Campaign Against The Return Of The Marcoses To Malacañang (Carmma) Film, Digital, Case study Correcting History [image] by TBWA\santiago Mangada Puno

Correcting History [image]

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Industry Public awareness
Media Film, Digital, Interactive & Mobile, Case study
Market Philippines
Agency TBWA\santiago Mangada Puno
Associate Creative Director Ryan Rubillar, Nolan Fabular, Ram Mendoza
Executive Creative Director Melvin Mangada, Joey David-Tiempo
Creative Director Chino Jayme
Art Director Nolan Fabular
Copywriter Ram Mendoza
Production Hows Everything
Released May 2016

Awards

Clio Awards 2017
Social Media Public Service: Social Video Gold
Direct Public Service: Film Silver
Direct Public Service: Social Media Silver

Credits & Description

Market: Makati City
Agency: Tbwa\Santiago Mangada Puno
Entrant Company: Tbwa\Santiago Mangada Puno
Agency Network: Omnicom Media Group
Holding Company: Tbwa
Production Company: Hows Everything
Advertiser / Brand: Campaign Against The Return Of The Marcoses To Malacanang Or Carmma
Executive Creative Director: Joey David-Tiempo(digital)
Creative Director: Chino Jayme
Copywriter: Ram Mendoza
Associate Creative Director: Ram Mendoza
Associate Creative Director: Nolan Fabular
Art Director: Nolan Fabular
Associate Creative Director: Ryan Rubillar
Account Executive: Miele Dungo
Producer: Sunny Lucero/Denise Jose
Editor: Kiko De Dios
Editor: Vince Belen
Editor: Matthew Cruz
Executive Creative Director: Melvin Mangada
URL: https://www.facebook.com/CARMM...
Describe the campaign/entry:
The idea was to sway the Millennial vote by giving them a firsthand experience of just some of the atrocities committed by the Marcoses during the Martial Law era.
Creative Execution:
We interviewed Millennials about what they thought about the Martial Law era and the Marcoses.
Their responses reflected why Marcos was currently leading the polls for the vice presidency – most millennials believe the Martial Law years of the Marcoses to be the golden age of the Philippines.
Their interviewers then introduced themselves and revealed that they were Martial Law survivors while recounting the horrible experiences of their unjust imprisonment, torture, and rape during the Martial Law years of the Marcoses.
We recorded the entire encounter and uploaded the footage as an online video that asked the public to sign a petition to revise school textbooks. It was then strategically released a week before election day. After election, two more videos were released.
Describe the results in as much detail as possible.
The video reached over 1 million views the day it was uploaded as hudreds of thousands signed the petition.
It was picked up by various news and media outlets, eventually reaching over 5 million people.
More importantly, polls taken after the video was launched showed Marcos’ numbers dropping, and on Election Day, the country witnessed one of the most nerve-wracking Vice Presidential races in its history, which Marcos eventually lost by the slimmest of margins.
And the result that mattered the most, on Sept. 20, 2016, the Department of Education, in collaboration with the Philippine Senate, announced a new curriculum that would affect the atrocities of Martial Law. Under this curriculum, the concept of human rights will be introduced as early as grade 2.
Correcting History is an campaign that set out to reveal the truth about Ferdinand Marcos’ Martial Law years, and through an online petition, to eventually include these forgotten years in history and textbooks in schools across the country.
We tied-up with the Campaign Against the Return of the Marcoses to Malacañang – an NGO dedicated to bringing justice to the thousands of Marcos victims and raising awareness regarding their plight. Together, we brought unsuspecting pro-Marcos Millennials face-to-face with Martial Law victims.