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:
Turning pollution into a perfume, one endangered scent at a time
Boticário, a leading brand under the Boticário Group, has launched Project Extinto in collaboration with creative agency AlmapBBDO, to address the critical issue of waste management and environmental preservation. In response to Brazil’s low recycling rate of 4%, the initiative began with the release of a unique fragrance named Extinto, inspired by the unpolluted scent of Rio de Janeiro’s Guanabara Bay, a region plagued by 98 tons of daily waste dumping. The fragrance, part of a limited series, serves as a non-saleable call to action to raise awareness about pollution and improper waste disposal.
As part of the campaign, AlmapBBDO created a video manifesto featuring actual footage of Guanabara Bay and designed exclusive bottles mimicking global landmarks. The Extinto Project, supported by the Boticário Group Foundation for Nature Protection, is set to expand to four continents, with fragrances inspired by endangered landscapes.
A fur parent reads a love letter aloud
Holistic pet wellness brand Dr. Shiba has partnered with actress and pet advocate Liza “Hope” Soberano as its newest brand ambassador. The partnership is showcased in a film highlighting the genuine bond between Hope and her dog, Yuna. In a heartfelt letter, Hope expressed her commitment to Yuna’s well-being, aligning with Dr. Shiba’s mission to provide optimal pet care.
Hope’s dedication to pet welfare resonates with Dr. Shiba’s values, and the brand also collaborates with Pawssion Project, an animal rescue organization, ensuring a portion of every purchase contributes to animal rescue efforts.
Unleash your inner rockstar at this hotel, no holds barred
Hotel chain Artotel Group, together with creative agency Ogilvy Singapore, has introduced the “Rockstar Status” in the its Wanderlust loyalty program. The most loyal guests earn a night without restrictions in this unprecedented tier. To achieve this status, members must prove their loyalty by staying at the hotel for 120 nights, enjoying top-notch amenities and benefits along the way. According to Artotel Group CEO Erastus Radjimin, this initiative reflects the brand’s commitment to creative hospitality, offering guests an unforgettable experience that aligns with its philosophy.
Have you ever asked yourself, what if life were a game without pressure?
In collaboration with award-winning director Jess Kohl, apparel brand Adidas has launched #YouGotThis to challenge the notion of playing sports without the weight of pressure. The campaign features three online social films directed by Jess, showcasing young athletes experiencing sports in unconventional ways and emphasizing the joy of play.
In The 20 Foot Hoop, basketball star Anthony Edwards joins a team of young players in Minneapolis, while The Football Triangle highlights three girls’ football teams facing unique challenges on a triangular pitch. The films are available on YouTube, with the third installment, The Giant Court, centered around tennis, set for release on March 04.
How a camera is paving the way for an all-new ball game
During the Betclic Elite basketball game between Paris Basketball and Saint-Quentin Basketball on February 11, a player and two referees were equipped with the “Betclic Cam,” a mounted camera capturing unprecedented live footage during the official match. Conceptualized by creative agency Marcel, this innovative approach has never been seen before in an official sports event. Betclic, the title partner of the National Basketball League since 2021, collaborated with MINDFLY to develop the mounted camera to offer fans intense, entertaining, and immersive experiences.
The National Basketball League approved the device’s use during official matches, allowing viewers to witness the game from the players’ perspective on the court through the “Betclic Cam.”
Here’s a look back at adobo Magazine’s weekly campaign picks.
