MANILA, PHILIPPINES — The true mark of creativity is adaptability — the ability to adjust and thrive in the face of change, to innovate and evolve as needed, and most importantly, to excel at them. In the world of advertising and marketing, this trait is best presented in an agency’s capability to handle clients that come from diverse fields and industries, and more so if they earn awards for campaigns for these brands. In this regard, Dentsu Creative Manila could easily display its prowess. Following a series of competitive pitches, the agency has successfully produced the following campaigns:
- “Black & White” for Greenpeace
- “Face of Courage” for The Foundation for Media Alternatives
- “Get Banked” for Maya
- “Beancense” for Coffee Project
adobo Magazine has had the honor of speaking with Dentsu Creative Manila’s team to talk about how they came up with each campaign and what these projects mean for the agency as a whole.
One success yielding to another
adobo Magazine: Congratulations on becoming the country’s top agency at the 2024 MADStars! How do you guys feel about this achievement?
Jerry Hizon, Chief Creative Officer of Dentsu Creative Manila: We were genuinely surprised! Being the top PH agency in a prestigious international competition is definitely quite an achievement, considering the challenges of the whole industry and the journey of Dentsu Creative Manila since its reinvention last 2020. We still have a long way to go though.
adobo: What does this victory mean for Dentsu as a whole, and for you guys individually as creatives?
Jerry: It’s a validation of what we are trying to do at Dentsu today. We believe that everyone in Dentsu has their own strengths and we try our best to give everyone the opportunity to create work they are proud of. It’s also a result of collaboration between the Creatives, Strat, Accounts, Socials, and Tech. It’s great that we are all aligned, to create work that everybody involved is proud of — not just the agency, but even the clients, production and platform partners. It’s also great that different teams won in MADStars and this is very encouraging, as our vision is slowly being achieved — where anyone in Dentsu is capable of winning and creating memorable work. With this, everybody is a star in their own right. And with different groups winning, the collective shine and brilliance of each will be brighter than one individual. We’re still a long way to go but it’s a journey I would gladly take with our teams.
adobo: What did you do differently this year that you think contributed to your win at MADStars and the success of a lot of your campaigns?
Jerry: We did not do anything drastic this year, but more of a result of a steady, consistent process of getting the right people, instilling the creative culture for everyone — not just Creatives — and as previously mentioned, going all in with the global Dentsu concept of Radical Collaboration where we not only collaborate between different departments internally, but also collaborate closely with our clients who are also creative; our industry partners, especially in production and platforms; and our network and its valuable inputs. Without them, we cannot achieve the scale and craft our works have reached.
Seeing things in “Black & White” with Greenpeace
adobo: Your “Black & White” campaign for Greenpeace earned a lot of awards and recognition in different award-giving bodies. Congratulations! How did your team come up with the idea for this?
Biboy Royong, Executive Creative Director: Believe it or not, the “Black and White” campaign was just a follow-through campaign for Greenpeace’s “Dead Whale” campaign in 2017. It was supposed to be launched in 2020, but was pushed back three years late because of the pandemic.
In 2022, a historic resolution was adopted to develop an international legally binding instrument on plastic pollution. The policy aims to have a comprehensive approach that addresses the full life cycle of plastic, including its production, design, and disposal.
We have become blinded by the colors that plastic has brought to our lives — leading us to only see how attractive, affordable, and convenient it is. Filipinos have to see beyond this.
Things are clearer in black and white. So, to kick off the “Black and White” campaign, we created life-size replicas of dead animals using trash, and had them captured in black and white by acclaimed local photographers.
These black and white images were released as print ads and posters, with accompanying QR codes that led to an interactive microsite where viewers will see colors seeping back into the images, revealing that the animals are actually art pieces made of plastic wastes.
Photojournalists, environmental advocates, and other personalities shared the black and white images on social media, along with videos showing how the colors would come into the images.
The plastic installations were also set up in schools, churches, and oceanside communities. These interactive installations are geared toward engaging viewers to back up a Global Plastics Treaty that aims to put an end to plastic overproduction.
adobo: How did you feel upon winning one award after another for this?
Biboy: It was fantastic. To have this campaign recognized by some global award-giving bodies just proves that the campaign is still relevant to the times.
adobo: What lessons did you learn from this that you can apply for your next projects?
Biboy: A lot of local and global issues are recurring. Some are there to stay until a real solution is implemented. The persistence to have these issues get highlighted is a very important undertaking for the different organizations and individuals keeping watch. So, our industry’s creativity is really needed to boost awareness of these issues.
Meet the new “Face of Courage” with the Foundation for Media Alternatives
adobo: How did you come to think about using AI for the campaign “Face of Courage”?
Nonie Tobias-Azores, Creative Director at Dentsu Creative Manila: We took inspiration from how SA victims are usually portrayed in the news: with their faces in shadow, and with their voices distorted. With AI-generated figures — from reporters to influencers — gaining in popularity, why not create an AI-generated representative? So instead of being shown as victims, SA survivors’ stories could be told with a visible face, without having to be tied to any real identity.
adobo: With the video going viral on TikTok and encouraging SA victims to speak their truth, how did you feel about the impact of this campaign on real women?
Nonie: We were relieved and encouraged to see that the content spurred women to look for help. It was heartbreaking that so many had experienced SA, but we were glad to offer a safe space on a familiar platform where they could find people who are equipped to help.
adobo: How did this movement and reaction from the people inspire you in your other campaigns or even in your personal life?
Nonie: It challenged us to look for ways to apply new or unfamiliar technology to do real good. And it opened our eyes to the fact that it does take a village to protect each other — from NGO partners, to government mechanisms, to social media platforms and creative storytelling to get the word out. Everyone has a vital role to play in changing lives for the better.
Get financially schooled with Maya’s “Get Banked”
adobo: The video campaign “Get Banked” broke a lot of rules and best practices in advertising, yet still you somehow managed to make it work for Maya. What do you think it is about your creative process, or the output that came out of it, that made this possible, and with such success at that?
Wacky Torres, Creative Director: We had the right people, the right vision, and the right chemistry. Radical collaboration among agency, client, and production were key to make the project a creative and commercial success. Everything else is our little secret (hehe).
adobo: What did the success of this campaign mean for Dentsu?
Wacky: This is a real showcase of our creative and brand-building capabilities. To take on a brand like Maya that has made a reputation for itself as a marketing powerhouse and elevate it a notch higher was a challenge we truly enjoyed.
adobo: How did this creative breakthrough improve your creative process, productivity, and inspiration for future projects?
Wacky: We set the bar higher for ourselves. Now that we know where our creative defiance and marketing fundamentals can take us, there is a newfound confidence in our unique approach to any brand brief. We will keep doing what we’re doing, but always better.
Sustainability wins with “Beancense” and Coffee Project
adobo: The Beancense product for Coffee Project was a unique and ingenious way to prevent the rise of dengue cases. How did you come up with the idea of burning used coffee grounds as a mosquito repellent?
Gian Nealega, Creative Director: Research brought one of our creative directors, Pao de Leon, to studies that opened our eyes to what else coffee can do — one of which is how its scent can repel mosquitoes! After multiple little experiments in a makeshift “laboratory” inside his garage, we found the right formulation for what we now know as “Beancense.” The dengue-fighting innovation came at an opportune time as Covid restrictions were easing up and people were starting to go out again, resulting in more Filipinos contracting the dengue virus.
adobo: How did this partnership with Coffee Project begin? When did the idea for Beancense come into light in this partnership?
Nikko Borromeo, Creative Director at Dentsu Creative Manila: Coffee Project and Dentsu have been partners for quite some time already, and coming from the pandemic, we knew they were looking for sustainable solutions for their business operations — one that would help them internally while becoming responsible members of the communities they are part of. We felt this was the right brand to rally our cause, and not just for those who camp outdoors, but for those who love to have coffee outside the branches.
adobo: Aside from displays on the counters of Coffee Project, how else did you advertise Beancense and its mosquito-repelling capabilities?
Nikko: We mostly tapped on our branches across Luzon. We wanted every Coffee Project customer to see our effort and cause the moment they entered the store. Beancense was also sampled in the outdoor dining areas of our branches so customers can experience it first hand.
adobo: How did this successful product inspire you to create more practical products with other brands or projects?
Nikko: It inspired us to do more, really. This experience not only encouraged us to create campaigns for sustainability for multiple communities, but also to help small businesses rally for different causes relevant to their market.
adobo: What lessons did you learn from this project that you could share with other fellow creatives?
Gian: Research is key, and innovation need not be high-tech to be creative and socially relevant.
Paolo de Leon, Creative Director: Creativity plus innovation can truly help solve global problems.
On fulfillment and inspiration
adobo: How do you guys feel about all of these creative breakthroughs and accomplishments?
Pamy Hernandez, Managing Director at Dentsu Creative Manila: These don’t happen often so these wins and good news are such a welcome for Dentsu Creative Manila. For a humble agency that works hard, this is so fulfilling.
adobo: What do these accomplishments mean for Dentsu as a whole, and to you as creative individuals?
Pamy: For Dentsu, it means we’re recognized for our innovative and impactful work. For us as creatives, it’s a huge validation of our hard work and creativity, motivating us to keep pushing boundaries. These wins fuel our drive to continue creating meaningful and transformative work that makes a difference.
adobo: From all of these projects, which one stood out to you the most? Why?
Pamy: Among all the remarkable projects, “Face of Courage” stands out the most — this campaign, developed in partnership with the Foundation for Media Alternatives. Secondly, Maya’s “Get Banked” — it was a vibe handling this project.
adobo: Overall, what one lesson or tip from these experiences can you advise to young creatives who wish to join the advertising industry?
Pamy: Always stay curious, be open to new ideas, and never be afraid to push the boundaries of creativity. Remember, the most memorable and effective campaigns are those that are rooted in genuine insights and a clear sense of purpose.
