MANILA, PHILIPPINES — Every week, the advertising industry elevates creativity with works that get people talking. May it be 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:
There’s no room for rivalry when two Hollywood stars align
Digital bank Maya and creative agency Dentsu Creative Manila reveal their collaboration with two world-class actors, Dolly De Leon and Liza Soberano, in a quirky and meta short film.
Building on the success of last year’s collaboration with Liza, Maya continues to push boundaries by introducing Dolly, a celebrated Filipina actor who has captivated audiences both locally and globally. The TVC is filled with pop-culture references, laughter, action, and emotional moments, portraying a playful “rivalry” as Liza and Dolly try to outshine each other while conveying Maya’s message of breaking free from limitations in the digital world. The ad cleverly incorporates nods to their real-life experiences, including references to Liza’s previous Maya TVC and her career redirection, adding depth to the light-hearted competition.
Because a masseuse’s expertise deserves applause, not judgment, and it’s time to unmask the biases
Technology platform Urban Company and creative agency Talented continue their efforts to address the dignity of labor for professionals, particularly those in the Spa category, with their latest film released for Women’s Day.
Following the success of the Chhota Kaam film in 2023, which aimed to bridge the respect gap between “blue-collar” and “white-collar” professionals, the new film focuses on the journey of a young masseuse challenging the stigma associated with her profession.
Education gets turned into a jam session for the kids who need it most
Childhope Philippines, a charity dedicated to upholding children’s rights, partners with long-time creative collaborator BBDO Guerrero to launch “KalyEskwela.” Aimed at providing out-of-school youth with access to quality education, the program utilizes a mobile van equipped with audio-visual resources, delivering alternative educational sessions approved by the Department of Social Welfare and Development.
BBDO Guerrero worked alongside Childhope’s instructors, musicians, and producers to introduce “Singing Lessons,” rhythm-infused rap songs serving as engaging educational tools. These songs cover subjects like Basic English, Multiplication, and Gender Sensitivity, expanding in 2024 with new tracks, including “Bayani” (Heroes) and “Karapatan” (Rights), further enriching the program’s curriculum. The campaign, which brings education to the streets, has received positive feedback, with plans for additional collaborations to enhance the street education curriculum.
Breaking cultural taboo, one “voiceprint” at a time
“Hear My Last Wish,” conceptualized by creative agency Publicis Groupe Taiwan, is a platform that allows potential organ donors to express their heartfelt wishes to loved ones when they’re no longer here, at the moment it matters most.
In a country where family consent within a 36-hour window is crucial for organ donation, “Hear My Last Wish” utilizes audio recordings or “voiceprints” created by potential donors to bridge the communication gap during this sensitive period. Developed with the Taiwan Organ Sharing Registry, Patient Autonomy Promotion Centre, and the Taiwan Ministry of Health and Welfare, the digital service securely stores voiceprints in Taiwan’s National Health Insurance Database. By incorporating creativity and cultural sensitivity, the initiative aims to transform the established organ donation system and encourage behavior change, resolving the challenge of family consent.
In case you haven’t heard, cosplay is the ultimate rebellion
Lifestyle brand Eastpak unveils its 2024 global campaign, “Built to Resist,” created by independent creative agency Mutant. Inspired by the Cosplay and Live Action Role Play (LARP) communities, the campaign celebrates the resilience and defiance of these communities against societal conventions. Embracing values of creativity, individuality, and self-expression, Eastpak’s campaign encourages resistance to conformity, highlighting the colorful power fantasies that arise from escaping mundane reality.
Here’s a look back at adobo Magazine’s weekly campaign picks.
