Campaign Spotlight

IXM and Philippine Star relive the historic Cry of Pugad Lawin

MANILA – In celebration of the National Heroes Day, Philippine Star, in partnership with IXM, encouraged Filipinos to continue the revolution started by the Katipunan during the historic Cry of Pugad Lawin.

Entitled #PilasPinas, the brief given to the agency was a simple commemorative print ad for National Heroes’ Day but thought that they can do so much more to remind the Filipinos of the importance of this day.

“Since National Heroes’ Day is celebrated after the Cry of Pugad Lawin, where the Katipuneros led by Andres Bonifacio separated themselves from Spanish rule by tearing their cedulas, we wanted to compel Filipinos to do the same and continue the Revolution that our heroes started,” said Jedd Ilagan, Strategy Manager, IXM. “The choice to go digital was solely decided on the number of audience we could reach and because we wanted to tap a generation younger than our current readers.”


IXM launched a teaser video the day before the National Heroes’ Day and encouraged other to shoot and post videos of themselves reenacting the tearing of the cedula on social media using the hashtag #PilasPinas. On the cedula, the public was asked to write about the social problems they vow to help in addressing.

Celebrities including Kaye Abad, Carol Banawa, Ryan Cayabyab, Bianca Gonzales-Intal and Stephanie Sol along with other Filipinos participated in the project.

“More than awareness, we wanted to create a platform where everyone can publicly voice out the change they want to happen in the society. We wanted them to stand up for something they believed in. We feel that the youth has a lot to say about the country but just don’t have the means and window to do so – plus, it’s a better use of their time on social media.”


Creative Engineers: Third Domingo, Evans Sator, Vince Bud-oy, Gab Navarro, Kidlat Quesada, Roar Gonzales, Rice Acoba

Account Engineers: Kate Alconga, Air Alinell, Trek Remigio

Partner with adobo Magazine

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