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Smart Communications Makes Life Simple in New TVC

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Developed by Grey Manila, the campaign was produced in lockdown with every meeting conducted through Microsoft Teams and Zoom platforms

Smart Communications Makes Life Simple in New TVC

Smart Communications, Philippines’ leading telecommunications and digital services provider, has launched a new campaign anchored on simplifying technology to improve lives. The campaign, developed by Grey Manila, establishes a new brand vision and story. Borne from the insight that life today is more often than not, run by the apps that we have on our gadgets, the Gigalife is all about a lifestyle enhanced and enjoyed through technology made simple – backed by a strong network.

This idea was aptly summed up in the new corporate campaign tagline, ‘Simple. Smart Ako.’ (I’m Smart). It highlights the importance of making the right choice when it comes to a network provider, especially these days where our lives are powered by the speed and the strength of the network that we choose.

At the centre of the campaign is Korea’s leading man, Hyun Bin, whose drama serials are among the most-watched on the Smart service, Giga Video.

The film was launched as a TVC as well as on social media, where it has wracked up almost 7.3 million views and counting.

The team agrees that getting the production done in the midst of the pandemic - and subsequent lockdown - would have been impossible without technology. Every meeting was conducted through the Teams and Zoom platforms, with the team fully embracing the challenge. 

Jane Basas, Smart senior vice president and head for Consumer Wireless Business said: “Digital technology made this happen. We were all monitoring and coordinating the actual shoot in Korea remotely from our homes in Metro Manila. The whole team, including our agency Grey Manila, the production team-Plan B and Unitel Straight Shooters, were giving advice, comments and directions in real time.”

With Gigalife, getting and staying connected with family, friends and colleagues is now easier, faster and simpler. Same goes with accessing apps that have become vital means of information, entertainment, and used even for banking and payment activities.

“We’re proud to be part of a campaign that is relevant to the lives of the Filipinos,” Grey Manila CEO John Lucas shared. “Connection that is easily accessible, stable and strong is even more important in these challenging times. And the brand’s ‘Simple. Smart Ako’ (I ‘m Smart) campaign perfectly captures that.”

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Client: Smart Communications, Inc.

PLDT Chairman and CEO: Manuel V. Pangilinan

Smart president and CEO and PLDT Chief Revenue Officer: Alfredo S. Panlilio

SVP and Head, Consumer Business - Wireless: Jane J. Basas

Department Head/ VP, Corporate Marketing and Strategy: Lloyd Manaloto

AVP/ Centre Head, Marketing Services Operations: Mon Samarista

Senior Manager, Influencer and Endorser Engagement: Camille Mamangon

Manager, A&P, Logistics and Agency: Weng Delos Santos


Agency: Grey Manila

Chief Executive Officer: John Lucas

SVP for Accounts: Meldy Warren

Group Account Director: Katya Gozo

Sr. Account Manager: Miguel Cordero

Chief Creative Officer: Eugene Demata

Deputy Executive Creative Director: Marci Reyes

Sr. Art Director: Paik Abanilla

Copywriters: Marci Reyes, Marrinel Poblete

Chief Strategy Officer: Agnes Martinez

Strategist: Cristina Flores


Production agency: PlanB

Broadcast Producer: Janet B. Liong, Joy Barbara, Cherry Bacani

Production company: UxS Inc.

President & CEO: Madonna Tarrayo

Executive Producer: Ruth Colacion

Museum Contents

Director: Kwan

Executive Producer: Monica Chang

DOP: Han Bit

First AD: Kim Kyung Sik

Post House: 361

Sound Design

Music: Jasper Perez

Sound Engineer: Pope Paredes

Print Production

Photographer: Yeongjun Kim

Print Producer: Vivian Cho

Categories: Phones, Consumer Electronics, Mon, 08 Jun 2020 17:06:52 GMT