BAYBAYAN

TitleBAYBAYAN
BrandCULTURAL CENTER OF THE PHILIPPINES
Product / ServiceCULTURAL CENTER OF THE PHILIPPINES
EntrantTBWA\SANTIAGO MANGADA PUNO Makati City, THE PHILIPPINES
Idea Creation TBWA\SANTIAGO MANGADA PUNO Makati City, THE PHILIPPINES

Credits

Name Company Position
Melvin Mangada TBWA\SANTIAGO MANGADA PUNO Chief Creative Officer
Melvin Mangada TBWA\SANTIAGO MANGADA PUNO Executive Creative Director
John Ed De Vera TBWA\SANTIAGO MANGADA PUNO Creative Director
John Ed De Vera TBWA\SANTIAGO MANGADA PUNO Art Director
Chino Jayme TBWA\SANTIAGO MANGADA PUNO Copywriter
Chino Jayme TBWA\SANTIAGO MANGADA PUNO Creative Director
Greg Hernandez TBWA\SANTIAGO MANGADA PUNO Copywriter
Patrick Gañas TBWA\SANTIAGO MANGADA PUNO Designer
Patrick Gañas TBWA\SANTIAGO MANGADA PUNO Art Director
Julian Vinzon TBWA\SANTIAGO MANGADA PUNO Designer
Julian Vinzon TBWA\SANTIAGO MANGADA PUNO Art Director
Dhanice Mengote TBWA\SANTIAGO MANGADA PUNO Account Director
Miele Dungo TBWA\SANTIAGO MANGADA PUNO Account Director
Portia Catuira TBWA\SANTIAGO MANGADA PUNO Managing Director
Misha Lecaros TBWA\SANTIAGO MANGADA PUNO PR
Dennis Carlos TBWA\SANTIAGO MANGADA PUNO Print Producer
Bianca Bunagan TBWA\SANTIAGO MANGADA PUNO Print Production Assistant
Romar Quiroz TBWA\SANTIAGO MANGADA PUNO Final Art
Angelito Tan Jr. TBWA\SANTIAGO MANGADA PUNO Final Art
Paolo Gripo Prop - Up Photographer
Sunny Lucero TBWA\SANTIAGO MANGADA PUNO Agency Producer
Michelle Dela Cruz TBWA\SANTIAGO MANGADA PUNO Agency Producer
Vilma Niepes TBWA\SANTIAGO MANGADA PUNO Agency Producer
Vince Belen TBWA\SANTIAGO MANGADA PUNO Editor
Bernadine Hinkle TBWA\SANTIAGO MANGADA PUNO Animator
Johann Tanhueco TBWA\SANTIAGO MANGADA PUNO Editor
Kyle Chu TBWA\SANTIAGO MANGADA PUNO Editor
Johann Tanhueco TBWA\SANTIAGO MANGADA PUNO Animator
Elisha Pablo TBWA\SANTIAGO MANGADA PUNO Animator
Paul Carrera TBWA\SANTIAGO MANGADA PUNO Website Producer
Dianne Carolina Madamba TBWA\SANTIAGO MANGADA PUNO Digital Front End Engineer
Ingrid Papa TBWA\SANTIAGO MANGADA PUNO Media Manager
Peach Natividad TBWA\SANTIAGO MANGADA PUNO Digital Strategy Director

Why is this work relevant for Integrated?

Campaign of the BayBayan font was more than just a representation of the Cultural Center of the Philippines’ corporate identity. It was created to open the eyes of Filipinos towards a piece of culture they had forgotten. BayBayan was a fitting campaign for the task, as the font found itself in numerous media touchpoints. Through multiple touchpoints, Filipinos were able to appreciate the font as a part of daily life.

Background

As early as 6000 BC, Filipinos developed and used their own writing script as their primary communication tool, known as Baybayin. During the 1500’s, colonization replaced the writing system with the roman alphabet. By 20th century, there was almost no trace of the script, only seen as a fad or hobby.

Describe the creative idea

In 2019, Baybayin is once again present, not as a script, but as a new font, fully integrated into the modern alphabet, now called BayBayan. Campaign name: BAYBAYAN = Baybay (to spell) + Bayan (nation) The font was created and developed by the Cultural Center of the Philippines (CCP), to reintroduce an important piece of the country’s identity. The phonetics of Baybayin were matched with their alphabet counterparts. The graceful strokes of Baybayin were combined with the hard edges of san serif, and finally, colors were used to differentiate the two writing systems, all to create geometric harmony. The result is a highly accessible educational tool for this piece of Philippine culture.

Describe the strategy

Over the course of history, art has been compelled to evolve in order to maintain relevance and reach wider audiences. As the Cultural Center of the Philippines celebrates its golden anniversary, it continues to be at the forefront of the evolution of Philippine arts by exemplifying excellence in the arts, partnering for leadership in the arts, and broadening the reach of the arts. The CCP’s 50th Anniversary celebration, anchored on BayBayan, aims to reach out to the very broad market: SEC ABC, 16-50 y/o, with a goal of sparking curiosity, sustaining interest, and continuously educating them on the country’s heritage and culture. As a font, BayBayan seamlessly found itself in many media touchpoints: outdoor, TV, digital, and BTL, successfully reaching the wide market. Given the need for an even wider reach, pre-launch began on March to promote consistent noise and talkability until the official anniversary on September.

Describe the execution

The font was launched in March 2019 through outdoor (institutional flags, island banners, e-billboard), corporate materials (newsletters, envelopes, postcards, PR kits, shirts, pens, bags), and in their anniversary logo. On the same month, Chris Millado, CCP’s artistic director, was invited by major TV channels such as CNN and ANC to discuss BayBayan and CCP’s 50th anniversary. Online content implemented in CCP’s Facebook and Instagram pages were also produced to accompany the kick-off. During the 50th Anniversary presscon on June 20, 2019, while presenting pre-produced corporate materials to the press, Chris Millado marked the start of 50th anniversary celebration through an official release of the Baybayan font (on CCP’s website and the baybayan.ph microsite) to the public on August 2019. He also announced the continuous use of the font across their publication materials for the shows lined up for the year.

List the results

The campaign was praised by academic professors and scholars of the Filipino language. “It’s quite a unique and interesting way to approach and innovate the Baybayin writing system itself.” Bomen Guillermo Dept. of Filipino and Literature University of the Philippines “It gives a sense of identity, pride, and commitment.” Professor Felipe Jocano Jr. College of Social Sciences and Philosophy Department of Anthropology University of the Philippines Picked up by the news and media outlets (CNN, ANC News, Branding in Asia, Type Directors Club, etc.) REACH - 6,441,564 ACTUAL MEDIA INVESTMENT - ₱50,000 EARNED MEDIA VALUE - ₱6,698,882 Online, numerous requests were made for an online keyboard of the font. It is now under development.