MANILA, PHILIPPINES — To celebrate a brand new year of creativity, the advertising industry continues to launch campaigns that spark conversations. Whether raising awareness on social causes, spreading joy, or telling compelling stories, marketers and advertisers are finding fresh, dynamic ways to connect brands with audiences worldwide.
True to form, there’s no shortage of outstanding work for the adobo Magazine team to admire and celebrate. From gripping narratives that stay with you long after the first viewing to clever engagements that elevate brands to new heights, here are some of our favorite campaigns from January 2025.
Like every great fiesta, this one’s best experienced in person
McDonald’s Philippines and TBWA\SMP have taken the Ride-Thru experience to new heights – quite literally – by welcoming the towering Higantes of Angono’s famed festival into its Pueblo Angono branch. Expanding on the success of its 2022 “Carabao-Thru” activation, this year’s “Parade-Thru” concept continues the brand’s commitment to celebrating Filipino culture in playful, unexpected ways.
Every Filipino, no matter what province or region they’re from, has had their fair share of experiences with fiestas. These celebrations are deeply ingrained in the country’s identity, making it refreshing to see a giant multinational brand like McDonald’s tap into something so undeniably Filipino. Like any good fiesta, this campaign intends to be experienced firsthand. Festival-goers and Ride-Thru customers alike were treated to the sight of the giant papier-mâché figures making their way through McDonald’s, proving that at their Ride-Thru, all rides are welcome – even Higantes. As a nod to tradition and community spirit, the brand also treated the giants’ operators to complimentary meals, reinforcing its mission to create meaningful, culturally rooted experiences for Filipinos nationwide.
Seven years in, and we’re still unwrapping new stories of generosity
Cadbury, in collaboration with VCCP, continues its long-running generosity brand platform with its latest installment, Memory. The film tells the story of a father with dementia and his daughter, using a simple yet sentimental gift – Cadbury Dairy Milk Wholenut – to highlight the quiet acts of generosity that connect us. As the father, unable to recognize his daughter, shares a long-kept secret about disliking nuts, the moment becomes an unexpected reflection on love, memory, and the small gestures that truly matter.
Now in its seventh year, Cadbury’s generosity platform remains as relevant and emotionally powerful as ever, thanks to VCCP’s ability to craft stories that resonate across several generations. Memory also continues Cadbury’s approach to product placement, weaving its chocolate into the narrative without taking away from the message. With its extended partnership with Alzheimer’s Research UK, Cadbury not only tells a moving story but also reinforces its commitment to meaningful storytelling that goes beyond just selling chocolate.
Finally, a brand as dynamic as the passengers it serves
Who says train companies have to be dull and boring? SNCF Voyageurs, together with ROSA PARIS, is proving that branding can be just as dynamic as the millions of passengers it serves daily. Breaking away from the rigid corporate look of transport brands, SNCF Voyageurs has introduced 25 unique logos – each celebrating the diversity and individuality of its travelers.
Powered by insights from Converge’s advanced data analysis, this fresh identity ensures that every passenger can see themselves reflected in the brand. A team of graphic designers, illustrators, 3D artists, and embroiderers brought the concept to life, transforming SNCF from a train service into a creative movement in constant motion.
A campaign so good, even John Wick would approve
Thailand has been on a roll with its hilariously absurd ads, and VML Group Thailand’s latest work for Roddonjai is no exception. Tapping into pop culture, they introduce a John Wick lookalike – complete with the signature suit and intense action sequences – to dramatize the chaos of selling a used car on social media. The message? “Don’t let anyone devalue your car.”
By turning the everyday frustration of online car selling into an over-the-top action spectacle, the campaign is both wildly entertaining and effectively drives home Roddonjai’s promise: a professional, hassle-free way to sell your car at a fair price. With its slick production, spot-on humor, and clever nods to the Keanu Reeves-led franchise, this ad is another Thai commercial masterpiece.
Philippines equals happy, indeed
Cebu Pacific is putting Filipino warmth and hospitality on the global stage through “Fly to Happy! Fly to the Philippines!” With affordable fares and expanded routes, the airline is making it easier for travelers to experience the country’s world-famous beaches, vibrant culture, and welcoming locals. The campaign has launched internationally, including a historic takeover of Dubai’s Burj Khalifa, where breathtaking Philippine landscapes and the joyful Filipino spirit were projected onto the world’s tallest building.
From standout experiences in Cebu, Palawan, and Bohol to interactive promotions in Japan and Dubai, Cebu Pacific is inviting the world to explore the Philippines like never before – while also proving that happiness is as much the journey itself as the destination.
The post From giants to John Wick to ‘Fly to Happy,’ here are our campaign picks this month appeared first on adobo Magazine Online.