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This week’s favorite spots offer unlikely stories of love, exploration and fandom culture

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:

It’s all about unscripted love stories this Valentine’s Day

Jollibee‘s much-anticipated Valentine’s series, “My Kwentong Jollibee,” shifts towards authenticity by featuring real-life stories in its latest films. The campaign, initially narrative-driven since its launch in 2016, now embraces authenticity, reflecting the current trend of vlogging and genuine storytelling.


Directed by Paolo Villaluna and conceptualized by creative agency McCann Worldgroup Philippines, the films highlight diverse love stories, such as 30 Dates, which explores the romantic journey of colleagues bonding over a month of birthday treats at Jollibee, and To Love Again, a tale within the Jollibee family about overcoming a broken relationship.

Get ready for some serious K-Pop feels as idols pay homage to the artists who started it all

To celebrate the 10th anniversary of its K-Pop ON! playlist, audio streaming subscription service Spotify unveils “K-Pop ON! (온) First Crush.” This campaign features Spotify Singles by popular K-Pop artists covering songs by their idols. Artists include ENHYPEN, SHOWNU X HYUNGWON (of MONSTA X), and STAYC. The campaign also includes exclusive bonus content, such as performance videos and behind-the-scenes footage.

Forget epic battles, this Fortnite map lets players “heal” and explore a 3D Singapore

Healthcare institution holding company MOH Holdings and creative agency BBDO Singapore launch the “Power of Care” to highlight the importance of healthcare professions and inspire future generations to join the field. The campaign includes a unique Fortnite map where players “heal” instead of fight, a film, outdoor ads, digital activations with personal stories, and an immersive roadshow. Through gamification, MOH Holdings aims to break stereotypes and showcase the transformative power of caregiving.

Welcome the Chinese New Year by smelling like money — literally

Banking and financial services corporation DBS Bank celebrates the Chinese New Year with “HUAT Eau De Parfum,” its limited-edition perfume inspired by the scent of fresh banknotes. This complements its digital “QR Ang Bao” gifting option, aiming to add a sensory element to the digital experience. The perfume was created with creative agency The Secret Little Agency and perfume lab Oo La Lab, with the two collaborating to capture the essence of prosperity and good fortune associated with the holiday.

Real hardcore fans are more lowkey than you might think

Brewing company Heineken taps creative agency Le Pub to make football more inclusive and challenge the negative stereotypes associated with “hardcore fans.” The result is “Fresher Football,” a campaign that features a funny and heartwarming film showcasing various fans’ dedication to the sport, along with ambassadors Virgil van Dijk and Jill Scott MBE. To further honor “real hardcore” fans, Heineken is giving away seats at the UEFA Champions League Final to those who share their stories.

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

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