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Memorials for Martial Law’s fallen heroes, a reality check from Ikea, finding compassion in the skies, and more

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 campaigns that caught adobo Magazine’s eye this week:

Heartwarming moments amid the clouds

For its latest campaign, Philippine Airlines (PAL) reassures its patrons that they can always count on its unwavering compassion and service — even 30,000 feet in the air. With the launch of “Flight Reels,” a series of short films portraying real heartwarming moments among crew members and passengers, the airline reestablishes that when it comes to flights with PAL, you can count on its team to go the extra mile for one’s safety and comfort. The pilot episode of the series shows this through a story of a woman in labor during a flight and the crew members who turned a potential emergency into a special moment in the sky. 


A sneak peek of your life in a new home

Most open houses and property listings answer the basic questions of what your potential home could look like or have, but they can never properly show you the kind of life you and your family can live once you move in. So, real estate company Profriends, in partnership with creative agency Gigil, launched the first-of-its-kind house trials. Through a weekend packed with events and opportunities to discover passions, foster bonds with the community, and more, people could actually experience the kind of life waiting for them should they decide to make the huge investment and move into the neighborhood. 

Stories of heroes that deserve to be remembered 

The past decades have been a constant fight against the revision of Philippine history — particularly that of the horrors of the Martial Law era. So, to aid in reminding Filipinos about the struggle against the injustices of the Marcos regime, Bantayog ng mga Bayani (Monument of Heroes) and Dentsu Creative created an information campaign called “Street Memorials.” The memorials, each placed in the exact location where the hero was killed, abducted, or last seen alive, are wooden sculptures that reveal portraits of the heroes along with QR codes that lead you to more information about their lives and their fight against the dictatorship. 

Defining everyday Singaporean culture, one meal at a time

The Secret Little Agency’s campaign for DBS, which gives hawkers the presidential treatment and all the bells and whistles that come with political elections, is a cheeky, humourous take on the culture hawkers shape. Despite the lighthearted tone, though, it sends the crucial message of how hawker stalls and the people behind them need customers’ support in these trying times of inflation, rental costs, and more. The film highlights the flavor that hawkers add to Singaporean culture and communities, emphasizing all the kind acts and lovable traits that make them the heroes of lunchtime and beyond. 

A reminder that your living space can’t always be picture-perfect 

Ikea is known for its sleek, beautiful furniture arranged in staged displays that show you how seamless and stylish your living space can be. But, to acknowledge that life can’t always be as calculated and perfected as a curated display, the brand’s new films show the reality of the mess that homes can turn to and that that’s more than okay. After all, life isn’t an Ikea catalog, and its products aren’t just meant to be looked at, they’re meant to be used — and sometimes that leads to chaotic, but ultimately real, situations. 

Here’s a look back at adobo Magazine’s weekly campaign picks. 

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