MANILA, PHILIPPINES — Every week, 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 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:
In Seoul, even the benches have had enough of cramped quarters
In South Korea, legal guardians are required to stay with their hospitalized children. Oftentimes, this results in countless mothers enduring cramped and uncomfortable conditions on small caregiver beds for extended periods. Ronald McDonald House Charities (RMHC), McDonald’s, and Leo Burnett Korea wanted to shed light on this through “Mom’s Bed,” using installations across Seoul to compare the size of caregiver beds to standard bed sizes.
Coupled with real stories accessible via QR codes, the campaign raised awareness and inspired donations. Influencers and ambassadors further amplified the message, leading to record-breaking contributions. As a result of the campaign’s success, Seoul will soon see its second RMHC House, providing much-needed support to families facing medical challenges with proper sleeping quarters and comfortable facilities.
100 names that shatter stereotypes and celebrate potential
To challenge stereotypes and empower Chinese women, Unilever’s LUX launched “In Her Name” to celebrate its 100th anniversary, a social campaign to create 100 new, powerful names. Recognizing the impact of traditional names perpetuating gender bias, the initiative urges women to embrace modern alternatives. Spearheaded by linguistics expert Liu Yanchun, the campaign “In Her Name” aims to redefine femininity with names like “beautiful and wise” and “a girl with a bright future.” VML Singapore collaborated on the project, amplifying its message through influencer partnerships and an eye-opening video.
Sorry if we spoil you too much — but isn’t that the point of luxury?
TTC Motor, in collaboration with BBDO Bangkok, has issued a statement to its customers — “Sorry if we spoil you too much.” This ushered in the introduction of Mercedes-Benz Thailand‘s “Retail of the Future” (ROTF) model. Directed by award-winning filmmaker Teerapol Suneta (Aei), the campaign film embodies the sincerity and graciousness synonymous with Thai culture, poised to resonate with both existing patrons and broader audiences.
This new app gives a woman her rightful place in rock history
Did you know that rock’s true origin stars a woman? Revered by Elvis Presley, Chuck Berry, and Johnny Cash, American singer, songwriter, and guitarist Sister Rosetta played a crucial role in making the musical genre what it is today. To pay tribute to her influential role in rock’s history, Billboard Brasil and AlmapBBDO have developed an innovative tool called “Rock DNA.” The app allows users to explore the musical roots of their favorite songs, revealing the historical connections and influences that have shaped the rock genre. By identifying the percentage of Sister Rosetta Tharpe’s musical impact on contemporary compositions, the app highlights her significant contribution to rock’s development.
The “big hand” of education: How a metaphor exposes the weight of hidden violence
In commemoration of the International Day for Non-Violence in Education last April 30, the StopVEO association, Enfance sans violences, and Publicis Conseil joined forces to raise awareness of violence against children. Together, they released The Legacy, a campaign film that narrates a family’s hidden cycle of ordinary violence, often disguised as education.
It explores the idea that if violence is in our DNA, why not see it as a visible trait? The film heavily used the “big hand” metaphor, which symbolizes blows and humiliation, to portray how this ordinary educational violence is passed down through generations. At the end of the film, an inner conflict is brought front and center: as a parent, how can one’s past experiences affect one’s choices?
Here’s a look back at adobo Magazine’s weekly campaign picks.
