Gabriela Digital Bury the Past, 1 by DDB Manila

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Bury the Past, 1

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Industry Against violence
Media Digital, Interactive & Mobile
Market Philippines
Agency DDB Manila
Associate Creative Director Aste Gutierrez
Executive Creative Director Eugene U. Demata
Art Director Biboy Royong
Copywriter Aste Gutierrez
Editor Jeffrey San Juan
Released May 2012


London International Awards 2012
Digital Use of Social Media Silver Winner

Credits & Description

Entrant: DDB DM9JaymeSyfu, Makati City
Campaign Against Sex Scandal Videos - "Bury the Past"
Visit Website:
Corporate Name of Client: Gabriela
Agency Account Directors: Gabbie Santiago/
Merlee Jayme
Agency: DDB DM9JaymeSyfu, Makati City
Chief Creative Officer: Merlee Jayme
Executive Creative Director: Eugene Demata
Associate Creative Director: Aste Gutierrez
Copywriter: Aste Gutierrez
Art Director: Biboy Royong
Agency Producer: Carlo Perlas
Creative Technologist: Buboy Paguio
Programmer: Buboy Paguio
Editing Facility: Tower of Doom, Makati City
Editor: Jeffrey San Juan
Description of the Project
The Philippines is number one in the world in sex scandal video searches, with 300,000 a month on Google, Yahoo!, and now, alarmingly, Facebook. Gabriela, one of the world's foremost advocates of women's rights, wanted to help these victims start anew. So we created the Gabriela 'Bury the Past' project. An integrated campaign that got thousands to add to their last name on Facebook the one word common to every scandal video search—'Scandal'. In tandem with further Search Engine Optimization, this would bury scandal video sites deep in search results, making them harder to find for sex scandal video searches.