Campaign Spotlight

Campaign Spotlight: Meta’s latest ‘Good Ideas Deserve to Be Found’ campaign reveals ‘the invisible’ via Now We Collide

SINGAPORE – Sydney-based creative agency Now We Collide has created a new campaign for Meta which showcases the ingenuity of small businesses across APAC in its latest ‘Good Ideas Deserve To Be Found’ global campaign.

The new campaign, which will run across the APAC region, consists of a series of 15-second ads which bring to life the stories behind nine different small to medium businesses (SMBs) from countries including Australia, Hong Kong, Indonesia, Japan, Korea, Philippines and Thailand.


The campaign is designed to build awareness of tools and resources available to help SMBs connect with new audiences and grow their business online. It is built on the insight that there are millions of good ideas out there. Running a business and making it stand out to customers can be difficult.

Alex Sloane Director of Marketing, Meta Australia & New Zealand said “The last two years have been uniquely testing times for SMBs, providing some serious challenges with store closures and new opportunities with the explosion in digital retail.

“With this campaign, we wanted to draw attention to the wealth of resources available to help them use digital tools to even better effect, with the potential to create truly global businesses. We genuinely believe that ‘Good ideas deserve to be found.’ and can come from anywhere.”

The campaign will be distributed via digital channels and Meta-owned platforms through Dentsu Media.

Each of the creative executions centre on revealing the ‘invisible’ product of a small business. One shows a boy wearing a bike helmet and pads apparently floating along, before an Instagram ad unit reveals the bike he is riding. Another features a woman practicing Jiu Jitsu apparently alone before revealing she is sparring with her instructor.

Chief Creative Officer for Now We Collide, Ryan Bodger, noted: “We’re excited to be involved in a campaign that would help out many SMBs across APAC, especially as it was filmed at one of the more challenging periods of the pandemic.

“We had to grapple with these challenges as well, and our team was able to bring to life these stories from all across Asia either filming remotely or in-studio and on location in Sydney.

“By bringing the client into the studio ‘virtually’, we were able to closely collaborate throughout the production process, making approvals frictionless. We streamlined the process through live video offline edit sessions, bringing together various stakeholders from different locations across the globe.”

CEO of Now We Collide, Keir Maher, said; “One of the more positive things the pandemic has given us, is the ability to work in ways we never thought possible. Quick adaptation to change has always been part of the Now We Collide DNA, but now it is built into our production processes and methodologies. This campaign is testament to our abilities as a nimble and effective team.”


Creative Agency: Now We Collide
Production/Post: Now We Collide
Media: Dentsu
VFX/CGI Post: Heckler
Sound: PureSound

Executive Creative Director: Ryan Bodger
Business Director/EP: Naomi Young
Creative Director: Shelby Craig
Meta Internal Creative Leads: Justin Yeo (Meta), Jonathan Cockett (Meta)
Director: Toby Morris
DOP: Dan Freene
VFX Supervisor: Jamie Watson (Heckler)
Stunt Coordinator: Ray Anthony

Account Lead: Shayne Carter
Producer: Re Lim
Editor: Josh Groom
Motion Graphics/VFX: Darryn Rogers
Sound: James Martell

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