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:
For many Filipinos in the LGBTQ+ community, their first exploration into breaking gender roles by delving into femininity and drag is through household items. Towels were the first wigs, shiny everyday knick-knacks items were the first jewelry pieces, and curtains and bedsheets were the first gowns. As an homage to the stunning creativity, diversity, and bravery this tradition represents, Bench and TBWA\Santiago Mangada Puno launched a campaign showing LGBTQ+ youth strutting down their streets-turned-runways in their “couture” creations.
In this powerful film by Leo Burnett Beirut and non-profit ABAAD, multidisciplinary artist Remie Akl used her trademark lyricism to deliver a message against the pressure put on women to stay silent even after being abused. The film started with her and fellow women being clipped to a clothesline as if they are laundry that can be hidden, and later featured other women as they voice out the many considerations they have to face when deciding whether to speak up or stay silent. In the end, it posed a reminder that rape and violence against women isn’t just “dirty laundry”; it’s a full-fledged crime that must be exposed.
“Correct The Internet” is a global initiative that aimed to fix the inaccuracy and inconsistency when it comes to search results about women in sports. The campaign launched with a spot showing a little girl in a stadium representing the internet. When she asks who has scored the most goals in international football history, it answered “Cristiano Ronaldo,” despite the fact it later confirms that Christine Sinclair has scored more than that. It perfectly represents how, even though sportswomen’s stats are on the internet, they’re still hidden away even when you search for records that they hold. And since search engine’s algorithm is constantly learning from human behavior — and therefore humans’ biases surrounding women in male-dominated fields — the initiative urges everyone to do their part to correct the internet and elevate the sportwomen that deserve the spotlight.
ฉันผิดเองง ที่ดันฮิตมากไป ฉันผิดเอง ที่อร่อยเกินห้ามใจจจจซอรี่น้าทุกคนที่อร่อยจนหายากไปหน่อย แต่สบายใจได้เพราะสต๊อคล่าสุดแน่นมาก!
ทั้งทาง Shopee และ Lazada
รีบหน่อยนะค้าบ เพราะนมมันพ๊อพพิวล่าาาร์ #OATSIDETH #SorryTooPopular pic.twitter.com/9CnZTlKdXf
— Oatside Thailand (@Oatside_TH) November 21, 2022
In the age of social media, brands have the power to apologize to their customers directly and in real-time for any complaints they may have. When the Oatside team received tons of complaints that their stocks ran out too fast, though, they didn’t issue a typical apology statement. Rather, in a campaign by Rabbit’s Tale, Oatside cheekily went on Twitter to apologize for “being too popular” while also solving the problem by announcing a restock. To take things to another level, it even tagged the specific users who complained on the platform about the shortage and created customized apology gift sets for them. With a sincere apology that pulls out all stops like that, it’s definitely hard to not forgive.
BBDO Guerrero recently launched “Project Re-Dew” as a way to respond to the struggle that Siargao continues to face over a year after Typhoon Rai made landfall on the island. Through this initiative, five unique surfboard-inspired “Scrapboards” were created out of broken typhoon wreckage. Not only did this project transform these scraps from the devastation into symbols of hope, but through ‘art+design’ by Gavel&Block, the Scrapboards will also be auctioned off to raise money for the island’s rehabilitation.