Cornetto Mini - Finger Tutting


This is a thematic campaign that we developed for the entire region. However, there was a need to focus on Indonesia due to a recent decline in sales. Here is how we seamlessly integrated digital platforms with the regional thematic communication to regain leadership in a local market.



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Copy: EJ Galang
Art: Katrina Encanto
CD: Ruchi Sharma


red Mobile - Dial-A-Drama promo

Instead of coming up with a radio ad to promote red Mobile's unlimited calling service, we decided to create a platform where consumers can get a shot at fame in exchange for red Mobile subscription.

We created Dial-A-Drama. It's an interactive radio soap opera show where people can call in and play a character. All they have to do is subscribe to red Mobile, call during the program, and act their hearts out.  




Here's an AVP of the promo.
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CCO: Merlee Jayme
ECD: Eugene Demata
Copy: Merlee Jayme, EJ Galang

red Mobile - Crazy Low Rates Campaign

In 2011, red Mobile wanted to relaunch and position themselves as the supreme budget network by offering the lowest rates in the country. Their rates were so low that they had to sacrifice a few costs along the way.

Given the situation, we came up with a TVC that dramatized negotiations with the endorser.



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Print and outdoor ads were made showing only a portion of the endorser to support the TVC.









The entire campaign in a nutshell.





Here's a short AVP of the whole campaign.

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CCO: Merlee Jayme
ECD: Eugene Demata
Copy: EJ Galang
Art: Dee Taar


Pharex Carbocisteine - Center of Attention Campaign

For this Pharex cough syrup campaign, we focused on relatable reasons why cough should be given proper attention. So we highlighted moments when it's calling for too much unwanted attention.



"Cinema"




"Lecture"




"Opera"




Clio - Bronze ("Cinema")

D&AD - In Book ("Opera")

Cannes Lions - Finalist (Campaign)

One Show - Finalist ("Opera")

AdFest Lotus - Bronze (Campaign), Bronze (Single for "Opera"), Finalist (Single for "Cinema")



CCO: Merlee Jayme
ECD: Eugene Demata
CD: Jerry Hizon, Louie Sotto
Art: Miko Quiogue
Copy: EJ Galang
FA: Allan Montayre, Pinoy Reyes

Piaggio Vespa Gilera - "Hear"

The news hasn't been a source of positive vibes lately and this inspired us to make this ad.

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This radio advocacy ad managed to get a Finalist nod in Cannes Lions and was a best ad of the week in Campaign Brief's bestadsontv.com.




CCO: Merlee Jayme
ECD: Eugene Demata
CD: Jerry Hizon, Louie Sotto
Copy: EJ Galang, Miko Quiogue, Mark Ibaviosa

Vespa - Windows Campaign


Vespa offers a riding experience without limits.








  


Copy: Be Free.


The campaign got a bronze in DDB's Pinnacle awards and was ad of the week in bestadsontv.com.





CCO: Merlee Jayme
ECD: Eugene Demata
CD: Jerry Hizon, Louie Sotto
Art: Miko Quiogue
Copy: EJ Galang
FA: Allan Montayre

Coppertone - "Speed"

This is how geeks sell sunblock.


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This ad earned a Cannes Finalist and a bronze Media Spike, together with other citations from Adfest, AWARD, New York Festival and Campaign Brief's The Work.




CCO: Merlee Jayme
ECD: Eugene Demata
CD: Jerry Hizon
Copy: EJ Galang, Miko Quiogue

Pharex Naproxen Sodium - Heavy Campaign


Arthritis or chronic joint pains can be a real hassle especially when all you're trying to do is take a shower or do the dishes.
 
"Knob"
"Plates"

Copy: For arthritic pains.


The campaign was ad of the week in bestads.com while "Plates" got a bronze in DDB's Pinnacle awards.




CCO: Merlee Jayme
ECD: Eugene Demata
CD: Jerry Hizon
Art: Miko Quiogue
Copy: EJ Galang
FA: Allan Montayre, Pinoy Reyes

Gabriela - "Nat Geo"

A beast could be inside your own home.

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Gabriela is a women's rights advocacy group in the Philippines.

"Nat Geo" was one of six radio ads of the month in bestadsontv.com and was a finalist in the New York Advertising Festival.



CCO: Merlee Jayme
ECD: Eugene Demata
CD: Jerry Hizon, Louie Sotto
Copy: EJ Galang

Lasik Surgery Clinic - "Tack"

In 2008 we won the Lasik Surgery Clinic account. They offer laser eye-surgery, improving vision after a quick and easy operation. This launch ad highlights a risk in wearing contact lenses. In an exaggerated way, of course.


"Tack"





CCO: Merlee Jayme
ECD: Eugene Demata
CD: Jerry Hizon
Art: Herbert Hernandez, Dee Taar
Copy: EJ Galang, Biba Cabuquit
FA: Allan Montayre, Pinoy Reyes

SMART Link Campaign

In 2007, we won a pitch for a SMART brand that targeted Filipino seafarers. Pitch materials rarely see the light of production and I'm very pleased to say that this campaign is proof that such moments exist.

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Translation:
Supers: Why the Sea is Salty

VO: During the olden days,
our forefathers had to sail out to sea
and for a long time, their loved ones
they were not able to see.

It was lonely.

So lonely that they began to cry
and cry and cry and cry

until the ocean got filled with their tears.
Before the sea becomes too salty,
let's lessen their sadness and fears,
with SMART Link satellite phone!




The Direct Mail component was an actual storybook, sent to families of seafarers. Here are the first three pages of the storybook.

The SMART Link campaign proved to be both effective and creative winning best animation and best copy in 2007 Advertising Congress Awards. The TVC was also featured in L├╝rzer's Archive. 




CCO: Merlee Jayme
ECD: Eugene Demata
CD/Copy: Jerry Hizon
Art: Herbert Hernandez
Copy: EJ Galang
FA: Allan Montayre 



Other components of the campaign included a print ad and a flyer. The client had wanted both materials to be filled with details of the product so that people may know where to get it, how to avail of it and its other benefits. Instead of doing two different materials, we thought of combining both into one. Newspapers here are passed around like flyers anyway so we thought if we can make the print ad interesting and engaging enough then maybe readers will find a reason to pass it on to other people who might have a use for the product. This was the result of our efforts which came out in all major broadsheets in the country: 





Copy: This is the world of the Filipino seafarer. (Unfold the paperboat to see how you can open up their world.)

An actual paperboat was attached to a map and details of the product were found printed on the inside of the boat. We won the Philippine Daily Inquirer Print Ad of the Year award for this one and the prize was a trip to the Cannes Lions Festival.



CCO: Merlee Jayme
ECD: Eugene Demata
CD/Copy: Jerry Hizon
Art: Herbert Hernandez
Copy: EJ Galang
FA: Allan Montayre


Drixine Nasal Spray - Breathe Easy Moments

These are some 15 seconders we made for Drixine that celebrate times when we are able to breathe easy.

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English Translation:
Dad: Here's what you've been looking for. (throws a gay porn DVD on the table)
Son: Dad, I can explain.
Dad: Don't worry, we already know about it.
VO: Another breathe-easy moment from Drixine.








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CCO: Merlee Jayme
ECD: Eugene Demata
CD: Louie Sotto
ACD/Art: Gogie Sinson
Copy: EJ Galang

SPLASH Extraderm Age-Defy - Emotions Campaign

Produced in mid-2007, these radio ads were some of my first ones. They were for Extraderm, an anti-aging cream.


"Delight"
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"Anger"
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"Anger" won a bronze in the 2007 Ad Congress Araw Awards.


CCO: Merlee Jayme
ECD: Eugene Demata
CD: Jerry Hizon, Louie Sotto
Copywriter: EJ Galang

SMART Spice - "Tissue"


This print ad was for SMART Spice, an adult content provider through mobile phone. SMART Spice is one of the many brands of SMART Communications, the largest telco network in the Philippines. 

Due to cost issues, client had only one magazine placement for this ad so our fate relied solely on the cleverness of the idea. We had a bit of a tough time having this approved since attaching a tissue paper is more expensive than just doing a safe execution. Fortunately, the risk paid off as downloads increased by 50% compared to previous months.


This ad was a finalist in the Creative Guild Kidlat Awards.

CCO: Merlee Jayme
ECD: Eugene Demata
Art: Herbert Hernandez
Copy: EJ Galang
FA: Allan Montayre

SMART Spice - "Jack"

This was one of my very first print ads with DM9 and it was for SMART Spice, a mobile phone provider of adult content. I'm not exactly sure why they picked me to work on this account but it was really fun for obvious reasons. This one came out in 2007.






Copy: Text BABES to 2920 for a weekly supply of gorgeous ladies.



CCO: Merlee Jayme
ECD: Eugene Demata
Art: Herbert Hernandez
Copy: EJ Galang
FA: Allan Montayre