how a DIGITAL love story
CAPTURED
THE HEARTS of an entire nation
Derek’s crush “Anna” uploaded her own YouTube video to harshly turn the boy down, much to the disappointment of his fans.
This led the campaign to launch a search for a new “Anna,” through Derek’s mom, dad and kid sister. Teenage girls from across the nation submitted their audition videos online and on-ground at myDSL’s event booths in malls.
The campaign "demonstrated how strong digital connections can lead to strong emotional connections at home," receiving over 6 million YouTube views and P10 million worth of free media.
Awards & Recognitions:
Cannes Lions
Gold - Integrated
Gold - Content
We created a campaign that showed how strong broadband PLDT myDSL connections
help make stronger family connections.
We introduced Derek S. Lorenzo, a boy who posted a YouTube video singing
an original song for his crush, "Anna Banana".
When the video hit 100 views, Derek's mom stepped in, promoting it online and on radio to attract more viewers and encourage others to share their versions. Things took an unexpected turn when Derek's crush, "Anna," uploaded her own video rejecting him, disappointing his fans. Fiction and reality intertwined in this campaign.
WATCH FULL CASE VIDEO HERE