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Find out why bike-friendly fast food, gaming for all, and playful heritage caught our attention this week

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

Pedal, park, munch — but make it golden

Despite a surge in cyclists nationwide, the Philippines has been slow to become more bike-friendly. In response, fast-food chain McDonald’s Philippines and creative agency Leo Burnett Manila have launched “Ride the Arches,” an initiative that transforms McDonald’s restaurants into cycling refueling stations.


Noticing a growing number of cyclists using their stores as stopovers, McDonald’s invested in Bike & Dine facilities, including bike repair stations, e-bike charging points, and safe “Ride-Thrus.” All this is an effort to address the need for better bike-friendly infrastructure and promote sustainable mobility. By creating scenic cycling routes with McDonald’s as key stops and hosting community rides like #TourDeMcDo, the brand positions itself as a vital support hub for the biking community.

Gaming without sight? Challenge accepted!

Did you know that in France, there are currently more than 2 million visually impaired people? Propelled by this insight, French optician and eyewear retail chain Optic 2000 has decided to support the start-up Artha in developing a haptic belt that translates the surrounding environment into impulses, enhancing the autonomy of the visually impaired — gamers included.

Although inclusive solutions have expanded audiences, no visually impaired player among the estimated 223 million participants worldwide has competed at a high level until now. The “Optic 2000 Challenger” allowed Salim Ejnaïni, blind since age 16, to compete in Trackmania at the Gamers Assembly, where he nearly defeated all sighted players. This collaboration, made possible by creative agency AustralieGAD, demonstrates the potential of AI and sensory technology to promote inclusion and create new opportunities for visually impaired individuals.

China, it’s time to rediscover the ancient joy of play

Playfulness has been part of China’s DNA for thousands of years, as evidenced by the invention of some of the world’s most popular games. Sandwich cookie brand Oreo wanted to reintroduce this culture of play, so it partnered with creative agency Leo Burnett Shanghai for a new campaign.

Through “The Art of Play,” they recreate a famous 1,000-year-old artwork in Shanghai’s busiest subway, replacing ancient toys with study tools to spark debate about the importance of balancing life with play. The campaign also includes redesigned iconic Chinese toys in Oreo’s signature black and white, available for purchase and donation to schools, promoting creativity and playfulness.

Treasured fact: Filipino communities love to be mothered

Filipino fast-food restaurant Jollibee has marked yet another sentimental occasion with a #MyKwentongJollibee film. The brand’s latest installment, conceptualized by creative agency McCann Worldgroup Philippines for Mother’s Day, was inspired by Mariel Enguito‘s heartfelt social media post about her sixth birthday, which was orchestrated by her own nanay (mom).

The short film, titled Nanay ng Bayan, tells the story of a mother’s love that extends beyond her family to the wider community. According to Director Paolo Villaluna, this embodies the nurturing spirit of Filipino culture.

Indigenous people put pedal to the metal in the name of conservation

Due to unprecedented threats from deforestation, the Amazon Rainforest is currently at risk of desertification. To spotlight this worrisome crisis, Vivo and creative agency Africa Creative have released “Amazon Desert Rally.”

By crafting a fake desert race, Vivo juxtaposed fiction with the stark reality of environmental destruction, aiming to raise awareness about the drying Amazon basin rivers and the devastating impact of illegal logging. The campaign, featuring indigenous voices and environmental activists, urges consumers to advocate for sustainable practices and avoid products contributing to deforestation. The centerpiece film, shot on Rio Branco, portrays a dystopian future where indigenous people train for a race on dry riverbeds, symbolizing the potential disappearance of their homeland.

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

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