A look back at DDB's most celebrated work

Omnicom's takeover of IPG has resulted in one of the most radical shake ups in the creative industry in decades. The consolidated company has collapsed its portfolio into three global networks—BBDO, TBWA, and McCann—which meant sunsetting once-flagship agencies DDB, FCB, and MullenLowe. 

The decision to shutter DDB is particularly jarring, given its storied history of over seven decades in advertising. The last few years saw some its strongest showings, with its agencies in over 40 countries producing dozens of exceptional creative works. 

DDB's dedication to creative flair culminated in being named the Network of the Year at the 2023 and 2025 Cannes Lions. At this year's festival, the network ammassed a total of 112 Lions and 78 trophies, reflecting the quality of craft across its agencies.

As DDB bows out, Campaign has compiled some of its most celebrated work in recent years across APAC. See the highlights below.

Campaign: iTest: Comparing Apples with Androids
Brand: Samsung
Year: 2023

The work by DDB Aotearoa was an immersive experience for users that explores how it feels like to use an Android interface on an iPhone. The challenge? To entice longtime iPhone loyalists to give Android a shot. It's a fun and cheeky intiative, but no less effective: some 10% of target iPhone users reported switching to Samsung as a result of the campaign.

Campaign: Machine Gun Mouth
Brand: Battlegrounds Mobile India
Year: 2022

Created by DDB Mudra for a popular mobile video game, the film reveals the problems brought on by excessive gaming to youths. Sound is a major feature in the spot, using the game's incessant sound effects and beatboxing to spotlight how gaming addiction can affect families too.

Campaign: Anything but Regular
Brand: Singapore Army
Year: 2024

DDB Singapore's work for the Singapore Army tackles the negative perceptions people may have about joining the military. The cinematic campaign focuses on recruiting Gen Zs, and how the job of a 'regular'—what a professional in the armed forces is called in Singapore—goes beyond regimentation and routine.

Campaign: University of Dyslexic Thinking
Brand: Virgin
Year: 2024

In a campaign by DDB Melbourne, Virgin and Open University created courses that feature some of the world's most successful dyslexics across film, culinary arts, and AI. With over 450,000 people enrolled,  actors like Keira Knightley and Orlando Bloom helped learners find their competitive advantage.

Campaign: A Promise is a Promise
Brand: Lotto New Zealand
Year: 2025

Created by DDB Aotearoa, the seventh edition of the 'Powerball Imagine' campaign draws on the promises made by Kiwis if they won the lotto. The film features a slice-of-life approach to the what-ifs with humourous storytelling and epic playfulness.

Campaign: It's Just a Period
Brand: Stayfree India
Year: 2020

DDB Mudra's campaign for Stayfree and Johnson & Johnson addresses the conversations around periods in families, and the shame, pain, and discomfort that comes with it. The film centres on breaking taboos for the two million girls who got their first period during the Covid lockdown, and the positive impact supportive families can make.

Campaign: Unbroken
Brand: Hagar International
Year: 2023

To highlight the prevalence of modern slavery, DDB Hong Kong's film is a compelling campaign that draws parellels between Kintsugi, the Japanese art of broken pottery, and the experiences survivors go through. The storytelling is subtle yet though-provoking, bringing hidden and complex issues like human trafficking to the surface in a stunning film.

Campaign: Roobadge
Brand: Volkswagen
Year: 2024

The award-winning work by DDB Australia is meant to promote a new accessory that deters kangaroos from roads, protecting both drivers and wildlife. The concept was born out of a creator director's trip in the Australian outback, where he witnessed dozens of kangaroos on the road and wondered if there could be a solution to the accidents that occur.