From the looks of it, the slogan (and its execution) is definitely a 1st cousin – but a harder working one – of the “Wow, Philippines – More Than…” campaign which also came from the same ad agency that prepared this new dish – BBDO.
It puts the Philippines on a competitive (and fighting) stance and promises a commodity that is solid even with the most laughable infrastructure: F-U-N.
Best part, we get to OWN the word… a prerequisite for memorable advertising (i.e. Volvo = safety; El Al = hijack-proof; Datu Puti = asim; Rexona = long-lasting; Veto = B.O.)… and for compelling, bahala-na-si-batman social media experimentation.
The Secretary was going on and on about the logo – but the words just went from my right ear to the left. I don’t think an earthshaking logo (even if designed by Malang or Modesto or George Lois) has enough power to make a cynical, brainwashed-to-expect-the-worst tourist come to the Philippines.
I have attempted to imagine and create the campaign based on our conversation. I have fantasized what I’d do if I were the Creative Director tasked with translating the slogan into communications materials.
So here goes.
(Source: chubibo.com)
