Cannes Contenders: BBDO Guerrero Philippines
How will Asia Pacific perform at Cannes this year? In the lead up to the Festival, Campaign Brief Asia will be showcasing the work we hope will impress the judges…
BBDO Guerrero Philippines
For years, women have been objectified in alcohol advertising in the Philippines, and unfortunately it worked. The Filipino market, influenced by a macho culture, responded well to such messaging and imagery. Despite this winning formula, Johnnie Walker does not believe in this type on marketing and wanted to inspire through shining a light on those who make a difference in the world. As a result, BBDO Guerrero created ‘Keep Walking Xyza Bacani’; an online film about a domestic helper who overcame poverty to become a world-renowned photographer. The film recognized Xyza’s achievements and celebrated her personal progress. By doing so, Johnnie Walker showed that there was more than one way to portray women in alcohol advertising.
BBDO Guerrero Philippines
Yellow Cab is the fourth largest pizza company in the Philippines, but in 2016 they were the last to launch a pizza delivery app. In order to increase downloads, BBDO Guerrero created ‘Thumb-Made Pizza’. This initiative highlighted the ease and convenience of using an app to order pizza by creating tongue-in-cheek videos for Facebook and Instagram that show ‘thumbs’ making pizza. During the campaign, over 2.8 million people watched the ads, and in less than a year the app had more than 100,000 downloads on Google Play. This is the most successful social strategy by any pizza brand in the Philippines ever.
Childhope: Street Cubes
BBDO Guerrero Philippines
Childhope is a leader in providing education to the country’s 1.5 million street children.
BBDO Guerrero, together with tech start-up Tactiles, has created an interactive learning system that teaches street kids basic electronics. This innovation, called ‘Street Cubes’ is a set of portable interlocking blocks that operate together with a laptop or tablet to provide a series of 100 exercises, designed to build and reward knowledge of electronic circuitry – the basis of many tech and engineering skills.
BBDO Guerrero Philippines
In the Philippines, where 92% of Filipinos get their news from social media, fake news is a very real problem. To help stop the spread of misinformation, the NUJP partnered with BBDO Guerrero to develop Fakeblok – a journalist-moderated plug-in that blocks fake news directly on desktop browsers. Social media users can report fake news sites on fakeblok.com, where they get vetted by real journalists. If a site is found to carry fake news, it gets added to Fakeblok’s database. The site gets flagged the next time it appears on the user’s newsfeed, discouraging them from clicking or sharing. In the days since NUJP announced Fakeblok to the public, the plug-in has gotten over a thousand downloads. More than 2,000 articles have been blocked, preventing over 1.6 million people from reading fake news.
We are inviting agencies to showcase your agency’s best chances at Cannes this year. Open to all Asian based agencies entering Cannes this year. Just email kim@campaignbrief.com with a paragraph or two on each of your best chances at this year’s festival. Include a link to the case study/TVC or supply jpegs if it is print.