Agency: DDB Group, Philippines

Summary Statement

One cannot stress enough the importance of family, most especially for Filipinos. It plays a role in the formation of the personality and character of every human being. And for over three decades, Filipino families have been celebrating most of their most unforgettable moments at a special place they call their second home – SM Supermalls!

Keeping these “Filipino family moments” insight in mind, SM launched its social media video campaign titled, “#SMoments,” which primarily aimed to immortalize the many meaningful family experiences that have transpired at their favorite SM malls and connect with its new generation of mallgoers, the social media-savvy Filipinos

Campaign Strategy

Being the Philippines’ biggest and longest-running shopping mall operator, SM has become a Filipino legacy brand, becoming the go-to mall for almost everything that Filipinos need, from the moment they were born until they reach their golden years. 

But with the growth of e-commerce and as competing mall developers focused on unique experiences, SM is continuously challenged to future-proof their brand.

Campaign Concept