I AM NINOY PROJECT YELLOW CAMPAIGN

Short List
TitleI AM NINOY PROJECT YELLOW CAMPAIGN
BrandBENIGNO S. AQUINO FOUNDATION (BSAF)
Product / ServiceNGO-HUMAN RIGHTS EDUCATION
EntrantMcCANN WORLDGROUP PHILIPPINES Makati City, THE PHILIPPINES
Entrant Company:McCANN WORLDGROUP PHILIPPINES Makati City, THE PHILIPPINES
Advertising Agency:McCANN WORLDGROUP PHILIPPINES Makati City, THE PHILIPPINES

Credits

Credits

Name Company Position
Raul Castro Mccann Worldgroup Philippines Evp/Chief Creative Officer
Noel Bermejo/George Belardo Mccann Worldgroup Philippines Creative Directors
Chino Jayme/Allan Almeda Mccann Worldgroup Philippines Copywriters
Lady San Pedro/Gem Habito Mccann Worldgroup Philippines Art Directors
Nandy Villar Mcann Worldgroup Philippines Managing Director
Gen Wang Mccann Worldgroup Philippines Group Account Director
Yettie Dalmacio/Mark De Joya Mccann Worldgroup Philippines Account Directors
Lianne Salcedo Mccann Worldgroup Philippines Account Manager
Datu Gallaga Just Add Water Prouductions/Inc. Producer

The Campaign

The agency was tasked to make the Philippine Hero Ninoy Aquino, for his 25th death anniversary, relevant to the present Filipino youth. From the idea that there was a Ninoy in every young Filipino through the values they shared with him, the campaign"I Am Ninoy" was created. It was a campaign that would turn the youth into heroes and believe that they could make a difference in their country just like Ninoy.

Success of the Campaign

Ninoy became a part of Philippine pop culture. On the first month, the campaign was featured in 5 television programs, garnered 2000+ hits on Youtube, 6000+ hits on Google, 19000+ hits on Yahoo and 200000+ hits on the main website with many users actively participating. Numerous articles were also released in major publication including newspapers and magazines as well as web news articles on the internet, both local and international. Merchandise from retail was sold out. On the fourth month, a TV show in-line with the campaign was produced. Most importantly, many youths received the campaign in a positive way as many of them blogged about it, praising it and pledging to help the country in their own small ways. They started living the campaign. They started to live as heroes.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

A multi-media campaign was launched around the country, including TV, radio, print, outdoor, and digital, all bearing the message that there was a hero in every Filipino. Merchandise from fashion retailers bearing the "I Am Ninoy" title and Ninoy's iconic glasses as the logo were also sold.