Singapore – With just a few days before the Lunar New Year celebrations, streaming platform Netflix goes an understated but no less unconventional route of developing a bespoke piece of paper artwork to commemorate the festivity. The artwork, which was done together with global creative company Mash and Malaysian artist Eten Teo, aims to highlight the value of ‘togetherness’.

Framed with the symbolic elements fish, coins, and peonies, which mean abundance, wealth, and prosperity, respectively; the artwork by Teo showcases interactions of the cross-generational family when celebrating the Lunar New Year, a tradition that is deeply rooted in the history and culture of Asian communities.

Rich Akers, Mash Director and Project Lead of Creative Services in Asia, said, “We’re always excited to work with Netflix. Building a virtual creative studio and partnering with an incredible artist, like Eten to deliver on such an ambitious vision, is not a project you get to do every day.” 

In order for the artwork to be an authentic representation of the Asian festivity, Mash curated a Virtual Creative Studio that brought together seven creatives from Mash’s global network. Each one dug deep into their experiences in order to uncover that one key theme that spoke to the true essence of the celebration—the tumultuous and chaotic beauty of cross-generational families over the most important holiday of the Asia calendar. 

The papercut piece is the first physical artwork that is digitised and featured on a local moment on Netflix, a specially-curated collection of titles that celebrates seasonal moments or social events that are important to local audiences.

The artwork will be live on the Netflix screens of viewers across Singapore, Malaysia, Vietnam, Hong Kong and Taiwan for the duration of the holiday. 

Melbourne, Australia – MASH, an Australian-based creative agency, marks its expansion in Asia with the launch of their Asia hub, as well as winning the work mandates for global sporting event company IRONMAN Asia to develop creative for this year’s Standard Chartered Singapore Marathon, as well as winning the mandate of luxury timepiece brand, Breitling Asia, both acquired without pitches.

MASH’s Asia hub will be led by Sarah Churchlow, MASH’s director of operations (pictured above), alongside MASH Asia Project Lead Rich Akers (pictured below), who until recently was based in China for 20 years. Together, they will manage its growing client base and spearhead new business on the ground in southeast Asia, traveling between key business centers.

According to Tash Menon, CEO and founder at MASH, since starting the business in 2018, interest has consistently come from clients across Asia seeking a non-traditional or alternative approach to solving problems and exploring creative ideas through a wider range of perspectives.

“We’ve delivered effective work for many brands in the region already and as demand continues to grow, the time is right for us to be on the ground and capitalize on this further. Sarah is perfectly placed to lead our Asia expansion along with Rich, who with 20 years of experience in the area has key experience and insights to share,” Menon said.

Building on the success of its initial work on the ‘Chosen Not Given’ campaign, Swiss watchmaker Breitling has engaged MASH once again for activation, and amplification for its women range in key markets of Thailand and Malaysia. 

Alvin Soon, president of Breitling Asia said, “Working with MASH and its curated team of experienced creative MASHers for our first campaign was a very rewarding experience, so we are delighted to have engaged them once more as we embark on our next marketing phase.”

Meanwhile, Santoz Kumar, general manager, Singapore and head of sales, Asia at The IRONMAN Group said, “MASH impressed us with their ability to put together a team of creative and event marketing specialists within a very short time. From the very start of the engagement, we were working against a closing window of opportunity and an evolving COVID situation to execute a successful campaign.”

He added, “MASH became a highly trusted and valued partner very quickly once we saw first-hand their dedication and commitment in achieving our goals. I would say MASH’s key values to brands is their agility, energy, dedication and drive.”