adoboPicksCampaign Spotlight

adoboPicks: Playful Father’s Day ads, Tambuli Award winners, and more campaign favorites from this week

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:

The Man Company and Hashtag Orange’s challenge to men: #GiftYourDadAHug


This Father’s Day, The Man Company challenges men to do something that they often don’t: show affection and express their love to their dads. With the #GiftYourDadAHug campaign by Hashtag Orange, the brand urges men to close the emotional distance that is often found between dads and their sons.

The campaign video shows Ayushmann Khurrana and Piyush Mishra playing a father and son who both go beyond greetings and ceremonial gifts for this year’s Father’s Day and instead take the step to show each other affection and love. Accompanying the heartwarming video is a short tutorial on how to hug your dad, a fun way of acknowledging that it can be so hard to be vulnerable sometimes that one may need a tutorial but still ultimately something worth doing.

BBH London enlists Harry and Meghan lookalikes for Ribena’s own not-so-royal festivities

When Prince Harry and Meghan were skipped over for invitations to be part of the traditional balcony appearance during Queen Elizabeth’s Platinum Jubilee celebrations, Ribena and BBH London knew it was the perfect opportunity to tap into for “Chin Up”, a campaign that encourages people to smile through life’s mishaps.

So, they set up a stunt that lightheartedly poked fun at the situation: a makeshift royal balcony from which Harry and Meghan lookalikes waved at Londoners who had to do a double-take. As the lookalikes greeted and celebrated with passers-by — and free Ribena drinks, of course — the stunt became the perfect way to highlight the fun in laughing off an awkward moment and not letting it stop your own festivities.

Jollibee’s Independence Day collaboration with BetterBrandLabs Inc X Ubuntu

With Independence Day coming up, of course the country’s iconic fast-food chain wouldn’t pass up the chance to celebrate. This year, Jollibee collaborated with BetterBrandLabs Inc X Ubuntu to produce an uplifting music video set to “Awit ng Kabataan” that highlights the face of this country’s future: the youth.

The video is a wonderfully colorful and vibrant performance headlined by up-and-coming Gen Z artists – Francine Diaz, Adie, and Alex Bruce. From shots of young people chasing their passions and celebrating their loved ones to those that show them organizing community programs and helping those around them, the music video perfectly captured what the new generation has been doing and will continue to do: stand up for themselves, their loved ones, and their country.

McDonald’s and Leo Burnett’s ode to ‘Happy Moments’ between fathers and kids

Another Father’s Day campaign that adobo Magazine loved this week is “Happy Moments” by McDonald’s and Leo Burnett. The campaign is a series of photos of dads walking the streets with their children, both wearing fun matching costumes with a McDonald’s Happy Meal box in hand.

Along with the campaign tagline found on each image, “The Things We Do,” the photos succinctly portray the joy and devotion that fathers give to their children. It successfully paints a simple but telling picture of dads who will do anything to create happy moments for their kids, even if it involves wearing a princess gown as you walk down the streets for a McDonald’s run.

Special Mention: Justdiggit’s viral campaign that reminded everyone #MarsCanWait

It’s been a year since Justdiggit launched this campaign, but with the release of their case video on just how much impact it created, it’s worth looking back on.

When Justdiggit realized that their promising solution to combat global warming isn’t being heard, they hacked the hype that was forming around a different planet instead — Mars. By spreading a photo — one that went viral — of one of the Justdiggit sites as if it were the Red Planet, they successfully shifted the focus back to earth and emphasized their message: Mars can wait, but the earth cannot.

With the global fame this campaign achieved, it didn’t just offer a new perspective throughout the corners of the internet. It also paved the way for Justdiggit to make even more real change. Since the campaign’s success, the small NGO has been invited to speak at COP 26, been asked to participate in the UN’s ecosystem movement, and was able to dig 200,000 of their “earth smiles”, regenerating over three million trees.

Tambuli Awards winners

Aside from the brilliant campaigns from this past week, this roundup won’t be complete without giving a shout-out to the groundbreaking campaigns that won top awards at the APAC Tambuli Awards. This awards show is dedicated to celebrating brands with purpose, and this year, the jury found that this was best embodied by the three winners of the coveted Grand Prix awards:

Lowe Lintas Mumbai + MullenLowe Singapore’s “H is for Handwashing” for Unilever Lifebuoy

This campaign aimed to instill the habit of handwashing by changing the alphabet for children. Instead of the usual examples such as a house, hat, or horse, the letter should always stand for handwashing and be known across the globe.

Dentsu’s “Disease Dilemmas” for The Garvan Institute of Medical Research Australia

Featuring a series of 30-seconders, this campaign tells the stories of people with diseases such as Parkinson’s disease, pancreatic cancer, kidney disease, and breast cancer. It aims to resolve the competition among charities vying for donations and make The Garvan Institute of Medical Research stand out in Australia.

M&C Saatchi’s “Thrive by Five” for The Minderoo Foundation

In this campaign, 7-year-old Molly Wright is featured as she describes the importance of early childhood development. Wright is one of the youngest people ever to give a TED talk, capturing the attention of her audience: parents, caregivers, and the general global population.

Check back with adobo Magazine for our weekly campaign picks.

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