The Work Contenders: BBDO Guerrero Philippines

Campaign Brief recognises and showcases the great work that is being produced in the region with The Work 2023 Contenders…

KBP’s The Fake News Broadcast
BBDO Guerrero Philippines
The Philippines is one of the heaviest consumers of social media in the world. And one of the most susceptible to false information. The National Broadcasters Association (KBP) of 1,200 member radio stations turned some of these posts into spots. The Fake News Broadcast, aired nationwide, with multiple versions of absurd and outrageous posts: Including all the red flags that make them ridiculous in the first place: spelling errors, liberal use of emojis, and other entertaining nuances that would otherwise be unheard on a social feed. This was further expanded into on-air formats with game shows, phone-ins and live debunking of trending posts. In all the campaign reached over 15 million listeners in 67 cities. And reinforced radio’s role as a news source you could trust.

Kintab’s The Tubeless Toothpaste
BBDO Guerrero Philippines
Toothpaste tubs are thrown out in billions every year and most of them end up in our oceans. The Ellen MacArthur Foundation predicts that there will be more plastic than fish in our oceans by 2050. Kintab, a leading local brand in the category sought to disrupt the unsustainable and polluting practices of the oral care industry in the Philippines by creating toothpaste tablets that work just like toothpaste. But the funny little jars they come in don’t look like the traditional toothpaste that most consumers grew-up with. So we created a sleeve the makes the little bottle look like a tube of toothpaste. The sleeves have been tested in market and led to many more people picking up the product. The sleeves can be recycled in-store, and people can take home the small packages which is all they need to brush their teeth.

Mountain Dew’s Scrapboards
BBDO Guerrero Philippines
On December 16 2021, category-5 Super Typhoon Rai devasted the Philippine Island of Siargao, one of Asia’s leading surfing destinations, leaving little but scrap wood in its wake. To help revive and rebuild the tourism and surfing culture in Siargao, Mountain Dew created the ‘Scrapboards’ under Project Re-Dew – a design initiative that transformed 165 kgs of typhoon debris from Siargao and 125 kgs of upcycled, shredded Mountain Dew PET plastic bottles into unique, full-size surfboard sculptures as a symbols of resilience and hope. The Dew resin acted as a binding agent to hold the pieces of debris together in intricate designs inspired by iconic locations around Siargao. The Scrapboards debuted as the official winners’ trophies for World Surf League’s 2022 International Surfing Cup held in Siargao after years of closure from the typhoon and pandemic. Five boards were eventually auctioned off, where proceeds from the sale will be used to fund the rebuilding of community boats necessary for local tourism and livelihood.

Mitsubishi’s Crash-less Dummies
BBDO Guerrero Philippines
In the Philippines, Presidential Proclamation No. 115-A declares the month of May as Road Safety Month to promote road safety and raise awareness of the health impact and economic costs involved when it comes to vehicular-related accidents. In celebration of the upcoming road safety month, Mitsubishi Motors wanted to reassure people that its lineup of vehicles are built to truly protect and preserve life on the road for a whole lifetime. Mitsubishi Motors released posters on all 63 dealerships and print ads on the country’s showing crash-less, senior citizen dummies named Astrid and Samuel. Unlike other crash test dummies, Samuel and Astrid grew up to be old and happy as they have been kept safe and sound behind the quality of Mitsubishi’s line-up of automotive vehicles.

The deadline for Campaign Brief’s The Work 2023 has now closed. If your agency has entered The Work and would like to showcase your best work in our Contenders series email ricki@campaignbrief.com.