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  • SUB CATEGORY :
    DIRECT LOTUS
  • COMPANY ENTERING :
    TBWA\SANTIAGO MANGADA PUNO, MANILA
  • ENTRY TITLE :
    CORRECTING HISTORY
  • BRAND :
    CAMPAIGN AGAINST THE RETURN OF THE MARCOSES TO MALACAÑANG (CARMMA)
  • ADVERTISER :
    CAMPAIGN AGAINST THE RETURN OF THE MARCOSES TO MALACAÑANG (CARMMA)
  • AGENCY :
    TBWA\SANTIAGO MANGADA PUNO, MANILA
  • CHIEF CREATIVE OFFICER :
    MELVIN M. MANGADA
  • EXECUTIVE CREATIVE DIRECTOR :
    JOEY DAVID-TIEMPO
  • ASSOCIATE CREATIVE DIRECTOR :
    RAM MENDOZA/NOLAN FABULAR/RYAN RUBILLAR
  • COPYWRITER :
    RAM MENDOZA
  • ART DIRECTOR :
    NOLAN FABULAR
  • ACCOUNT MANAGER :
    MIELE DUNGO
  • EDITOR :
    VINCE BELEN/EMILIE BATARD
  • AGENCY PRODUCER :
    SUNNY LUCERO/FRANCIS BAGNES
  • FILM PRODUCTION COMPANY :
    HOW'S EVERYTHING, MANILA
  • THE BRIEF :
    THE IDEA WAS TO SWAY THE MILLENNIAL VOTE BY GIVING THEM A FIRSTHAND EXPERIENCE OF JUST SOME OF THE ATROCITIES COMMITTED BY THE MARCOSES DURING THE MARTIAL LAW ERA.
  • THE STRATEGY :
    WE TIED-UP WITH THE CAMPAIGN AGAINST THE RETURN OF THE MARCOSES TO MALACANANG – AN NGO DEDICATED TO BRINGING JUSTICE TO THE THOUSANDS OF MARCOS VICTIMS AND RAISING AWARENESS REGARDING THEIR PLIGHT. TOGETHER, WE BROUGHT UNSUSPECTING PRO-MARCOS MILLENNIALS FACE-TO-FACE WITH MARTIAL LAW VICTIMS.
  • THE EXECUTION :
    WE INTERVIEWED MILLENNIALS ABOUT WHAT THEY THOUGHT ABOUT THE MATIAL LAW ERA AND THE MARCOSES. THEIR RESPONSES REFLECTED WHY MARCOS WAS CURRENTLY LEADING THE POLLS FOR THE VICE PRESIDENCY – MOST MILLENNIALS BELIEVE THE MARTIAL LAW YEARS OF THE MARCOSES TO BE THE GOLDEN AGE OF THE PHILIPPINES. THEIR INTERVIEWERS THEN INTRODUCED THEMSELVES AND REVEALED THAT THEY WERE MARTIAL LAW SURVIVORS WHILE RECOUNTING THE HORRIBLE EXPERIENCES OF THEIR UNJUST IMPRISONMENT, TORTURE, AND RAPE DURING THE MARTIAL LAW YEARS OF THE MARCOSES. WE RECORDED THE ENTIRE ENCOUNTER AND UPLOADED THE FOOTAGE IN AN ONLINE VIDEO, ONE WEEK BEFORE ELECTIONS.
  • THE RESULT :
    THE VIDEO WAS RELEASED A WEEK BEFORE ELECTIONS AND REACHED OVER 1 MILLION VIEWS THE DAY IT WAS UPLOADED. IT WAS PICKED UP BY VARIOUS NEWS AND MEDIA OUTLETS, EVENTUALLY REACHING OVER 5 MILLION PEOPLE. BUT THE MOST IMPORTANT RESULT OF ALL - POLLS TAKEN AFTER THE VIDEO WAS LAUNCHED SHOWED MARCOS’ NUMBERS DROPPING, AND ON ELECTION DAY, THE COUNTRY WITNESSED ONE OF THE MOST NERVE-WRECKING VICE PRESIDENTIAL RACES IN ITS HISTORY, WHICH MARCOS EVENTUALLY LOST BY THE SLIMMEST OF MARGINS.
  • URL :
    https://www.facebook.com/CARMMAPH/videos/1554114678222086/
  • SUB CATEGORY :
    BEST USE OF BRANDED ENTERTAINMENT & CONTENT:
    DIGITAL & SOCIAL MEDIA
  • COMPANY ENTERING :
    INNOCEAN WORLDWIDE, SEOUL
  • TITLE :
    SHACKLETON'S RETURN
  • BRAND :
    HYUNDAI MOTOR COMPANY
  • ADVERTISER :
    HYUNDAI MOTOR COMPANY
  • AGENCY :
    INNOCEAN WORLDWIDE, SEOUL
  • CHIEF CREATIVE OFFICER :
    JEREMY CRAIGEN
  • EXECUTIVE CREATIVE DIRECTOR :
    KIM, JUNG-A
  • COPYWRITER :
    NEW, SUMMER/LEE, JUNKYU/PARK, EUNJOO/RHEE, SEUNG HA
  • ART DIRECTOR :
    HWANG, YOUNG HO/PARK, SANGKWON/GO, MINJU
  • ACCOUNT DIRECTOR :
    KIM, JONG PIL
  • ACCOUNT MANAGER :
    KIM, JUNG HWAN
  • ACCOUNT EXECUTIVE :
    SEOK, AYOUNG/KIM, JIN/KIL, A RUM/CHOI, MOON HEE/CHOI, HA BEEN/
    LEE, SUN JUN
  • AGENCY PRODUCER :
    KIM, BAE SEONG
  • FILM PRODUCTION COMPANY :
    PLANIT PRODUCTION, SEOUL
  • DIRECTOR :
    KO, HAN KI
  • DIRECTOR OF PHOTOGRAPHY :
    LIPPSTOCK TORSTEN
  • ASSISTANT DIRECTOR :
    JANG, MOK CHEON
  • 1ST ASSISTANT CAMERA :
    SEIDL ALEX
  • EXECUTIVE PRODUCER :
    JUNG, SUNG WON
  • FILM PRODUCER :
    NAM, JI HYUN/NAM YOON SEOK/SIEGEL NATHALIE
  • POST-PRODUCTION COMPANY :
    EDITIN, SEOUL
  • EDITOR :
    YOU, SE JIN
  • ASSISTANT EDITOR :
    KIM, EUN HYE
  • SPECIAL EFFECTS COMPANY :
    VIXEN, SEOUL
  • 2D SUPERVISOR :
    PARK JI IN
  • 2D ARTIST :
    KO, HO YEON/JANG, HYE RI/OH, TAE DONG
  • SOUND PRODUCTION COMPANY :
    ASAP, SEOUL
  • SOUND DESIGNER :
    CHO, WON HEE/KIM, JUN SIK
  • MUSIC DIRECTOR :
    LEE, BAN SEOK
  • THE BRIEF :
    THE FUTURE OF THE AUTOMOBILES WHICH HYUNDAI ENVISIONS MAKES POSSIBLE FOR PEOPLE TO GO ANYWHERE, AT ANY TIME. THE YEAR 2016 WAS THE CENTENNIAL YEAR OF THE LEGENDARY ‘ENDURANCE EXPEDITION’ LED BY A HISTORICAL POLAR EXPLORER SIR ERNEST SHACKLETON. WE WANTED TO FULFILL HIS DREAM TO CROSS THE ANTARCTIC. SHACKLETON TRIED TO CROSS THE ANTARCTIC A HUNDRED YEARS AGO, BUT FAILED BECAUSE HIS SHIP WAS DESTROYED. HYUNDAI, TOGETHER WITH THE DESCENDANTS OF SHACKLETON AND HIS 27 CREW MEMBERS, REACHED THE DREAM DESTINATION. WE COULD DELIVER HYUNDAI’S PHILOSOPHY OF “TOGETHER FOR A BETTER FUTURE” TO THE PEOPLE AROUND THE GLOBE.
  • THE STRATEGY :
    THERE ARE THREE STRATEGIC POINTS WHICH HYUNDAI HAS PLANNED FOR THIS CAMPAIGN. FIRST, SHACKLETON'S LEADERSHIP PARALLELS HYUNDAI’S CORE PHILOSOPHY OF 'TOGETHER FOR A BETTER FUTURE,' WHICH VALUE CUSTOMERS ABOVE ALL ELSE. SECOND POINT OF THE CAMPAIGN IS TO SHOW HYUNDAI’S VISION THAT THE CAR OF THE FUTURE SHOULD MAKE POSSIBLE FOR PEOPLE TO GO ANYWHERE, AT ANY TIME. THIRD POINT IS TO DEMONSTRATE HYUNDAI’S OUTSTANDING TECHNOLOGY. AS THE SINCERITY IS THE MOST IMPORTANT FACTOR FOR THE POINTS ABOVE, WE WANTED TO EMPHASIZE ON THE HISTORICAL FIGURE SHACKLETON, AND CREATED A DOCUMENTARY FILM WITH ALL ON-LOCATION SHOOTINGS IN ANTARCTICA.
  • THE EXECUTION/THE EXECUTION & CRAFT :
    - SUCCESSFUL TRAVERSE OF ANTARCTICA,5,800KM IN 30 DAYS. ('16 .12. 04 ~ '17 .1. 02) - PRE-LAUNCHING: ‘SHACKLETON'S DIARY’ TELLING ‘ENDURANCE EXPEDITION’ WITH ‘ELENI KALOKOTI’ - LAUNCHING EVENT IN LONDON, UK (APRIL 19TH 2017). - CAMPAIGN LAUNCH: ‘MAIN FILM’, 'DESCENDANTS INTERVIEW', AND 'DEDICATED TO SHACKLETON' FILM ARE RELEASED ON YOUTUBE. THE CAMPAIGN SITE INCLUDES MORE DETAILED INFORMATION SUCH AS VEHICLE MODIFICATION AND SHACKLETON. - AFTER-LAUNCH: ‘PATRICK’S DIARY’ BY THE GREAT-GRANDSON TELLING HIS EXPEDITION. - ADDITIONAL: DECIDED TO DONATE THE VEHICLE TO THE ANTARCTIC BASE FOR RESEARCH. HYUNDAI UK WILL BE PROMOTING ‘SPECIAL EDITION’
  • THE RESULT :
    AS A CAMPAIGN BASED ON DIGITAL PLATFORM, SHACKLETON’S RETURN CREATED CONTINUOUS BRAND ENGAGEMENT WITH THE CONSUMERS THROUGH VARIOUS DIGITAL CONTENTS. WE CREATED A CAMPAIGN ON INSTAGRAM ‘@SHACKLETONSRETURN’ AND PUBLISHED DIGITAL CONTENTS DELIVERING THE MIRACULOUS STORY TO THE YOUNGER AGED AND NON-EUROPEAN AUDIENCES WHO WERE RELATIVELY LESS FAMILIAR WITH SHACKLETON’S STORIES. ‘SHACKLETON’S DIARIES’, WHICH WE HAVE COLLABORATED WITH A FAMOUS ILLUSTRATOR, EIGHTEEN STORIES IN TOTAL. DESPITE THE MINIMAL MEDIA SPENDING, THE CONTENTS LED TO A TREMENDOUS ENGAGEMENT GROWTH. ALONG WITH THAT, ‘PATRICK’S DIARY STARTED TO PUBLISH. OTHER MEDIA COVERAGE LED TO 38.5 MILLION VIEWS ON YOUTUBE IN ONLY 2 WEEKS.
  • URL 1 :
    http://shackletonsreturn.hyundai.com
  • URL 2 :
    http://instagram.com/shackletonsreturn