THE PHILIPPINES, SEPTEMBER 21, 2012 – Countless women’s lives have been ruined because of a sex scandal video that has spread. In order to stop this, Gabriela, one of the world’s advocates for women’s rights, commissioned DDB DM9JaymeSyfu to create a campaign.
And just like a scandal, it took over the internet and Facebook.
‘Bury the Past’, which won a Silver in the Direct category in Spikes Asia 2012, aimed to bury the sex scandal video lower into search engine results by getting thousands of people on Facebook to add that one word common to every scandal video search: ‘scandal’.
With some search engine optimization know-how, the campaign successfully buried scandal video hosts to as deep as 30 pages in search results, helping thousands of scandal victims move one step closer to burying the past.
Credits:
Chief Creative Officer: Merlee Jayme
Executive Creative Director: Eugene Demata
Associate Creative Director/Copywriter : Aste Gutierrez
Art Director : Biboy Royong
Associate Creative Director For Digital: Buboy Paguio
Account Director: Gabbie Santiago
Intern: Natalla Dionisio
Intern: Criselda Jane
Intern: Rhalyn Maske
Intern: Jed Perez
Producer: Carlo Perlas (Tower Of Doom)
Editor: Jeffrey San Juan (Tower Of Doom)
The campaign’s sequel, ‘Manila Scandal Part 2’, was shot, edited and seeded exactly like a real sex scandal video sequel. But clicking on the video would show the viewer a documentary featuring a girl and how her life had been ruined after an ex-boyfriend uploaded their video. Which is, after all, the real sequel to any scandal.
Credits:
Chief Creative Officer: Merlee Jayme
Executive Creative Director: Eugene Demata
Associate Creative Director/Copywriter : Aste Gutierrez
Art Director: Biboy Royong
Producer: Jem Lim (Just Add Water)
Producer: Alec Humphries (Just Add Water)
Account Director: Gabbie Santiago
