GIGIL Partner Badong Abesamis takes the DIGICON OMNI stage!
DigiCon is an annual conference for the digital industry, spearheaded by The Internet and Mobile Marketing Association of the Philippines (IMMAP). Experts from agencies, brands, and tech companies partner up to discover what’s next on the digital landscape. But due to the ongoing pandemic, DigiCon went virtual for the first time as DigiCon Omni 2020, with the theme ‘Navigating the post Digital Age.’
Among the list of speakers is GIGIL Creative Partner Badong Abesamis. He took the stage on Day 1 of the conference with his talk, entitled ’From Oreo to Orocan.’ Here, he shared his thoughts and learnings on creative agility in the digital age.
Badong states that creative agility is crucial in creating striking and relevant work that cuts through the clutter. He cites a case study from Oreo back in 2013, when the brand trendjacked the NFL championship blackout. They tweeted a copy ad that read ‘You can still dunk in the dark,’ which quickly went viral. However, Badong adds that agility alone would not work without creative rigidity. Agility and relevance was not the only factor to Oreo’s NFL success—the creative material itself was the key to create such impact.
The GIGIL Partner also cited one of their works for Orocan. They parodied a competitor brand’s water dipper ad, to communicate the Orocan Tabo’s competitive pricing. The post quickly went viral because netizens were very entertained by Orocan’s real and playful humor.
Content, according to GIGIL’s Creative Partner, can no longer be mere commercials. Content has to be engaging and entertaining so that people would want to share it. Badong also adds that the best type of agile work is one that is proactive, instead of reactive.