This is Filipino!
Championing Filipino talent and pride through music and movement.
CLIENT
TNT (Smart Communications)
DISCIPLINE
Copywriting & Creatives
The Story
TNT launched This is Filipino! to celebrate the resilience, creativity, and dreams of everyday Filipino youth.
Anchored by an original anthem performed by KZ Tandingan, the campaign spotlighted the journey of aspiring artists in the reality talent show POPinoy. The show, co-produced with TV5, aimed to discover the next big Filipino pop groups.
To amplify engagement, TNT introduced the #TNTOneBreathChallenge on TikTok, where celebrities and creators showcased their rap skills, encouraging fans to participate and express their Pinoy pride.
This movement empowered the youth to embrace their identity, pursue their passions, and celebrate the vibrant spirit of being Filipino.
