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This month’s adoboPicks tells you all to be aware and possibly, beware

MANILA, PHILIPPINES — The advertising industry elevates creativity with works that get people talking. Whether 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 — and today, we round up the month’s best campaigns.

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 past month, and the award-winning work we took a deeper look into:

Bringing in-game skills into the real-life job market leaderboard

Creative agency Saatchi & Saatchi + The Geeks, in collaboration with gaming-specialized full-service communication agency Good Game Industry, recently launched the “Score2Skill” project for the Romanian job platform


This campaign aims to harness skills acquired from video games and translate them into valuable qualifications for real-world jobs. The project’s algorithm analyzes gameplay data from popular video games to identify and validate skills and personality traits relevant to various professions.

Stamping the romance of railway travel into Japanese commuters

Creative agency Dentsu Tokyo‘s “My Japan Railway” has taken the global advertising industry by storm, winning numerous awards across major advertising shows, including multiple Grande trophies and a rare Black Pencil from D&AD 2024. The campaign, commissioned by Japan Railway Group to celebrate its 150th anniversary, ingeniously combined a digital stamp collection with Japan’s traditional woodblock style, encouraging domestic travel and making railway journeys more interactive and personal.

In an exclusive interview with adobo Magazine, Yoshihiro Yagi and Mariko Fukuoka of Dentsu Tokyo shared how the campaign’s success lies in connecting people emotionally with the railways through personalized, visually appealing digital stamps. This approach has not only modernized the historic brand but also fostered a sense of shared experiences among travelers, contributing to a national pride in Japan’s railway heritage.

Youthline and MullenLowe Singapore exhibit ‘The Rooms That Remain’ for suicide awareness

Youthline, a charity providing youth mental health services, and PleaseStay Movement, a non-profit suicide advocacy group, have launched a deeply moving initiative to illuminate the profound and enduring impact of youth suicide.

Titled “The Rooms That Remain,” the public exhibit and accompanying microsite aims to spark necessary conversations about mental health and suicide prevention amongst our community. This initiative was delivered in collaboration with MullenLowe Singapore, fueled by findings that state suicide as the highest cause of death among youths aged 10 to 29 in Singapore, and has been on the rise for several years, according to statistics.

Orange and Publicis Conseil release a mockumentary to highlight phishing threats in France

78% of French people believe they have the right reflexes when it comes to cyberattacks, yet 65% still regularly click on malicious links.

Faced with this paradox, Orange, together with its agency Publicis Conseil, unveiled a new campaign to raise public awareness and reinforce collective vigilance against the dangers of phishing as the threat intensifies.

Decathlon pioneers natural rubber alternative to neoprene wetsuit in inventive campaign

Sporting goods retailer Decathlon has taken an inventive approach to launch the revolutionary Yulex100, the first and currently only alternative to neoprene made from 100% certified natural rubber. Developed by creative agency AMV BBDO, the campaign “hacked surf cams” worldwide to speak directly to the water sports community.

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

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