‘Yan ang Pinoy (This is Filipino)
A campaign that champions Filipino talent and pride through music and movement.
DISCIPLINE
Copywriting, Creatives
CLIENT
TNT (Smart Communications)
The Story
In a time when Filipino youth needed inspiration, TNT launched “Yan ang Pinoy” to celebrate the resilience, creativity, and dreams of everyday Pinoys.
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 Pinoy pop groups, providing a platform for young talents to shine.
To amplify engagement, TNT introduced the #TNTYanAngPinoyOneBreathChallenge on TikTok, where celebrities and creators like Darren Espanto showcased their rap skills, encouraging fans to participate and express their Pinoy pride.
“Yan ang Pinoy” became more than a campaign—it was a movement that empowered the youth to embrace their identity, pursue their passions, and celebrate the vibrant spirit of being Filipino.
