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An all-out celebration of McNuggets, a metaverse insurance museum, and more showstopping ads 

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:

It’s not McDonald’s without McNuggets

McNuggets has been a staple not just in the McDonald’s menu but also in pop culture as a whole. So, for its 40th year, the fast-food chain is celebrating with a bang. Created in partnership with DDB Group Hong Kong, the anniversary campaign for the iconic food item includes a pop art exhibition dedicated to it displayed in West Kowloon Cultural District, gamified Metaverse challenges where McNuggets Land players can win physical and digital prizes, and a vibrant and upbeat animated spot celebrating McNuggets’ museum takeover. Everywhere you look, it’s all about the classic fan favorite. 


Fighting against the risks of being a woman

Insurance is there to protect you from life’s risks. In AXA’s latest campaign, though, they acknowledge that being a woman in this world comes with more risks compared to male counterparts. The campaign’s film highlights how women, from childhood to adulthood, are faced with more hurdles and risks through their journey to the life they want. Without portraying women solely as victims or superwomen, the film embodies AXA’s commitment to filling in the gender gaps that get in the way of the rights and opportunities women deserve. 

Kuya Kim and Kiray urge you to hack-proof your accounts

Leading up to the deadline for SIM registration, Globe emphasized the risks that users leave themselves vulnerable to without it. Kuya Kim Atienza and Kiray Celis were “hacked” in Globe’s latest campaign, shown through obvious scams and cryptic promises throughout the two celebrities’ social media accounts, culminating in a TikTok Live session. 

Reciprocating love through food

In its latest spot by The Secret Little Agency, Fairprice reminds customers that it isn’t just a supermarket chain; it’s a catalyst for passing on love and tradition. The spot follows a woman who is determined to create the perfect birthday meal for her mother. As she and her brother turn to Fairprice to get everything they need, she looks back on her past birthdays where her mother would always show her compassion, love, and enthusiasm through the act of cooking her food each year, a tradition that was vital to her coming-of-age.

When insurance practices become artifacts

The metaverse is full of thrilling adventures, exciting games, and uncharted journeys. But the LAQO Metaverse Insurance Museum is the exact opposite of that. It’s boring, slow, and frustrating — because that’s the point. This online experience by Bruketa&Žinić&Grey is a reminder of how outdated insurance practices — like filling out endless forms or waiting in line forever — are now things of the past. Thanks to LAQO by Croatia Insurance’s 100% digital insurance services, these processes can now just be nothing but artifacts that belong to a museum. 

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

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