Revisiting the history of The Philippines
A new press campaign from BBDO Guerrero/Proximity Philippines forhistorical books which are important in the Philippines. The novelsNoli Me Tangere and El Filibusterismo turned the author into a nationalhero and The Philippines into Asia’s first democratic republic. YoungFilipinos are required to read them in school. But as soon as studentsgraduate, the most important books in the country’s history become mereitems on a shelf.
The campaign aims to make these booksrelevant not just to the student hoping to get good school grades, butalso to the modern Filipino. Press ads in the style of letras y figuras– an art form popular in nineteenth-century Philippines – draw on thesimilarities between the country as a colony of Spain and as a nationin today’s world.
Readers are encouraged to revisit thestories through the latest editions of Jose Rizal’s works, seehighlights from Nolibook on Twitter, and perhaps discover how thepresent may not be so different from the past.
Credits -Client: GP Inc. CCO: David Guerrero. Art Director: Brandie Tan.Copywriters: David Guerrero, Tin Sanchez. Illustrator: Bernadette Wolf.Calligraphers: Noel Angeles, Randy Torres. Digital illustrators: JoyPanaguiton, Vilma Magsino.
