Exactly three months after Typhoon Haiyan hit the Philippines, the Department of Tourism (DOT) launched a global campaign to thank the international community that came so readily to their aid.
The “PHthankyou” campaign, a pro bono initiative by BBDO Guerrero, have simultaneously lit up LED billboards with thank you signs in nine countries last Saturday on 4:40 am Manila time, which was when the world’s strongest typhoon made landfall in the Philippines last November.
“The Philippines wants to say a big thank you to everyone who are helping us rebuild after Typhoon Haiyan,” Tourism Secretary Ramon Jimenez said on its official DOT Twitter page where it also posted pictures of the synchronized launch.
The OOH ads were launched in these key locations:
- Piccadilly Circus, London, UK
- Potsdammer Platz cor. Leipziger Platz, Berlin, Germany
- Lafayette Mogador, Paris, France
- Shibuya Crossing, Tokyo, Japan
- ION Orchard, Singapore
- Yonge-Dungas Square, Toronto, Canada
- Darlinghurst, Sydney, Australia
- Paiknam Building, Jung-gu, Seoul, Korea
Presidential Communications Operations Office (PCOO) Secretary Herminio Coloma Jr. confirmed on state-run dzRB Radyo ng Bayan this Sunday that the “PHthankyou” campaign has already reached 1,894,174 people around the world and still growing – proving that even saying thank you is more fun in the Philippines.
In addition to the billboards, the DOT also launched a short video online via Youtube where Filipinos from all over the nation and from all walks of life showed their heartfelt gratitude. Some parts of the spot were shot in the affected areas of Leyte and Bantayan – among the hardest hit by Haiyan.
BBDO Guerrero, which was also behind the iconic “It’s More Fun in the Philippines” tourism campaign, also worked with Dentsu Manila, Post Manila, Revolver Productions and their directors, Carlo Ledesma and Edber Mamisao, as well as soundtrack development from Hit Productions, Mike Villegas and Tony Hertz.