Winners Spotlight

Want to give your work the best chance of success at Spikes Asia this year? You’ll need to know what great looks like.

Last year’s winning work was groundbreaking, bold and ready to drive the future of the industry. Here’s a look at some breakthrough pieces from Spikes Asia 2025.

KitKat Break Bar

Agency: VML, Manila Company: KitKat Award: Silver, Design Spikes Award

Objective: Increase brand awareness in a local market. Impact: Successfully reinforced KitKat’s brand positioning in the Philippines and garnered coverage from local influencers and content creators.

The Not Fine Print

Agency: Saatchi & Saatchi New Zealand, Auckland Company: Chorus Award: Bronze, Creative Strategy Spikes Award

Objective: Increase brand perception and consideration. Impact: Belief that fibre is the most reliable connection increased to 73% and 18 month decline in enquiries reversed.

Book to Poop

Agency: Dentsu Creative, Jakarta Company: Microlax Award: Bronze, Brand Experience & Activation Spikes Award

Objective: Increase customer interaction and opportunity for purchase. Impact: Microlax sales saw a 55% surge in rural areas and the Microlax website traffic increased 46%.

Heidden In Plain Sight

Agency: LEO, Kuala Lumpur Company: Heineken Award: Grand Prix, Outdoor Spikes Award

Objective: To stand out against locally loved competitors during Chinese New Year, without breaking strict advertising regulations. Impact: Resulted in 14% more sales volume vs Chinese New Year 2023.

triple j Rejenerated

Agency: Howatson and Company, Sydney Company: triple j Award: Bronze, Industry Craft Spikes Award

Objective: Create a brand identity that reflects the target audience’s (16 - 25 year olds) ever-changing tastes, while still honouring the legacy of the brand. Impact: triple j saw a 4% uplift in brand awareness, reversing the brand’s previous decline.

Strategies and Action Plans to Get a Seat on the Train

Agency: Dentsu Inc., Tokyo Company: Mizuho Research & Technologies, Ltd. Award: Bronze, Media Spikes Award

Objective: Increase brand awareness in the job market. Impact: Visits to the recruitment website increased ninefold compared to the previous year, and the number of job applicants rose by 160%.

Tips from the 2025 Jury

Watch for advice and tips on how to best tell your story.