This week’s ads put a spotlight on underrepresented stories in sports history, unethical labor practices in fashion, and a record-breaking celebration of family

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:

The underrepresented stories of American baseball


Through comic-strip style animation, the Invisible Collective and Martian Blueberry bring to life the stories that Major League Baseball (MLB) wanted to highlight this February retellings of the Negro Leagues’ legacy. To honor Black History Month, MLB is releasing Undeniable – Stories from the Negro Leagues, a series of three episodes that each tell the history-making yet underrepresented stories of Black and Brown legends that made American baseball into the sport it is today. The series features the careers of icons from the Negro Leagues, the international impact of these sports heroes, the gender barriers that were broken alongside racial barriers, and more.

Designed in the Global South, made in the Global North

Accenture Song Hamburg and sneaker brand Ekn’s latest campaign isn’t just a feature on rising Bangladeshi designer Rokaiya Ahmed Purna. It’s also a commentary on how the fashion industry only spotlights designers from Western countries while the Global South is made the victim of unethical labor. As a twist on the typical “Made in” tags that are often followed by a third-world country, this campaign emphasizes Rokaiya’s sneakers as “Designed in Bangladesh, Made in Europe” not just as a way to give the spotlight to deserving designers in the Global South but also to draw attention to the exploitative manufacturing practices rampant in the fashion industry.

A record-breaking celebration of reunion and family

Honoring the tradition of family reunions over Vietnamese Tet meals, Coca-Cola Vietnam took it up a notch and held an event where it set the world’s largest Vietnamese Tet meal table, shaped to look like two side-by-side Coca-Cola bottles, to celebrate the festivities. However, the feat wasn’t just about the size. The event, held at the Hoa Lu Stadium in Ho Chi Minh City, seated over 3,000 people from 1,000 multi-generational families to foster the spirit of magic, togetherness, and nostalgia that festivities like this, or even just the simple act of sharing a meal, bring.

Irresistible comfort you can’t let go of

In ONN’s recently-launched campaign by Wunderman Thompson Kolkata, the casual wear brand flaunts the level of comfort that their polos and tees provide. The campaign films depict bizarre interactions between the male protagonist and his love interest whose attraction to him is heightened by the comforting sensation of the ONN shirt he’s wearing. In one of the films, a woman is holding on to the protagonist tightly as she rides on the back of his motorcycle. The humorous twist at the end, however, shows that even after the ride, she’s still clinging onto him piggyback-style as he walks around because of the irresistible softness of his polo, garnering them strange looks by confused onlookers.

Hong Kong’s citywide wish-making spectacle

For this Chinese New Year, HSBC and Wunderman Thompson Hong Kong present a new take on a festive ritual of wish-making that’s perfect for the digital age. Made possible by AR technology, Hong Kong citizens were able to point their phones at the HSBC Main Building and send in their wishes via a seed. The seed is then added to the visual representation of the wishes that they can see on their phone, the blooming HSBC Wishing Tree for 7,000,000 on top of the building. They were then able to watch their wish blossom into a flower, representing in a fresh and innovative way how HSBC can turn their dreams into a reality.

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

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