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:
With its latest campaign by Ogilvy Shanghai, Coca-Cola focuses on how the spirit and joy of the Lunar New Year still remain even amid generational shifts and the reimagining of traditions. An adorable animated spot featuring a family of rabbits highlights this as it shows the celebration through the marrying of the traditions and desires of each generation. To highlight how tradition still has its place in this hyper-digital world, Coca-Cola also implemented digital activations that integrate practices such as the yearly family portrait and the culture of gift-giving.
To celebrate ten years in the market, Don Papa launched a short animated spot that welcomes you into the tropical paradise they want everyone to get immersed in when they try a Don Papa drink — Sugarlandia. The animation pulls you into a lush, mysterious fantasy world with sugarcane spanning the wide plains, representing the Philippine and Negrense flavors that the premium single-island rum incorporates into every bottle.
To help singles on their dating journey this Valentine’s and Lunar New Year season, the women-first dating app launched the Bumble Love Letters campaign. With love letters being both a big part of the Chinese New Year and Valentine’s Day, users will be able to initiate dates with treats that they can claim and have delivered via the app. As part of the campaign, Bumble also launched Breaking Barriers: Getting Real About Dating During CNY With Mum, where a mother and daughter have a heart-to-heart conversation about dating and the pressure from families to start relationships, especially during this time of the year.
Recently, Publicis Groupe launched a pledge inviting businesses to commit to being a supportive and recovery-forward workplace for employees with cancer and other chronic illnesses. As part of this launch, Publicis released a campaign film depicting the different ways the illness affects people at work and the various things cancer patients hide from coworkers and employers — from the fact that they can’t keep the lunch being served at the meeting down to their using up of their vacation days for treatment — because they’re scared of losing their job.
With today’s fast-paced hustle culture, it’s no surprise that the younger generations feel too busy planning for tomorrow and getting ahead to take some time to celebrate their achievements. So, Tiger Beer and Le Pub launched a campaign that calls on Millennial and Gen Z professionals to pause and celebrate the achievements that got them where they are today through a motivational film and a promotional stunt Tanjong Pagar in downtown Singapore wherein hundreds of rushing people suddenly freeze, bringing one of Southeast Asia’s busiest downtown areas to a standstill.