A new press campaign from BBDO Guerrero/Proximity Philippines for historical books which are important in the Philippines. The novels Noli Me Tangere and El Filibusterismo turned the author into a national hero and The Philippines into Asia’s first democratic republic. Young Filipinos are required to read them in school. But as soon as students graduate, the most important books in the country’s history become mere items on a shelf.
The campaign aims to make these books relevant not just to the student hoping to get good school grades, but also to the modern Filipino. Press ads in the style of letras y figuras — an art form popular in nineteenth-century Philippines – draw on the similarities between the country as a colony of Spain and as a nation in today’s world.
Readers are encouraged to revisit the stories through the latest editions of Jose Rizal’s works, see highlights from Nolibook on Twitter, and perhaps discover how the present may not be so different from the past.
Credits – Client: GP Inc. CCO: David Guerrero. Art Director: Brandie Tan. Copywriters: David Guerrero, Tin Sanchez. Illustrator: Bernadette Wolf. Calligraphers: Noel Angeles, Randy Torres. Digital illustrators: Joy Panaguiton, Vilma Magsino.