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Community and togetherness takes center stage in this week’s ad roundup

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:

Don’t let the smell kick in

In this new spot, GQ Apparel’s new socks are the answer to an awkward but ultimately normal problem that could ruin attempts at relaxing and connecting with others: unpleasant foot odor. Rabbit’s Tale puts a hilariously literal twist on the problem that the GQ SMELLBLOCK Socks are here to solve. When the foot odor kicks in, it’s portrayed as being so strong and hard to ignore that it’s the same as kicking your feet right up to someone’s face, leaving them gasping for fresh air — and wishing that this person had better socks. 


Making special occasions a day of togetherness

Because of the work-first and fast-paced culture that has come with modern times, the practice of celebrating Tet Trung Thu with family and the community is slowly getting lost. So, this year, Mondelez Kinh Do advocated making the occasion a national holiday. To carry out this petition, the brand, in partnership with Publicis, delivered special mooncakes to leaders of Vietnam’s leading companies with personal letters appealing to give their employees a day off so that Tet Trung Thu can be a day of togetherness once more. 

Music for kids, by kids 

For kids, there’s nothing like funneling all that childlike wonder and energy into singing along to songs and dancing to upbeat tracks. The problem, though, is that it’s hard to come across hits that are appropriate for kids these days. To tackle this, Mondelez India’s Cadbury Gems, in partnership with Ogilvy, has given the power back to kids through an easy-to-use platform that lets them create their own music. This time, when they’re listening to tunes, it won’t just be appropriate for them, it’ll be a special track they created on their own. 

The uniting spirit of the love for the game

The passion that comes with being a sports fan may come with disagreements and arguments, but ultimately, sports fandom is all about community. Mondelez India highlights this in its new #SitTogether campaign, where people can score free Cricket World Cup tickets and sit with their fellow fans with each purchase of Cadbury. In the campaign film by Ogilvy, it is this shared love for the game that brings forth a heartwarming moment of generosity and bonding between two diehard fans.

Bringing together the sports community in the digital world

Another campaign focusing on the beauty of community amidst a World Cup makes the list — this time for rugby. For the Rugby World Cup, Meta and BETC team up to show just how powerful fans’ dedication to the sport is through Superfans AR filters. They also created a film told through social media stories and reels of fans — along with the Superfan characters that come with the filters they use — rallying for their teams and showing the same hyped-up moments from various perspectives to show just how much of a shared, multifaceted, and all-encompassing experience being part of a sports community is. 

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

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