ISSUE 75 / MOBILE
Editor’s Note
T
he mobile phone is the lifeline of a modern person. From lazing away afternoons on YouTube to getting real-time traffic updates, the mobile phone has grown from luxury to necessity. The mobile has leapt from being the product sold to a platform where to advertise. With the population having a huge chunk of digital natives, the mobile world is swiftly outdoing itself. Many people have compromised privacy for access to artificial intelligence and virtual connections. Because of this, we, at the forefront of the creative community have the greater opportunity of taking control of the narrative. From being interruptive and irksome, advertising has also groomed itself to suit the mobile platform. The hotbeds of creativity leave a trail of breadcrumbs that keeps the world watching. By touching viewers’ emotions and burning hours into production, advertisers have made it possible for the audience to opt not to press skip buttons.
We keep an eye out for the brilliant, vivid and fresh. This issue of adobo carries the Creative Rankings, a rundown of the top talents who made visionary ads that garnered both local and international awards. The adobo Creative Rankings is not merely a prize to covet. More importantly, it is a celebration of the floursh of the creative industry. It is a validation that creatives are relevant and indispensable—now more than never. The victors who come out of the list shall remain the guardians of the ad industry and adobo will hoist their torch in every corner of the world where they are recognized. Swipe right to ignite!
ANGEL V. GUERRERO Founder, Publisher & Editor-in-Chief