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Our recent campaign favorites underline the power of human touch, the value of queer history, and the dangers of conventional beauty

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:

Taking safety from home to McDonald’s

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https://www.facebook.com/watch/?v=3327072897549206

In this charming film, an adorable little girl in a dinosaur costume is shown obediently following safety procedures as she plays indoors. While she’s having fun, the mom notices that her child is still longing to finally go outside after such a long lockdown. So, when it’s finally safe to do so, she takes her kid — still donning the dino outfit — to McDonald’s, both an exciting change of environment as the world starts to open up again and a comforting place of familiarity because she can still feel secure and carry out the safety procedures she learned at home.

Filling the gaps in LGBTQ history

It’s no secret that the LGTBQ community is often pushed out of the spotlight, resulting in its history often being erased, watered down, or misrepresented. In response to this, as part of Skittles’ #RecolourTheRainbow campaign, the candy brand partnered with magazine GAY TIMES, LGBTQ museum Queer Britain, and media company Getty Images to hunt down and call for photos from and of the queer community in a collaborative effort ​​to restore and fill in the gaps of Pride’s history. Not only does this campaign honor the rich past of queer people, but it also creates an archive for future generations of the LGBTQ community to learn from and be inspired by.

The true power of human touch

For TOUCH Community Services’ 30th anniversary, BBH Singapore brings us a heartwarming film that shows the charity’s commitment to always incorporate and prioritize human connection no matter how far technology advances. In the film, a family meets Alfie, a robot assistant that the young daughter immediately runs to hug. Her grandfather tells her to stop because Alfie can’t feel any emotions. However, in the end, he is proven wrong as he finds the robot comforting his granddaughter and realizes that Alfie has been learning how to foster human connection from her time with the family, especially when observing the young girl’s loving and empathic nature.

A reminder to eat better from malnutrition labels

 

To remind Brits of the importance of making healthier eating choices, Dole Sunshine Company partnered up with St. Luke’s Communications and Bompas & Parr to create Malnutrition Labels. Not only did these posters all over London serve an educational instrument about the low nutritional value in some of Britain’s favorite snacks and on-the-go food options, but they were also printed in ink made almost entirely of fruit and natural ingredients. This sent a message that it says a lot that even the ink they used contained more nutrients than many of Britain’s go-to snack choices.

Dove’s call to #StopTheBeautyTest

In #StopTheBeautyTest, Dove urges Indian society to stop subjecting young girls to various beauty tests based on their appearances. Dove found that appearance-led anxiety amongst women often started in early adolescence — a time when they’re supposed to be focusing on education and school tests rather than being evaluated using arbitrary standards of beauty. Through this campaign by Ogilvy India, Dove shows how important it is to prevent this problem at the root before these young girls grow up with and internalize the idea that all they’re supposed to strive for is conventional beauty and the admiration of potential grooms.

Check back with adobo Magazine for our weekly campaign picks.

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