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From Unbranded Menu’s victorious run to a Arctic-based summer paradise, here are our campaign picks this 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:

How an “unbranded” campaign turned gamers into food detectives, and swept 2023 awards shows

Leo Burnett Manila‘s “Unbranded Menu,” featuring gamers finding McDonald’s lookalikes in their favorite video games, continued its success throughout the 2023 awards season. The campaign, propelled by influencers within the gaming community, received accolades at prestigious events such as Cannes Lions, Spikes Asia, and the ONE Asia Awards.


Entering the new year, adobo took a look back into the campaign’s inception, with an emphasis on Leo Burnett’s strong relationship with McDonald’s and the team’s focus on engaging the diverse gaming market.

Despite the numerous awards, the interviewed creative leaders highlighted that the collaborative journey and teamwork were the most fulfilling aspects of the project, with a particular emphasis on the contributions of younger team members.

Midea does the unthinkable and transforms Iceland into Hawaii

In a daring venture, Midea, in collaboration with F5 Shanghai, IRMA, and True North, transformed Iceland into a tropical haven during its frosty winter using Midea’s advanced home central air conditioning system.

The “Iceland Hawaii” project, located near Lake Kleifarvatn, featured an enclosed design inspired by Midea’s logo, maintaining an indoor temperature of approximately 30°C. Despite facing extreme weather challenges, the collaborative effort allowed people to experience a sunny beach atmosphere in the midst of Iceland’s wintry landscapes,

Consumers channel their inner champions by deciding the price they want to pay for beer

Argentine agency La América, in collaboration with ABI’s Quilmes, has set a historic precedent by allowing consumers to decide the price they want to pay for Argentina’s beloved beverage. In response to ABI Argentina’s challenge to devise a promotional initiative amid a challenging economic climate, the campaign features World Cup Champion Ángel “Fideo” Di María, celebrating the joyous occasion of the World Cup anniversary and the year-end festivities.

The initiative empowers consumers to determine the cost of their Quilmes beer, aligning with the theme that World Cup Champions have the freedom to celebrate, dress, dance, and pay for their beer as they please — a novel and spirited approach to marketing in Argentina.

Liseberg’s Peak Fear Experiment finds the sweet spot between fright and delight

At Liseberg Amusement Park‘s Peak Fear Experiment in Sweden, the final research report reveals insights into the delicate balance between fear and fun in recreational horror. Two participants explored the psychological effects of controlled fear in a safe environment.

The Recreational Fear Lab at Aarhus University co-directed the experiment, concluding that such experiences enhance psychological resilience, stress management, and personal development. Liseberg aims to leverage these findings to optimize their fear attractions and explore ways to tailor fear experiences for visitors.

Electric vehicles take the lead in a thrilling action blockbuster

The Land Transport Authority (LTA) of Singapore introduces the first film in its three-part series, Now Showing on Roads Near You, aiming to transform public perception of electric vehicles (EVs) from a futuristic concept to a present reality.

With collaboration from prominent film directors, the campaign uses cinema storytelling to emphasize the current infrastructure supporting EV adoption in Singapore. The first film, an action thriller created in collaboration with Abundant Films and Director Jesse James Mcelroy, focuses on the longevity and range of EVs, following a protagonist on a high-stakes mission powered by a single EV charge.

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

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