Kris Aquino returns to the spotlight as C.H.I.K.A. in new Netflix campaign via GIGIL Philippines
After some time away from the spotlight, Kris Aquino, the Philippines’ Queen of All Media, is back. And what better way to return to the screen than with a new job?
The campaign brief called for something big and celebratory. With Netflix’s slate of incoming local shows and a creative mandate to find a fresh, conversation-led way to support them, GIGIL saw an opportunity to put Kris Aquino in charge of keeping tabs on it all. The campaign kicks off with Netflix “hiring” Kris for a fictional role tailor-made for her: C.H.I.K.A., or Chief Head of Insights and Kontent Analysis.
As C.H.I.K.A., Kris takes on the very important task of helping promote Netflix’s incoming local titles. But she doesn’t do it alone. Alongside her trusty editor, Earljohn, Kris dives into the trailers and gives them her own unmistakable treatment, “Krissifying” everything from the edits to the posters and turning each title into a distinctly Kris Aquino-approved piece of content.
The campaign garnered millions of views within the first 24 hours of Episode 1’s release on Facebook alone, signaling an enthusiastic reception to Kris Aquino’s return to the spotlight.
The campaign also generated significant media attention, with coverage from major news and industry outlets including ABS-CBN News, GMA News, Philippine Daily Inquirer, Philippine Star, and Marketing Interactive.
But the excitement extended beyond media, as celebrities and other prominent personalities joined the conversation and shared enthusiasm for Kris Aquino’s comeback. Among those who amplified the campaign were actress Maja Salvador, host Bianca Gonzales, news anchor Karen Davila, and influencer Macoy Dubs, further fueling the buzz around C.H.I.K.A. and Kris’ return.
Audience reactions also reflected the cultural significance of Kris’ comeback. One commenter captured the scale of the moment by comparing it to “Rihanna coming back to music,” highlighting how Kris’ return resonated not just as a campaign, but as a pop culture event.
Credits
Client: Netflix Philippines
Country Marketing Head: Stef Pajarito
Marketing Production Manager: Nina Mendoza
Marketing Production Coordinator: Hanz Laron
Agency: GIGIL
Chief Creative Partners: Herbert Hernandez, Badong Abesamis
Creative Director: Dana De Leon
Group Creative Director: Soleil Badenhop
Associate Creative Director: Ynna Milambiling
Copywriters: Floyd Tiogangco, Josiah Jagurin, Karl de Villa
Art Directors: Mil Llanes, Nico Maglaque
Head of Art: Ronchris Cosme
Copy Intern: Grazel Tamayo
Art Intern: Gabrielle Gamba
Senior Post Production Specialist: Joseph Linga
Junior Post Production Specialist: Acey Semania
Junior Post Production Specialist: Klau Cruz
Managing Partner: Jake Yrastorza
Client Success Director and Partner: Michael Balana
Account Director: Marvin Cortez
Account Manager: Kelsy Corteza
Social Media Lead: Al Escasinas
Social Analyst: Fritz Dalawampu
Social Analytics Interns: Kryssel Cueto, Soph Mañalac, Rose Borlongan
Production: Arcade Film Factory
Broadcast Producer: Alex Gorne
Director: Marius Talampas
EP: Paula Collado
LP: Mara Ravelo Bernaldo
DOP: Ber Cruz
AD: James Sales
Production Designer: Whammy Alcazaren
Production Manager: Ken Almoros
Caster: Caloy Lapira
Production Staff: Precious Palquiran, Kat Quirimit and Mei Pondare
Hairstylist: Peachy Villaflor Wardrobe: KC Contrevida
Camera Operator: lan David, Gian Caluag and Joel De Guzman
AC: Nonilon Cesario and Ritchie De Padua
Gaffer: Erick Marquez
Keygrip: Christian Marquez
Propsman: Glenn Manuel
Livesound: Wondercollab
Offline: Marky Doromal
Online: Neil Mendoza
Grading: Barebones
HIT PRODUCTIONS
Sound Engineer: Glenn Mariano