Title | BAYBAYAN |
Brand | CULTURAL CENTER OF THE PHILIPPINES |
Product / Service | CULTURAL CENTER OF THE PHILIPPINES |
Entrant | TBWA\SANTIAGO MANGADA PUNO Makati City, THE PHILIPPINES |
Idea Creation | TBWA\SANTIAGO MANGADA PUNO Makati City, THE PHILIPPINES |
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 |
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.
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.
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.
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.
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.
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.