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
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
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
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.
