BANGKOK, THAILAND – Creativity surrounded the Samyan Mitrtown Hall in Bangkok, Thailand, on November 19, 2025, where numerous creative leaders took the stage for the Adman Symposium 2025. Among the lineup of speakers for the first day was Masaya Asai, Chief Creative Officer of Droga5 Tokyo, part of Accenture Song.
The talk, titled “Green Eyes for Iconic Creativity,” argued that the future of impactful brand work hinges not just on strategy, but also on deep curiosity and empathy –– his interpretation of having “green eyes.”
In an era where artificial intelligence runs, overwhelming content consumption, and a lack of trust in advertising (people skipping ads), Masaya noted that brands must move beyond mere stories to take meaningful action.
Masaya Asai’s approach: Humanity at the heart of creativity
During his talk, Masaya presented Droga5 Tokyo’s philosophy, which places humanity at the core, backed by equal measures of creativity and strategy. He shared four case studies that show how he applies this thinking to solve complex business and social problems.
For SOLAMENT™, Droga5 Tokyo helped their client transform a B2B material technology into a B2C brand vision through tangible product innovation. By creating prototypes such as the “DOWN-LESS DOWN JACKET” and “HOPE WEAR” apparel, the brand showcased its ability to address climate change and extreme heat, demonstrating commitment to action, not just words.
Another Droga5 Tokyo initiative for a healthcare company, as highlighted by Masaya, focused on leveraging innovative technology into accessible, everyday touchpoints — like implementing it in public spaces and retail environments. This project aimed to use technology to proactively address cognitive well-being within an aging population facing unique demographic challenges.
Masaya also touched upon Droga5’s global work for a motorcycle manufacturer. This campaign centered on reclaiming the brand’s relevance by reframing it as a lifestyle company promoting freedom and mental clarity. Riding, they discovered, is the only time many people are truly released from digital pressure, and this new purpose drove changes across all customer experience points, from advertising to retail design.
The Para Ping Pong Table project Masaya had worked on demonstrated the ultimate act of empathy: instead of simply redesigning a logo, they changed the physical shape of the table based on the personal challenges and perspectives of national players with disabilities, proving that creativity can manifest as structural change.
Masaya’s core message is a challenge to the entire industry: in a world saturated with fleeting content and mistrust, iconic creativity is no longer defined by what brands say, but by the physical, empathetic, and lasting change they commit to doing for people.
adobo Magazine is an official media partner of the Adman Awards & Symposium 2025
