Brief Explanation

The idea: There is a Ninoy in all of us. The campaign: I Am Ninoy I Am Ninoy was the campaign created to make the Filipino youth believe that there was a Ninoy in each of them through the values that they shared with the Filipino hero. The agency needed to create a campaign icon that would immediately identifiable to Ninoy while being something that the youth could also relate to. It also had to be translatable to several forms of media including fashion and merchandising.

The Brief

The agency was tasked to create campaign that would make the Philippine Hero Ninoy Aquino relevant to the present Filipino youth.

How the final design was conceived

Ninoy’s iconic glasses were the main element used to make the public personify the late hero. It was designed to be the symbol for all Filipinos to see through his eyes, to act with his values, to become Ninoy. Simultaneous with the launch of a multi-media advertising campaign, merchandise from fashion retailers bearing the I Am Ninoy title and the logo were sold in retail outlets. .

Indication of how successful the outcome was in the market

The I Am Ninoy campaign was a huge success. On the first month, the campaign was covered by the major TV networks, leading newspapers and print publications. The website received over 200000 hits with many users actively participating. Bloggers, both local and international, wrote about it in their blogs, while on the rest of the internet, there were 2000+ hits on youTube, 6000+ hits on Google, 19000+ hits on Yahoo. In the following months, a TV-show based on the campaign was produced. The logo played a very important role in the campaign’s success. After the launch, it instantly became a recognizable symbol throughout the country and in cyberspace. Beyond being a logo for the campaign, Ninoy’s glasses became an icon for the youth, fashion, nationality and heroism. It had become a part of Filipino pop culture.