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The world’s first carbon-negative ad, a horror-like reminder, and a special Filipino Christmas shine in this week’s top ad stories

MANILA, PHILIPPINES — Every week, the advertising industry elevates creativity with works that get people talking. May it be raising awareness on social causes, spreading joy, or telling a unique story, marketers and advertisers have continued to find newer and more dynamic ways to communicate brand messages to target audiences around the world. True enough, there is no shortage of great campaigns for the adobo Magazine team to admire and celebrate in time for each week’s round-up.

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:

More space for more love

A year later and IKEA PhilippinesHapag ad still strikes deep. Directed by award-winning Filipino filmmaker JP Habac, the holiday spot underlines the meaning of Christmas in an unconventional way; that is, to celebrate family in all shapes and sizes. For this film in particular, the story was anchored on the relationship between father and son, but it also expanded the narrative to zoom in on the chosen families of the LGBTQIA+ community. The brand gracefully told the story with its extendable table at the heart, cleverly solidifying the concept of “extended family” in the film in more ways than one.


“Sa chosen family na madalas nangyayari sa LGBTQIA+ community, mayroon at mayroong naiiwan,” award-winning Filipino director JP Habac shared in his exclusive interview with adobo Magazine.

A slayin’ health reminder

Watsons is sending out a different kind of holiday reminder with EON Group, choosing to fight against dengue in the most glamorous way. In the film, four Aedes Agypti mosquitoes – “The Swarm – represent the dengue symptoms to watch out for: nausea, body pain, rashes, and fever. To combat these threats, Watsons’ Kontra-Dengue Duo walks into the picture with their anti-dengue weapons that can be easily purchased in-store and on the Watsons app. The film’s message is a warning disguised as a fashion film to remind Filipinos to never let their guard down and take dengue seriously.

The hottest thriller film

Queensland Health‘s newest film, crafted by creative agency CHEP Network, works as a horror teaser for the state’s sneakiest killer: the sun. This is targeted to young people (18-34 year olds) as melanoma has been identified as the most diagnosed cancer of this age group. The ad is packed with common horror tropes including spooky young girls, a foreboding elder woman, a bathroom mirror scene, and more callbacks to the genre to make the message more engaging and clear: be safe in the sun with the slip, slop, slap, seek shade, and slide on sunglasses advice.

A new era of radio ads

Skellefteå Kraft‘s climate-smart advertising has broken new ground with the world’s first-ever carbon-negative radio ad. Crafted by advertising agency Volt, the initiative captures carbon dioxide emissions from voice recordings and turns it into lime stones to prevent it from reaching the atmosphere and ultimately contributing to climate change. This new technique, the brand hopes, would revolutionize the way radio ads are recorded and lessen the industry’s impact on carbon emissions with more responsible alternatives and innovations.

A happiness time machine

Leo Burnett Taiwan celebrates four decades of McDonald’s Taiwan by bridging the past and present in one film through a “happiness time machine.” The film revisits memorable moments of simple happiness with the brand from the past 40 years, transitioning from village streets to cityscapes in the blink of an eye using 3D animation with a timelapse effect to express the passage of time. In a first for Taiwan, the eras showcased in the film were produced entirely in a Virtual Studio in collaboration with Moonshine XR Studio using the latest 3D modeling and mapping technology.

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

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