Campaign Spotlight

Campaign Spotlight: HardieFlex Throws Cold Water on Copycats with Iconic Line from Cherie Gil in New Campaign by GIGIL

With the construction market besieged with different brands of Fiber Cement Boards, industry leader HardieFlex has launched a new campaign with the help of ideas agency GIGIL. The effort’s goal: to reassert HardiFlex’s primacy, being the only locally manufactured Fiber Cement Board in an ISO-certified plant.

And how better to express this in a video, than to use an iconic line from a movie, said by Cherie Gil, the Philippine actress who actually delivered it?


To boost engagement, viewers were invited to complete the dialogue, and dub it on the video, uploading their versions on their social media accounts.

Out-of-home and other social efforts rounded out the campaign.

“Although HardieFlex is a household name, we need to continuously differentiate ourselves against competition, and restating the fact that in order to experience the quality of HardieFlex®, they need to look for the real one,” says Andrea Ampong, HardieFlex Brand Manager.



Client: James Hardie Philippines, Inc.
Marketing Manager: Liza Alde
Brand Manager: Andrea Ampong

Agency: GIGIL
Partner: Badong Abesamis
Partner: Herbert Hernandez
Head of Social & Senior Copywriter: Jeano Cruz
Senior Copywriter: Dionie Tañada
Art Director: Heninah Salud
Art Director:  Seph Asentista
Managing Partner: Jake Yrastorza
Account Director: Jim Jimenez
Account Supervisor: Cam Elicaño

Producer: Wendy Rivera

Director: Marius Talampas 
Executive Producer: Ahnel Gozon
Line Producer: Mara Bernaldo
Post Production House: Arcade Film Factory
Sound Design: LoudBox

Partner with adobo Magazine

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