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Campaign Spotlight: HardieFlex Throws Cold Water on Copycats with Iconic Line from Cherie Gil in New Campaign by GIGIL

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With the construction market besieged with different brands of Fiber Cement Boards, industry leader HardieFlex has launched a new campaign with the help of ideas agency GIGIL. The effort’s goal: to reassert HardiFlex’s primacy, being the only locally manufactured Fiber Cement Board in an ISO-certified plant.

And how better to express this in a video, than to use an iconic line from a movie, said by Cherie Gil, the Philippine actress who actually delivered it?

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To boost engagement, viewers were invited to complete the dialogue, and dub it on the video, uploading their versions on their social media accounts.

Out-of-home and other social efforts rounded out the campaign.

“Although HardieFlex is a household name, we need to continuously differentiate ourselves against competition, and restating the fact that in order to experience the quality of HardieFlex®, they need to look for the real one,” says Andrea Ampong, HardieFlex Brand Manager.

 

CREDITS

CLIENT
Client: James Hardie Philippines, Inc.
Marketing Manager: Liza Alde
Brand Manager: Andrea Ampong

AGENCY
Agency: GIGIL
Partner: Badong Abesamis
Partner: Herbert Hernandez
Head of Social & Senior Copywriter: Jeano Cruz
Senior Copywriter: Dionie Tañada
Art Director: Heninah Salud
Art Director:  Seph Asentista
Managing Partner: Jake Yrastorza
Account Director: Jim Jimenez
Account Supervisor: Cam Elicaño

 
PRODUCTION
Producer: Wendy Rivera

DIRECTOR
Director: Marius Talampas 
 
EDITORS
Executive Producer: Ahnel Gozon
Line Producer: Mara Bernaldo
Post Production House: Arcade Film Factory
Sound Design: LoudBox

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