|Title||MILLENIALS FOR MARCOS|
|Brand||CAMPAIGN AGAINST THE RETURN OF THE MARCOSES TO MALACAÑANG (CARMMA)|
|Product / Service||CAMPAIGN AGAINST THE RETURN OF THE MARCOSES TO MALACAÑANG (CARMMA)|
|Category||D01. Social Video|
|Entrant||TBWA\SANTIAGO MANGADA PUNO Makati City, THE PHILIPPINES|
|Idea Creation||TBWA\SANTIAGO MANGADA PUNO Makati City, THE PHILIPPINES|
|Media||TBWA\SANTIAGO MANGADA PUNO Makati City, THE PHILIPPINES|
|PR||TBWA\SANTIAGO MANGADA PUNO Makati City, THE PHILIPPINES|
|Production||TBWA\SANTIAGO MANGADA PUNO Makati City, THE PHILIPPINES|
|Melvin Mangada||Chief Creative Officer||Chief Creative Officer|
|Joey David-Tiempo||TBWA\SANTIAGO MANGADA PUNO||Executive Creative Director|
|Chino jayme||TBWA\SANTIAGO MANGADA PUNO||Creative Director|
|Ram Mendoza||TBWA\SANTIAGO MANGADA PUNO||Associate Creative Director\copywriter|
|Ryan Rubillar||Associate Creative Director||Associate Creative Director|
|Nolan Fabular||TBWA\SANTIAGO MANGADA PUNO||Associate Creative Director\Art Director|
|Miele Dungo||TBWA\SANTIAGO MANGADA PUNO||Account Supervisor|
|Sunny Lucero\Cheese Bagnes\Denise Jose||TBWA\SANTIAGO MANGADA PUNO||Agency Producers|
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.
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 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.
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.