GIGIL Philippines dares Filipino commuters to take on this Alice in Borderland challenge
To promote the second season of the Netflix Japanese series ‘Alice in Borderland’ in the Philippines, GIGIL Philippines brought Borderland to the heart of Manila, where Filipinos so badly want to escape their own kind of Borderland, the horrendous train commute.
By turning commuters into players and challenging them to hunt for 16 cards across 13 stations using a web app that mirrors the phone game in the series. The prize? A chance to escape the commute borderland with a car so they’ll never have to take the train again.
The ‘Alice in Borderland’ series is about a group of people trapped in a dystopian Tokyo and the only way to return home from Borderland is to play life-or-death games and collect cards.
The campaign resonated well, achieving over 2.5 Billion in reach. More than 20,798 registered for the game. The campaign generated 382,000 web-app engagements, garnering USD 976,000 in earned media.
It was game over when the series took the number 1 spot on Netflix for 9 days straight, and stayed in the top 10 for 21 days.
Credits
Agency: GIGIL Philippines
Production: BNM PH, United Neon
Chief Creative Officer: Badong Abesamis
Chief Creative Officer: Herbert Hernandez
Assoc Creative Director: Soleil Badenhop
Head of Social Media: Jeano Cruz
Copywriter: Miguel Orosa
Copywriter: Urn Gabao
Copywriter: Mond Angat
Art Director: Pauline Lapus
Art Director: Aja Anot
Art Director: Ronchris Cosme
Art Director: Niña Rivera
Art Director: Sam Padua
Agency Producer: Sasa Pascual
Technologist: Teejay Jamlang
Strategic Planner: Fritz Dalawampu
Editor: Joseph Linga
Editor: Jabez Linga
Managing Partner: Jake Yrastorza
Senior Planner: Nanais Hernandez
Client: Stef Pajarito
Client: Daphne Ng
Account Supervisor: Kim Gow
Account Manager: Sophia Santos
Head of Media: Margie Husmalaga
Media Manager: Pat Sy
PR Manager: Grace Leyco
Social Media Manager: KG Gosiaco
3D Artist: Keaton Varlez
Web Developer: Vince Hermosura
Agency Associate Producer: Denise Elizon
Production Consultant: Mynah Destura, Camille Garcia
Production Head: Phil Chua
Project Manager: Carlo Evangelista
Director: Mark Sangalang
Executive Producer: Roxanne Sipin
Director of Photography: Shem Hampac
Production Designer: Jeck Cogama
Production: Bianca Clemente, Ge Noguera
Makeup Artists: Osh Medina, Denden Perez
Casters: Doddie Roman, Jerome Gaston
Camera Operator: Dux Dacudao
Gaffer: Edward Bon
Colorist: Bianca Francisco
BTS Team: Brian Fontanilla, Tricia Salalima, Rona Peteza, Ace Peteza, Joe Rabosa, Jonard Santos, Melgar Llamas, RJ Hernandez, Sid Magbanua
