Spikes Asia is the longest-standing and most esteemed award for creative advertising in the Asia-Pacific region, setting the benchmark for both creative excellence and the effectiveness of marketing strategies throughout the area.
At this year’s 2025 Spikes Asia awards ceremony in Singapore, the Dentsu Creative China team received one gold, one silver, and one bronze in the Outdoor, Design, and Healthcare categories for the work ‘Lost in Time,’ created in collaboration with the Jian Ai Charity.
In addition, we, along with the Dentsu Creative teams from India, New Zealand, Indonesia, and Tokyo, collectively won a total of 26 awards.
The Grand Prix in the Digital Craft category was awarded to the dentsu Tokyo team for their project ‘Heritage Databank,’ a platform that transforms archival data—once limited to preservation—into content usable in entertainment, gaming, and other industries, allowing both businesses and individuals to engage. In response to the global population of 200 million visually impaired individuals, the Tokyo team developed VISIONGRAM—the world’s first inclusive technology that can reproduce vision for the visually impaired, making the invisible visible so that people with and without disabilities can understand each other better. This initiative won the Grand Prix for Good.
As a B2B2S (Business to Business to Society) company, dentsu is committed to generating ideas for the future to address the challenges facing society.
LOST IN TIME
NONPROFIT: JIAN AI ELDERLY CHARITY CENTER
CREATIVE AGENCY: DENTSU CREATIVE CHINA
GOLD: OUTDOOR - Ambient & Experiential - Transit
SILVER: DESIGN - Products
BRONZE: HEALTHCARE - Health & Wellness: Awareness & Advocacy
SHORTLIST: OUTDOOR - Billboards
Presenting Lost in Time, one-of-a-kind artworks created by those suffering from Alzheimer’s.
Partnering with Jian Ai Charity, a non-profit focused on elderly brain health, we carried out clock-drawing test on hundreds of seniors suffering from Alzheimer's. The clock drawings reflected the different phases of early, middle, and advanced symptom advancement. We turned the clock drawings into an evocative timepiece collection, campaign and exhibition, offering a window into the time lost by those with the Alzheimer’s disease and their distorted world.
On World Alzheimer’s Day, a display in the Shanghai metro was launched. It garnered over 17 million people walked through the display in 40 days. On World Health Day, we held an online auction. In 5 days, the watch was bid for at 20 times the regular price of an electronic watch.
Though there is no known cure available for this condition, the sooner the disease is recognized and accepted, the better opportunity for slowing its advancement. Bringing diagnostic testing out of the hospital and into everyday life will benefit more people.
Read more: Lost in Time, Found in Cannes!
Learn more about SPIKES ASIA：www.spikes.asia
Lost in Time, Found in Cannes!
