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Heineken says no to ghosting, sportswomen call out broadcasters, and the secret sauce from Netflix’s Hunger becomes a reality

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:

Women in sports call for a change in angle


Women athletes don’t get nearly enough of their deserved time in the spotlight, and when they do, it’s often that cameras focus on the wrong thing. To address the ridiculous amount of objectifying shots in women’s sports, female athletes wore QR codes on body parts that broadcasts focus on like their chests and backsides. When scanned, the code leads to a LUX campaign film by Wunderman Thompson Singapore featuring sportswomen calling on broadcasters and cameras to focus on their skills and prowess rather than their physical appearance.

Clock out before you turn into the ghost in the bar

There is such a thing as working too hard, and Heineken’s latest campaign shows exactly that. In the film by Le Pub APAC, a group of friends having fun at a bar are startled as they realize that their hangout has become haunted by a ghost. Then, it cuts to their friend who is working late at the office instead of showing up for the night out, revealing that the haunting presence is more of a haunting absence — the absence of the friend that ghosted them for work.

A rare peek into Australia’s offshore detention injustices

There’s limited evidence of the inhumane offshore centers in Australia because of restricted access for journalists and camera equipment. So, Social justice law firm Maurice Blackburn, in partnership with Howatson+Company, set out to fix the issue by conducting over 300 hours of interviews with survivors about their experiences. Through these first-hand accounts and the work of AI technicians, they were able to come up with “EXHIBIT A-i: The Refugee Account,” a compilation of the first-ever visual evidence of documenting the survivors’ experiences.

Feel the twist with G-Dragon

Tiger takes on a bold twist with its new Tiger Soju Infused Lager, and to really drive home the ideas represented by its latest product, it tapped G-Dragon to be the face of the refreshing innovation. As part of the campaign, Le Pub APAC created a film starring the King of K-pop wherein he leads a curious group of beer drinkers into a portal leading to a world where Asia’s food, fashion, music, art, and design fuse together in an explosive and colorful display and celebration of culture and the bold spirits that drive it.

This secret sauce from Hunger is not-so-fictional anymore

What can be more frustrating than having your mouth water over food featured in movies, knowing you won’t be able to taste it? Sauce company Roza definitely understood the sentiment when Netflix’s biggest Thai film Hunger had people craving the infamous “Cry Baby” noodles using the character’s secret sauce. So, in partnership with Wunderman Thompson Thailand and Netflix Thailand, Roza brought the secret sauce to life for anyone to try.

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

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