MANILA, PHILIPPINES — Smart and agency Grey Manila launched a campaign that highlights how life today is practically run by the apps you have on your gadgets. The Gigalife is a lifestyle enhanced and enjoyed through technology made simple – backed up by a strong network.
Grey Manila received the news that it had won the pitch for the Smart corporate account back in January 2020, with everything moving at breakneck speed, from the planning and brainstorming of the company’s biggest campaign in years. Scripts were written, boards were drawn, and approvals were made. Everything was cleared for take-off; before COVID-19 happened.
How did the company pull it off? Their answer is simple: “Smart kami.” (“We are smart.”)
Among some of the barriers, the foreign director couldn’t fly in, while chosen Korean superstar actor Hyun Bin was stranded. However, both agency and client were determined to see it through.
“We didn’t allow Enhanced Community Quarantine (ECQ) to slow us down,” Grey Manila CEO John Lucas said. “We took Grey’s borderless approach and engaged our network and production teams in the Philippines and Korea. Great teamwork led to the proper execution of the vision for the campaign.”
The campaign’s production would have been impossible without technology. Meetings were conducted through Teams and Zoom.
“Digital technology made this happen,” said Smart Senior Vice President and Head for Consumer Wireless Business Jane Basas.
“There was a lot of coordination because we were all monitoring the actual shoot in Korea remotely from our homes in Metro Manila. The whole team, including our agency Grey Manila, the production team-Plan B and Unitel Straight Shooters, were commenting, suggesting, giving directions – in real-time.”
As excitement piled up for the June 1, Monday break, the Smart team pulled off another surprise with a “shock drop,” as the first video was posted ahead of schedule.
CREDITS
Smart Communications, Inc.
• PLDT Chairman and CEO: Manuel V. Pangilinan
• Smart President and CEO and PLDT Chief Revenue Officer: Alfredo S. Panlilio
• SVP and Head, Consumer Business – Wireless: Jane J. Basas
• Department Head/ VP, Corporate Marketing & Strategy: Lloyd Manaloto
• AVP/ Center Head, Marketing Services Operations: Mon Samarista
• Senior Manager, Influencer & Endorser Engagement: Camille Mamangon
• Manager, A&P, Logistics & Agency: Weng Delos Santos
Grey Manila
• Chief Executive Officer: John Lucas
• SVP for Accounts: Meldy Warren
• Group Account Director: Katya Gozo
• Sr. Account Manager: Miguel Cordero
• Chief Creative Officer: Eugene Demata
• Deputy Executive Creative Director: Marci Reyes
• Sr. Art Director: Paik Abanilla
• Copywriters: Marci Reyes, Marrinel Poblete
• Chief Strategy Officer: Agnes Martinez
• Strategist: Cristina Flores
PlanB Production Agency
o Broadcast Producer: Janet B. Liong, Joy Barbara, Cherry Bacani
UxS Inc.
• President & CEO: Madonna Tarrayo
• Executive Producer: Ruth Colacion
Museum Contents
o Director: Kwan
o Executive Producer: Monica Chang
o DOP: Han Bit
o First AD: Kim Kyung Sik
Post House: 361
Sound Design
Music: Jasper Perez
Sound Engineer: Pope Paredes
Print Production
• Photographer: Yeongjun Kim
• Print Producer: Vivian Cho
