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From women’s dreams taking flight to McDonald’s taking a ‘W,’ here are this week’s campaign favorites

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:

Taking women’s ambitions further into the skies

In honor of National Women’s Month, Philippine Airlines celebrated women in aviation in its “We Fly With Her” campaign — a send-off of special flights led by all-female crews, the campaign shone the spotlight on women working in aviation, with the airline showcasing its 79 women pilots.


The send-off honored its women pioneers, including Captain Aimee Carandang Gloria, the first female pilot in Southeast Asia, and fellow women captains Rona Guevarra, Lavina Ramnani, Samantha Bachini, and Yvonne Sunga. The campaign garnered over 2,000 passengers joining its all-female crew flights and over a million cumulative views across social media.

McDonald’s realizes WcDonald’s from anime and manga communities

Those who watch anime or read manga know that creators often skirt copyright around popular brands by slightly changing their appearance — and McDonald’s became one of the most popular examples; with the golden arches inverted to be a W-shape, giving rise to WcDonald’s.

McDonald’s is now making the WcDonald’s brand a reality in over 30 markets worldwide, including The Philippines. In a collaboration with Japanese illustrator Acky Bright and noted animation studio Studio Pierrot, McDonald’s is making WcDonald’s-themed exclusive menu items, illustrations, merchandise, and animated shorts.

OFWs don’t have to be a one-man-show, but Michael V. can do it all

Together with Harrison Communications, BPI launched a campaign that hits close to the homes of every overseas Filipino. Creating a catchy rendition of the ’90s rap hit “Gusto Kong Bumaet,” BPI’s “Mas Magandang Bukas, Saan Man sa Mundo” campaign is well-represented by comedian and actor Michael V., who is the son of an OFW himself. Starring and creatively directing his own brand music video, Michael V. represents different OFWs and unearths various truths about the financial struggles of overseas Filipinos in pursuit of a better life.

Leo Burnett Australia and Johnnie Walker welcome festival first-timers

Johnnie Walker continues to take bold steps towards progressing equality with its latest campaign in partnership with Sydney Gay and Lesbian Mardi Gras, Leo Burnett Australia, and Herd MSL. With a mission to celebrate inclusivity and empower individuals to embrace their first Mardi Gras experience, Johnnie Walker proudly hosted the Debutante Ball for first-timers.

Recognizing the diverse and nuanced reasons why some have yet to attend Mardi Gras, the campaign sought to provide a supportive and welcoming environment that celebrated the individuality and diversity of the LGBTQIA+ community.

Championing generosity during Ramadan

Creative agency Serviceplan Arabia and passenger car division Abdul Latif Jameel Motors – Toyota embrace comedy and community in a simple yet heartwarming spot for Ramadan. In addition, the focus on Al Khobar’s Corniche celebrates Saudi Arabia’s culture. The narrative and direction beautifully capture tradition and diversity in the film, showcasing the essence of Saudi culture authentically.

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

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