A simple slogan can go far when it is let loose into the world of social media. That's what has happened with the Philippines Department of Tourism's latest campaign, created with BBDO Guerrero Manila.
The central slogan is "It's more fun in the Philippines," and it has opened up a world of possibilities beyond the original campaign.
While critics may complain it reads a little too closely to a 1951 push for Switzerland, the viral trajectory of the newer effort is hard to ignore.
Filipinos and fans of the country have started to post their own additions to the campaign with a growing list of what is "more fun in the Philippines."
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