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 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:
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In case some people haven’t heard, workplace discrimination is so outdated.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 you
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 done
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.
