Campaign details

Brand: Bench Scents
Brand owner: Suyen Corporation
Lead agency: TBWA\Santiago Mangada Puno
Country: Philippines
Industries: Fragrances, perfumes
Media channels: Packaging & design, Social media
Budget: No budget

Executive summary

Bench, the Philippines' leading local fashion retail brand, has been around for 30 years. Despite being the biggest local fashion brand in the Philippines, Bench now finds itself competing for relevance among its younger audience.

Filipino millennials are the most gender-fluid generation. They are more accepting of different sexual identities. While many millennials are gender fluid, many Filipinos still do not know how wide the spectrum is. An effort was needed to raise awareness and inclusivity for all members of the LGBT community. To do this, we used Bench's line of classic male scents.