Cannes 2017

ALL THINGS TBWA AT THE FESTIVAL OF CREATIVITY

"Correcting History"
CARMMA

TBWA\Santiago Mangada Puno

On Sept. 1972, The Marcos dictatorship declared martial law, igniting the country’s bloodiest era. A generation later, Millenials were still supporting VP front runner Marcos Jr, a descendant of the leadership responsible for the martial law. Many were ignorant about awful law that existed because textbooks were never revised; what they believed to be historical truth was propaganda fed to them through education.

Campaign Against the Return of the Marcoses to Malacañang - or "CARMMA" - gathered a community of martial law survivors who, for the campaign, disguised themselves as reporters to reveal the truth to Millenials. A video was aired and polls taken afterwards showed Marcos’ numbers dropping, eventually leading to one of the closest vice presidential races, which he eventually lost.

Soon after, a new school curriculum that included martial law teachings as early as Grade Two was announced.