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From the Philippines to Australia, here are campaigns rallying behind the Paris 2024 Paralympic Games

Written by ephraim

MANILA, PHILIPPINES — Strength takes on many forms, and the Paris 2024 Paralympic Games has set the global stage for para-athletes to showcase their vigor and skills. Birthed from Sir Ludwig Guttmann’s desire to use sports as a rehabilitation method in the ’40s, the Paralympic Games has transformed into an international event — gathering over 4,000 athletes to compete across 22 sports (for the summer edition) this year.

While the Olympics tend to overshadow the Paralympic Games, the latter deserves just as much clamor. The Paralympic Games is not only a celebration of peak athletic excellence but a call to inclusivity and diversity. That’s why adobo Magazine is highlighting campaigns that empower these remarkable Paralympians.

Athletes need opportunities to become champions…

How does one become a winner? According to the first Filipino Paralympic medalist, Adz Dumapong, the first step is to have the chance to compete. Through GCash Stories, Adz recalls her humble beginnings and how one sponsor was all she needed to make history. Since her victory, Adz has advocated for aspiring athletes, urging people to support their dreams, specifically through donations.

Championing talent is important to adobo Magazine, and like Adz, athletes are worth investing in. GCash’s initiative is a step in the right direction because everyone should have the opportunity to succeed, regardless of financial status.

…but Paralympians don’t need your sympathy

People with “disabilities” are often shoved into boxes and pitied by the very people who put them there, but Channel 4 dispels that notion with its intense, attention-grabbing short film Considering What?

Thanks to the impeccable sound design and gravity-defying visuals, one can’t help but hold onto every second. The film causes a reaction so visceral that you might involuntarily flinch. However, more than the cinematic flair, its overriding message leaves the biggest impact — sport doesn’t care about disability, and everyone is, in fact, capable of achieving great things.

Watch the Filipino Paralympians of Paris 2024 in their element

https://www.instagram.com/reel/C_QxeRpSI8h/?utm_source=ig_web_copy_link

Have no idea what sports the six Philippine representatives for the Paris 2024 Paralympic Games are competing in? Well, you’re in luck because rezonate has made an animated reel, sharing a glimpse of the incredible para-athletes in action.

The vibrancy and energetic movements recreated by the New York-based motion studio are a beautiful homage to the Filipino Paralympians. In addition to the stunning visuals, the intent to push for inclusion in every aspect of our lives while amplifying the athletes’ dedication is worth commending.

By the way — you don’t have to be in Paris to snag a seat

https://www.instagram.com/p/C_RvhwbT-3T/?utm_source=ig_web_copy_link

The adobo Magazine team is seated for this year’s Paralympic Games, and independent creative agency SLIK is letting Australians know they can be too. Following the success of the Paralympics Australia’s fundraising campaign for Tokyo 2020, SLIK has built another virtual stadium to give fans the same exhilarating viewing experience as the live audience.

The idea itself is already brilliant, but going the extra mile to guarantee that the user experience is accessible to para-athletes makes this project even more special. Sports bring communities together, and this virtual stadium is a fantastic tool to unite a country eager to cheer on its athletes.

The Paris 2024 Paralympic Games will run from August 28 to September 08.

September 4, 2024
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Buckets, coins, and creative apologies: Bid farewell to August with these 5 standout campaigns

Written by chaelamirano

MANILA, PHILIPPINES — The advertising industry elevates creativity with works that get people talking. Whether raising awareness on social causes, spreading joy, or telling a unique story, marketers and advertisers continue finding newer, more dynamic ways to communicate brand messages to target audiences worldwide. True enough, there is no shortage of great campaigns for the adobo Magazine team to admire and celebrate — and today, we round up the month’s best campaigns.

From gripping stories that stay with you long after seeing them for the first time to brilliant engagements that elevate brands to new heights, here are the campaigns that crossed our radar this past month, along with the award-winning work we took a deeper look into:

When your mom’s container game reaches finger-lickin’ levels

Adobopicks of the month August2024 insert2

Our most treasured memories with our mothers often center on the unconditional love and care they show us, especially during shared household chores and the delicious meals they’ve been preparing since we were young. KFC Thailand and VML Thailand recently hosted a special Mother’s Day promotion to honor this. They introduced the “KFC Bucket Ware,” a limited-edition food container inspired by KFC’s iconic fried chicken bucket.

Available in select branches across Thailand, this unique gift requires a minimum purchase, making it a perfect surprise for moms who’ve always been at the heart of cherished family moments.

The adobo Magazine team found the humor in this campaign spot-on, seeing it as a modern twist on the classic biscuit-tin-can-turned-sewing-kit or the tilapia stored in an ice cream container. “KFC Bucket Ware” did exceptionally well in Thailand, earning international acclaim for its simple yet brilliant concept, rooted in cultural insights about Thai and Asian moms’ cherished habit of collecting Tupperware. It’s a campaign that’s both endearing and practical — and honestly, who can resist a bucket of fried chicken?

It’s time to turn that clinking into chomping

Lurking monsters, code-cracking spies, dangling creatures — McDonald’s Indonesia brought nail-biting movie moments to life, all to spotlight the everyday annoyance of loose change, with a clear message: “Get Rid of It” with Menu Receh.

Conceptualized by Leo Burnett Indonesia, this campaign promotes McDonald’s Menu Receh, a collection of affordable small bites, drinks, desserts, burgers, and rice bowls, all starting from just Rp 5,000 (USD $0.30). By cleverly using loose change as a symbol of McDonald’s commitment to affordability, the campaign resonates with a Gen Z audience who might overlook their spare coins but can now turn them into delightful, feel-good experiences.

What truly stands out in this campaign is the weaved humor, pop culture refrences, and wit. No one wants to lose a high-stakes mission or get chased by a dinosaur because of a few pesky coins. The insight that many Indonesians view their small change as a hassle to carry around makes the campaign highly relatable.

No ticket to ride — straight to jail for abusing staff here

Adobopicks of the month August2024 insert3

Transport for London (TfL) teamed up with VCCP and Wavemaker UK to launch “Abuse Has Consequences,” aimed at curbing violence and aggression against TfL staff. This campaign delivers a clear and unyielding warning: both physical and verbal abuse are criminal offenses that will result in serious repercussions.

By spotlighting real-life incidents of staff abuse, the campaign reinforces its stance with impactful visuals, such as prison bars and handcuffs, making it clear that offenders will be caught and punished. TfL’s goal is to continue reducing work-related violence and safeguarding its employees.

Sad news for latecomers and plan-cancellers: You have to get creative with the excuses now

In a playful jab at Filipinos’ knack for outlandish excuses, Grab Philippines and GIGIL rolled out the “Sorry, ‘Di Mo Na Kami Pwedeng Gawing Excuse.” This features a series of comedic videos that poke fun at the extreme lengths people go to avoid admitting they’re late, highlighting that GrabCar’s improved reliability has rendered these excuses obsolete. With its booking upgrades, GrabCar can no longer be blamed for delays, so users have to either feign a dog attack or a phone-in-the-toilet scenario.

The campaign taps into Filipinos’ culturally ingrained habit of using Grab as a fallback excuse for tardiness. By playing on this well-known phenomenon, Grab showcases its enhanced service and strikes a chord with its audience, making “Sorry, ‘Di Mo Na Kami Pwedeng Gawing Excuse” both hilarious and culturally relevant.

From hushed euphemisms to gallery conversations, intimate health gets its say

Adobopicks of the month August2024 insert1

Bayer and Ogilvy Thailand rewrote the script on women’s intimate health in Thai society. In a culture where speaking openly about such topics was often taboo, they created “KiKi Voice,” a campaign that used art to spark conversations and break down barriers. Through an immersive exhibition at 1559 SPACE in Bangkok, which ran from July 11 to August 03, they transformed whispered euphemisms into open discussions, empowering women to embrace their bodies and their health without shame.

Here’s a look back at adobo Magazine’s monthly campaign picks.

August 30, 2024
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This month, we put the spotlight on campaigns that celebrate what’s different: fantasy cravings, non-creative juries, and a tappy cat

Written by Atelier Bubble Tea

MANILA, PHILIPPINES — The advertising industry elevates creativity with works that get people talking. Whether raising awareness on social causes, spreading joy, or telling a unique story, marketers and advertisers continue to find newer and more dynamic ways to communicate brand messages to target audiences worldwide. True enough, there is no shortage of great campaigns for the adobo Magazine team to admire and celebrate — and today, we round up the month’s best campaigns.

From fantasy to finger-lickin’ reality, dreams do come true

How does a fast-food chain iconic for its fried chicken celebrate International Fried Chicken Day? Well this year, KFC and Ogilvy Philippines came up with a fun and engaging idea that encouraged people to think creatively. The brand invited fans to invent the ultimate KFC snack, promising to turn 11 of the wildest and most exciting ideas into reality with “Crave Generator.”

Using Meta’s AI sticker feature on Stories, participants shared their imaginative concoctions on social media. The selected creations, like the Donut Zinger and KFC Pares Overload, were brought to life, with KFC inviting the innovators to experience their dream snacks in reality. These drool-worthy creations were so impressive that many are hoping they’ll make it onto KFC’s real-life menu.

Time to update: workplace discrimination needs a serious reboot

In case some people haven’t heard, workplace discrimination is so outdated. To highlight this, creative agency BBDO Singapore and the Tripartite Alliance for Fair and Progressive Employment Practices (TAFEP) launched “Update Our Mindset.”

The campaign includes a content film that portrays various forms of discrimination and urges viewers to address biases and see others for their abilities. Building on the foundation of the earlier “Know It to End It” initiative, the campaign uses the familiar “update” icon to symbolize the need for mindset change. This icon is featured across various platforms, encouraging both employees and employers to actively combat workplace discrimination. The approach is subtle yet relatable, and sparks important conversations about inclusivity and fairness in the workplace.

Sorry, legendary creatives, this jury doesn’t have a seat for y ou

The Epica Awards, judged uniquely by journalists rather than creatives, introduced a cheeky campaign by creative agency BETC Paris to underscore this distinction. The campaign humorously suggests that even iconic industry figures like David Droga, Greg Hahn, and Susan Credle wouldn’t qualify for the jury. BETC’s team emphasized the awards’ impartiality as a key differentiator.

The campaign, with such clever and witty use of copywriting, succeeds in reflecting the mischievous spirit of the agency. Early Bird entries for the Epica Awards are open until September 01, with regular entries accepted until October 11.

Tap, pay, and let a fortune cat show you how it’s don e

In an adorable move, payment solutions provider Network for Electronic Transfers (NETS) and creative agency DDB Group Singapore took the well-loved fortune cat off the shelf and put it to good use.

The campaign features Tappy Cat, who taps with an ATM or debit card to showcase the simplicity of contactless payments at various merchants, from eateries to grocery stores. With over 10,000 Tappy Cats and collateral distributed to partner merchants, and digital and out-of-home ads, the campaign taps into cultural familiarity to make contactless payments more appealing and accessible.

“Summer Hits Syndrome” by Dentsu Creative Italy and Spotify

You know it’s a Wes Anderson-inspired scene when even a bus stop looks like it’s stepped out of a meticulously arranged diorama, complete with pastel hues and perfectly symmetrical framing. Spotify, in collaboration with creative agency Dentsu Creative Italy, rolled out a whimsical campaign for its Estate 2024 playlist that plunges viewers into a dreamlike suburban summer.

“SANTA FE” features a city park with a carousel, a barbecue basketball court, and a bus stop that nails Anderson’s iconic style with its vivid colors and precisely staged shots. The characters gleefully dance and sing to “Pedro,” a fresh cover of Raffaella Carrà’s classic hit. The campaign film is such a joy to watch, especially as the Wes Anderson elements are executed so perfectly.

Here’s a look back at adobo Magazine’s weekly campaign picks.

July 30, 2024
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This month’s adoboPicks tells you all to be aware and possibly, beware

Written by Atelier Bubble Tea

MANILA, PHILIPPINES — The advertising industry elevates creativity with works that get people talking. Whether raising awareness on social causes, spreading joy, or telling a unique story, marketers and advertisers have continued to find newer and more dynamic ways to communicate brand messages to target audiences around the world. True enough, there is no shortage of great campaigns for the adobo Magazine team to admire and celebrate — and today, we round up the month’s best campaigns.

From gripping stories that stay with you for hours after seeing them for the first time to brilliant engagements that bring the brand to new heights, here are the campaigns that crossed our radar this past month, and the award-winning work we took a deeper look into:

Bringing in-game skills into the real-life job market leaderboard

Creative agency Saatchi & Saatchi + The Geeks, in collaboration with gaming-specialized full-service communication agency Good Game Industry, recently launched the “Score2Skill” project for the Romanian job platform eJobs.ro.

This campaign aims to harness skills acquired from video games and translate them into valuable qualifications for real-world jobs. The project’s algorithm analyzes gameplay data from popular video games to identify and validate skills and personality traits relevant to various professions.

Stamping the romance of railway travel into Japanese commuters

Creative agency Dentsu Tokyo‘s “My Japan Railway” has taken the global advertising industry by storm, winning numerous awards across major advertising shows, including multiple Grande trophies and a rare Black Pencil from D&AD 2024. The campaign, commissioned by Japan Railway Group to celebrate its 150th anniversary, ingeniously combined a digital stamp collection with Japan’s traditional woodblock style, encouraging domestic travel and making railway journeys more interactive and personal.

In an exclusive interview with adobo Magazine, Yoshihiro Yagi and Mariko Fukuoka of Dentsu Tokyo shared how the campaign’s success lies in connecting people emotionally with the railways through personalized, visually appealing digital stamps. This approach has not only modernized the historic brand but also fostered a sense of shared experiences among travelers, contributing to a national pride in Japan’s railway heritage.

Youthline and MullenLowe Singapore exhibit ‘The Rooms That Remain’ for suicide awareness

Youthline, a charity providing youth mental health services, and PleaseStay Movement, a non-profit suicide advocacy group, have launched a deeply moving initiative to illuminate the profound and enduring impact of youth suicide.

Titled “The Rooms That Remain,” the public exhibit and accompanying microsite aims to spark necessary conversations about mental health and suicide prevention amongst our community. This initiative was delivered in collaboration with MullenLowe Singapore, fueled by findings that state suicide as the highest cause of death among youths aged 10 to 29 in Singapore, and has been on the rise for several years, according to statistics.

Orange and Publicis Conseil release a mockumentary to highlight phishing threats in France

78% of French people believe they have the right reflexes when it comes to cyberattacks, yet 65% still regularly click on malicious links.

Faced with this paradox, Orange, together with its agency Publicis Conseil, unveiled a new campaign to raise public awareness and reinforce collective vigilance against the dangers of phishing as the threat intensifies.

Decathlon pioneers natural rubber alternative to neoprene wetsuit in inventive campaign

Sporting goods retailer Decathlon has taken an inventive approach to launch the revolutionary Yulex100, the first and currently only alternative to neoprene made from 100% certified natural rubber. Developed by creative agency AMV BBDO, the campaign “hacked surf cams” worldwide to speak directly to the water sports community.

Here’s a look back at adobo Magazine’s weekly campaign picks.

July 2, 2024
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From digital stamps to self-test kits, let’s deep dive into these campaigns

Written by Atelier Bubble Tea

MANILA, PHILIPPINES — Every week, the advertising industry elevates creativity with works that get people talking. Whether raising awareness on social causes, spreading joy, or telling a unique story, marketers and advertisers have continued to find newer and more dynamic ways to communicate brand messages to target audiences around the world. True enough, there is no shortage of great campaigns for the adobo Magazine team to admire and celebrate in time for each week’s round-up.

Get on track with exclusive insights from this multi-awarded campaign

Creative agency Dentsu Tokyo‘s “My Japan Railway” has taken the global advertising industry by storm, winning numerous awards across major advertising shows, including multiple Grande trophies and a rare Black Pencil from D&AD 2024. The campaign, commissioned by Japan Railway Group to celebrate its 150th anniversary, ingeniously combined digital stamp collection with Japan’s traditional woodblock style, encouraging domestic travel and making railway journeys more interactive and personal.

In an exclusive interview with adobo Magazine, Yoshihiro Yagi and Mariko Fukuoka of Dentsu Tokyo shared how the campaign’s success lies in connecting people emotionally with the railways through personalized, visually appealing digital stamps. This approach has not only modernized the historic brand but also fostered a sense of shared experiences among travelers, contributing to a national pride in Japan’s railway heritage.

Even retirees deserve to dust off their dreams and shine

What happens when you bring back a retiree’s forgotten dream back to life? Together with creative agency Seven A.D., advanced oral nutritional supplement brand Ensure Gold rekindled the forgotten dreams of retirees through “Hiling.”

The campaign film features retirees Renato, Flor, and Teddy, who sacrificed their personal aspirations to support their families. With the help of AI, Ensure Gold showed that it’s never too late for these seniors to pursue their long-held dreams, inspiring both retirees and their caregivers.

From skincare to self-care, a new lotion supports beauty in all forms

We can’t think of a better way to celebrate International Transgender Day of Visibility than by releasing a skincare product specifically designed by and for transgender women. To mark the occasion, Vaseline and creative agency Ogilvy Singapore introduced the world’s first “Transition Body Lotion.”

Understanding the unique skincare challenges that come with the transitioning journey, Vaseline invested two years in thorough research and collaboration to craft this clinically proven solution. Infused with ingredients such as niacinamide and isoflavones, the lotion targets these specific skincare needs, aiming to enhance comfort and promote a natural transitioning experience. The campaign debuted on the International Transgender Day of Visibility, achieving remarkable success in Thailand with 158 million impressions and selling out in numerous Watsons stores.

This one’s for the gamers: Level up your resume faster than you can say “respawn”

It’s about time we have a data tool that transforms gaming stats into work competencies. Creative agency Saatchi & Saatchi + The Geeks, in collaboration with gaming-specialized full-service communication agency Good Game Industry, recently launched the “Score2Skill” project for Romanian job platform eJobs.ro.

These NSFW posters make you look twice — once for fun, twice for safety

Back in January, non-government organization LoveYourself and creative agency Dentsu Creative Philippines orchestrated a bold move with “Pix for Pricks,” unveiling HIV self-test kits across Manila’s LGBTQ+-friendly hangouts. These provocative posters, cunningly disguised as hook-up invitations, sported QR codes that led curious onlookers to a discreet chatbot for ordering kits.

The campaign, continuing its run throughout Pride Month, makes a fun and creative effort to normalize testing. It also proved effective, sparking a surge in HIV test inquiries and surpassing 31,000 kit orders within the initial three months.

Here’s a look back at adobo Magazine’s weekly campaign picks.

June 20, 2024
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This week, visit the world’s first offline island, listen to these AI avatars, and get distracted by chocolates

Written by Atelier Bubble Tea

Let’s be real: Parenthood isn’t always picture-perfect.

Newborn parents need as much tender care as their babies, in what can be an overwhelming time of change for many. To highlight the struggles of new parents and emphasize the importance of supporting their mental health, Gidget Foundation Australia and Ogilvy Network ANZ used emotive imagery to challenge the idealized view of early parenthood. The tagline “Gidget Foundation is here for you” positioned the foundation as a key resource for emotional support and mental health care for expectant and new parents, coinciding with the Global Day of Parents on June 01.

Escape to where the only bars are on the beach, not your phone.

In 2023, the regional tourism board of Kotka-Hamina and creative agency SEK declared the Finnish island of Ulko-Tammio the world’s first offline island. Recognizing the toll that constant screen use takes on one’s well-being, the campaign aimed to counter digital addiction by encouraging visitors to unplug and enjoy nature without phone access. As Mats Selin from Visit Kotka-Hamina explained, the island offered a solution in a world where even holidays need to be “Instagrammable.”

“The Offline Island” proved to be a resounding success, drawing significant media attention and leading to an 8.4% increase in overnight stays in the region. The unique experience attracted tourists who valued mental well-being and a break from the digital world.

AI Avatars turn invisible struggles into visible change

@fmaph
A.I.-generated ang babaeng ito, pero siya ang magkukwento ng pinagdaanan ni “Flora” (not her real name) sa kamay ng asawa niya. Ginawa ito para maprotektahan ang identity niya. Kung ikaw ay gaya ni “Flora”, o may kilala kang nakaranas nito, ‘di kayo nag-iisa. Visit www.facesofcourage.ph para may makatulong sa inyo. FaceOfCourage
♬ original sound – FMA – FMA

Did you know that, according to the 2022 Philippine National Demographic and Health Survey, 52.4% of women in the country do not seek help after experiencing domestic violence? This “culture of silence” is often caused by shame and a fear of repercussions. To address this, the Foundation for Media Alternatives (FMA), in partnership with Dentsu Creative Manila, launched “Face of Courage.”

Using generative AI, they created an avatar to represent real survivors. By allowing them to share their stories anonymously while retaining a human touch., FMA and Dentsu Creative Manila protected identities while empowering more victims to come forward.

Warning: This new chocolate bar causes serious attention theft

Cadbury is known as a playful brand, so it came as no surprise when it tapped VCCP London to roll out a cheeky campaign to introduce the Cadbury Dairy Milk &More bar. The new product offering boasts bigger chunks and more combinations of delicious flavors than ever before.

The idea behind the campaign is to celebrate the bar’s depth by showcasing the distracting power of the &More bar’s fillings, proudly celebrating that “there’s a lot to take in.” The campaign’s centerpiece is a series of cheeky “distracted” ads, where characters from neighboring posters can’t resist gawking at the Dairy Milk &More bar. Adding a generous twist, Cadbury also shines a spotlight on real independent businesses, featuring them in these ads and giving them a platform.

Skip the water, pour the milk

Here’s a fun fact: New Zealanders have a particular fondness for their dairy. To serve as a fun and poignant reminder of why milk is cherished by New Zealanders, Anchor partnered with TBWA\New Zealand for a whimsical campaign.

Released on World Milk Day, “Thank Goodness for Milk” imagines a world without — well, what else? — milk. The ads depict bleak scenarios, such as cookies dipped in water and water-soaked cereal, showing milk’s indispensable role in daily joys.

Here’s a look back at adobo Magazine’s weekly campaign picks.

June 7, 2024
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Discover the week in ads, from ‘winning’ music videos to flushing facts

Written by Salleh

MANILA, PHILIPPINES — Every week, the advertising industry elevates creativity with works that get people talking. Whether raising awareness on social causes, spreading joy, or telling a unique story, marketers and advertisers have continued to find newer and more dynamic ways to communicate brand messages to target audiences around the world. True enough, there is no shortage of great campaigns for the adobo Magazine team to admire and celebrate in time for each week’s round-up.

Turn doubters into believers by entering this awards show

Agency skeptics, this one’s for you. The One Club for Creativity has launched the ONE Asia Creative Awards 2024 with an edgy call for entries campaign designed by GIGIL Manila. Celebrating its fourth year, the awards honor the best creative work from the Asia Pacific region. This year’s theme, “Make Them Regret It,” encourages creatives to showcase their talent and prove doubters wrong. This marks the first time a creative agency was hired to create the program’s call for entries.

June 4, 2024
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Discover the week in ads, from ‘winning’ music videos to flushing facts

Written by Atelier Bubble Tea

Turn doubters into believers by entering this awards show

Blackouts versus pedal-powered resilience

In a bold campaign by Happiness Saigon, Vietnamese e-bike start-up Dat Bike leveraged its small business identity to disrupt a market dominated by multinationals. By transforming its e-bikes into mobile emergency generators, Dat Bike provided essential power during frequent blackouts, aiding over 200 small businesses and boosting the brand’s orders by 300% in just one week.

Sydney Water and It’s Friday ask Sydneysiders to confront their bad flushing habits

Only three things should ever be flushed down the toilet: pee, poo, and toilet paper. But, alarmingly, 55% of Sydneysiders still think it’s okay to flush more than the “3Ps,” resulting in over 20,000 sewer blockages a year, with a clean-up cost of $27 million.

To address this, Sydney Water and It’s Friday released “Toilet Blockers” to emphasize the importance of proper flushing habits. The message is delivered through a support group called “Toilet Blockers Anonymous,” aiming to reduce the 20,000 sewer blockages that cost $27 million annually in clean-up.

Forget about the red carpet, we’re dancing down the aisles of a grocery store

Capturing the panalo (winning) spirit that has defined Puregold’s long history in the retail business, the supermarket chain recently dropped the highly anticipated music video for “Nasa Atin ang Panalo.”

It features SB19, BINI, SunKissed Lola, and Flow G singing and dancing in a stylized Puregold store, showcasing their diverse talents. While “Nasa Atin ang Panalo” brings together these four mega acts, it also celebrates Puregold’s people. Everyday shoppers and store staff join the performance, with Puregold’s Aling Puring making a special appearance alongside the country’s biggest stars.

A future full of good things can start with a simple prostate check

One in eight men will get prostate cancer, with double the risk for black men. Early detection makes treatment easier and can save lives. Armed with this knowledge, men’s health charity Prostate Cancer UK, partnered with VCCP London for a month-long campaign focused on early diagnosis of prostate cancer.

“A future full of good things” encourages men to check their risk online, highlighting that early detection significantly increases the chances of successful treatment. Featuring two films, Layla and BBQ, which use humor and a positive outlook, this initiative is part of Prostate Cancer UK’s broader “Find it Earlier” campaign.

Here’s a look back at adobo Magazine’s weekly campaign picks.

May 31, 2024
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This week’s top campaign picks put sweat, wrinkles, fruits, and mo in the limelight

Written by Atelier Bubble Tea

Uplifting Filipino sports communities through buddies, sweat, and tears

Setting the spotlight on Filipino non-professional sports leagues, locally known as liga, Gatorade has managed to capture the essence of found families and sportsmanship in “Sweat Unites Us,” a celebration of how the sports drink enables everyday Filipinos to strengthen their bonds through sports.

By shifting the narrative from professional athletes to grassroots heroes, Gatorade has managed to not only broaden its target audience but also open the doors to more inclusive representation in sports brands as well.

Strike’s new spot for Aides underlines the beauty of aging, especially for people living with HIV

French advocacy group AIDES celebrated its 40th year with a touching film highlighting a novel way to see beauty in aging. Created by agency STRIKE, produced by VOIR Pictures, and skillfully directed by Brazilian filmmaker Ariela Dorf, the film delicately weaves a narrative around the theme of aging and old age. Its storytelling depicts people living with HIV getting ready to go out where each encounter with a mirror reflects a tapestry of wrinkles, greying hair, and sagging skin.

**Who let the aircon out?**

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“Huwag mong buksan ang pinto, lalabas ang aircon!” (“Don’t open the door, the A/C will walk out!”) – An old-time warning turned into a classic pun has entertained Filipinos amid the sweltering heat. Carrier Philippines, and creative agency Ace Saatchi & Saatchi, took this inspiration quite literally.

To help make the commuting experience a little bit better, Carrier Philippines launched its “Carrier Cool Spot” in one of the main streets in BGC. A larger-than-life split-type air conditioner display was installed on top of the bus stop, blowing cool, refreshing air to commuters waiting at the bus stop to make the usual tedious and uncomfortable wait for a cool and comfortable experience.

Sound checks out, but what about your hearing?

To commemorate World Hearing Day, the Deaf Thai Foundation collaborated with creative agency CJ WORX and tapped famous Thai content creators to transform their videos into specially designed content for checking hearing loss. This way, users can tune in to podcasts, music, news, and various other content while raising awareness on hearing health.

Life is sweet and fruity if you share a drink with somebody

Creative agency St Luke’s creates a playful visualization of the delectable combination of flavors offered by Old Mout Cider. The campaign introduces MOUTOPIA, a place where people are inspired to connect so that everyone, no matter how different, can live together harmoniously, “side by cider,” in the same way that, inside every bottle of Old Mout cider, different fruit flavors come together.

Here’s a look back at adobo Magazine’s weekly campaign picks.

May 24, 2024
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Find out why bike-friendly fast food, gaming for all, and playful heritage caught our attention this week

Written by Atelier Bubble Tea

MANILA, PHILIPPINES — Every week, the advertising industry elevates creativity with works that get people talking. Whether raising awareness on social causes, spreading joy, or telling a unique story, marketers and advertisers have continued to find newer and more dynamic ways to communicate brand messages to target audiences around the world. True enough, there is no shortage of great campaigns for the adobo Magazine team to admire and celebrate in time for each week’s round-up.

Pedal, park, munch — but make it golden

Despite a surge in cyclists nationwide, the Philippines has been slow to become more bike-friendly. In response, fast-food chain McDonald’s Philippines and creative agency Leo Burnett Manila have launched “Ride the Arches,” an initiative that transforms McDonald’s restaurants into cycling refueling stations.

Noticing a growing number of cyclists using their stores as stopovers, McDonald’s invested in Bike & Dine facilities, including bike repair stations, e-bike charging points, and safe “Ride-Thrus.” All this is an effort to address the need for better bike-friendly infrastructure and promote sustainable mobility. By creating scenic cycling routes with McDonald’s as key stops and hosting community rides like #TourDeMcDo, the brand positions itself as a vital support hub for the biking community.

Gaming without sight? Challenge accepted!

Did you know that in France, there are currently more than 2 million visually impaired people? Propelled by this insight, French optician and eyewear retail chain Optic 2000 has decided to support the start-up Artha in developing a haptic belt that translates the surrounding environment into impulses, enhancing the autonomy of the visually impaired — gamers included.

Although inclusive solutions have expanded audiences, no visually impaired player among the estimated 223 million participants worldwide has competed at a high level until now. The “Optic 2000 Challenger” allowed Salim Ejnaïni, blind since age 16, to compete in Trackmania at the Gamers Assembly, where he nearly defeated all sighted players. This collaboration, made possible by creative agency AustralieGAD, demonstrates the potential of AI and sensory technology to promote inclusion and create new opportunities for visually impaired individuals.

China, it’s time to rediscover the ancient joy of play

Playfulness has been part of China’s DNA for thousands of years, as evidenced by the invention of some of the world’s most popular games. Sandwich cookie brand Oreo wanted to reintroduce this culture of play, so it partnered with creative agency Leo Burnett Shanghai for a new campaign.

Through “The Art of Play,” they recreate a famous 1,000-year-old artwork in Shanghai’s busiest subway, replacing ancient toys with study tools to spark debate about the importance of balancing life with play. The campaign also includes redesigned iconic Chinese toys in Oreo’s signature black and white, available for purchase and donation to schools, promoting creativity and playfulness.

Treasured fact: Filipino communities love to be mothered

Filipino fast-food restaurant Jollibee has marked yet another sentimental occasion with a #MyKwentongJollibee film. The brand’s latest installment, conceptualized by creative agency McCann Worldgroup Philippines for Mother’s Day, was inspired by Mariel Enguito‘s heartfelt social media post about her sixth birthday, which was orchestrated by her own nanay (mom).

The short film, titled Nanay ng Bayan, tells the story of a mother’s love that extends beyond her family to the wider community. According to Director Paolo Villaluna, this embodies the nurturing spirit of Filipino culture.

Indigenous people put pedal to the metal in the name of conservation

Due to unprecedented threats from deforestation, the Amazon Rainforest is currently at risk of desertification. To spotlight this worrisome crisis, Vivo and creative agency Africa Creative have released “Amazon Desert Rally.”

By crafting a fake desert race, Vivo juxtaposed fiction with the stark reality of environmental destruction, aiming to raise awareness about the drying Amazon basin rivers and the devastating impact of illegal logging. The campaign, featuring indigenous voices and environmental activists, urges consumers to advocate for sustainable practices and avoid products contributing to deforestation. The centerpiece film, shot on Rio Branco, portrays a dystopian future where indigenous people train for a race on dry riverbeds, symbolizing the potential disappearance of their homeland.

Here’s a look back at adobo Magazine’s weekly campaign picks.