Manila indie agency Leron Leron Sinta celebrates people, stories and one year of creativity
It’s been a year since Philippines-based indie agency Leron Leron Sinta opened its doors to some of the biggest names in marketing. In less that 12 months they have welcomed local and international brands like Potato Corner, Del Monte Philippines, National Book Store, NutriAsia’s UFC Overload, Fresca Tuna & Sardines, Hershey’s, Taptap Send. On the awards front they bagged wins at the Kidlat Awards and MAD Stars and earning their spot as the 11th top agency in the Philippines in Campaign Brief Asia’s The Work 2024. Behind the agency’s philosophies are real stories that have shaped the creativity of Leron Leron Sinta creatives. In this story they share some of their growing up stories that helped shape their personality and desire to succeed.
The Forbidden Commute Jutsu
Meet Sajid Guerrero, Leron Leron Sinta’s Creative Director and Co-founder. His creativity doesn’t stop at the office – it follows him on his commute.
“I interned in Makati. One day, I didn’t have enough money for the trip home because the food in Ayala turned out to be really expensive. I ended up walking for 2 hours from Magallanes Station to Cubao. That’s 12 kilometers! When I got there, I had to sneak a free ride on the jeepney just to make it home.”
Now, he doesn’t walk but runs so brave ideas can become reality.
Someone spilled the…
Flashback to Dionie Tañada’s elementary days, before he earned his ad industry reputation;
“In public school, there was only one toilet for each room. But nature was calling. To distract the people around me, I just kept chatting with them. But one pabibo classmate told our teacher, ‘Ma’am, something smells in here.’ So, she made the whole class stand up and dance to ‘Watermelon, Watermelon Papaya.’ I didn’t stand up—I was worried I would spill my secret fruit salad.”
Now Leron Leron Sinta’s Creative Director and Co-founder, Dionie proves that no idea is sh*t!
Let Him…Eat?
Forget saying, “Let him cook,” because, in his story, he literally ate. Varge Masanque shares;
“When I was in elementary, all the boys in my class were skinny, so they were put into the school’s feeding program. Since I’d be the only one left in the room, my teacher had no choice but to take me along too. I was the only chubby one in the whole program. Even when I was starving, you couldn’t tell. So, the people serving champorado always gave me dirty looks.”
As Senior Copywriter and Co-founder of Leron Leron Sinta, Varge is even more hungry to eat job orders at least three times a day.
Resting Aggressive Face
Gabe Pabelonia’s ‘resting aggressive face’ got him into unintentional street fights as a kid in the streets of Manila.
“When I was a kid, my dream was to have small, slanted eyes because my eyes are so big, I kept getting into street fights. Every time I looked at the guys hanging around in our area, they thought I was always picking a fight. So I’d end up in trouble. And every time I got home, my dad would smack me on the head.”
Now, Gabe’s fights are intentional. Only this time, it’s for his ideas.
Slay, Accla!!!
Coming out wasn’t exactly a choice for Demy Pangilinan, Leron Leron Sinta’s Junior Art Director.
“When I was a teenager, I was confused about my gender identity. Since I studied at a Catholic school, I felt like I had to confess it. During a mass communion, with lots of priests and people confessing at the same time, I told the priest that I had feelings for a girl. Father was shocked and yelled, ‘WHAT, YOU’RE A LESBIAN?!’ The whole church and all the gossip queens heard about it. Father recommended that I pray three ‘Glory Be’s and three ‘Hail Mary’s and said I was good to go.”
Now that’s a gender reveal. Today, the only thing Demy’s focused on coming out with? Her colorful ideas.
As Leron Leron Sinta celebrates its first anniversary they stress that their biggest flex isn’t just about the clients they’ve helped or the awards they proudly share on social media. It’s about the real-life stories that fuel their creativity. By being proudly masa, they’re proving that there’s room for everyone in the ad industry – especially the ones crazy enough to dream big.