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The magic of Meta, secondhand fashion, and frontliners’ mental health take center stage in this week’s best ads

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:

McDonald’s takes on customer’s fry theft claims


In this hilarious campaign by Leo Burnett and McDonald’s UK Twitter rebranded its account to that of a fictional law firm, “Fries Claims,” which encouraged McDonald’s customers to report their stolen fries. The campaign included an introductory video where a “Fries Claims” lawyer recruits new clients, dramatic testimonials of fry theft incidents with video recreations of the incidents, and out-of-home posters and press ads for the fictional law firm. The Twitter account even responded to Twitter users’ fry theft claims in real time with “legal” advice, video quote tweets, and vouchers to act as compensation for successful “claimants.”

Filipinos thrive on the magic of Meta

AMV BBDO, BBDO Guerrero and Propel Manila recently launched a campaign for Meta that highlighted how it helps Filipinos share their creativity, build communities, and build on their passions. In one film, a basketball player gets inspired by graffiti artists’ paint and revamps her shoes, which then goes viral in Facebook art communities. Another film shows iconic Manila drag queen and Drag Race Philippines alumni Brigiding inadvertently starting a fashion trend on Instagram after sharing the matching outfits she made for her and her dog.

Yerba Armiño’s dramatic, gravity-defying ad

The bond between Uruguayans and mate, an infusion made from the leaves of yerba mate, is perfectly captured in Yerba Armiño and Dogstar’s new ad. Putting an over-the-top and humorous spin on the importance of mate to Uruguayans, the film shows an astronaut in space going into a panic and desperately calling out for help to ​​the mission control center when she finds out she’s out of Yerba. Her panic only then subsides when she remembers her mother sent a package with her that contains a pack of the mate. She cheers in relief and her colleagues on-ground at the center celebrate along with her.

A call for frontline workers to feel their feelings

Frontline workers often put a hold on feeling their emotions in the face of their high-pressure, life-saving jobs, and the rise in mental health issues among ​​medical and emergency workers was further aggravated by the pandemic. So, to raise awareness of this problem, Laura Hyde Foundation (LHF), the UK’s leading mental health charity for emergency service workers, and McCann Health created an animated film that highlighted how important it is for frontliners to feel their feelings, and to know the dangers of ignoring them and not getting help.

Taking second-hand fashion to the runway

As a response to fast fashion and its dangers to the planet, more and more people are opting to seek out second-hand options when they look for new clothes. In celebration of this and to emphasize that even sustainable shopping can be high fashion, Oxfam, in collaboration with Prettybird and Dentsu Creative, launched a film that shows a young woman trying to decide what to wear for an event. When she realizes the best way to go is Oxfam, she starts doing a catwalk in all the stylish outfits made up from pieces available from the charity.

Check back with adobo Magazine for our weekly campaign picks.

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