{"code":0,"data":[{"keyword":"SUB CATEGORY","content":"FICTION & NON-FICTION FILM: 5-30 MINUTES","is_link":false},{"keyword":"ENTRANT COMPANY","content":"BBDO GUERRERO, MANILA","is_link":false},{"keyword":"TITLE","content":"SAFETYNOVELA","is_link":false},{"keyword":"BRAND","content":"PHILIPPINE AIRLINES","is_link":false},{"keyword":"ADVERTISER","content":"PHILIPPINE AIRLINES INC.","is_link":false},{"keyword":"AGENCY","content":"BBDO GUERRERO, MANILA","is_link":false},{"keyword":"CHAIRMAN","content":"DAVID GUERRERO","is_link":false},{"keyword":"CHIEF EXECUTIVE OFFICER","content":"FRANCINE KAHN-GONZALEZ","is_link":false},{"keyword":"CHIEF CREATIVE OFFICER","content":"DAVID GUERRERO","is_link":false},{"keyword":"CREATIVE DIRECTOR","content":"JAIME LUDEÑA DIAZ\/CALEB COSICO\/MICA DELA ROSA","is_link":false},{"keyword":"ART DIRECTOR","content":"CALEB COSICO\/MACKY SANCHEZ\/SAMMY BUNAG\/JESSICA SENETA","is_link":false},{"keyword":"COPYWRITER","content":"MICA DELA ROSA\/IRISH BAUTISTA\/JULIE ANNE JULIAN\/JANNAH JORDAN","is_link":false},{"keyword":"ACCOUNT DIRECTOR","content":"LIGAYA PAMA","is_link":false},{"keyword":"ACCOUNT MANAGER","content":"KATE CARIÑO","is_link":false},{"keyword":"STRATEGIC PLANNING DIRECTOR","content":"JOSEF MONTINOLA","is_link":false},{"keyword":"PR DIRECTOR","content":"NATHANIEL STA TERESA\/CAMILLA GLEDITSCH","is_link":false},{"keyword":"MEDIA AGENCY","content":"HAVAS ORTEGA, MANILA","is_link":false},{"keyword":"FILM PRODUCTION COMPANY","content":"ARCADE FILM FACTORY, MANILA","is_link":false},{"keyword":"DIRECTOR","content":"MARIUS TALAMPAS","is_link":false},{"keyword":"DIRECTOR OF PHOTOGRAPHY","content":"FRANCIS RICARDO BUHAY III","is_link":false},{"keyword":"CAMERAMAN","content":"IAN ONE HERNANDO DAVID\/GIAN PAOLO CALUAG\/JOSEF AARON CABANGIS\/MARLON MARAGUINOT","is_link":false},{"keyword":"GAFFER","content":"JOEL TIONGSON","is_link":false},{"keyword":"ASSISTANT DIRECTOR","content":"JAMES WILLIAM SALES","is_link":false},{"keyword":"EXECUTIVE PRODUCER","content":"SAMANTHA GABRIELLE JAVALOSA\/PAULA MAE COLLADO","is_link":false},{"keyword":"FILM PRODUCER","content":"MARIA ANNA BERNALDO","is_link":false},{"keyword":"PRODUCTION MANAGER","content":"KEN RALPHAELLE ALMOROS\/GLENDA MUGOL","is_link":false},{"keyword":"PRODUCTION DESIGNER","content":"JUAN MANUEL ALCAZAREN","is_link":false},{"keyword":"CASTING","content":"CHARMAINE BETUDIO\/NESTEA NAESA\/CELINE MANALO","is_link":false},{"keyword":"WARDROBE","content":"KIRSTIE LEE CONTREVIDA\/SHIN MIYAMOTO\/AGNES ORTIZ\/CEDIE VALDORIA\/MILA CATALAN","is_link":false},{"keyword":"HAIR & MAKE-UP","content":"JOHN MARC REMILIANO\/ROMEO LINA\/ALREA CRUZ\/JENNIE DELICA","is_link":false},{"keyword":"POST-PRODUCTION COMPANY","content":"FLARE MANILA, MANILA\/BAREBONES, INC., MANILA","is_link":false},{"keyword":"EDITOR","content":"NATALIA BURGOS\/JERICK ALCANCIA","is_link":false},{"keyword":"COLORIST","content":"LESTER BRUTAS","is_link":false},{"keyword":"VIDEOGRAPHER","content":"KYLE MACATANGAY\/JERICK ALCANCIA","is_link":false},{"keyword":"POST EXECUTIVE PRODUCER","content":"DENISE GALOYO","is_link":false},{"keyword":"SOUND PRODUCTION COMPANY","content":"HIT PRODUCTIONS, MANILA","is_link":false},{"keyword":"SOUND ENGINEER","content":"DARYL REYES\/RICHARD GENABE","is_link":false},{"keyword":"MUSIC ARRANGER","content":"ARNOLD BUENA\/JOAQUIN SANTOS","is_link":false},{"keyword":"CAMPAIGN SUMMARY","content":"Filipino passengers don’t pay attention to safety instructions. What they really pay attention to: Telenovelas. \r\nThe more intense the drama, the more their eyes and ears are glued to unfolding events.\r\n<br>\r\n<br>The campaign transformed a mandatory safety video into a SAFETYNOVELA: the world’s first-ever safety video that’s a full-on telenovela—the one thing guaranteed to hold Filipinos’ attention from start to finish. \r\n<br>\r\n<br>The challenge was balancing strict Civil Aviation Authority of the Philippines (CAAP) regulations with creative storytelling. Pre-flight safety guidelines were woven into a dramatic narrative, each instruction acting as a device to move the plot forward, keeping passengers engaged until the end.\r\n<br>\r\n<br>The Safetynovela launched strategically during the Metro Manila Film Festival with a cinematic trailer, generating pre-release buzz. Character teasers for leads Luisa, Anton, and Diego followed on social media. The full six-minute video premiered aboard Philippine Airlines’ newest A350-1000, and now airs across the entire fleet. We created a full-on telenovela experience with telenovela-style safety posters in airports, placements on iWant—the country's biggest streaming app for Filipino telenovelas—as well as presence on film sites like IMDB and Letterboxd. Bonus chapters featuring character backstories were posted on social, in response to overwhelming demand from viewers for more episodes.\r\n<br>\r\n<br>The campaign achieved over 28 million views, the most-viewed Asian airline safety video on YouTube and 4th most-viewed safety video globally, all within four weeks. It has reached 100 countries, with over 495 million people reached via earned media. Philippine Airlines saw a 101% increase in organic website visits and 17% increase in online bookings.\r\n<br>\r\n<br>The campaign earned praise from the country’s president and telenovela industry veterans, all while inspiring organic fan content such as reaction videos, film analysis, and TikTok fan edits. It didn’t just become viral, it became a cultural moment celebrating the heart of the Filipino.\r\n<br>","is_link":false},{"keyword":"CREATIVITY\/IDEA\/INSIGHT","content":"We’ve long faced the problem of people not paying attention to safety instructions. While the trend of unconventional safety videos has been around for years, the challenge was making one that’s distinctly Filipino—and something that people would watch from beginning to end.\r\n<br>\r\n<br>We looked into our own viewing culture and found the answer: the country’s deep love for telenovelas. \r\n<br>\r\n<br>We’re a nation unapologetically obsessed with soap operas. Filipinos grew up masterfully switching between channels just to catch two telenovelas airing at the same time slot, and having dedicated TV screens at restaurants and dinner tables at home for viewing. Even telenovela finales are live events thousands would flock to watch together. Nothing captures Filipinos’ attention like a good telenovela.\r\n<br>\r\n<br>And for millions of overseas Filipino workers (OFWs) who fly Philippine Airlines, the telenovela is an important connection to home. It unites Filipinos across generations and continents. It shaped our local pop culture for decades. And since most telenovelas are set in the provinces, it was also an opportunity to showcase the country's breathtaking destinations.\r\n<br>\r\n<br>So to truly engage Filipinos with information-heavy material, we presented the safety guidelines in a format they would naturally gravitate toward and genuinely connect with.\r\n<br>","is_link":false},{"keyword":"STRATEGY","content":"In the Philippines, the biggest form of content heavily consumed by Filipinos is the telenovela— melodramatic soap operas dominating Philippine primetime, every single day. This genre has shaped our local pop culture, which didn’t change even in the age of streaming. According to the Digital 2024 Global Overview Report, Filipinos have the highest number of users who consume online video content.\r\n<br>\r\n<br>We leveraged this behavior to create a Filipino-coded safety video that presents information through a telenovela narrative, effectively capturing their attention. Using popular Filipino telenovela tropes like forbidden love, familial obligations, and the iconic \"stop the wedding!\" moment, every part of the story communicates a safety instruction to keep viewers watching until the very end.\r\n<br>\r\n<br>Filipinos are also heavily invested in telenovela characters and their lore, so much that they create online content and build fan communities. This behavior inspired us to create a full-on telenovela experience—from telenovela-style safety posters in airports, to social-powered bonus content, which in turn inspired people to create reaction videos, film analysis, fan art and TikTok fan edits of characters organically.\r\n<br>\r\n<br>Filipinos’ love for dramas wasn’t just the insight, it became the very platform in making the campaign successful.\r\n<br>","is_link":false},{"keyword":"EXECUTION","content":"The Philippine Airlines Safetynovela was introduced to the Filipino audience through a cinematic trailer shown during the Metro Manila Film Festival, the biggest film festival in the Philippines. This created buzz before the full-length film was even launched. \r\n<br>\r\n<br>We rode on the momentum by releasing character teasers introducing the leads: Luisa, Anton, and Diego, on Philippine Airlines’ social pages. The full-length safety video was then launched in a special inflight premiere aboard Philippine Airlines' newest A350-1000 and is now airing across the entire fleet.\r\n<br>\r\n<br>But we didn't just make a video—we created a full-on telenovela experience. Safety reminders in the style of telenovela posters were mounted inside airport terminals, reminding passengers about safety guidelines even outside the plane — including placements on iWant, the country’s biggest streaming app for Filipino telenovelas.\r\n<br>\r\n<br>In response to overwhelming demand from viewers for more content, Philippine Airlines released bonus extra chapters on their social media pages, which feature backstories and additional story arcs for the lead characters, all while integrating safety guidelines.\r\n<br>\r\n<br>Since then, the safety video has gotten rave reviews on film review sites such as IMDB and Letterboxd and has received praise from actual telenovela directors and veteran actors.\r\n<br>","is_link":false},{"keyword":"RESULT","content":"The campaign achieved over 28 million views, the most-viewed Asian airline safety video on YouTube and 4th most-viewed safety video globally, all within four weeks. It has reached 100 countries, with over 495 million people reached via earned media. Philippine Airlines saw a 101% increase in organic website visits and 17% increase in online bookings.\r\n<br>\r\n<br>The Safetynovela has received a seal of approval from actual telenovela directors and actors, including Jose Javier Reyes, Mark Reyes, and Edu Manzano. The country’s president, Ferdinand Marcos Jr., praised the safety video for being “creative, engaging, and so Filipino.”\r\n<br>\r\n<br>The campaign was met with overwhelming emotional response. Netizens started creating organic content: from reaction videos, film analyses, production design breakdowns, to fan arts and fan edits of the characters on TikTok, even going as far as theorizing storylines for a next season. Plus, it even gained the love of grammy-nominated singer Charlie Puth.\r\n<br>\r\n<br>Most importantly, the campaign received responses from people explicitly mentioning that they finally understood safety guidelines—such as how to properly assume the brace position depending on one’s seat, where the life vests are located—qualitative proof that the instructions weren’t just seen, but fully absorbed.\r\n<br>","is_link":false},{"keyword":"URL","content":"https:\/\/www.youtube.com\/watch?v=2UkTBuEx-ek","is_link":true}],"files2":[{"name":"EN08_004.mp4","type":"mp4"},{"name":"EN08_004_DI01L.jpg","type":"jpg"}],"count":2}