MANILA, PHILIPPINES — In line with its aim to help the Philippines build for the future by creating progress, building community, and enabling businesses to grow, Meta launches “Apps from Meta, Magic from You,” a campaign highlighting the unique ways that Filipinos connect, find communities, and grow businesses on its platforms.
Meta builds for people first – and many of the business products Meta has built have been inspired by the creative ways in which people have used its products. Through Apps from You, Magic from Meta, Meta celebrates the ways Filipinos use Facebook, Instagram, and Messenger to share and make the world more open and connected.
“Filipinos use Meta’s family of apps in many ways – they build communities through Facebook Groups, they find new ways of connecting with customers through Messenger, and they discover creative and entertaining content through Meta creators,” said John Rubio, Philippine Country Director at Meta. “The Philippine community on Meta’s family of apps is home to some of the most amazing Creators and Community Groups in the region. Through Apps from Meta, Magic from You, we spotlight the inspiring ways that Filipinos have used Facebook, Instagram, and Messenger, and celebrate Filipino Creators who are inspiring a new movement of creative content online.”
The Apps from Meta, Magic from You campaign, which was created by creative agencies AMV BBDO and BBDO Guerrero, in collaboration with Filipino director Paolo Abrihan, features two films that tap into diverse Filipino communities, showing how women basketball players, graffiti artists, and drag queens bring their passions and personalities to life on Meta’s family of apps.
The campaign will also engage Filipino Creators, who are set to post on Facebook and Instagram about how they express their creativity, magic on Meta apps, and encourage their followers to also share their experiences. The best posts shared will be shown on billboards across Metro Manila.
The social campaign is led by independent creative powerhouse Propel, an agency based in the Philippines, with creative oversight from AMV BBDO. Production was led by local company Artilerie and Filipino director Paolo Abrihan brought the scenes to life.
AMV BBDO Creatives Davide Mauroni and Esin Huseyin commented, “Authenticity was a key element of the campaign planning and creation. It was essential that the work be created by teams in the Philippines and that actors were not cast when real basketball players, graffiti artists and, of course, Brigiding are all the real deal. The results are really striking and work to connect with everyone creating magic on these platforms. Because ultimately, the creativity and joy Meta’s users bring and share on the apps goes beyond its platforms and into the real world”.
