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This week, we drink to the world’s most illegal beer, trust in cool grandmas, and rely on a spicy relief hotline

MANILA, PHILIPPINES — Every week, 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 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:

This beer was brewed to defy gender inequality and taste deliciously defiant

Muschicraft, an independent feminist craft beer brand based in Berlin, Germany, has launched “The Most Illegal Beer” to spotlight global gender injustice. Brewed intentionally by women from various countries, this beverage defies laws from over 50 nations simply because women made it.


Despite strides in women’s rights, laws in many countries still restrict women’s freedoms, dictating their choices and behaviors. Through this collaboration with creative agency HeimatTBWA, Muschicraft sheds light on outdated sexist laws and advocates for faster progress toward gender equality. The project, created in partnership with Berlin brewery Vagabund and supported by partners like Amorelie and Crack Bellmers, culminated in the launch on International Women’s Day 2024. Sales of “The Most Illegal Beer” will support Women For Women International, while the brew will be sent to ministries and legislative bodies to drive change.

Grandma knows best — even when it comes to staying cool

Samsung Electronics has tapped creative agency BBDO Bangkok to target Thailand’s Gen Z and Millennials with the “GRANDMA-FLUENCER” campaign for Samsung WindFree Air Conditioners. Facing generational skepticism towards air conditioning, the campaign leverages the insight that grandmothers typically have the final say in household decisions.

BBDO Bangkok transforms the traditional influencer model into a techno-savvy grandma, who challenges stereotypes and showcases Samsung’s innovation with humor and charm. Through a humorous online film featuring the grandmother of a popular Thai influencer, the campaign not only cools rooms but also warms up to the idea that even the most traditional-minded grandmother can embrace cutting-edge technology.

Sing, shake, tap, and win your way through summer

Multi-awarded P-Pop boyband SB19 has kicked off summer with a new anthem and music video for finance app GCash. Tara, Summer Na” serves as an invitation to embrace the season’s best experiences with GCash.

Through the “Shake It, Win It” promo, running from March 04 to May 31, users stand a chance to win exciting prizes simply by making transactions of PHP 100 or more with GCash. Prizes include GCash credits, discounts at retail merchants, gadgets, appliances, and even trips to top local and international destinations.

Because sometimes you need a lifeline when the heat is on

In celebration of its 40th Anniversary, KFC Thailand brought back the fiery Kai Jai Ded, captivating spice enthusiasts with its intense heat. Responding to the fiery challenge, KFC launched the Spicy Relief Hotline, offering support and relief for those braving the burn. With two levels of spiciness, Baby Hot Sauce and Angry Hot Sauce, the limited-edition menu item sold out within two weeks.

Finland’s furry friends can now “sniff-test” their meals

Catering to the discerning tastes of dogs, dog food brand Hau-Hau Champion has pioneered the “Dog Vending Machine.” Developed in collaboration with creative agency TBWA\Helsinki, the machine utilizes AI-powered facial recognition and UV disinfection technology to provide dogs with a sample of food before purchase. The pilot project aims to reduce dog food waste while ensuring a fun, safe, and sanitary experience for dogs and their owners.

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

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