MANILA, PHILIPPINES – For generations, the “Black Card” was a symbol of exclusivity, reserved for the privileged and the few financially-equipped. It represented a financial world with a velvet rope, where access to perks and an elevated lifestyle was guarded.
Then came Maya Black Credit Card, a bold disruptor that did not just redesign a card but shattered the velvet rope entirely. Therefore, when Maya Bank set out to rewrite the rules of the black card, Dentsu Creative Manila served a bold film that redefined aspiration, and out-of-home creativity that framed access as the new status symbol.
The “Welcome to Maya Black” campaign brings the launch of the Maya Black credit card to life, through a creative centrepiece that invites everyone into the exclusive world of Maya Black. Shot entirely in black and white featuring three popular Filipino celebrities, Julia Barretto, Maris Racal and Jericho Rosales, who represent lifestyle and diversity. The film distills a single, impactful idea that Access is the new privilege and everyone is welcome to now have this. With a bold, inclusive and unmistakably modern tone, every frame celebrates confidence without arrogance, ambition without gatekeeping.
Extending beyond the screen, the visual identity turned OOH placements into statements of empowerment. Minimalist design, striking contrast, and a confident use of black became visual shorthand for a movement that invites everyone in. LED billboards aligned in main highways orchestrated a synchronous display of the film.
Pepe Torres, Chief Marketing Officer, Maya Bank commented, “This campaign was about challenging the same old boring way banks have talked about credit cards. Maya Black was never meant to be a symbol of exclusive privilege, but a redefinition of what it means to own a black card. Dentsu Creative Manila brought that to life with creativity and craft. They saw what we were really trying to say, that access can be sexy, and inclusion can look beautiful. It was a pleasure working with a team that could translate that vision into something that felt bold, defiant and optimistic – exactly what Maya stands for.”
Wacky Torres, Creative Director from Dentsu Creative Manila commented, “Having partnered with Maya across many chapters of its transformation, we have always been inspired not just by their innovation but their genuine desire to build for what Filipinos need. With Maya Black, we wanted the creative expression to echo that ambition to move Filipinos forward by making access feel natural, not intimidating, telling them that they belong to this story of access. We are proud to have shaped that story together with Maya who was open to our ideas.”
Together, the film and out-of-home creativity led by Dentsu Creative Manila pushed black card beyond finance into a culture, turning a symbol of privilege into an open door inclusivity.
