Magic from you

Meta has launched a new integrated campaign which announces and reinforces the brand as the parent of Facebook, Messenger, Instagram, and WhatsApp. The new work, which launches in the Philippines, was created by AMV BBDO and BBDO Guerrero and includes films and activations highlighting the passions, creativity, and resourcefulness that Filipinos share on Meta’s apps every day.

Meta and its family of apps would not be what they are without the unique magic of its users. That’s why authenticity was key in the creation of the campaign, casting real people and collaborating with local Philippine creative agencies.

Working with a Filipino director, photographer and production company, the new campaign features several Filipino social groups, including basketball players, graffiti artists and drag queens. The films tap into these vibrant and diverse communities - bringing their passions and personalities to our campaign, like they would do to Meta’s apps.

One film features a basketball player in Manila rushing to meet her teammates accidentally knocking over a graffiti artist’s paint. Their shoes get covered but this sparks an idea, and they start to make custom kicks designs that go viral on a local Facebook art group. She calls her grandma on Messenger who is also customising her own shoes.

Another film features well known Manila drag queen Brigiding, as she creates an outfit and decides to make a matching fit for her dog. She shares footage and pictures on Facebook and the styles blow up. She leaves her apartment and walks out showing dramatic looks on Instagram Reels and is then joined by friends who have also created amazing outfits for themselves and their canine companions.

The films use a UI frame, leveraged from the apps, as a visual device throughout the work. This highlights the user’s “magic”; whether that is sharing customised trainer designs on Groups, Reels of bold four-legged drag looks or even a quick video call with grandma.

The campaign also includes Creator partnerships. Filipino Creators are set to post on Facebook and Instagram about how they express their creativity, magic on Meta apps, and encourage their followers to also share their experiences. The best posts shared will be shown on billboards across Metro Manila.