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, Social mediaBudget: 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...