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:
A good night’s sleep is always in style
In a Mandaue Foam‘s spot by Gigil, a young girl sets on a mission to not sleep when she sees her idol sporting “designer eyebags.” Desperate to look like the star, the fangirl spends several nights awake, constantly fighting the urge to doze off and fighting through days of exhaustion. When she finally earns her eyebags, she struts down the streets proudly to show them off. That is until she sees her well-rested idol proclaiming that designer eyebags are so out of style. In the end, the girl realizes that what doesn’t go out of fashion is a good night’s sleep — something a good mattress can get you in no time.
The significance of familial support in hard times
Not a lot of people are aware of what Ronald McDonald House Charities (RMHC) Hong Kong can do for the people who need it. So, McDonald’s Hong Kong and DDB Group Hong Kong released a heartwarming short film that really dives deep into one of the many real-life stories that show the family-centered care that RMHC provides. In this particular story, based on real events, a little boy’s longing for his family to be together again after a long time of not seeing each other due to his sister’s chronic illness brings to light just how important it is to have opportunities to be together, especially during rough times.
A bottle that survives getting jumbled up — even between realities
Gigil makes this edition of the roundup twice, with a second viral ad claiming the spot. In a recent viral campaign for Orocan, a boy is desperately running — with his sturdy Orocan Nomi water bottle trailing along the rocky path behind him — from a dog. When he finally gets to safety, the roles switch in an alternate reality as the boy suddenly becomes the one chasing the dog who’s drinking out of the bottle. The perfectly bizarre ad shows that no matter how you jumble up the bottle — or reality — the Orocan Nomi can survive the day.
Making the open road accessible to everyone
Getting one’s license and driving for the first time are huge milestones for many people as they grow up. However, driving education isn’t accessible to everyone. In fact, out of 74 million drivers in Brazil, only two have Down Syndrome. To address this, Latin American car rental company Localiza and Maloca73 launched a film that follows the real-life story of Laura Simoes, a woman with Down Syndrome who has always been fascinated with driving and fought through all the obstacles that kept her from getting her license and the freedom it brings. The film not only raises awareness for the gap but also comes with Localiza’s launch of Xtraordinary Driving School, which empowers those with intellectual disabilities by giving them the support they need to learn to drive.
Would you litter if God was watching?
In this new anti-littering campaign by Leo Burnett Taiwan, BaoXing Council takes “God is watching” signages that’ll guilt you into behaving to a new level. When you miss the garbage truck in Taiwan, where pick-up times at desginated spots are set in stone, you don’t get a second chance until the next day. However, instead of dragging their trash all the way back home for tomorrow, many abandon it on street corners and sidewalks. The solution? Tap the help of one of Taiwan’s most revered gods. Well, a hologram of him, at least. Through an AI-powered device that detects littering, garbage dumpers are caught and shown the holographic version of Tudigong, God of Land, reprimanding them. The campaign, while silly and lighthearted, was effective too, leading to a 73% decrease in illegal waste.
Here’s a look back at adobo magazine’s weekly campaign picks.