Meta has launched a new campaign to reinforce the brand as the parent of Facebook, Messenger, Instagram, and WhatsApp. Launched in the Philippines, the campaign was created by AMV BBDO London and BBDO Guerrero Philippines and includes films and activations.
Meta and its family of apps would not be what they are without the unique magic of its users. That’s why authenticity was key in the creation of the campaign, casting real people and collaborating with local Philippine creative agencies.
Working with a Filipino director, photographer and production company, the new campaign features several Filipino social groups, including basketball players, graffiti artists and drag queens. The films tap into these vibrant and diverse communities – bringing their passions and personalities to our campaign, like they would do to Meta’s apps.
One film features a basketball player in Manila rushing to meet her teammates accidentally knocking over a graffiti artist’s paint. Their shoes get covered but this sparks an idea, and they start to make custom kicks designs that go viral on a local Facebook art group. She calls her grandma on Messenger who is also customising her own shoes.
Another film features well-known Manila drag queen Brigiding, as she creates an outfit and decides to make a matching fit for her dog.
The campaign also includes Creator partnerships. Filipino Creators are set to post on Facebook and Instagram about how they express their creativity, magic on Meta apps, and encourage their followers to also share their experiences. The best posts shared will be shown on billboards across Metro Manila.
“Filipinos use Meta’s family of apps in many ways – they build communities through Facebook Groups, they find new ways of connecting with customers through Messenger, and they discover creative and entertaining content through our Creators,” daid Michelle Yip, APAC Consumer Marketing Director, Meta.
“At Meta, we build for people first – and many of the products we’ve built have been inspired by the creative ways in which people have used our products. Through Apps from Meta, Magic from You, we spotlight the creative and inspiring ways that Filipinos have used our apps and celebrate Filipino creators who are inspiring a new movement of creative content online.”
AMV BBDO Creatives Davide Mauroni and Esin Huseyin added, “Authenticity was a key element of the campaign planning and creation. It was essential that the work be created by teams in the Philippines and that actors were not cast when real basketball players, graffiti artists and, of course, Brigiding are all the real deal.”
Campaign title: Magic from you
Client name: Taciana Lopes, Kate Fenimore, Michelle Yip, Raphaella Martins-Antonio, Mel Clancy, Estee Lingard, Paula Cristalli and Hanna Reisch
Creative Agency: AMV BBDO
CCO: Nadja Lossgott and Nicholas Hulley
Creative Director: Mat Scholes, Pieter Rossouw and Maui Reyes
Creative Team: Davide Mauroni and Esin Huseyin
Agency Planning Team: Alice Aldridge and Yolanda Davis
Agency Account Team: Rich Moloney, Amy Tippen, Elliot Falconer, James Bancroft and Mondee Barba
Agency Producer: Idda Aguilar (JAW), Nikka Valencia (JAW), Jing Abellera (JAW), Maggie Scriven, Edwina Dennison
Media Agency: Spark Foundry
Production Company: Artillerie Media
Director: Paolo Abrihan
Production Co. Executive Producer: Joy Rojo-Cajulis
Production Co. Associate Executive Producer: Tania Enerdecido
Production Co. Line Producer: Beng Nadres
Director of Photography: Berhil Cruz
Post-production Company: Artillerie Media
Post Producer: Ghelai Padua
Post Coordinators: Jeremy Agsawa, Angelica Huvalla
Offline Editor: Jose Azucena
Online Editor: Jhai De Leon, Berto Abenido
Colorist: Virgil Tafalla
TOC: Keno Concepcion, Neil Carilo
Sound studio: HIT Productions
Audio Post-production: HIT Productions
Sound Engineer: Richard Genábe
Music Composers: Brian Cua, Robbie Factoran
VO Talent: Lee Sy
Social media agency: Propel