Diageo
Don Papa Masskara presents: Do The Most
Art Direction
Creative Strategy
I lead on research, conducting short interviews with the Filipino community, which informed the final campaign idea. When asked about community we were made aware of bayanihan - a word used to describe the community spirit of working together to achieve a common goal. We developed and proposed a campaign centred around this aiming to bring Don Papa Masskara and with it, the spirit of bayanihan to every home in the UK.