Philippines' 'It's more fun' campaign goes international on CNN

The initial phase of the international campaign consists of online banners and two videos, made up of memes submitted by the public, with Duck Sauce's "Barbra Streisand" as background music. Developed by BBDO Guerrero Proximity, the ad will run in Asia, Europe, the Middle East, Africa and North America, until August. The videos end with the call to action phrase: "What will you come up with?"

The spot aired on CNN is built on the enthusiastic response to the January campaign, which has received 40,140 submissions via the morefunmaker site. It gives overseas visitors a feel of the Filipino people's sense of humor and fun personality.

Tony Harris, chief executive at BBDO Proximity Guerrero, noted that the joy of this campaign is that it has turned 95 million Filipinos into a tourism salesforce, and the international campaign is a testimony to that.

“Whilst everyone has a different interpretation of what fun might be, now, when asked the question 'Why the Philippines?', the single and universal response is that it is simply ‘more fun’ here,” he added.

The agency won the US$132,800 account after a competitive eight-way pitch against Aspac, DDB, Dentsu, J. Romero, JWT, Lowe and Y&R.