MANILA, PHILIPPINES — Celebrating creativity in the entertainment business, the Clio Entertainment Awards recently announced its winners spanning the globe. One Philippine agency had the good fortune to be recognized with wins for their work with streaming giant Netflix.
GIGIL was shortlisted for the medium of Theatrical/Film: Social Media in the Social Content Campaign category. This particular campaign (dubbed “Globe”) promoted the Netflix film Red Notice on Netflix and saw the iconic SM Mall of Asia globe seemingly stolen.
The same agency won a Bronze Clio for the Theatrical/Film: Out of Home medium and Other category also for Netflix. This time around, to promote the Netflix film The Gray Man starring Ryan Gosling and Chris Evans, the “Reel to Real” campaign went interactive.
A combination of fireworks, active billboards, and even stunt fighting were coordinated across BGC, Pasay, Manila, and Ortigas. The desired effect saw people taking to the streets and pulling out their phones to record the events prior to posting on their respective social media accounts.
GIGIL’s work for Netflix also netted it two Silver Clios. One for Television/Series: Digital Mobile in the Virtual/Augmented Reality category, the other in Television/Series: Social Media for Long Form Social Video.
The former was for the campaign “Literal Money Heist” done to coincide with the final season of the Spanish-produced Money Heist a.k.a. La Casa de Papel. The agency marked several Philippine peso bills with scenes from the show that could then be seen using a special filter on smartphones.
For the latter, the “Jaywalking” campaign celebrated the surprise global hit from South Korea that is Squid Game. GIGIL shared the Metro Manila Development Authority’s statistic that 54% of road accidents in Metro Manila are caused by Filipinos blatantly jaywalking.
The agency then placed the creepy doll from Squid Game, known as Young-hee, in several spots to indicate if people can cross or not on pedestrian lanes. With the doll’s creepiness and calling out violators, the campaign went viral to the tune of 279,000 shares and 87,700,000 views.
The recognition for GIGIL’s campaigns for Netflix is no small feat for the independent agency but a testament to their creativity despite the continuing challenges posed by the pandemic over the past few months.