By any measure, 2020 has been one of the most momentous years of the past century. The past 50-odd weeks have kept netizens in the Philippines glued to their devices in search of information, ideas, and opinions through a once-in-a-lifetime pandemic. From the eruption of the Taal Volcano, the NBA, to local and Korean entertainment choices, there has been a flood of online activity this year as netizens sought out their passions online like never before.

As the year draws to a close, Yahoo’s Year in Review 2020 takes a look at the top happenings, people, and trends that captured the interest of the Philippines’ online community in 2020.

Top newsmakers of 2020: Uncertainty, tragedy and politics headline search

Taal Volcano, one of the world’s most dangerous volcanoes, was the top searched news in the Philippines this year -- its activity in January threatened the lives of nearly a million people across Calabarzon, Metro Manila, and some parts of Central Luzon and Ilocos region. Late NBA superstar Kobe Bryant ranked second in the search list as basketball-obsessed Philippines reeled from news of his untimely passing.

Local and international politics featured prominently, with the US Presidential Elections (3rd) and President Donald Trump (6th), as well as our own President Rodrigo Duterte (4th) and his additional authority to combat COVID-19 granted through the Bayanihan Act 2020 (5th), also known as the Bayanihan to Heal as One Act, ranking high on users’ searches.

The arrest and ongoing saga of businessman and popular internet personality Francis Leo Marcos (7th) for alleged violation of Optometry Law also kept users on the edge of their seats.

Most searched celebrities: Ivana Alawi and Raffy Tulfo take tops spots

Filipino celebrities dominated the most searched female celebrities list this year, taking eight out of the 10 top spots. Catapulting into the top spot was Kapamilya actress Ivana Alawi whose wildly popular YouTube channel drove her meteoric rise to fame in just a year. Sarah Geronimo ranked second on the list as news of her surprise secret wedding sent users on a frantic hunt for details of the ‘AshMatt’ nuptials. Miss Universe 2018 Catriona Gray’s (3rd) controversial breakup with her ex Clint Bondad was thrust back into the public light as alleged photos of them circulated on social media.

There was no resisting the charm of South Korean oppas as they took up almost half of the spots in the most searched male celebrities list. Gaining international popularity with Crash Landing on Yo u, 2020 was a shining year for Hyun Bin (2nd) as he also clinched a commercial deal with telco Smart Communications. Other South Korean male celebrities who made the list were Lee Min-Ho (6th), Park Seo Joon (9th), and Ji Chang Wook (10th). Broadcast journalist and host Raffy Tulfo surged to the top of the list as he edged out even the best-looking South Korean male celebrities to take the coveted top spot.

Remembering the ‘King of Philippine Movies’ Fernando Poe Jr., legislation filed in Congress to rename an avenue after him sparked interest, ranking him third on the search list. The subject of false reports of his death, Marcelito Pomoy (4th) whose outstanding solo performance of the classic duet ‘The Prayer’ captivated millions of viewers on America’s Got Talent, and the Philippine’s favourite son, Manny Pacquiao (5th) rounded off the top half of the list.

Most searched movies and TV shows: Local showbiz holds on, K-drama rises

No surprises this year as local showbiz continued to be popular, even as the Korean wave continued making inroads into the Philippines.

K-drama Crash Landing on You was the most searched in the list as stars of the series clinched commercial deals in the country - a couple even had photoshoots themed after the series. The World of the Married, another South Korean series, came in seventh as ABS-CBN quickly clinched airing rights for the show with a Tagalog-dubbed version. Rounding up the list was the Oscar-winning South Korean film, Parasite (10th).

Not to be beaten, local showbiz with a mix of local TV series, newscasts, and variety shows were also popularly searched. Encantadia was second most searched, with TV Patro l (3rd), Wowowin (6th), and Ang Probinsyano (8th) proving time-tested favourites.

While it dominated the list in 2019, the popularity of Hollywood waned in 2020 -- only America’s Got Talent (4th) and Frozen 2 (5th) were featured in the list.

Most searched events: Sporting events reign

With major events and concerts cancelled due to the pandemic, users turned to sports events to keep them entertained in the comforts of their homes. This year, sporting events filled all 10 of the most searched events.

The country’s love affair with basketball prevailed even through the pandemic, as the NBA and the PBA Philippine Cup were the top two most searched events in 2020; the latter took users on a rollercoaster ride with several changes in its schedule before resuming in October.

Notably, tennis was also well-loved by users as the Australian Open (3rd), French Open (5th), and US Open (9th) secured three spots on the list. Other major sports events popular with locals such as baseball, football, mixed martial arts, racing, and golf rounded up the list.

# COVID19: Users searched for updates, symptoms, lockdowns, and vaccine

As COVID-19 upended the lives of Filipinos and people around the world, ‘Coronavirus Update’, ‘Coronavirus Philippines’, and ‘Covid19 symptoms’ became the top three pandemic search terms amongst users. ‘Covid 19 update worldwide’, ‘Covid 19 vaccine’, ‘Covid 19 tracker’, ‘Quarantine’, ‘Pandemic’, and ‘Lockdown’ were hot on the heels of the top search terms, coming in from fourth to ninth place.

Interestingly, Italy was a country of interest to users in the Philippines, due to its status as one of the largest European migration destinations for Filipinos. ‘Coronavirus Italy’ (10th) made an appearance as one of the popular searches related to Coronavirus.

The biggest moments online and other surprises from the year, are given a detailed look at Yahoo’s Year in Review 2020.


The global retail sector was in an unprecedented state of flux and as the end of 2020 approached, Nielsen identified a range of evolving consumer groups as well as four Holiday/Festive consumer behavioral resets related to this crucial holiday period.

Nielsen Retail Intelligence Managing Director for the Philippines Patrick Cua comments; “As the end of the year approached, upcoming festivities looked very different for consumers in the Philippines. With mobility and mass gathering restrictions still in effect, Filipino consumers continued adapting to the homebody economy and extended to how they celebrated Christmas during the pandemic. With cooking being central to festivities, we predicted growth in baking and food category this year.”

With Christmas celebrations being more intimate and smaller in 2020, food was integral to this festive season with a rise in food categories such as ham, all-purpose cream, pasta, and canned foods.

Christmas shopping categories

While constrained shoppers were looking at a single consumption, insulated shoppers were indulging in gifting food and health products. Brands catered both constrained and insulated shoppers during Christmas.

Against this backdrop, Nielsen identified five different consumer groups that indicated how financial and physical restrictions manifested leading up to the festive season.


  1. Constrained and Restricted consumers have suffered income loss as a result of COVID-19 and have less money to spend and also have less freedom to physically congregate and shop for their holiday needs, due to local restrictions to travel, business openings and social interaction. As a result of limited physical shopping, they had less opportunity to shop around for the best deals and assortment.


  1. Constrained but Free consumers have also suffered income loss and were likely to have a savings mindset as they prepared for the festive season. However, because they have no physical restrictions, they had more freedom to celebrate with others and to seek the right products and price points to suit their needs.


  1. Cautious Middle consumers have not yet been impacted financially and their celebrations were not limited by local physical restrictions. They were more likely to be cautious spenders and prioritized occasions and gift-giving with only those closest to them.


  1. Insulated but Restricted consumers have not been financially impacted by COVID-19 but their festivities were impacted by local physical restrictions. Smaller gatherings curtailed normal spending and encouraged self-indulgent celebrations. Financial flexibility drove these consumers to splurge in some ways to compensate for experiences that are no longer possible (e.g. travel).


  1. Insulated and Free consumers have also not been financially impacted by COVID-19. While their social interactions were not restricted, their typical celebrations were affected by those unable to be with them in 2020. These consumers spent the most freely and exhibited pre-COVID-19 holiday behavior.

New pandemic purchase behaviors

To help chart the behavior of these consumers, Nielsen has also identified four emerging patterns to help predict the drivers of pandemic purchase decisions in future. When applied to the context of the many upcoming holidays and year-end festivities, these reset patterns now highlight some important new behaviors that could emerge this season.

  • Basket Reset - Holiday spending and gifting will be refined based on what and who are considered essential for each consumer. This will require retailers and manufacturers to redefine what’s festive and capitalize on the broadened assortment of what consumers might consider “giftable” this year. From a necessity that can no longer fit the budget, to a product that has been harder to get in stores this year, there will be big shifts in what defines a “gift”.


  • Homebody Reset - Gatherings will be smaller and more intimate with many planned at the last minute. This might see the introduction of so-called Single-Serve Celebrations’ that cater to needs for convenience, health, and budget consciousness by offering serving sizes and packages conducive to small or socially distanced gatherings.


  • Rationale Reset - Consumers will spend more on themselves, prioritizing self-care this year. Retailers might then look to engage with empathy and recognize the trade-offs consumers will need to make. There is also scope for just-in-case solutions that cater to consumers who may be waiting to see whether they are able to physically celebrate a festive occasion or not.


  • Affordability Reset - Online shopping will power more holiday consumer behaviors than ever before creating a need to convert impulsivity . With limited physical touchpoints with consumers, it’ll be vital to create spontaneity, even in an online environment.


FWD Insurance is excited to announce the launch of a digital ecosystem in the Philippines that rewards everyone for doing good by way of sharing financial life skills and helping bridge the protection gap in the country. The groundbreaking FWD Affiliate Program is a first in the market. Everyone can be an affiliate by simply downloading the mobile app and completing the registration process for free. Through the app, financial advisors can spread financial knowledge and awareness in a trust-based environment to help others upskill their financial management and start futureproofing with investments and life insurance.                                                                                                                                                                                       

At a time when Filipinos are stretching their budgets, now they can get expert financial self-help, and even be an ambassador helping others increase their financial IQ by sharing inspiring posts with rewards. Technology that enables this Affiliate app could not have come at a better time. The current global pandemic has made people think more about life and health issues, while economic uncertainty has triggered increasing interest in financial management and planning. Recent statements made by the Bangko Sentral ng Pilipinas exposed the average Filipino’s vulnerability: only 48% have savings to lean on during hard times, while household out-of-pocket expenses for health financing rose to a staggering P379.7B in 2019, as reported by the latest Philippine Statistics Authority numbers.                                                                                                                                                                                                                                                           

According to FWD Insurance President and CEO Li Hao Zhuang, the Affiliate Program is a win-win platform for everyone involved. The app offers shareable financial knowledge, tools, and solutions while also creating employment, with an aim to start a virtuous cycle that directly empowers people and enhances protection inclusion. Li Hao said: “We want to reduce the digital divide and address the protection gap in the country. Through FWD’s Affiliate app, we democratize financial education and protection and make it rewarding for everyone. It allows our customers to be
rewarded for doing good, and we believe that is especially valuable in this time of need.”

2020 is over. A lot happened last year and Filipinos talked about it all on Twitter where daily active users grew 29% year-over-year to 187 million, driven by global conversation around current events and product improvements.

The following Twitter features made it easier for Filipinos to spark, join, and follow conversations:

1. Send a Fleet (aka, a disappearing post)

Twitter launched Fleets, which disappears after 24 hours, to help everyone feel more comfortable joining the public conversation. There are no Likes, RTs, or public Replies on Fleets, while replies only happen privately via Direct Message, so people can share their fleeting thoughts with less pressure. Whether one is Fleeting about his fave sports team or her fangirling moments, Fleets allow anyone join the conversation with less pressure and without overwhelming the followers’ timelines.

2. Tweet with your voice

Over the years, photos, videos, gifs, and extra characters have allowed people to add their own flair and personality to conversations. But sometimes 280 characters are not enough, and some conversational nuances are lost in translation.

Twitter has been testing a new feature that will add a more human touch: the user’s very own voice. Authors have shared their stories, brands have a fresh take on connecting with their audience, and people being their raw, authentic, silly selves. Tweet with voice feature is available on Twitter for iOS, but everyone can listen to voice Tweets.

3. Control who can join your conversation

Your Tweet = your space. Twitter launched new settings to give people more control over the conversations they start by choosing who can reply; unwanted replies don’t get in the way of meaningful conversations.

There are three options before you Tweet: 1) everyone (standard Twitter, and the default setting), 2) only people you follow, or 3) only people you mention. For Tweets with the latter two settings, the reply icon will be grayed out for people who can’t reply. People who can’t reply will still be able to view and engage, Retweet, Retweet with Comment, share, and like these Tweets.

Tests found out that people who had experienced harassment were 3x more likely to use these controls. Around 43 million Tweets were seen and created with conversation settings and over half of these use the “people I follow” option.

4. Follow over 5k Topics

Last year, Twitter launched Topics – so everyone can see the most relevant and interesting Tweets about what they care about and let the conversation come to them with a single tap.

When you choose to follow a Topic, be it on sports, celebrities, or even school subjects, Tweets from a whole host of accounts that are experts, fans, or anyone who just talks about that thing a lot will appear on the timeline. Now, people can follow over 5,000 Topics with new Topics added every single week ranging from Astrology to Stocks. As of now, around 70 million accounts are following Topics. The most followed Topics to date are Soccer, Rap, and Food.

5. See the full conversation with Quote Tweets

Tweets about a Tweet also added to the conversation, so this feature was made even easier by showing all Quote Tweets, in their own timeline, in the Tweet detail view. This is available on Twitter for iOS and Android as well as globally.

6. Read before Retweeting

This year, Twitter encouraged people to read an article before they Tweet it. Hence, a prompt was made to help people to do exactly that. With these reminders, people who Retweet articles now open them 33% more often before sharing. Available on Twitter for iOS and Android globally.


Hasbro proudly announces a multi-territory partnership that will see its popular animated super hero property, PJ Masks, join forces with the World Taekwondo Federation for an exciting new partnership designed to engage children around the world in taekwondo through an exciting collaborative campaign. Get Active with the PJ Masks will span multiple markets and feature 12 World Taekwondo top athletes, including the Philippines’ two-time Southeast Asian Games gold medallist and Asian Games bronze medallist, Pauline Lopez.

The campaign aims to combine the global appeal of the popular animated series with the fun and accessibility of taekwondo to encourage children to take part in the sport. A unique digital tutorial series and an interactive website have been created to help young fans of World Taekwondo and PJ Masks get active, have fun, and master their own taekwondo-inspired superpowers.

“There couldn’t be a better time to get kids active and excited about sport and movement,” said eOne’s Rebecca Harvey, EVP global marketing, family & brands. “Action, heroism and integrity are central to the PJ Masks brand, and these values are perfectly aligned with the World Taekwondo Federation’s mission to teach taekwondo to kids around the world and channel their youthful energy into skills that will build strength and resilience.”

Taekwondo heroes from 12 countries have been selected as ‘Get Active’ hero ambassadors to create 12 Let’s Get Active taekwondo movements that will encourage children to try and recreate them at home. They are Bianca Walkden (Great Britain), Dae-hoon Lee (Korea), Hatice Kubra Ilgun (Turkey), Jingyu Wu (China), Joel Gonzalez (Spain), Magda Wiet Henin (France), Maria Espinoza (Mexico), Milena Titoneli (Brazil), Panipak Wongpattanakit (Thailand), Pauline Lopez (Philippines), Tahir Guelec (Germany) and Vito Dell’Aquilla (Italy).

One by one, the Get Active ambassadors will share their created movements on World Taekwondo ‘s social media accounts, as well as their own.

The partnership aims to amplify the reach of both brands and increase participation of the sport in the 3-8 year-old age group through a reward-focused syllabus that teaches coordination and discipline skills.

World Taekwondo president Dr. Chungwon Choue commented, “We are delighted to partner with Hasbro to bring together our shared values and the skills of our world and Olympic stars. World Taekwondo is committed to connecting with young people around the world and getting them to practice taekwondo and live healthy lifestyles. Partnering with the most loved and internationally-recognised children’s shows in the world is an excellent opportunity to demonstrate how fun and rewarding taekwondo can be. I want to thank each of these World Taekwondo Heroes for bringing smiles to the faces of children and families everywhere”.

As 2020 comes to a close, it is difficult not to reflect on what has been the most turbulent year in recent history. But, throughout all the volatility borne of the global health crisis, it is only right that we recognize the bright pathway ahead of the Philippines that has been laid down by efforts to rise above the circumstances and create a future enabled by technology.

Underscored by the Philippines’ recent leaps and bounds made in domestic technology development, adoption, and investment, there is no more perfect way to end the year than to witness the beginning of a new movement to digitize our country.

Technology has always been a key driver in sling-shotting global development. A World Bank study examining the period of 2013 to 2017 revealed that digital intensive-using industries had contributed to as much as 86% of labor productivity growth in the US.

The idea of digital revolution is nothing new, especially in this new paradigm of technology adoption where a single year can feel like a lifetime when it comes to “who-is-using-what.” And yet, the Philippines has never seen such acceleration in digital transformation as this year.

The facts speak for themselves, on a national and regional level:

  • While the pandemic led to 7.2 million unemployed Filipinos, 2.6 million jobs were restored in the span of 3 months when many companies resorted to work-from-home arrangements (statistics from the Department of Labor and Employment)
  • 73,276 new online businesses had been registered since the pandemic began, a staggering 4180% increase from the 1,753 existing online businesses prior to March (Department of Trade and Industry)
  • The Philippines ranked as the number one “Digital Riser” in East Asia and the Pacific, propelled by government initiatives such as the Innovative Startup Act of 2019, the Startup Venture Fund, the Startup Grant Fund, and the Philippine Startup Development Programme. (the European Center for Digital Competitiveness’ Digital Riser Report 2020)
  • Foreign direct investment in the Philippines’ information and communication technology (ICT) industry led to an unprecedented 78% growth, from P6.6 billion to P11.4 billion in approved foreign investments (Philippine Economic Zone Authority)
  • Our business process outsourcing (BPO) firms remains a stalwart pillar of our economy, maintaining jobs and contributing revenues to our GDP, helping to weather the damage that the pandemic had done to our embattled agriculture sector and the tourism industry.

Building a resilient, long-lasting tech ecosystem

  Prior to the pandemic, international investors were setting up shop in the Philippines, helping to build our nation as a prime tech hub in Asia., a blockchain-powered mobile wallet and cryptocurrency exchange serving over 10 million Filipinos, was acquired last year by Indonesian unicorn Go-Jek for US$72 million. In 2019,   Voyager Innovations Inc. had sold US$175 million in newly issued shares to Kohlberg Kravis Roberts & Co. L.P. and Tencent Holdings Ltd.

There are indications that this will further grow and more investors will come in, especially given the forecast by the Asia Development Bank (ADB) that the Philippines’ gross domestic product growth will return to 6.5% in 2021.

What we need now to seize on this momentum and accelerate our forward thrust into progress is a whole-of-nation, whole-of-government approach, with our industry players and other stakeholders collaborating to digitize our country----and market and promote its visibility to the rest of the world. The BPO industry blazed a trail in showcasing our capabilities as an outsourcing destination hub---and we can do so again with fintech.

But aside from the tremendous economic gains that we stand to make will be another intangible and immeasurable benefit that is close to the heart of the Filipino: a reverse diaspora of the best and brightest technology players choosing to domicile in the Philippines.  The rising tech hubs in the near future will bring our Overseas Filipino Workers (OFWs)  back home---where they can contribute their talents and their time, advance a career and build businesses while enjoying a happy and prosperous life with their families. It is a vision that technology can help us reach. It is our time to shine.


Amor Maclang, the author, is the Executive Director of the Fintech Philippines Association.

Year 2020 has been a very challenging year for a lot of Filipinos.  From the eruption of the Taal Volcano, to the impact of the COVID-19 pandemic and just recently, the consecutive typhoons that hit the country, children and families have struggled to get back on their feet. Now that Christmas is fast approaching, most are still unsure how they will celebrate this holiday season.

World Vision, an international Christian non-profit organization, is committed to making this a Christmas like no other most especially for the most vulnerable children and their families in the face of these difficult times.

Through their annual tradition of sharing Noche Buena meals to communities under their care, World Vision aims to spread hope and joy, making it possible for children and families to celebrate Christmas, such as eight-year-old Carla and her family.

Carla shared with us that she looks forward to eating her favorite spaghetti and celebrating this season with her family. She lives in one of World Vision’s assisted communities in Batangas that was hardest hit by the eruption of Taal Volcano.

“Bilang isang nanay, sadyang mahirap ang pinagdaanan namin sa pagputok ng bulkan. Tsaka ho, hindi ko alam anong gagawin ko. Ang inisip ko agad, ang mga anak ko maligtas (As a mother, it was hard when the volcano erupted. I didn’t know what to do. My thoughts focused on ensuring my children’s safety),” shared Carla’s mother, Maricel.

Carla’s father, Henry, earned a living through fishing. They used to celebrate Christmas with a small feast and a happy home. But due to the tragedies they experienced, there was a time when they felt they’ve already lost everything. What kept them going was the hope the Christmas celebration brings.

“Ang kahilingan ko ngayong darating na Pasko, sana po kami ay magsama-sama’ng buong pamilya (My wish this Christmas is for our whole family to celebrate together),” wished Henry.

Since they first launched it, World Vision's Noche Buena campaign has distributed more than 400,000 Noche Buena packs to Filipino families all over the country. World Vision aims to reach more than 24,000 families this year.

“The celebration of Christmas will always be meaningful because it is about the birth of Jesus that brought hope for all humanity. With everything that happened this year, I personally invite you to join us in spreading good tidings especially to the most vulnerable children and their communities. As you give the gift of Noche Buena, may you and your families feel the peace, joy and hope this Christmas season brings,” said Mr. Rommel Fuerte, World Vision’s National Director.

SOHO Square Philippines, in partnership with Red Fuse—WPP’s integrated global team dedicated to serving Colgate-Palmolive—has launched a new brand campaign for Colgate Philippines titled #SmileStrong.

Ari Mandelbaum, marketing director of Colgate- Palmolive Philippines said: “The common Filipino’s ‘resilience’ has constantly been held up as a shining character trait even in the face of natural disasters, violent conflict, poverty, and a number of deep-seated societal issues. However, a growing number of people are seeing ‘The Filipino Resilience’ as a glorified coping mechanism, seemingly resigned to just powering through adversities with a mindset to live just to survive each day. At Colgate, we believe that it takes more than optimism to power through the challenges of today, thus launching #SmileStrong where we encourage Filipinos to believe and uphold the power of Optimism in Action .”  

#SmileStrong spotlights three exceptional individuals, or Muses, whose Optimism in Action sparked positive change among their respective communities and social spheres: Arizza Nocum—a peace advocate, leader, and entrepreneur who co-founded KRIS, a non-profit organization promoting peace through education; Brina Maxino—born with down syndrome but now an assistant teacher, motivational speaker, and a Special Olympics global youth ambassador; and Candy Pangilinan—an actress and a single mom to 16-year old Quentin, who has ADHD and who became her inspiration to write a book, “Mommy Dear: Our Special Love.”

“Our muses live the spirit of Optimism in Action every day, each with their own unique stories and struggles, but manage to rise above their challenges to serve as inspiration to society in their own ways” added Mandelbaum.

This campaign seeks to demonstrate the inspirational power of these remarkable individuals through a series of short videos along with integrated communications across digital and public relations. Colgate will also be launching activations in partnership with muses Arizza, Candy and Brina until 2021.

Caloy Sambrano, managing partner at SOHO Square Philippines, said: “As an agency, we have developed and implemented various equity campaigns in the past, but we must say that this Colgate #SmileStrong campaign is one, if not the most, important campaign that we have ever done. We wanted each and every Filipino to feel inspired and relate to the stories of our muses especially when they see the contents that we put out. We are grateful to have translated the vision of Colgate as a brand, and a company that believes in the potential of Filipinos and encourages optimism in action.”

This equity campaign from Colgate Philippines is a local implementation of Colgate’s global advocacy. It hopes to make the same big impact that other #SmileStrong campaign in other key markets has generated—an increase of brand love and loyalty among consumers to an already number one oral care brand in the world and in the Philippines.

The global pandemic has brought with it no shortage of surprises, but on October 9, 2020, Filipinos were treated to a sight none of them ever thought they would see: a film featuring many of the nation’s largest (often-competing) brands, all working as one towards a common cause. Through a series of vignettes featuring Filipinos of all walks of life, the film drove home that notion of banding together to restart the economy.

Launched under the tagline of “Ingat, Angat” (“Carefully, We Rise”), and broadcast simultaneously on all local channels, radio stations, and online platforms at 6.50pm sharp, the film delivered the powerful message of solidarity, cooperation, and bayanihan in these trying times.

“Having rival brands together in the scenes helped drive the message of unity,” says Melvin Mangada, whose TBWA\Santiago Mangada Puno executed the film and its overall campaign. “The challenge was to strike a delicate balance between safety and vigilance ( ingat ) and optimism and consumer confidence ( angat ).”

Produced by TBWA\SMP, the film was executed for client T3, a public-private task force with a stated mission to Teach, Trace, and Treat Filipinos during the ongoing pandemic. Having already provided and conducted over 3 million COVID-19 tests nationwide, T3 recognized the importance of informing the public about safety measures while rebuilding consumers’ trust that had been affected by the pandemic. TBWA’s job to was find a way to effectively communicate the message.

While the agency’s initial strategy and concepts were ready within a week, Mangada revealed that plans had to be run past members of Congress, as well as the entrepreneurs, broadcast, publishing, media, and online vendors on whose platforms the material would be aired and/or posted. Furthermore, the agency worked on pitching the project to brands and corporations to secure their participation.

TBWA coordinated with dozens of companies representing hundreds of brands to craft the film, enlisting the services of acclaimed director Joel Limchoc to deliver the imagery and emotion needed to get across the film’s indelible message. Produced, shot, and edited with social distancing guidelines firmly in place, months of work paid off, as the film launched on every major Filipino platform on TV, radio, and online.

While many were overwhelmed with seeing major competitors like Petron, Shell, Globe, Smart, Coca-Cola, Pepsi, Jollibee, and McDonald’s sharing screen time, many more were touched by the message being imparted. Comments were overwhelmingly positive, with Filipinos expressing surprise, delight, and, most importantly, inspiration, at the film.

Currently comprising 2 online films, 5 TVC’s, 6 radio ads, print ads, OOH, and a Viber community, Mangada shared that the succeeding phases of the campaign will see major TV and film personalities create their own unique chapters which will be released online.

Living in an unprecedented time that called for an unprecedented campaign, and when the nation needed it, TBWA answered the call. Through “Ingat, Angat”, the Agency was able to show, just what can be accomplished when people unite to challenge the impossible.


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