BURY THE PAST by DDB Manila for Gabriela

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BURY THE PAST

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Industry Public awareness
Media Film, Digital, Interactive & Mobile
Market Philippines
Agency DDB Manila
Released June 2012

Awards

Asia Pacific Advertising Festival (AdFest) 2013
PROMO LOTUS Best Use of Social Media GOLD
DIRECT LOTUS Best Use of Social Media SILVER

Credits & Description

Advertiser GABRIELA
Product CAMPAIGN AGAINST SEX SCANDAL VIDEOS
Entrant DDB DM9JAYMESYFU Makati City, THE PHILIPPINES
Type of Entry Direct: Use of Media
Category Best Use of Other Digital Platforms in a Direct Campaign
Title BURY THE PAST
Advertiser/Client GABRIELA
Product/Service CAMPAIGN AGAINST SEX SCANDAL VIDEOS
Entrant Company: DDB DM9JAYMESYFU Makati City, THE PHILIPPINES
DM/Advertising Agency: DDB DM9JAYMESYFU Makati City, THE PHILIPPINES
Name Company Position
Merlee Jayme Ddb Dm9jaymesyfu Chief Creative Officer
Eugene Demata Ddb Dm9jaymesyfu Executive Creative Director
Aste Gutierrez Ddb Dm9jaymesyfu Associate Creative Director/Copywriter
Biboy Royong Ddb Dm9jaymesyfu Art Director
Buboy Paguio Ddb Dm9jaymesyfu Associate Creative Director for Digital
Gabbie Santiago Ddb Dm9jaymesyfu Account Director
Natalla Dionisio Ddb Dm9jaymesyfu Intern
Criselda Jane Ddb Dm9jaymesyfu Intern
Rhalyn Maske Ddb Dm9jaymesyfu Intern
Jed Perez Ddb Dm9jaymesyfu Intern
Carlo Perlas Tower Of Doom Producer
Jeffrey San Juan Tower Of Doom Editor
Describe the brief from the client:
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. These lead to the million-plus local sex scandal videos online, most featuring girls now living in shame due to the predominantly Catholic society. Gabriela, one of the world’s foremost advocates of women’s rights, wanted to help these victims start anew.
Creative Execution:
It was a devastatingly simple act, with an equally devastating impact. And best of all, unlike some cause-oriented social media efforts which asked people to simply like, or retweet or write a status, what we asked people had a direct on the outcome—creating real, tangible change and truly helping the people who needed it.
Describe the creative solution to the brief/objective.
We knew this began with stopping their videos from being easily dug up. 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 that much harder to find for sex scandal video searches.
Describe the results in as much detail as possible.
Scandal video hosts were buried as deep as 30 pages in search results across Facebook, Yahoo!, and Google. In addition to the free media earned via PR, the ingenius use of Facebook names as a medium generated free impressions worth more than $1,200,000. Helping thousands of scandal victims move one step closer to finally burying the past.