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.
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 week:
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.
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.
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.
