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This week’s best ads bring you space-ready chicken, a musical tour of Singapore, and queer joy in sports

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:

Take the marathon experience wherever you go 

With the great digital shift brought by the pandemic, many kids have grown accustomed to staying indoors and on their phones these past few years. Nestlé MILO decided that the best way to get kids active again was not by competing with social media and tech but by using them. The milk brand gamified the experience of getting active by creating an AR filter that challenged kids to outrun the virtual persona Coach Rio. Not only did these get them moving, but the incorporation of social media also allowed them to share their results and encourage fellow runners. 


Bringing out the beauty of Pride in sports 

The world of sports isn’t always the most welcoming to the LGBTQ+ community. To show that sports, both as it is now and in its future, isn’t complete without total diversity, Nike and Soursop teamed up for its latest campaign that spotlighted the communities and initiatives that queer athletes have built. In the campaign’s two films, the fast-paced and uplifting feel captures just how much the world of sports is enriched when it welcomes, nurtures, and celebrates queer joy and inclusivity.

Travel and see the streets of Singapore through music 

Through the power of music, Singapore Tourism Board tapped HONNE to highlight the beauty of Singapore as they explored the country’s vibrant neighborhoods. The series, made in partnership with Warner Music Singapore, is made up of three videos shot from the perspective of the inside of the guitar. Each video is a down-to-earth but exciting introduction to a particular neighborhood as the viewers can experience its beauty through an exclusive performance by HONNE. 

Is your favorite chicken space-ready? 

All trusted food producers ensure that their products are safe for consumption, but CP Chicken took it several steps further by upping the standards, so much so that it reaches space. In collaboration with Wolf BKK, CP proves its products’ cleanliness and safety by sending its chicken to the International Space Station, where the standards are lightyears more intense than what we practice on Earth. This not only provides astronauts with more delicious meal options, but it also raises the bar for food safety and cleanliness for the industry. 

Can you sleep in the (sea)bed you’ve made?

Greenpeace East Asia Hong Kong is making everyone confront the consequences of pollution by presenting the public with a piece of art that looks like a comfortable, luxurious bed. Once people take off the duvet, though, they’re met with the unflinching truth. This isn’t just any bed; it’s one that represents the state of today’s seabed due to humans — a mattress made up of real local ocean waste. Created by DDB Group Hong Kong, the bed is similar to the state of Hong Kong’s seemingly pristine beaches which is just the surface-level picture compared to the reality of the pollution in the ocean depths. 

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

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