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:
Join Jollibee’s celebration of 45 years
Jollibee has been a household name for Filipinos for over 45 years, and to celebrate how far it has come, the iconic fast-food chain has released a new music video by McCann Worldgroup that encapsulates the brand’s journey. The empowering and catchy anthem — sung by Gary Valenciano and Julie Anne San Jose — is the perfect background to the video that walks us through the evolution of Jollibee through the decades and how it has been a constant presence of joy and celebration to Filipinos since the very beginning.
Drink Water reaches for a Gatorade
Gatorade No Sugar has tapped a new endorser, and while the choice may be unexpected, he definitely fits the job. Having the name Drink Water Rivera definitely garners attention — in fact, the university student went viral when the internet learned about him and his name. But turns out Gatorade No Sugar took notice as well and saw that he was the perfect person to preach hydration for its new campaign, a funny and charming mockumentary by 180 Amsterdam.
Turning regular bras into women’s lifesavers
More than 8,000 Thai women die from breast cancer each year. To address this problem, VMLY&R and Sabina partnered up on a mission to find a way to make it easier for women to detect the disease and succeeded with the creation of a Breast Cancer Simulator Pad. The pad was developed by Thanyarak Breast Center using medical data to replicate the cancerous lumps onto the product. This way, a simple insertable pad becomes a revolutionary tool that helps women perform breast self-examinations that could save their lives.
A musical spotlight on unheard voices
How do you emphasize women’s voices in music and ensure they’re heard? Turns out, by silencing them. This is exactly what Wondrlab‘s International Women’s Day campaign entailed; Spotify and Sony Music India created “The Unheard Playlist,” a playlist with some of the biggest duet hits in India. But the catch is that the versions of the songs on the playlist don’t have the female vocals on them, leaving listeners confused by the jarring changes. Soon after, listeners were able to watch videos of Indian women music artists talking about how not just the sound of songs, but the music scene as a whole, would not be the same without the amazing women in the industry.
Art and the opportunity to help at your fingertips
In Taiwan, receipts are a huge source of donations for charities like Ronald McDonald House Charities (RMHC) once people drop them in donation boxes everywhere. But since the rise of digital payments, these donation boxes started to get neglected. So, to ensure that the opportunity to donate is seen in a place that no one can ignore, RMHC and Leo Burnett Taiwan created Donation Wallpapers. Each of the 35 fun and vibrant designs aren’t just fun wallpapers, rather, with a scannable barcode attached, they can turn the digital receipts into donations.
Here’s a look back at adobo magazine’s weekly campaign picks.