Global brands in Big Tech want one campaign to speak to people in over 200 countries, which means they have to work beyond local context rather than rely on what only makes sense in one place. The brief for a “universal” ad can quickly become safe, generic and overly focused on specs instead of real lives.
Most Asian creatives – including the speaker – rarely deal with this scale. No cultural references, no regional nuance, yet the same work has to feel relevant from Bangkok through the Middle East to Berlin. So the question is simple: how do we keep these ads truly human, not just global?
This session shares what happens inside those briefs: trying to move the focus from technology to human benefit, and from features to feelings. It will touch on a range of recent global Big Tech campaigns – including work for Samsung Galaxy– from BTS collaborations to ultra-simple work showing a Galaxy phone feels, XR ideas exploring AI’s possibilities.
All are designed to travel easily beyond borders, but still emotionally alive.
How far can we still go to keep our ideas truly human?
#HumanPlus #GlobalBigTech #Globalbrand #BorderlessAds #KoreanCreative #KCulture #Samsung #Cheil #ADFEST2026
