PHILIPPINES, NOVEMBER 21, 2010 – The ad agency responsible for the “Pilipinas Kay Ganda” campaign of the Department of Tourism has spoken up. Previously limited to SMS communication with adobo and other news sources, Campaigns & Grey explained how the logo came about in a statement posted online via Twitter on Friday night by ABS-CBN’s Tony Velasquez and reposted by other bloggers.
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Pilipinas Kay Ganda and Campaigns & Grey
Campaigns & Grey was called by DOT for a new branding exercise. There was hesitation on our end as we were familiar with the complex bidding process, and we were still owed by the past administration for services rendered. our love for country prevailed. From the beginning, it was clear that the actual campaign would be bidded out and that our work was merely to establish preliminary strategic directions. But suddenly, there was a pressing need for exploratory concepts to be shown in some travel industry events. Again, we warned the client that we were taking too many shortcuts. But it was agreed that there will be a proper market research where multiple concepts will be thoroughly tested among the target market i.e. North America, Korea, Japan, China etc. Through this whole episode, we did not have a contract nor did we receive a single centavo.
Based on avalable market data, ‘Pilipinas Kay Ganda!’ was developed as one of the 5 concepts for testing among the market segments. The intention of this particular concept was to come up with a novel line that visitors would find memorable, similar to Hawaii’s ‘Aloha’, or even the Japanese ‘Irasshaimase!’ and help regain the Filipino pride in the long run.
From many different logo studies that we recommended, we were directed to use the Polska logo for inspiration. Again, this went through several revisions until the client approved a logo similar to the fonts of Polska. With the addition of several other Philippine elements like the tarsier, smiling coconuts and the sun, there was enough distinction to send the logo into market research.
We repeatedly warned the client that it was premature to launch, or even preview the study, but apprently, preparations for the tour operator event were already underway. we ourselves were shocked at the grand scale of what was supposed to be a mere glimpse to draw out a constructive exchange among industry partners. It was not surprising that media and the public took it as a done deal.
We shall take this experience as a cautionary tale against giving in to the client and allowing their over-enthusiasm to override our better judgement. It was a reminder that the road to perdition is paved with good intentions.
Through the document, the agency made it clear that the concept did not come from within the agency and that the agency proceeded with the initial studies without a contract or any renumeration.
While the logos are only studies and the final output could be improved considerably, showing them may not have been the best move for the agency, as commenters have been quick to criticize them. Passing on the responsibility to the client could also turn off potential business not yet daunted by the agency’s links to the controversial campaign. This is certainly “a cautionary tale”, a crisis requiring public relations experts to exercise damage control.
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DOT continues to feel the heat over tourism campaign, creative citizens take initiative
DOT’s new campaign slogan, logo emanate mixed signals
