Why is this work relevant for Strategy & Effectiveness?
Galing DITO created a counterculture campaign that championed diversity and inclusivity through tapping undiscovered talents from the Philippines.
By tapping emerging local talent instead of global superstars, DITO created a multi-platform, multi-cultural and multi-regional movement.
In the Philippines, two giant telcos have dominated the industry for decades, Smart and Globe. They also dominate the mainstream advertising space with world-famous (and obviously, expensive) endorsers like Blackpink, BTS and even Chris Evans.
DITO Telecommunity, a one-year-old telco brand, needed to go up against these established giants despite the lack...