MANILA – Arena and Phoenix Petroleum attempted to break away from the typical thematic campaign with a video series showing how the brand has supported local young athletes reach their dreams.
Common and needlessly sustained, Arena argues that thematic campaigns need to evolve with stories that are not just meaningful but also relatable and genuine. Lawin Bulatao, Executive Creative Director at Arena, explains:
“Isn’t it fascinating how interpersonal relationships have changed over time? Back in the day, if you liked someone, there were clear rules of engagement. Declaration, ligaw and finally, pamamanhikan.”
“Now it’s become more organic and individualistic, with ‘we’re just hanging out’ having a myriad of meanings. “If relationships and relating can change between individuals, shouldn’t the brands change how they relate to their public as well?,” Bulatao adds.
Like MJ and Jethro, Filipinos dream of making it big in the NBA. Phoenix fuels that dream. #FuelTheDream
Posted by Phoenix Petroleum Philippines on Thursday, November 13, 2014
Arena teamed up with Phoenix Petroleum in 2014 to launch the “Fuel the Dream” campaign, starting with a short film featuring teens MJ Pascual and Jethro Rocamora, aspiring to become professional basketball players.
With Phoenix’s help, they were able to attend the training sessions with Junior WNBA and Junior NBA respectively, and even received shoes and other support from Gilas Pilipinas.
This was followed up in 2015 with another video series featuring mixed martial arts. In one of the videos, UFC fans Jimboy Panlita and Geli Bulaong got the chance to meet ‘Filipino wrecking machine’ Mark Muñoz. The world famous athlete spends time giving them valuable advice, promising to return to teach Filipino athletes how to be better MMA fighters.
The video also sees the two attend the Manila UFC Fight Night and even have the chance to step into the octagon and receive gloves signed by UFC fighters, Frankie Edgar and Urijah Faber—all made possible by Phoenix Petroleum.
This video was shown on the most recent Manila UFC Fight Night on the Jumbotron and was even requested to be viewed by the UFC’s principals based in Vegas.
“We’ve proven it: great stories travel,” Bulatao touted.
Celina Matias, Phoenix Petroleum’s AVP for Brand and Marketing, agrees. “We’re really happy with the Fuel the Dream campaign. We feel that this has captured what Phoenix Petroleum is all about and what we’ve been trying to do with the brand from the beginning. As a Filipino company fueling Filipino dreams, we’re privileged to be in that position.”
Content is definitely king, in this time where experiences matter more than things, where everything is shared with a click of a thumb. Brands should look to make meaningful connections, something Arena has been aiming to do for the past three years.
“There is always some element of magic that goes into creating something that can resonate emotionally but come across effectively. At Arena, we’re always aiming for that: meaningful campaigns that make for meaningful brands. We’re extremely proud of the creative work we’re doing with Phoenix Petroluem,” Jos Ortega, Havas Media Ortega’s CEO and Chairman, said.
