Chantalle Ng and key opinion leaders, including Leo Burnett in the campaign’s creative production.

Danny Fu, senior manager of marketing & digital at McDonald’s Singapore said, “The McCrispy Crunch staircase reflects our shared vision of using innovative ideas and strategic media to reimagine the consumer experience.”

Between August 29 and September 3, teasers appeared on the McDonald’s app, Facebook, Instagram, YouTube, and free-to-air television, while influencers amplified the promotion through their own channels.

Additional media placements include bus panels, digital ads on YouTube and TikTok, and radio spots on Class 95, Yes 933, 987FM and RIA897.

Adamson Alagan, general manager of OMD Singapore, explained, “Our aim is to help McDonald’s appear in moments that delight consumers.”

“The McCrispy Crunch staircase is a perfect example, allowing fans to savour its crunch in an immersive way,” Alagan concluded.

The McCrispy Burger campaign is now active across Singapore.

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The installation featured items such as the ‘Unpacifier’, ‘Jigsaw Jumble’ and ‘Sip-and-Spill Cup’—toys deliberately made impossible to use. The display aimed to give attendees a sense of the frustrations faced by children who struggle to play due to their conditions.

“When you can’t play with a toy because of your body, you feel broken. That’s the heartbreaking reality of daily life for many children with cleft conditions – which our patrons now better understand,” said Abimanyu Talukdar, secretary-general at Smile Asia.

_{The Prime Minister of Cambodia and Singapore’s Minister for Foreign Affairs viewing the ‘Unusable Toys’ exhibit. (Photo: Smile Asia)}

The initiative was developed in collaboration between DDB Group Hong Kong and Miami Ad School, allowing young creatives to contribute under the guidance of industry mentors.

“This project is proof of the power of creativity to drive real change – especially when young talent is given the right brief and the right cause,” shared Alejandro Canciobello, regional executive creative director at DDB Group Hong Kong. 

Bernardo Geoghegan, partner and director at Miami Ad School, added, “This initiative shows our students the breadth of opportunity out there, the value of their creativity, and the impact they can make, even as students, on real lives.”

During the event, a humanitarian award was also presented to the First Lady of Cambodia, and attendees were invited to donate and help spread Smile Asia’s message.

Smile Asia continues to seek support to provide more children with access to surgery.

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The installation depicts a pair of oversized inflatable balls being towed by a barge with the message “Men’s health is a big deal,” as seen in footage that appears to have been captured by a passing tourist. The clip drew attention online, especially at a moment when the inflatables align on either side of a skyscraper, prompting amused reactions.

Amid speculation about the stunt’s authenticity, Noah and BBH Singapore have confirmed they were behind the scene—though the spectacle wasn’t physically staged. Instead of using actual inflatables and a barge, the visual was produced with the help of VFX.

While humorous in execution, the campaign tackles a serious issue: the stigma surrounding men’s health conversations in Hong Kong, particularly around sexual health. Research cited by Noah notes that 60% of men avoid discussing such topics due to embarrassment.

Launched during Men’s Health Month, the initiative aims to reduce stigma and encourage men to take a more proactive approach to their mental, physical, and sexual wellbeing.

Gaurav Gursahani, director of marketing at Noah, said, “We built Noah because stigma was louder than solutions when it came to men’s health. No man should feel embarrassed to take care of his health. But in reality, most do. That’s why we partnered with BBH Singapore to develop a campaign that doesn’t whisper about men’s health; it shouts.”

Sascha Kuntze, chief creative officer, BBH Singapore, said: “Sometimes, to get everyone’s attention about a topic everyone shies away from, all you need is… well, you can see it in the stunt.”

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Carrying the message “The Faster You Go, The Faster You Lose”, the campaign—titled Save Speeding Loss—aims to shed light on the shared grief and long-term impact left by road traffic fatalities.

At the heart of the campaign is the transformation of Siam Square Soi 5, one of Bangkok’s busiest roads, into a series of installations visualising personal loss—from unfulfilled dreams and broken families to the enduring pain of survivors.

Checkpoint 1, Dungeon of Guilt, immerses audiences in the experience of drivers who live with the guilt of causing fatal crashes. Checkpoint 2, The Last Second, simulates the final moments of a victim’s life. Checkpoint 3, Gallery of Loss, presents the stories and emotions of those who have lost loved ones to speeding.

Beyond the capital, the campaign also reached Khon Kaen, a key city in northeastern Thailand. A prominent billboard at the Maliwan Intersection targeted commuters travelling between the airport and the city, while a smaller installation near Ton Tann market helped broaden the message’s visibility. Radio promotions and local DJ engagement further reinforced the campaign’s presence at a community level.

The multi-platform initiative spans television, radio, and digital channels, with TikTok proving particularly effective in reaching younger audiences.

Kongsak Chiamsakol, executive creative director at Dentsu Creative Thailand, commented, “Road traffic fatalities in Thailand are one of the highest in Asia. When it happens, it leaves behind more than just broken vehicles—it leaves shattered lives.”

He continued, “Our goal was to create a shared moment of reflection, not fear. By making loss visible and tangible in everyday spaces, we hoped to spark real change in driver behaviour and emphasise that the consequences of speeding ripple far beyond the driver alone.”

The campaign supports Toyota’s ongoing road safety advocacy in Thailand by encouraging reflection on how the consequences of speeding extend beyond the driver to affect families and communities.

Sirivit Preechasut, general manager at Toyota Motor Thailand, shared, “For 36 years, Toyota has persistently campaigned for road safety in Thailand. This year, we wanted to go beyond awareness and create a deeply human experience. Dentsu Creative Thailand has successfully helped us to execute our vision by bringing these checkpoints of loss to life. We believe true awareness comes from empathy, and this campaign allowed us to show how the pain of speeding is not isolated—it affects everyone.”

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