Cannes Lions

Belo Tennis

DENTSU JAYME SYFU, Makati City / INTELLIGENT SKIN CARE, INC. / 2019

MP3 Original Language
MP3 Original Language

Overview

Entries

Credits

Overview

Background

Sports is the Filipinos source of pride; we had Manny Pacquiao, Michael Martinez, Brandon Vera among others. With the upcoming 2018 Asian Games, it was yet again a moment for the Filipinos, especially with the numerous female athletes joining the competition. We aired the spot in time for Asian Games as sports was the best example to show emotional and physical hard work. Coincidentally, or not, 70% of the medals won by the Philippines all came from female athletes.

Execution

The radio spot dramatically shows how success and hard work can be overshadowed by bad smell. Belo Essentials’ Clinical Strength Deodorant aims to solve that problem. It was aired in time for the 2018 Asian Games, where coincidentally or not, all 5 gold medals of the Philippines were attained by women.

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