Country
7 articles
VIATRIS | MAKE LOVE LAST | 2025
This is a condom ad—actually, no, it's an ad for Viagra. And it doesn't even look like an ad. In China, you can't advertise medicine directly, so this piece was released into the world as a work of "art."
BMW | NOTHING BUT SHEER JOY | 2022
Chinese Lunar New Year ads have a go-to formula: a long, tearjerking drama about family reunions. In 2022, BMW threw that formula out completely. Ninety seconds, relentlessly upbeat, without a single tear. Choosing not to make people cry actually takes real nerve.
GSK GLAXOSMITHKLINE | BREATH OF LIFE | 2019
Blow on your phone, and a tree painted in ink wash grows before your eyes. It's beautiful, but it's actually a lung function test. Only 7% of COPD cases in China get diagnosed. Turning a life-or-death health check into a piece of traditional art is a brilliant idea.
JAMIE XX | GOSH | 2017
This isn't CGI. It's all real. Four hundred boys with hair dyed blonde, running through a fake Paris toward a fake Eiffel Tower. The first time I saw it, all I could say was "whoa."
BAOBEIHUIJIA | Search for Free WiFi, Search for Missing Children | 2015
What if the WiFi network you were about to connect to was named "Help, Find Me"? In China, more than 200,000 children go missing every year, and this was the answer TBWA/Shanghai came up with.
キリン のどごし〈生〉 | 夢のドリーム4 カンフー篇 | 2013
This is the best one. The one at the top of the list I look at whenever work gets so rough I think I can't go on. Mr. Ishida, his junior, Shoko Nakagawa, Jackie Chan, the production team, and above all the client who greenlit this whole thing—everyone involved here is the best.
PUBLIC HEALTH OF FENGXIAN | THE 70-METER SPIT | 2011
Spitting. Just that one act sends germs flying 70 meters on the wind. It's a fact so ordinary in China that nobody ever gave it a second thought—until a single wall made it impossible to ignore.