Bench: A #LoveLocal campaign on a global scale

Paolo Broma

Bench, a Filipino fashion brand, increased sales among millennials by celebrating the contribution of the Philippines' overseas workers.

Campaign details

Brand: BenchBrand owner: Suyen CorporationLead agency: TBWA\Santiago Mangada Puno, Digital Arts NetworkContributing agencies: How's EverythingCountry: PhilippinesIndustries: Clothing & fashion retailMedia channels: Online video, Public relations, Social mediaBudget: Up to 500k

Executive summary

Leading Filipino fashion brand, Bench, had been facing heavy competition from international brands famous for their tactical offers and novelty appeal. It needed to strengthen its affinity among an audience that has shown bigger propensity to buy imported goods – Filipino millennials.

After discovering that most of the nine million children...

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