GIGIL Manila brings a snowman to the Philippines for PalawanPay’s Christmas Gold Promo

PalawanPay, a digital e-wallet app in the Philippines, wanted to promote their Christmas season campaign, giving Filipinos the chance to win 1 million pesos worth of gold simply by transacting through the app.

In a market where Christmas is celebrated with unmatched enthusiasm, the sheer volume of holiday advertising makes it difficult for any campaign to stand out. Most brands rely on familiar themes of family, tradition, and nostalgia, making these narratives the default for Christmas ads.

To try and cut through the clutter, PalawanPay teamed up with GIGIL Manila to take a different approach – introducing a character rarely seen in Philippine culture: a snowman.

In the films, we see a peculiar story of a snowman desperately needing snow to stay stable during the blazing heat (which is normal in the Philippines even during the Christmas season). After asking a Palawan Pawnshop teller for snow, and being told that Palawan doesn’t sell it, the snowman learns instead about the chance to win gold through the promo. This leads to a playful transformation as the snowman turns into a goldman, symbolizing the success of winning gold.

Subsequent scenarios then show how this gold can solve various holiday challenges, illustrating the many ways PalawanPay’s Christmas promo can bring a shining, glimmering light to the season.

Credits
Agency: GIGIL Manila
Founding Partner & Chief Creative Officer: Badong Abesamis
Founding Partner & Chief Creative Officer: Herbert Hernandez
Managing Partner: Jake Yrastorza
Group Account Director: Micco Balana
Account Supervisor: Kyara Vlahov
Account Supervisor: Jus Patacsil
Account Manager: Raffy Adduru
Creative Director: Jordan Constantino
Art Director: Neil Dominic De Luna
Copywriter: Juancho Santos
Broadcast Producer: Sasa Abella
Broadcast Producer: Denise Elizon
Producer: Anne Rodriguez
Production Admin Officer: Pink Bautista
Director: Alvin Chan
Editor: CJ Villanueva