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From the 2 AIs falling in love to an online movement to overthrow the mythical Dragon, here are our favorite campaigns of the week

MANILA, PHILIPPINES  Every week, the advertising industry elevates creativity with works that get people talking. May it be 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:

Sometimes, silent celebrations speak the loudest

Financial services company Maybank has won hearts with its recently launched “Unspoken Connections.” The campaign film beautifully dives into the world of the deaf community, shedding light on their unique experience during the vibrant festivities. Created by Grey Singapore in collaboration with Mojo Films, the film features an unscripted production that authentically captures the daily realities of the deaf community, starring talents Pan Wai Ling and Bee Ching. The project goes beyond traditional storytelling for the agency, evolving into a transformative journey of empathy and discovery, navigating communication barriers, and gaining profound insights into the challenges faced by the deaf community.


Relationship goals, brought to you by two AIs on a date

Condom brand SKYN has unveiled its annual Valentine’s Day campaign in Japan, titled “Human Softness,” which takes a unique approach by narrating the romantic journey of two AI platforms on a date. Conceptualized by creative agency UltraSuperNew, the unlikely story takes place in an office setting where two AI neighbors discover love. A montage then ensues, featuring a cute first date involving pizza, dancing, and heartfelt goodbyes. Traditionally focused on long-term couples, the campaign explores the dynamics between single individuals who share mutual attraction but have yet to pursue a relationship.

Celebrating family in our neighbors for Chinese New Year

“Extended Love” is a collaboration between creative agency MullenLowe Singapore and Director Royston Tan. Commissioned by the Ministry of Communications and Information (MCI), the three-minute film explores the evolving celebrations of Chinese New Year. The narrative follows a young Singaporean woman returning home to convince her grandmother to join her family abroad. To her surprise, she discovers that her grandmother has initiated a tradition of hosting a cai png (mixed rice) reunion dinner at the coffee shop, bringing neighbors together.

Swapping dragons for cats and turning “Nyan discrimination” into a game

Video game company PONOS and creative innovation firm R/GA have joined forces to challenge Lunar New Year norms for the renowned mobile game, “The Battle Cats.” Departing from the traditional emphasis on the Year of the Dragon, the campaign aims to usher in the avant-garde Year of the Cat by urging gamers to sign a petition. Playfully addressing “Nyan discrimination,” the campaign calls on professional gamers born in the Year of the Dragon to sign the petition if they fail to conquer specific stages in the game. An online video featuring edited footage of gamers navigating challenging stages emphasizes the game’s strategic complexity and broadens its appeal.

How an autistic rights activist is taking charge of her narrative

Just in time for the Lunar New Year, banking company RHB Bank and creative agency FCB SHOUT have launched “Acceptance.” The campaign film unfolds the inspiring life journey of Beatrice Leong, an autistic rights activist and filmmaker who discovered her autism in her 30s. The film, directed and narrated by Beatrice herself, adopts a unique first-person POV, offering viewers a glimpse into her world and how she processes it.

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

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