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:
Swishing away the suay with Listerine
Everyone wants to start the year with a fresh beginning, and in Mediabrands Content Studio‘s latest Listerine Malaysia campaign, swishing away the suay (bad luck) is the way to do that. This Chinese New Year spot portrays the utter chaos that comes with capturing a family portrait, especially when various members of the family start bringing up their own causes of suay. Thankfully, they realize that all their problems — from declining gum health that stops them from eating their favorite food to built-up plaque that scares customers away from their business — can be fixed by using Listerine this new year.
SKYN hacks and reclaims censorship
Censorship is a hindrance to discussions about sexuality, a barrier to discovery, and something that more and more brands and opinion leaders are getting their content banned over. So, condom brand SKYN has launched a campaign by Sid Lee Paris to play with the concept of censorship. In this spot that encourages people to explore pleasure, SKYN hijacks an iconic graphic element of censorship, the blurred rectangle, and uses it to promote its products. While everyone wants to see what’s behind the rectangle of the explicit being shown, SKYN’s products can actually be found over the blurred area, hinting at what’s really happening.
When AI can’t live up to the real deal
There’s an AI craze currently happening. From digital art to photography, many people insist that it’s as good as the real deal. So, Hardee’s and creative agency And Us put that theory to the test by prompting AI image-making tool DALL-E, to “imagine Hardee’s SUPER STAR burger.” The complete misses were wacky, the close calls looked surreal, and ultimately, no version of the prompts used could produce a correct image of its SUPER STAR burger. In the end, Hardee’s posted the wacky results on their socials, ensuring fans that AI can’t replace us, nor can it replace the enjoyment of a good burger.
A safe space to make friends with technology
In a time where being open to new technology is crucial, the hesitation to make friends with it can negatively impact your life. This is why, in this latest campaign by L&K Saatchi & Saatchi, Reliance Digital reimagines its stores as tech playgrounds where people can discover and play around with technology without any judgment or fear. The spots showcase a welcoming and helpful environment that helps a grandma stop feeling isolated due to her lack of digital literacy and gives a mom a push to expand her culinary horizons by buying a new appliance for her kitchen.
Getting the gift of rest for the holidays
The holidays are the most hectic season for delivery app riders. With more festivities and more holiday fatigue, people are more likely to open their go-to app and order their favorite meals to treat themselves after a long day of holiday preparation or to celebrate with their family. So, to mitigate riders getting burnt out, KFC and Wunderman Thompson Thailand launched the “Let’Em Rest” campaign. During the recently concluded holiday season, riders got orders for KFC. Upon picking them up, however, they learned that the orders are actually for them and that the only thing they have to do is enjoy the food and themselves rest.
Here’s a look back at adobo magazine’s weekly campaign picks.