Chow Kok Keong, or KK as he’s known in the advertising world, is a creative force whose work has helped shape Southeast Asia’s advertising landscape. With over three decades in the business, KK has collaborated with brands including Honda, Toyota, Hyundai, Citibank, UOB, Uniqlo, Adidas, Vivo, Panasonic, F&N, and many more, seamlessly bridging strategy and creativity. His career is marked by over 310 international accolades, including a coveted D&AD Yellow Pencil, multiple One Show Golds, and wins across Cannes Lions, Clio, LIA, New York Festival, One Asia, Spikes Asia, AdFest, Mad Stars, and Effie Asia.
In this Best Ever Ad feature, KK reflects on his creative philosophy, the ideas behind his proudest campaigns, his take on AI, and where he believes creativity is headed next.
KK: I’ve always believed that creativity is a process of persistence. You keep pushing until the best idea is on the table. That’s the one principle I’ve held on to throughout my career. It’s not about being fast or flashy; it’s about finding the idea that truly moves people, the one that feels simple, powerful, and right. Every campaign that has made an impact for me began with this mindset: never stop at “good enough.”
Among the many campaigns I’ve worked on, three remain especially close to my heart: “Clever Cash” for Save Street Child, “Flavour of Home” for Sushi Sei, and “Yellow Canteen” for Dulux.
Clever Cash was a sustainable initiative aimed at tackling illiteracy and helping children return to school. The campaign took nearly three months to complete, from developing the stories behind each ‘currency’ to perfecting their design. I still remember brainstorming the idea with my team during a company outing in Borneo. It was intense, a little crazy, but so much fun.
Then came Flavour of Home, a campaign developed during the pandemic for a boutique sushi restaurant run by a Japanese chef. It targeted Japanese expats stranded in Jakarta during lockdowns. I truly enjoyed crafting each poster with two young Malaysian designers, turning sushi into visual representations of homes in different parts of Japan. It was hard work, but art and craftsmanship have always been at the heart of what I do.
Finally, Yellow Canteen showed how creativity and innovation can come together to make a real impact. By using the colour yellow to repel flies, the campaign proved that a simple idea can drive meaningful change for schoolchildren. I’m especially proud of this project, not only for the international recognition it received but for how far the idea travelled. The campaign gained organic global media attention, and the client’s headquarters in the Netherlands later adapted the concept in other countries, including Vietnam. Seeing an idea born in Asia evolve into a sustainable solution that benefits communities around the world is incredibly rewarding.
As for AI, the hottest topic in the industry right now, I see it as a tool for execution, not a replacement for ideation—at least not yet. I haven’t met anyone, even among those I’ve worked with, who has become more creative in their thinking since AI came along. But I have seen art directors become far more self-reliant, creating impressive visuals within seconds.
AI enhances craft, speed, and precision, but the real magic still comes from human creativity, imagination, and the courage to challenge norms. I often remind writers that copywriting isn’t about writing or grammar; it’s about the idea behind it. I doubt ChatGPT could come up with a line like the iconic IKEA Singapore baby cot ad from the 90s: “Put him behind bars till he talks.” Gosh, I really miss that kind of idea-driven copywriting.
Looking ahead, I’ll keep doing what I’ve always done: keep pushing and keep exploring. While advertising remains my core focus, I’ve also expanded into AI production, professional training, and creative education. The industry will continue to evolve, and we simply need to embrace change, welcome new technologies, and most importantly, stay true to our passion for creating work that inspires and gets people talking.
A Legacy of Creative Excellence Chow Kok Keong, who once served as Chief Creative Officer in Jakarta before returning to Malaysia to lead his own venture, has consistently pushed creative boundaries. His work has earned global acclaim and placed Indonesia firmly on the world stage, from Clever Cash, which earned the country’s first-ever D&AD Graphite Pencil in 2019, and Flavour of Home, Asia’s most awarded campaign at The One Show 2021, to the groundbreaking Yellow Canteen, winner of Indonesia’s first and only Yellow Pencil at D&AD 2024. Chow Kok Keong has also been one of the most consistent top performers in Campaign Brief Asia’s Creative Rankings, holding the title of Indonesia’s No. 1 Most-Awarded Creative Leader for six consecutive years. It will be interesting to see who will rise as the next star in Indonesia’s creative scene now that KK has moved on from the country.
