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This week’s ad roundup sees the Heart back in finance, what ‘that’ peach emoji really means, and the power of the dragon

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:

In 2024, finance goes fashion-forward with an icon’s stamp of approval

From buying kwek-kwek in the streets of Manila to paying for a meal in France, Heart Evangelista-Escudero stars as her fashionable self in GCash‘s most recent campaign. To introduce the style icon as its latest endorser, the brand decided to team up with creative agency Publicis JimenezBasic. Together, they launched a film that not only highlights Heart’s dynamic partnership with GCash, but also illustrates how seamlessly the app has integrated into her daily life, becoming her preferred platform for secure transactions, whether online, in-store, or abroad.


Find out why Heart is the perfect fit for this campaign, according to the creative team that carefully tailored the script to align with the celebrity’s most authentic self.

This Chinese New Year, a legendary dragon teaches us the true meaning of racing ahead

To celebrate Chinese New Year, supermarket chain FairPrice collaborated with creative agency Homeground United to revive the ancient Chinese mythology of the Great Race, where 12 animals competed for their place in the Chinese zodiac. In a heartwarming parallel, FairPrice aligned its brand identity with the Dragon spirit of kindness, sharing, and inclusiveness. Despite the Dragon’s destined first-place finish, she finds true triumph in acts of generosity and kindness, embodying FairPrice’s commitment to extending a helping hand and making lives better.

From eggplants to peaches — how emojis tell a tale of innocence lost

Children’s rights organization Bahay Tuluyan joined forces with creative agency TBWA\ Santiago Mangada Puno to launch an online video campaign to raise awareness about the alarming issue of online predators using emojis to exploit children. The video highlights the prevalence of predators pretending to be kids online and engaging with children through emojis, often leading to the solicitation of explicit content or coercing them into performing sexual acts. The campaign aims to educate parents about the dangers their children may face on social media and gaming platforms, emphasizing the need for proactive measures to prevent and respond to online predators.

A whisky bottle transforms a humble carp into a majestic dragon for the Lunar New Year

Celebrating the Year of the Dragon, creative agency Leo Burnett Singapore and beverage company Beam Suntory unveil a special edition packaging for Bowmore Islay Single Malt Scotch Whiskey, drawing inspiration from the Chinese legend of a carp’s transformation into a powerful dragon. The design, featuring an illustration by Singaporean artist Kenn Lam, showcases the carp’s triumphant transformation into a dragon as the box opens, symbolizing the enduring truth that perseverance leads to greatness. The limited edition includes the Core 15-Year-Old bottle and an exclusive 18-Year-Old bottle, available in select regions for purchase in anticipation of the Lunar New Year.

When life gives you charging stations, turn them into virtual showrooms for electric vehicles

In Dubai, creative agency Serviceplan Middle East and luxury vehicles company BMW seized an unconventional marketing opportunity by turning Google Maps into a virtual showroom for the brand’s electric range. Recognizing that potential electric vehicle buyers often check for nearby charging stations, the team hijacked over 300 Google Maps listings of public charging stations, replacing them with images of BMW electric vehicles. This strategic move allowed BMW to creatively capitalize on existing data and cater to its target audience without relying on extensive budgets. The campaign aimed at ensuring visibility throughout the year required visits to various EV charging locations in Dubai, providing potential customers with an unexpected yet effective encounter with the BMW electric range whenever they searched for charging stations.

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

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