pop culture
New Balance boasts deep roots and universal appeal in Grey Days film
Shot in 16mm, the seven-minute film shows various subcultures’ attachment to the brand.
Being relatable shouldn’t be the end goal
Creativity lies in exploring the gap between the relatable and the unexpected
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Asian Boys' Love takeovers to live music: The pop culture moments shaping Asia
Marketers looking to navigate and capitalise on the evolving cultural landscapes in Asia-Pacific can significantly benefit from tapping into passionate communities, says Culture Group's Acacia Leroy.
Obsessed: Tapping into the power of superfandom in APAC
Three in five Gen Z identify as a superfan in some way. From tears to cheers, screaming Switfies to fan misbehaviour, emotions and entertainment are goldmines for brands. Canvas8’s Elly Lau reveals Asian trends and behavioural insights.
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Stop predicting the future – start looking back and beyond adland
Let’s step outside the adland bubble and look beyond the top 10 lists and the best ads of the year accolades to what really resonated with people in popular culture in 2021 – and then to see what we can learn from it.
How luxury took over memes
Louis Vuitton’s inflatables spurred countless DIY recreations on Chinese social media.
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