Project Lead: Ralph Angelo Ignacio
CAMPAIGN NAME:
“Mangarap ka, Pinoy!”
CREATIVE LINE:
“Abutin Mo ang Tagumpay”
POSITIONING:
For the general masses and the lower middle class, Blend 45 is a truly 100% original Pinoy instant coffee meant to capture the hearts of Filipinos with its rich Pinoy flavors, its affordability at only P4.00 per sachet and its genuine promotion of Filipino values.
I was responsible for conceptualizing and developing the creative direction for the whole campaign, creating a strong and memorable brand identity for Blend 45. Mangarap Ka Pinoy is the culmination of four years of advertising education (blood sweat and tears included), and a lot of unforgettable experiences. It received critical acclaim from panelists comprised of art directors and two creative directors from renowned ad agencies.
