THE PHILIPPINES – AUGUST 23, 2011 – Following the launch of its black-and-white TV commercials for canned sardines brand Ligo, Campaigns & Grey’s follow-up print ad marks a Philippine first by using a Microsoft Tag in two print ads.
A still from the TVC, framed by a 1950s TV set is the first ad’s main image. Headlined "Presenting the first TV commercial on print." the copy explains in a mix of English and Filipino how to use the tag at the bottom of the ad.
< width="232" height="400" alt="" src="/global//UserFiles/ligo. " /> < width="230" height="400" alt="" src="/global//UserFiles/radio(1). " />
"Anong akala niya sa mga over 50? Tanders? Pwes, nauna pa ang Ligo Sardines sa paggamit ng Microsoft Tag." (What do you think of the over-50s? Oldies? Well, Ligo Sardines is ahead in using Microsoft Tag.) The rest of the copy explains how the Microsoft Tag works, which is similar to a QR code. Instead of a black-and-white grid pattern, a Microsoft Tag is made up of a CMYK pattern overlaid over an image, in this case, a visual of a Ligo can. After downloading the Microsoft TagReader app from http://gettag.mobi, users of wifi-enabled smartphones who take a photo of the tag will be led to the Ligo "Lutong Bahay" TVC on YouTube.
The "Radio" ad the next day led to a radio commercial, also uploaded on YouTube, with an old school voiceover referencing memorable radio commercials of Bataan Matamis, Liwayway Gawgaw, Acebedo Optical, Seiko Wallet, YC Bikini Briefs and Johnson Wax, which Campaigns & Grey cleared with the rights owners. Listen to it here.
Although the Microsoft Tag has not yet found wide use globally, this could change as more mobile users switch to smartphones and brands unlock the potential of mobile tags.
CREDITS
Client: A. Tung Chingco Manufacturing
President & CEO: Gregory Tung
Advertising Agency: Campaigns & Grey
ECD : Ompong Remigio
Copywriters : Ompong Remigio, Jamei Lee Que, Lovel Aniag
Art Director: Bunny Vivero
Digital Service Director : Manny Nepomuceno
Print Production House : Camp Apple
Final Artist : Gredge Salvador
Audio Production House : Adfarm
Producer : Gerry Magnaye
Musical Arranger : Juan Miguel Salvador
Related:
The 1950s colors the present in Campaigns & Grey’s Ligo commercials
