Spikes Asia, the region's oldest and most prestigious award for creative advertising, has revealed its shortlist for the 2025 Innovation category.
The Awards celebrate ground-breaking innovation, technology and problem-solving. Each year, standalone tech solutions including tools, products, models, platforms and other forms of ad tech are recognised for their creative excellence, as well as the creative campaigns that use the latest tech.
This year's entries feature from countries including India (4), Japan (3), Australia (2), Singapore (1), and New Zealand (1). Agencies including Dentsu, Colenso BBDO, Leo Burnett, DDB and TBWA\Eleven Sydney are amongst the shortlisted for 2025.
| Category | Title | Brand | Product | Entrant/Idea Creation | Location |
| Early-Stage Technology | PHANTOMSNACK | DENTSU.INC | PHANTOM SNACK | DENTSU INC., Tokyo | Japan |
| Brand-Led Innovation | ADOPTABLE. BY PEDIGREE | PEDIGREE | PEDIGREE | COLENSO BBDO, Auckland | New Zealand |
| Product Innovation | PROJECT ICONTACT | U MOBILE | A PROTOTYPE SOFTWARE FOR INMO AIR 2 GLASSES | BLKJ HAVAS, Singapore | Singapore |
| ELECTRIC SALT | ELECTRIC SALT | ELECTRIC SALT | KIRIN BREWERY COMPANY, Tokyo / ADK, Tokyo / ATHA, Tokyo / TOPPAN PRINTING, Tokyo | Japan | |
| MOTOROLA DEEP CONNECT | MOTOROLA | DENTSU CREATIVE, Gurgaon | India | ||
| VOLKSWAGEN ROOBADGE | VOLKSWAGEN | CAR ACCESSORIES | DDB SYDNEY | Australia | |
| Enviroinmental Innovation | LAY'S DROPS OF JOY | LAY'S | LAY'S | LEO BURNETT, Mumbai | India |
| Societal Innovation | VISIONGRAM | VISIONGRAM | VISIONGRAM | DENTSU INC., Tokyo | Japan |
| THE FIRST WHEELCHAIR BALLKID | MASTERCARD | MASTERCARD | TBWA\ELEVEN SYDNEY | Australia | |
| MOTOROLA DEEP CONNECT | MOTOROLA | MOTOROLA DEEP CONNECT | DENTSU CREATIVE, Gurgaon | India | |
| PROJECT FARM EQUAL | LAY'S | LAY'S | LEO BURNETT, Mumbai | India |
The Innovation Spikes shortlist is also available on The Work, Cannes Lions' curated intelligence platform.
The winners will be revealed at the Spikes Asia Awards ceremony and dinner in April 2025; the exact date will be confirmed.
Please reach out to awards@spikes.asia for any enquiries. To see the Spikes Asia Awards 2025 jury lineup which includes some of the biggest names in the industry, click here.
