MANILA, OCTOBER 5, 2012 – “No guy should apologize for being a guy. And by virtue, we love a brand that can keep up,” said Paulo Famularcano, Creative Director of Media Contacts Philippines.
Vaseline Men XTERRA is a campaign by Media Contacts Philippines, in partnership with Collab Manila. The aim of the search is to form a Philippine team composed of five men that will compete in the prestigious XTERRA Off-Road Triathlon Global Championships in Maui, Hawaii, which is held on October 28, 2012.
Commenting on how the campaign came about, Femularcano said, “The brief was to rethink how content for Vaseline Men could be delivered. Vaseline Men wanted to transcend how men’s skin products are usually communicated in the local market. So we went hardcore.”
Through the campaign, the country will be sending its first official team to compete in one of the biggest triathlon series in the world. So far, the team is composed of coach Noy Jopson and celebrity athletes Matteo Guidicelli and Drew Arellano. The two remaining empty slots will be filled after the most-deserving athletes emerge victorious is the Vaseline Men XTERRA Tri-Outs Camp: Race to Maui.
On making the campaign happen, Femularcano said: “Media Contacts saw this as an opportunity push bigger, more engaging content that eschewed the traditional documentation of an event. We wanted to film things as they happened, with dynamic angles, GoPro-style follows and elements that would get viewers into the action. Unilever, MC + Collab and the production team from Manilaman got together to make this a reality, and we’re really excited to present great work like this.”
Media Contacts is the digital media arm of Havas Media Ortega, which has acquired Collab Manila, a creative think tank that also helped make the campaign a success, in the second quarter of this year.
