Go the extra ‘smile’
Cebu Pacific Air banks on these two ‘wings’ to take flight– Their mission to give everyJuan a chance to fly with affordable fares and widest network, and their vision of putting the ‘fun’ in flying.
Working with the Philippines’ largest low cost carrier made me flex my copy skills in ways I did not anticipate– thinking of 30+ headlines and writing several DJ spiels in a single day was the norm. Being their main ATL campaigns writer for over 4 years, I found myself ‘going places’ in terms of my craft as well.
“Just go” on radio!
As a true copywriter’s playground, I found immense joy in thinking of ways to play with the idea of travel using hyper-localized insights, dialects, and nuances to grab their attention and keep regional listeners engaged.
It’s NEO or Never.
ART DIRECTION
As a creative hybrid, I would contribute sketches and ideas whenever I can. For this print ad, we see the RTBs from top to bottom– the new aircraft at the front and center, maximizing the dynamic shot of the A330Neo as it “opens up” the layout to reveal hopeful and clear skies ahead with every flight.
Below this, we created a visual play of the aircraft’s festival-inspired interiors. By replacing the windows as iconic fiesta masks, the design also alludes to Cebu Pacific’s 25th Anniversary Celebration in one clean and fun composition.
ABOUT THE HANDLE– “Feel the NEO experience”
From booking to boarding, flying is a unique experience for everyJuan, every time. And with a brand new addition to Cebu Pacific’s fleet, complete with enhanced features like a Cebu-inspired cabin and more– you can be sure that it’ll be a journey worth remembering.
SKILLS: Art direction, copywriting
Cebu Pacific Fly Easy
INSIGHT: The pandemic was hard on all of us, so travel and getting where you need to be should be nothing but easy.
BIG IDEA: With everything you need in a tap, there’s no need to worry with Cebu Pacific Fly Easy!
CREDITS: Creative Director - Russ Molina, Rin Bautista Estrella, Rina Dela Calzaa, Art Director - Natassja Velascco, Sam Vargas
SKILLS: Conceptualization, tagline, campaign name and scriptwriting
SKILLS: Songwriting and conceptualization