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Check out Adfest’s creative giant, a portrait of Gen Z Filipino trailblazers, AI’s perfect fried chicken, and more in this week’s campaign faves

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:

A giant called Creativity rises again


Every APAC creative had their eyes on ADFEST, Asia’s most celebrated regional creative festival, last week. So, this roundup wouldn’t be complete without the film that embodied the “Rise” theme in such an epic manner. Created by Juice, the film tells the story of the industry’s brilliant resurgence after the past three years through the perfect character — a giant named Creativity who rises up in Pattaya, Thailand to the opportunity and freedom to chase new ideas once again.

When Gen Gs thrive 

The world as it is today — an age of tech and new possibilities that breaks boundaries — is full of opportunities meant for Gen Z. So, Globe’s new campaign, which seeks to empower the youth and give them a platform to tell their stories and champion their beliefs, includes the “Gen G Portraits,” a series that shines the spotlight on different young people who are an inspiration to their generation despite the hardships, which starts off with a feature on Filipino world champion Alex Eala.

A look at love through a window 

In Fenesta’s new spot, a window isn’t just a window; it’s an outlet of connection, a signifier of reunion, a ritual of love and waiting that transcends years. For the window and door’s brand new campaign film, they showed a daughter who has grown up by the window, waiting for her father to come home and ultimately delighted and ecstatic when she sees his car and smiling face through the glass. The tradition continues, until the daughter moves out and it’s the father who does the waiting this time, never left disappointed as she continues to visit home to see him.

AI’s perfect fried chicken 

“What is a perfect fried chicken supposed to be like?” To get concise, but all-encompassing answer that captures what people want from fried chicken, Leo Burnett Thailand turned to AI. The verdict? ​​ChatGPT’s answer describes McDonald’s fried chicken to a tee. So, the generated description was then turned McDonald’s Thailand’s latest campaign — one that encapsulates how every attribute you need from a fried chicken is something you can get from the iconic fast food brand.

A night out isn’t always a night out

When you think of having a beer with your friends, the picture that comes to mind is meeting up at a bar or at someone’s place. But thanks to the modern world where technology has enabled us to not only spend time with loved ones from afar but also meet new people from wherever in the world, that is not always the case. Heineken and Le Pub Brazil’s new campaign, which shows a woman rushing to have a beer with her friends only to reveal that she’s coming home to hang out with them virtually in a game, is an ode to that. After all, the bonds made stronger by sharing a beer with loved ones transcends distance.

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

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