The campaign, developed by BBDO Guerrero, used social media to enlist the help of Filipinos in creating the campaign. It helped drive visitors to the country to a record high, even though the marketing budget was far smaller than those of rival markets.
Leanne Cutts, the 2013 Prize chair and president MD Mondelez Japan, said the Grand Prix winner stood out due to the simplicity of the idea and its potential to evolve across media...
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