Durian A Day

DDB CARES

DDB's newest advocacy campaign has been getting a lot of attention to the agency's amazement. This has in fact given them more conviction to stand behind their cause and continue their crusade for positive change.

It's no surprise though that AKO MISMO is arousing a lot of people's interest. The commercial undeniably stirred very deep patriotic sentiments among the viewing public that immediately thousands went online to check the site and signed up to make commitments.

"We knew we had something great when we came up with the advocacy.", said Teeny Gonzales, Executive Creative Director of DDB, who heads up the creative team that conceptualized AKO MISMO. "That's because even among us, the message really resonated. It made us all look deep inside and say, 'No, we're not giving up hope.' " She said that they then went in search of possible partners for the cause and found the perfect one in PLDT/Smart Foundation.

Members of the team then went on another search. This time for the people who would breathe life into the campaign --- people who embodied the message or simply had the conviction to make a commitment to fight apathy. Thus the rich mix of showbiz celebrities, real life heroes as well as regular folk who spoke simply but sincerely in the TV commercial, bringing the point poignantly home.

Susan Dimacali, Vice-Chairman of DDB Group of Companies said, "We were overwhelmed with the positive response and people saying that the campaign made them realize that they should stop complaining and start doing their part. There were a lot who chose to put their cynicism aside and truly support the advocacy. It was amazing and touching reading the wall of commitments on the site. We're grateful for the support of our partners that has allowed us to reach more people and create a real impact."

DDB has, in the past, also supported and made campaigns for women's rights, the preservation of the environment, Caritas as well as responsible voting in the last local elections.

Many are asking what they can look forward to from AKO MISMO. John Lucas, Managing Director of Tribal DDB said, "There is a lot of clamor for the dog tag so, we hear you! We will be announcing soon how you can get those. There are activities lined-up which you also learn more about from the site."

Clearly, the DDB Team is upbeat and excited about their newest advocacy.
"That's because," Dimacali says, this is something really close to our hearts and something that, yes, we truly care about.