Cannes Contenders: BBDO Guerrero Manila

How will Asia Pacific perform at Cannes this year? In the lead up to the Festival this weekend Campaign Brief will be showcasing the work we hope will impress the judges ....

Pantene.jpgLabels Against Women
This started as a local campaign to re-assert Pantene in the marketplace. And quickly turned into a global debate about gender roles. It began with a press conference, branded content and social posts. As well as an online video that Forbes magazine just ranked as one of the top 10 youtube ads of the year. 'Labels Against Women' gained 46 million YouTube views and over a billion media impressions in less than five months. The overwhelmingly positive response also had dramatic business results: from 18 months of continuous sales decline, value shares grew by 3% just 8 weeks after launch. An increase in brand equity was achieved: 90% more likely to buy; 83% love the brand more. Pantene has now re-energized itself as a brand that champions women - encouraging them to Shine Strong - with a movement that just won't stop.
Thank You.jpgPHThankyou
After the world's worst typhoon, we suspended tourism advertising. But as almost one in five jobs depend on tourist arrivals, it was also vital to protect it. So three months later, at the exact moment the typhoon struck, we unveiled billboards across the globe to say one thing: thank you. We released a video online and mobilised online support under the hashtag #PHThankyou. Over 20,000 publications wrote about the campaign with some, like CNN, showcasing our tourism destinations. As a result the UNWTO said tourism in the Philippines saw significant growth in 2013 with international tourist arrivals registering a 10 percent double-digit increase to a total of 4.7 million  while international tourism receipts grew by 15 percent to reach $4.7 billion (around P204.9 billion).

Shadow Playground.jpgJohnson┬╣s Baby Shadow Playground
We needed to launch Johnson┬╣s Baby Active Fresh Powder, a product which encourages outdoor play for children. So we invited the families (and the media) to see how much fun it could be. Collaborating with architects and child experts  to create a playground that comes to life when the sun comes out. Each structure in the Playground casts a different a shadow game that shifts as the day wears on. And a lot of kids were there to prove how much fun it was. Resulting in highly successful launch coverage for the  new product. And introducing a whole new way to play under the sun.

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A blog for advertising creatives in Asia. To pass on news or advertise on the CB Asia blog, or to subscribe to Campaign Brief Asia or Campaign Brief Australia/NZ magazines, or The Work 09 Annual, email: Kim or Michael

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