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adoboPicks: The best of Asia at Cannes Lions, Father’s Day ads by McDonald’s and Jollibee, and more weekly campaign favorites

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:

Wolf BKK shows awkward shopping experiences one can avoid with Central App


This cheeky campaign by Wolf BKK, Central Department Store paints a picture of the advantages of shopping via their online app. Showing ridiculous clips of customers physically shopping when they are clearly in the middle of something else — from a girl in pajamas who passed out in the middle of buying appliances to a man with his pants down because he was buying a ring while he has to go to the toilet — the campaign is a funny way of highlighting that the Central app can bring the shopping experience to you, especially when it’s more convenient to stay where you are.

McDonald’s celebrates the various #PersonaliDADS father’s have

Oftentimes, dads are out there busy working to earn for their families. Or seen as serious because of their demeanors and all the responsibilities they’re carrying. But, for Father’s Day, McDonald’s celebrates dads’ fun and silly side — a part of them that comes out when they’re spending time with their loved ones. Whether they’re a tech professional who becomes Princess Fi-Fi when they play with their daughter or a businessman who becomes a spaceman with his son who loves astronauts, all dads — and all the #PersonaliDADS they have — are celebrated for the many roles they play for their kids.

Jollibee’s tribute to the love of behind-the-scene dads 

In Jollibee’s new campaign film by McCann Worldgroup, they celebrate Father’s Day by recognizing the love they give even though it isn’t always captured in the frame. The video starts with kids having fun or celebrating milestones — from birthdays to graduations — before a snapshot of them is taken, none of which includes their dad. But it’s later revealed that it isn’t because the fathers are absent — they’re the ones behind the camera, just happy to be there for family and capture their child’s moments of joy.

Globe ad championing Pride and diversity on- and off-screen

As part of Globe’s year-long “Pagandahin Aang Araw-Araw” campaign, the telecom has released an ad for Pride month that celebrates the joy of LGBTQIA+ relationships. In a series of commercials selling the new Globe One app, the short and sweet ad by Publicis JimenezBasic Manila is Globe’s way of emphasizing the importance of normalizing the representation of Filipinos in the LGBTQ+ community. Not only does it champion diversity on-screen, the ad — which was produced, written, and directed by members of the LGBTQIA+ community — highlights the importance of advocating for inclusivity behind the scenes as well.

Cannes Lions campaigns

On top of the favorite campaigns of the week, in celebration of Cannes Lions International Festival of Creativity 2022, adobo Magazine is also giving a shoutout to the amazing work from Asia-Pacific, both shortlisted and winning, and other standout campaigns.

Dentsu Creative’s “The Unfiltered History Tour” for Vice Media

This groundbreaking campaign won two Grand Prix awards — one for Radio & Audio and another for Brand Experience & Activation. Dentsu Creative’s “The Unfiltered History Tour” for Vice Media allowed visitors of the British Museum — the biggest recipient of looted artifacts — to scan artifacts with their phones so that they can learn about the real history of the object from someone who is a part of the culture it originated from. This not only provides a multimedia learning experience, but it also challenges the history written through an imperial lens.

VMLY&R India’s “The Killer Pack” for Maxx Flash

The Health & Wellness Grand Prix went to VMLY&R India’s “The Killer Pack” for Maxx Flash. The pack, designed to combat the rising cases of Dengue and Malaria, is 100% biodegradable and is lined and printed with 5% Active Probiotic Bacillus thuringiensis that kills mosquito larvae when disposed. So, while the non-toxic coil fights mosquitoes inside the home, the packaging that’s thrown away also does its job to prevent more mosquitoes from breeding.

TBWA\Santiago Maganda Puno’s “The Leaf Orchestra” for Nissan

“The Leaf Orchestra” for Nissan by TBWA\Santiago Maganda Puno was shortlisted under Entertainment for Music. By featuring Filipino performers using leaves as their instruments, the mesmerizing campaign promotes sustainability and preservation through the celebration of Filipinos’ cultural heritage.

McDonald’s Classroom by Leo Burnett

McDonald’s and Leo Burnett can add getting shortlisted for the Outdoor Lions to its long list of recognitions for the iconic McDonald’s campaign, an initiative that repurposed unused McDonald’s party rooms into workspaces for teachers’ online classes and module-making at the height of the pandemic.

BBDO’s “The Dissolving Bottle” for The Naturale Market

BBDO was part of the Health & Wellness Lions shortlist this year for “The Dissolving Bottle” for The Naturale Market, a simple but effective redesign of the shampoo bar to make it look like the bottles that liquid shampoo comes in, making people reach out for it more intuitively.

GIGIL’s “Party” for Cheers

Making the shortlist for the Film category is GIGIL’s “Party” for Cheers. The work is a funny short film featuring a family that makes a party out of using Cheers products to solve ridiculous and bizarre mishaps at home — from food multiplying to an endless stream of soup spurting everywhere from one ladle.

Check back with adobo Magazine for our weekly campaign picks.

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