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This week’s top campaign picks put sweat, wrinkles, fruits, and mo in the limelight

MANILA, PHILIPPINES — Every week, the advertising industry elevates creativity with works that get people talking. Whether 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:

Uplifting Filipino sports communities through buddies, sweat, and tears

Setting the spotlight on Filipino non-professional sports leagues, locally known as liga, Gatorade has managed to capture the essence of found families and sportsmanship in “Sweat Unites Us,” a celebration of how the sports drink enables everyday Filipinos to strengthen their bonds through sports.


By shifting the narrative from professional athletes to grassroots heroes, Gatorade has managed to not only broaden its target audience but also open the doors to more inclusive representation in sports brands as well.

Strike’s new spot for Aides underlines the beauty of aging, especially for people living with HIV

French advocacy group AIDES celebrated its 40th year with a touching film highlighting a novel way to see beauty in aging. Created by agency STRIKE, produced by VOIR Pictures, and skillfully directed by Brazilian filmmaker Ariela Dorf, the film delicately weaves a narrative around the theme of aging and old age. Its storytelling depicts people living with HIV getting ready to go out where each encounter with a mirror reflects a tapestry of wrinkles, greying hair, and sagging skin.

Who let the aircon out?

“Huwag mong buksan ang pinto, lalabas ang aircon!” (“Don’t open the door, the A/C will walk out!”) – An old-time warning turned into a classic pun has entertained Filipinos amid the sweltering heat. Carrier Philippines, and creative agency Ace Saatchi & Saatchi, took this inspiration quite literally.

To help make the commuting experience a little bit better, Carrier Philippines launched its “Carrier Cool Spot” in one of the main streets in BGC. A larger-than-life split-type air conditioner display was installed on top of the bus stop, blowing cool, refreshing air to commuters waiting at the bus stop to make the usual tedious and uncomfortable wait for a cool and comfortable experience.

Sound checks out, but what about your hearing?

To commemorate World Hearing Day, the Deaf Thai Foundation collaborated with creative agency CJ WORX and tapped famous Thai content creators to transform their videos into specially designed content for checking hearing loss. This way, users can tune in to podcasts, music, news, and various other content while raising awareness on hearing health.

Life is sweet and fruity if you share a drink with somebody

Creative agency St Luke’s creates a playful visualization of the delectable combination of flavors offered by Old Mout Cider. The campaign introduces MOUTOPIA, a place where people are inspired to connect so that everyone, no matter how different, can live together harmoniously, “side by cider,” in the same way that, inside every bottle of Old Mout cider, different fruit flavors come together.

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

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