Filipino Canadians are very proud of their ethnic heritage, traditions and customs. During Philippines Independence Day, family and friends celebrate together with traditional food, music and dance. It is time to remember and cherish their roots and pass on these traditions to the generations after.
The Filipino flag and map are symbolic to the Filipino Canadians. It is loved and respected by them – a reminder of where they come from. We aim to showcase the Filipino’s sense of pride by incorporating their national identity – celebrating and triggering a nostalgic connection with their heritage and identity.
We drew inspiration from the unique features of the Filipino flag and map. Additionally, we created distinct traditional Filipino dishes that emits fragrances that outlined the shape of the Philippines map. The creatives are enhanced by the vibrant representation of traditional food such as Pork Adobo, Beef-Vegetable Caldereta, and Fried Spring Rolls, which creates a mesmerizing effect. This approach not just showcases the authentic traditional Filipino cuisine but also the celebrates Philippines’s sovereignty and pride.
This campaign achieved phenomenal results, exceeding the expectations and generating 1,691,094 impressions with a CTR rate of 0.41% in a period of 4 weeks. The campaign’s creative concept was amplified through multi-media channels and was adapted for in-store and trade branding as well.