It is amazing how a creative mind ‘connects the dots’ between food, the vessels and a dishwashing liquid. The category is a favourite for creative teams seeking awards and some great work has happened in the past: Mao Bao, for example. So it is heartening to see a fresh new angle in the category and a great execution of the idea.
“Creativity is a lot like looking at the world through a kaleidoscope. You look at a set of elements, the same ones everyone else sees, but then reassemble those floating bits and pieces into an enticing new possibility.”
– Rosabeth Kanter
Agency: Lowe, Thailand
‘Separate them’ is a great idea in the category and the typical meticulous execution (as is customary with Thai advertising) makes it a stunner.