I S S U E
64
J U L - AU G
2016
BEYOND TECHNOLOGY
I
nnovation is more than just new technology.
It’s more than just gadgets, trends and fads
that soon get dated, pegged, and mired to a
fleeting era. Innovation is what moves us forward
as well as what we bring with us onward.
Innovation is about reinventing and
reinvigorating the classic in ways that make
it relevant and resonant to tomorrow’s
generation. It’s about rediscovering timeless
values and making both young and old
experience the world with a newborn’s eyes.
In this issue, adobo magazine explores the
many facets of innovation as exemplified in the
latest award-winning campaigns from across the
globe that have won precious metals at the most
important events this awards season: the Cannes
Lions International Festival of Creativity, the
D&AD Global Association for Creative Advertising
& Design Awards, and the Asia Pacific Tambuli.
Awards. Innovation, after all, is what makes winners.
Also in this issue of adobo magazine are emergent
technologies such as virtual reality apps, kickstart
ventures, and 360 degree videos that are opening
new avenues for expression. In this issue as well are
ever higher standards in conscientious advertising
and agency activism such as the Ariel Matic’s
“Share the Load” campaign—one that challenges
gender role stereotypes and motivates men to do
their share to allow women to pursue their own
dreams—and the Dirty Water painting exhibit where
the medium literally is the message—gorgeous yet
poignant scenes of riverside life painted with pigments
derived river water pollution. Innovation isn’t just
in the medium. Innovation is in the message.
I would also like to gratefully acknowledge having
received the Tambuli Crimson this year, for bringing
Philippine advertising into the regional and global
stage. The award was part of the Tambuli Awards
organized by the School of Communication of the
University of Asia and the Pacific, which focuses on
mainstream brand campaigns that celebrate humanity,
innovation, inspire purpose, and deliver results.
Join us, delve into these pages, and find new ways
to engage the timeless and the essential with
adobo magazine.
Angel V. Guerrero
Founder, Publisher & Editor-in-Chief