DDB Philippines’ Espresso+ launches Gen Z–focused KiQ Mobile campaign for Smart
DDB Philippines’ dedicated telco unit Espresso+ has spearheaded a new campaign for KiQ Mobile, Smart Communications and the country’s first fully app-based mobile service, offering a “digiflex” experience built for Gen Z.
KiQ lets users personalize every aspect of their plan — from data, calls, and texts to add-ons and validity — giving them total control with no wasted data or unnecessary extras.
“KiQ’s powerful and dynamic platform enables users to personalize offers and unbundle services, giving them full control and flexibility over their mobile lifestyle,” said Anastacio (Boy) R. Martirez, Smart COO.
Lloyd Manaloto, FVP for TNT, KiQ, and Product Innovations, added: “KiQ is your world, reflected back but only smarter. It adapts, personalizes, and evolves, just like you.”
The KiQ Mobile spot captures the freedom and adaptability that define Gen Z. Starring Dylan Menor (The Binger), H2WO (The Gamer), and AC Bonifacio (The Content Creator), the film follows each ambassador through a series of high-energy, shape-shifting worlds that mirror their passions — from cinematic marathons and fast-paced gaming battles to vibrant, creator-driven moments.
Each transition is seamless, visually representing KiQ’s ability to evolve with its users. With a futuristic soundtrack and kinetic visuals, the spot brings to life the brand’s core message: your mobile world, your way.
The campaign was crafted by DDB Philippines’ Espresso+, led by Arnold Liong with John Lucas. “We are proud to be part of this innovation from concept, name, strategy, and campaign execution,” said Arnold Liong, adding that the work reflects the creativity and agility needed to connect with Gen Z. The spot was directed by Sid Maderazo with Argem Vinuya under Provill, and produced by Plan B Production.
With its bold visuals and the rallying message “Your world, your way”, DDB Philippines has set a new benchmark for telco marketing tailored to the Gen Z audience.
Credits
Smart Communications, Inc.
Anastacio (Boy) R. Martirez – COO of Smart Communications, Inc.
Lloyd Manaloto – FVP for Brands, Smart Communications Inc
Gilbert Gaw – FVP for IT & Transformation, Smart Communications, Inc
Eka Apostol – AVP for TNT and KiQ
Janine Urquico – Junior Manager KiQ
Neil Gabriel – Brand Officer KiQ
DDB Philippines-Espresso+
Arnold Liong – Chief Executive Officer
John Lucas – Chief Management Officer
Diane Capile – Client Service Director
Katya Gozo – Business Unit Director
Farveh Arabpour – Senior Account Manager
Agnes Martinez – Head of Strategy
Shackie Caccam – Deputy Executive Creative Director
Min Roldan – Creative Director
Mjoy Calong – Associate Creative Director
Kata Alamon – Senior Art Director
Inna Fortu – Senior Art Director
Ami Dela Cruz – Art Director
PRODUCERS: PLAN B
Janet Liong
Joy Barbara
Cherry Bacani
Mik Besa
PRODUCTION HOUSE: PROVILL
Production Team:
Executive Producer: Weng Marcelino
Director: Sid Maderazo
Co-Director: Argem Vinuya
Post Production House: Greenroom Digital Studios
Post Executive Producer: Alfonso Bassig
VFX Supervisor & Line24 Lead: Richard Francia
Senior Post Producers: Lorenz Sioson, Nikki Amigo
Post Producers: Pearl, Bautista, Mikaela Joyosa
Soundtrack Produced, Recorded, Mixed, and Mastered at Kerplunk! Studios
Arrangers
Errol Apacible
Miguel Concepcion
Recording Engineer/Mixing Engineer/Sound Designer: Fitz Manto
Project Coordinators
Jadine Ledesma
Haya Ibarra
Pauline Cueto
