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:
They can jail the journalist, but not the truth
Did you know that an estimated 581 journalists are imprisoned worldwide today? Reporters Without Borders (RSF) and Society magazine collaborated on “The Prison Papers” to highlight the plight of these incarcerated journalists. Conceptualized by creative agency BETC Paris, the campaign features a special magazine issue created with the help of imprisoned journalists, showcasing their stories and experiences.
In an era rife with disinformation, exacerbated by the rise of AI, the importance of independent journalism cannot be overstated. By giving a voice to imprisoned journalists, “The Prison Papers” bring to fore the risks faced by those who dare to speak truth to power. The ability of these journalists to share their stories, even from behind bars, reminds us of the enduring power of the written word and the vital role of a free press in combating misinformation and upholding democratic values.
Voting day: because having only one option isn’t always king
Prior to Austria’s national elections, creative agency Jung von Matt DONAU temporarily reduced Burger King Austria‘s menu to a single item — the Whopper — in a clever campaign to promote voter participation. The stunt left customers baffled and sparked heated discussions, which were captured via hidden cameras.
It was a simple yet effective way to disrupt the comfort of people’s daily routines, pushing them to think about something bigger and with actual, real-life repercussions. This fun and cheeky campaign was designed to underscore the value of democratic choice, delivering a serious message in a playful way. It must have certainly grabbed the attention of everyone who visited Burger King on those days, encouraging Austrians to practice their right to suffrage with the hashtag #YourVoteMatters.
Don’t let life’s titans get you down. Fight back with flavor!
Humans are not the only ones who can use ODM gear because KFC harnessed the power of Titans to bring fans a crispy break. Creative agency iProspect Hong Kong successfully executed a brand campaign for KFC Hong Kong featuring the popular anime Attack on Titan. The campaign, titled “Krunch! Chill Out and Attack On!” integrated Attack on Titan characters into relatable scenarios faced by local consumers, and used animated commercials, merchandise, store transformations, and an interactive game to engage the audience.
Without a doubt, this is a brilliant example of fandom marketing. By tapping into the massive popularity of Attack on Titan, KFC was able to reach a wide audience of passionate fans.
This is Halloween; spooky, scary, and Irish
As it turns out, Halloween, celebrated all over the world with spooky festivities, has its origins rooted in Irish history. Over 2,000 years ago, the festival of Samhain marked a time when the veil between the living and the dead was believed to be thin — a tradition that has been largely forgotten by the rest of the world but continues to be honored across the island of Ireland today. “Home of Halloween,” a campaign launched by Tourism Ireland and creative agency Publicis London, anchors on this heritage, transforming Halloween into an immersive cultural experience that can only be fully appreciated in Ireland.
The campaign’s bold claim of ownership for Halloween is a gutsy move, but Ireland’s rich history and cultural significance make it a compelling argument. The storytelling in the campaign is particularly effective, drawing viewers into the ancient traditions and modern-day celebrations of Halloween.
Clean, dry and loose: Time to sort out the way we recycle
How do you even begin to change the way a whole country recycles packaging? That was the challenge faced by Repak, a leading environmental non-profit in Ireland. Together with creative agency The Brill Building, Repak rolled out “The Most Sorted” to improve recycling habits among Irish businesses and the public. Repak’s data shows that by doing so, Ireland could divert over half a million tonnes of packaging from landfills.
The campaign does a great job of showing how even small changes in our daily habits can make a big difference when it comes to packaging waste. By focusing on individual impact, Repak and The Brill Building encourage citizens to recycle more and recycle correctly.
Here’s a look back at adobo Magazine’s monthly campaign picks.
