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Call a divine feline hotline, get ready for some late-night learning, and check out these custom kicks

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:

Silence isn’t always golden, especially when it comes to protecting our young ones

Right before the screenings of Director Nick Cheuk‘s Time Still Turns the Pages, Cheil Worldwide and non-profit organization Save the Children Hong Kong debuted “The Sound of Violence.” Utilizing Dolby Atmos 7.1 Surround Sound technology, the campaign raises awareness about the alarming rise of domestic violence against children in densely populated Hong Kong. “The Sound of Violence” sparked nationwide discourse and saw a significant increase in reports of suspected violence following its screenings.


When the library closes, our party begins… with textbooks and fries

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The McDonald’s “Night Classroom” makes a triumphant return, offering students across the Philippines a dedicated space for late-night studying and homework. With 107 participating branches nationwide, the program provides well-equipped study areas with amenities such as wide tables, ample lighting, and charging ports, ensuring a conducive environment for productivity. Students can also enjoy free unlimited Wi-Fi and exclusive perks, including a complimentary 16oz Coke McFloat with every purchase made through the McDonald’s App.

If defeat feels like a cat-astrophe, just dial up the divine feline hotline

R/GA Japan and videogame company PONOS have united to deliver a message of hope to players of the legendary mobile game The Battle Cats. Through innovative storytelling and engaging experiences, players interact directly with the game’s deity, Cat God, to overcome challenges and find hope in moments of defeat. From mysterious billboards to a first-of-its-kind helpline service, “Calling Cat God” unfolds across various channels, inviting players to connect with Cat God for strategic advice, rewards, and plenty of laughs.

Protecting the dreamers, doers, and self-employed

In 2023, insurance company AXA unveiled its new brand strategy, centered on optimism and strength in the face of future uncertainties. In line with this, AXA teamed up with Publicis Conseil to address the professional vulnerabilities faced by the self-employed, underlining the belief that “Being self-employed shouldn’t be a risk.” Through a lighthearted yet poignant film directed by Hoffman & Metoyer and a series of portraits by Brian Doben, the campaign celebrates the self-employed as vital contributors to the global economy while acknowledging daily challenges.

India steps into a better future, one customized shoe at a time

In India, an estimated 27,000 infants are born with clubfoot each year. Recognizing the challenge faced by individuals born with clubfoot, compounded by the lack of specialized footwear options, McCann Worldgroup India collaborated with shoe brand Buckaroo to provide affordable and customized footwear for those in need. The outcome is “Fit My Feet,” which leverages the expertise of local cobblers known as mochis.

Through “Fit My Feet,” kits and training are provided to cobblers, enabling them to craft specialized footwear for individuals with clubfoot. The pilot project, initially rolled out in Mumbai and its surrounding areas, has already distributed 150 kits. Beyond India, Buckaroo aims to extend the solution globally by creating a microsite to crowdsource designs.

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

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