Ang akala ko dalawa na ang Semana Santa sa Pilipinas dahil sa paghuhugas kamay kagaya ni Pontius Pilate after reading the statement of the Department of Tourism yesterday, in all caps, yesterday (June 15) in connection with the Tourism slogan that was launch last June 12, Philippine Independence.
The new campaign “Experience The Philippines” replaced the “It’s More Fun In The Philippines” that was the DOT campaign during the last administration. But with the reactions of the netizens toward the campaign that copied in South Africa’s Tourism.
I am referring to heartwarming video with the blind man. The concept is similar, which at first you can say it is just an inspiration until you saw the full execution especially how he pulls out a walking cane.
Here is the full statement of DOT:
Advertising and PR agencies immediately reacted on how DOT executed the version of “cutting ties” with McCann Worldwide who created the campaign. Parang si Pontius Pilate na naghuhugas ng kamay at naghahanap ng malalaglag sa campaign na supposedly ginawa nilang pareho.
Here is the statement of McCann Worldwide from Nina Terrol AVP/Director for Corporate Affairs:
“We learned yesterday afternoon, through various news reports and the press conference held by the DOT, that it has decided to discontinue its partnership with McCann Worldgroup Philippines. At the time of this press release, however, McCann has not received a formal communication from the DOT about termination of our contract.
While we regret the decision of the DOT to discontinue our partnership, we continue to believe that it is in the best interest of all parties to discuss a sensible resolution to this matter. Nevertheless, we respect any decision made by the DOT and, while regrettable, we thank the DOT for the opportunity to serve, and we wish them continued success in their future endeavors.”
Flashback 6 Years Ago
The issue regarding the tourism campaign is not new; we already had one 6 years ago during the President Noynoy Aquino under DOT Secretary Alberto Lim who decided to replace the Wow Philippines slogan to Pilipinas Kay Ganda (Philippines, So Beautiful).
The problem during that campaign is that advertising agency Campaigns & Grey who was doing the campaign for free for the Aquino administration created the logo that was allegedly similar to Poland. According to the agency the logo was just a study and it was prematurely released by DOT. The campaign was replaced with “It’s More Fun in the Philippines” under Ramon R. Jimenez, Jr.
It’s a YOU and ME relationship
For those who are working in the industry or somewhat familiar with it, there is the agency-client relationship. Hindi magagawa ang isang project kung kulang ang isa.
The agency will give proposals on what they think how the campaign will work and to be executed in terms of the slogan, logo and other multimedia contents. But of course, the client who has the budget and will always has the last say in the project can approve, change or reject the campaign. Para yang sa magulang na nagpapalaki ng anak, may opinyon sila kung saang paaralan, anong isusuot o kurso ang sa tingin nila kaya o bagay sa anak na minsan nakadepende sa budget or kung ano ang nauuso o convenience.
Who’s to BLAME?
There are two angles in the story.
In the DOT side, maybe they trust McCann so much because of the success of Jollibee’s Valentine’s Day campaign that they didn’t look into the details. But being a client they should have that “benefit of doubt” to scrutinized all the efforts that McCann executed for them after the Pilipinas Kay Ganda issue and most especially that they are new in the position and everyone is looking in every execution they are doing?
In the side of McCann, at first the campaign was very beautiful until we saw the South Africa version. The advertising agency aims to give what they believe what is best for their client despite of the budget. We don’t know yet is they see the South African campaign can be an inspiration or maybe it is the way how DOT wanted to be executed. Every advertising and PR agency wanted to showcase their creativity but of course who has the money and who the boss.
Parehong may mali sa usaping ito ma CLIENT na naging kampante at hindi masyadong naging mabusisi sa project na binigay sa kanila at ang AGENCY na may maaaring may maganda gawa pero sumusunod lang sa amo nila. Maaring inspirasyon nila pero sinabi na rin nilang hindi ito sa isang statement. Sa huli sino nga ba ang kawawa ang mga nagbabayad ng buwis at ang mga taong umaasa na may magandang madudulot ang kampanya ng DOT sa turismo at ekonomiya. At sa nangyari sa nakaraang araw, hindi ba pinapakita ng CLIENT kung paano sila katrabaho dahil sa ginawa nilang paglaglag sa supposedly partner nila. Tandaan walang nabubuong sanggol kung walang lalaki at babaeng nagsama unless divine intervention ito.