Ad Age and CREATIVITY recently covered a new campaign developed by BBDO Geurrero Manilla that turned out to be a big hit. The slogan for the campaign is pretty simple: “It’s more fun in the Philippines.”
The campaign has started to grow in popularity due to the cultural connections. There are several user-generated iterations, but this is one of my favorites so far.
No matter how you feel about planking, you can’t deny that culture wins.
Great campaigns create a point of connection with their target audiences. When that connection is centered on culture and you give it room to grow, you’re bound to get some interesting results.
Remember – Culture (and in this case…planking) wins.