MANILA, PHILIPPINES — The creative industry is brimming with tons of amazing ideas, so it’s no surprise that there’s never a shortage of great campaigns to admire and celebrate.
From gripping stories and new perspectives that embody what a brand stands for to new fun ways people can engage with a brand, here are five campaigns that caught adobo Magazine’s eye this week:
Johnson’s Baby #DiKaNagiisa short film
Not many Mother’s Day ads did what Johnson’s Baby did so well in their moving #DiKaNagiisa short film: reminding everyone that motherhood comes in many beautiful forms beyond being someone’s birth mom, and each one is as valid as the next.
This tearjerker features three amazing mothers: a child welfare worker who takes care of orphaned and neglected kids, a lola raising her three grandchildren and great-grandchild, and a trans mom who gives her child all her love and care as she faces the challenges of being a trans parent. In the film, they sing their own versions of the Johnson’s Baby lullaby, highlighting both their uniqueness as moms and the one thing they have in common: the gentleness, care, and hard work that they dedicate to their kids.
“The Closer” bottle-opener by Heineken and Publicis Italy
With this campaign by Publicis Italy, Heineken effectively cements its brand as the beer you can look forward to at the end of a long, hard day of work. And who doesn’t want that beer?
The Closer, a bottle opener that shuts down work apps once you use it, is the high-tech solution that combines the relief of c alling it a day at work with the excitement of getting to enjoy what comes after.
The campaign film for The Closer paints a perfect picture of what many professionals struggle with: work-life balance. In the film, when someone cracks open a Heineken beer, it doesn’t take long for everyone to go from initial panic at the loss of wifi and power to relief that they finally have a moment to disconnect from work and connect with their life outside of it.
Wunderman Thompson and KitKat’s AI Staring Contest
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Everyone that knows of the chocolate bar also knows their iconic decades-old slogan: Have a Break. Have a KitKat. And this new quirky campaign by Wunderman Thompson shows once more how committed KitKat is to the branding people love them for.
Highlighting the importance of taking a break while at work, KitKat launched Blink Break, a digital staring contest where you compete against AI animals. Using MediaPipe’s cutting-edge Face Mesh technology, the game can detect whether or not you blink. If you win, you get to advance to a different level with a new animal. It’s a great way to introduce new and fun ways to relax in between tasks.
“Pride Generation” series by Dr. Martens and PRETTYBIRD UK
It’s always refreshing to see brands that put a spotlight on real members of the LGBTQ+ community and the work they do to fight for the rights that they deserve. “Pride Generation,” a video campaign series by Dr. Martens and PRETTYBIRD UK is successful because of exactly that.
By featuring active voices in the community, Dr. Martens puts an emphasis on what pride is truly about: activism, organization, and fighting for concrete change, all of which are often ignored in mainstream pride events and campaigns by big corporations. The first in the video series is a conversation between two community organizers — Lady Phyll, the co-founder of London Black Pride, and Lucia Blayke, the founder of London Trans+ Pride.
Chevrolet and McCann Shanghai “Do Something Cool” campaign
With many other automobile ads out there, it can be hard to find a way to create ones that will make a new model stand out from the rest. But “Do Something Cool,” McCann Shanghai’s latest campaign for Chevrolet’s latest model Tracker RS, proves it’s not impossible for automobile ads to surprise viewers with a laugh.
“Do Something Cool” is a series of automobile ads where drivers benefit from the car’s high-tech features in the most unexpected ways. From the voice recognition feature helping a driver make sure his command is obeyed over his parrot’s to a group of friends using the car’s impressive speed to do fun basketball tricks, this campaign shows you that the new Tracker RS doesn’t just give you everything you want in a car. It also opens up possibilities for things you didn’t know you needed.
Want more adoboPicks? Check out the best ads of 2021.
