How Helping China’s Rural Children Led to Success at Spikes Asia

In 2024, Banana Balloon, an independent agency and first-time entrant, made a powerful impact at the Spikes Asia Festival by earning two Gold Spikes and one Bronze Spike for their campaign “Answer Me.” The campaign aimed to uplift China’s rural “left-behind” children—those whose parents have migrated to urban areas for work—by improving the accessibility and quality of education in rural communities.

This remarkable success at one of Asia’s most prestigious creative awards festivals has been a significant milestone for Banana Balloon, a small but passionate agency driven by a meaningful cause. We spoke with Akae Wang, Head of Creative, and Zita Zou, Creative Director, to learn more about the campaign and the agency’s journey to recognition.

Why Enter ‘Answer Me’ into Spikes Asia 2024?

For Banana Balloon, entering the Spikes Asia 2024 was about more than just gaining industry recognition. “Winning this award has helped us gain recognition swiftly,” says Akae Wang. Their goal was not only to shine a light on an important social issue but also to bring attention to their agency’s creativity and commitment to meaningful work. “We wanted to show that small independent agencies can tackle big, impactful projects and be noticed by the wider creative community,” adds Zita Zou.

The campaign itself, “Answer Me,” focused on helping the children of rural China—many of whom are left without emotional and educational support due to their parents’ migration to cities. Through innovative and engaging methods, the campaign sought to bridge the gap in education and emotional connection, ensuring these children’s voices were heard and their futures brighter.

Impact of Spikes Asia on the Team and Business

The success at Spikes Asia has had a profound effect on both the Banana Balloon team and its wider business operations. According to Akae Wang, the recognition from the awards has boosted morale and provided validation for the team’s dedication to creating campaigns that are both creative and socially responsible. “The outstanding results of ‘Banana Balloon’ in its first year have been a great morale booster,” he says.

Moreover, the recognition has had tangible business benefits. Winning two Gold Spikes and one Bronze Spike placed Banana Balloon on the map as a capable and innovative independent agency. This has opened doors for new clients and projects, allowing the agency to continue working on initiatives that matter both creatively and socially.

What Winning a Spike Means to an Independent Agency

For Banana Balloon, a relatively small agency, winning at Spikes Asia carries extra significance. Zita Zou reflects, “As an independent agency, winning a Spike represents validation that creative excellence and impactful work can come from anywhere, not just the big agencies.” It is a testament to their ability to create campaigns that stand out in the competitive and often crowded creative industry.

The award has given them the confidence to continue pushing boundaries with their work, knowing that great ideas, when backed by purpose and passion, can resonate far beyond expectations. For Akae Wang, winning a Spike is not just about the trophy; it’s a sign that their efforts to use creativity for good are being noticed and appreciated globally.

Advice for Independent Chinese Agencies

For other independent agencies in China considering entering Spikes Asia, the team at Banana Balloon has some insightful advice. Zita Zou suggests, “Don’t be intimidated by the size of the competition. Big agencies have great resources, but independent agencies bring fresh perspectives and can offer bold, unique ideas that the industry may need.” The key is to stay authentic and let passion for meaningful work drive your creativity.

Akae Wang adds, “Stay true to your vision. At Banana Balloon, we’ve always believed that creativity and social responsibility can go hand in hand. If you have a strong message or purpose behind your work, people will notice.”

Looking Ahead

After their incredible success at Spikes Asia 2024, Banana Balloon is more motivated than ever to continue their creative journey. Their future plans include more campaigns that challenge the status quo and make a real difference in society.

The agency’s success shows that even as an independent player in a highly competitive field, staying true to purpose and producing work with heart can lead to recognition, respect, and growth.

READ THE FULL INTERVIEW available in both English and Chinese to learn more about Banana Balloon’s story and insights into creative excellence and social impact.