THE PHILIPPINES, MAY 2, 2012: The Department of Tourism launched its international tourism campaign "It’s more fun in the Philippines", which heavily banked on social media, through Cable News Network (CNN) on April 30.
The 30-second video is composed of different memes from submitted photos by the public for free and played Duck Sauce’s catchy song "Barbra Streisand" as background music. The video ends with a call to action phrase: "What will you come up with?" to invite more people to send their submissions.
A shorter TVC was also released which features the tarsier, and endangered species endemic to the Philippines, blinking and staring into the camera with a title "Staring contests. More fun in the Philippines."
Developed by creative agency BBDO Guerrero Proxmity Philippines, the campaign was locally launched in January 6 and went viral in a matter of hours after its release. The agency won the account after a competitive 8-way pitch against Aspac, DDB, Dentsu, J. Romero, JWT, Lowe and Y&R for the 5.6 million peso account in a two-stage review headed by DOT Secretary Mon Jimenez.
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Credits:
Advertising Agency: BBDO Guerrero
Producer: Jing Abellera / Ino Magno / Anj dela Calzada
Director: Dale Lopez / Meggy de Guzman
Editor: Princess Wendam
Coloris: Musseli Cruz
VFX: Justin Gimeno
Post-Production House: Post Manila
