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Our picks this week: A lot of music, witty promotions, and one very important voice to be heard

MANILA, PHILIPPINES — Adobo Magazine‘s campaign spotlights underline the works from across the globe that exude the best in creativity and advertising – the executions that people are talking about, should talk about, and the ones we’re loving as a team. With the eagerness of the industry to find newer and more dynamic ways to communicate a message, there’s no shortage of great campaigns to admire and celebrate.

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:

A musical and merry GCash

GCash‘s holiday campaign effectively celebrated all the things Filipinos love: Christmas, music, time with loved ones, Joshua Garcia, and SB19. Produced as a music video for SB19’s very own rendition of “We Wish You A Merry Christmas,” the jingle is definitely a track that will get stuck in listeners’ ears throughout the holiday season with its familiar tune and addicting lyrics. The video is around two and a half minutes, packing in as much cheer into each frame with iconic elements of a Filipino Christmas, Joshua Garcia serenading the screen, and SB19’s vocals and power dance moves topping it all off.


Oatside fans know best

Singapore-based brand Oatside‘s launch in Thailand is all about turning lemons into lemonade, transforming a very challenging situation into an incredibly successful customer-generated campaign. The story starts with Thailand banning superlative words in advertising as it’s “difficult to prove in documentation.” This directly impacted Oatside’s launch plans as it uses the brand message of “the world’s most delicious milk.”

In response, the brand, with the help of Thai agency Rabbit’s Tale, sought the help of loyal Oatside fans to say how they felt about the brand, resulting in a massive social campaign with thousands of copywriting material organically coming in from consumers. To honor these testimonies from fans, Oatside used these lines in advertising materials across the country, launching the brand with the full power of its consumers behind it.

A melodic journey in stop motion

TBWA\Singapore‘s latest spot is a stunning work of stop motion animation, capturing the soothing experience of flying with Singapore Airlines (SIA). Opening up with a music box slash suitcase, the film follows a melodic journey from Singapore Airlines’ Business Class cabin to stunning sights that take our breath away during our travels. The whole film was done in stop motion, with each prop hand-crafted specifically for the project. To top it all off, the music played throughout the film utilized instrumental tracks played on board SIA flights and in SilverKris Lounges, a familiar and sentimental touch for frequent SIA passengers.

The kids aren’t alright

PENNY and Serviceplan launched a powerful social awareness film that rallies the voices of the youth as a resounding cry to be heard. The three-minute video emphasizes the fact that although the youth will be the most affected by the issues that plague our world today – climate change, inflation, war, societal division, and inequality – their opinions and voices aren’t given value by those around them. Thus, PENNY reached out to youth clubs to understand their most pressing concerns and put it all in film to encourage parents, teachers, and society in general to listen and invite children and teenagers into the conversation.

Boring and beige? Or golden and Gage?

Gage Roads Brew Co is making sure West Australians know that its beers are far from the sea of “mainstream” beers currently in the market. With a tongue-in-cheek campaign asking beer drinks what they would rather drink, a “brewed in the boardroom” beige beer or a proudly independent Gage? The spot makes it clear which one is the obvious pick, with agency Hypnosis Creative Agency taking promotions one step further with store activations, OOH, influencer campaigns, and a “beige” beer product actually made available at Gage Roads Freo.

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

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