Campaign details

Brand: Bench
Brand owner: Suyen Corporation
Lead agency: TBWA\ Santiago Mangada Puno, Digital Arts Network
Contributing agencies: How's Everything
Country: Philippines
Industries: Clothing & fashion retail
Media channels: Online video, Social media
Budget: Up to 500k

Executive summary

Bench, the leading fashion brand of the Philippines, continues to vie for relevance among its younger audience amidst the influx of foreign fashion brands in the country. To engage its audience, Bench launched a social media campaign that leveraged the changing mindset of Filipinos towards homosexuality – a sensitive topic that needed to be treated with much care in a predominantly Catholic country.

The film became an instant hit, gaining 1.5 million views in just five hours and three million views in one day, making it the most viewed video for Bench and the category. It also became one of the most shared films in the country with 78% organic views (vs. 22% paid views), having been picked up by important local and international sites and earning to a total of PHP102m (approximately USD2m) in media value despite its minimal media investment (approximately USD25,000).