Campaign Work/Concept Boards
From 2013 - 2025
Nissin Ramen 'Noodle Fix'
CREATIVES:
Timothy Cruz, Patricia Salonga, Miko Quiogue, Kriselle Panopio, Ramon Tupaz III, Allen Montayre
​
The Japanese art of Kintsugi is the practice of repairing broken pottery with gold lacquer to rebuild shattered pieces into stunning works of art. Instead of hiding the cracks and flaws, in this art form, they are otherwise highlighted and embraced. Here, imperfection makes things even more beautiful.
Nissin, a beloved Japanese noodle brand, wanted to imbibe this philosophy of embracing the imperfect. With the belief that a warm, comforting meal has the power to fix things, we created the Art of Kintsugi/Nissin Noodle Fix posters—a series of illustrations on Kintsugi-inspired pottery that portray stories of brokenness and hurt, with strands of Nissin Ramen noodles as the lacquer to mend all the broken pieces.
​
Nissin’s Art of Kintsugi/Noodle Fix posters resonated with families and individuals alike, strengthening brand love which reaffirm Nissin Ramen’s position as a beloved comfort food to many. Moreover, the launch on Mother’s Day ensured Nissin’s presence at Mitsukoshi Mall on one of its busiest days.
HBO MAX LAUNCH XMAS TREES: Drag Race PH The Mane Attraction
A drag queen’s wig is her crowning glory— a statement piece that completes her transformation. In a similar way, Drag Race Philippines has transformed and elevated local drag into a phenomenon.
We pay homage to the show and its positive impact on uplifting the image of the local LGBTQ+ community with a wig-inspired Christmas tree.
The tree is a festive reminder to keep your head held high— because celebrating who you are isn’t just for the holidays, but for life, and even generations to come.
Chowking OohLaLaLauriat
From around the table, people’s voices fill the air to create this harmony of joy and excitement. O ‘di ba? ‘Di lang siya one-note!
Parang Chowking Lauriat— may iba’t ibang flavors, pero together may harmony of sarap-saya to savor with each other!
​
Oohlalalauriat~
Kumpletong Sarap-Saya with 6 faves in 1
Taste a feast of different feels with the harmonious combination of Lauriat’s 6 delicious faves in 1
​
This spot is shot using the fisheye lens treatment to visually show the sarap (taste) of Lauriat's 6 Chowking favorites in 1 plate. It's also a playful treatment to show the choreography and the jingle of the OohlalaLauriat together.
Chowking OohLalaLauriat HOHOL | DPR Campaign
When we say Together in Harmony, we mean it!
We rally the entire nation to become obsessed
with the Chowking Lauriat and its anthem, #OohlalaLauriat.
​
To create widespread LSS virality and e-FOMO of the OohlalaLauriat jingle, we launched the jingle to ensure it’s heard everywhere through digital and on-ground efforts
Have a Taste of HBO Go!:
Drag Race PH Awareness content video
Have a Taste of HBO Go!:
Drag Race PH Awareness content video
CREATIVES:
Biboy Royong, Lexie Dy, Patricia Salonga, Cholo Katipunan, Timothy Cruz, Pol Morales
​
DING DING DING! Brigiding--Liveselling sa streets!
Sam YG for Smart 5G
CREATIVES:
Kriselle Panopio, Sabrina Santana, Patricia Salonga, Cholo Katipunan, Timothy Cruz, Miko Quiogue
​​
The most affordable 5G Phone from Smart!
Release date: September, 2024
Love Yourself
PIX for PRICKS
Creatives: Nikki Golez, Patricia Salonga, Cholo Katipunan, Tim Cruz, Jerry Hizon, Lexie Dy, Miko Quiogue
​
BACKGROUND
LoveYourself PH has a number of Self Care test kits that need to be given away for free that are expiring by January 2023 and there is a need to amplify current efforts to spread awareness on the self care test kits.
​
INSIGHT
For sexually-active men who have sex with men,
it’s hard to resist a dick pic.
Idea:
PIX for PRICKS
INTO DICKS? SCAN THE PIX! THEN GET FREE HIV TESTING PRICKS.
Use pixelated QR code dicks to lead MSMs to the message that great sex comes with great responsibility–so they should get their FREE HIV self-test kits NOW!
Love Yourself
S6X S6X Sale!
BACKGROUND
LoveYourself PH has a number of Self Care test kits that need to be given away for free that are expiring by January 2023 and there is a need to amplify current efforts to spread awareness on the self care test kits.
​
INSIGHT
Part of sex positivity is getting regularly tested. For MSMs who want to continue enjoying a positive sex life, it’s their responsibility to themselves and to others to get regularly tested.
Idea: TEST TEST MUNA BAGO MAG-S*X
A better sex life is a as easy as online shopping! We're playing on double number sales that are popular in Asia to encourage people to order an HIV self-test kit for better sex sex anytime from 6AM to 6AM!
SMART PREPAID
SUPERVALUE DEALS
Client: Smart Prepaid | Agency: Dentsu Creatives Philippines
Creatives: Jerry Hizon, Miko Quiogue, Patricia Salonga, Kriselle Panopio, Sabrina Santana, Cholo Katipunan, Tim Cruz
Accounts: Lieza Punsalan, Ina Villegas, Via Vardoleda
Another Smart Prepaid campaign for the last quarter of 2023, featuring the loveteam DonBelle (Donny Pangilinan & Belle Mariano)
Smart Prepaid has promos that will suit your budget and lifestyle. And it’s so easy to switch with the first prepaid e-SIM!
Nissin Ramen Series:
GOOD VIBES for
GOOD TIMES
Good times call for good vibes.
Add fun flavors to your family breakfast with Nissin Ramen.
CCO: Jerry Hizon, ECD: Miko Quiogue, ACD: Patricia Salonga, Art Directors: Tim Cruz, Sab Santana, Copywriters: Cholo Katipunan & Jino Villariba
Accounts: Edg Samson, Gabbie Santiago, Trixie Ramos
This series, that features 4 flavors of Nissin Ramen, revisits anime as inspirations for the clean, cozy, “slice of life” style that makes sitting down and enjoying a bowl of steaming Nissin Ramen so appealing. Characters still gawk, smile, and cheer when presented with good food, and that’s another way to show the good vibes present when you eat Nissin Ramen!
Creative Magnifier: Onomatopeia
We show the good vibes effect in each person by visualization
of onomatopoeic words that describe each flavor of Nissin Ramen.
Eg: For Nissin Ramen Chicken
We visualize the sound of a chicken (Bok Bok) to depict the taste and feeling of enjoying the rich chicken flavor in a bowl of Nissin Ramen Chicken.
Chowking Lauriat Q2 2023 with Jodi & Thirdy
Client: Chowking Philippines
Agency: Dentsu Creatives Philippines
Creatives: Miko Quiogue, Patricia Salonga, Kriselle Panopio, Sabrina Santana
Accounts:
Maik Alturas, Dayne Santos, Jasper Jose, Dana Navarrete
AD IDEA:
Tikman nang masarapan sa bagong
Chicken at Pancit Canton ng Chowking Lauriat.
SELLING LINE:
MAS PINASARAP NA CHOWKING LAURIAT
“Bagong Chinese Chicken & Pancit Canton”
CREATIVE MAGNIFIER:
Disruptive Invitation
Breaking the fourth wall to invite skeptics to try and
taste the new Chicken and Pancit for themselves.
Client: Chowking Philippines
Agency: Dentsu Creatives Philippines
Creatives: Miko Quiogue, Patricia Salonga, Kriselle Panopio, Sabrina Santana
Accounts: Maik Alturas, Gab Bruckner
AD IDEA:
Sama-sama nating pagsaluhan
ang pinagsama-samang Chowking sarap!
SELLING LINE:
Kumpletong Sarap-Saya with our 6 bestsellers
Let’s Lauriat Together!
CREATIVE MAGNIFIER:
Beacon of togetherness
Imbibe the philosophy of togetherness by tying the magic of people coming together to the completeness of a Lauriat plate.
Young Spikes Ogilvy
Internal Competition
Gold / 1st Placer | Partner: Cholo Katipunan
BRIEF:
How do we convince ordinary Filipinos, especially those in rural areas
to get vaccinated against COVID?
​
Solution:
Bayanihan sa information drive ang solusyon, hindi pananakot or incentives. Talk the rural language and get into their persona.
Idea: Maki-YES with MARITES
Our myth-buster and reliable kalye informant: Marites.
Let’s change the behavior towards COVID vaccinations by talking our target market’s language “marehan”. Change the condescending narrative of side effects and the intimidating tone of pandemic topics, with a fresh, relatable conversion in rural areas on the essence of being equipped and ready than just waiting around ‘til the end of pandemic.
Snickers Wrong World Finals
BBDO Guerrero | ECD: Federico Fanti, CD: Rachel Yulo
Snickers Wrong World Finals
Becoming the official sponsor of everything but World Cup 2018. Along with 3,000,000.000 fans, Snickers wanted in on the World Cup fun, too.
But because FIFA only allows official sponsors to say “World Cup,” we had to get creative. We hijacked every wrong hashtag that sounded like “World Cup” and created our own Wrong World Finals.
McDonald's
RUSH HOUR FRYDAY
Leo Burnett Manila | ECD: Raoul Panes | CD: Dante Dizon, Creatives: Martin Flordeliza, LA, Patricia Salonga
Thank God, it’s Friday. The end of the workweek. Time for family and friends. But Friday has become dreadful for Filipinos because of the heavy traffic going home. Time ticks away as traffic crawls. The good vibes start fading away. So let’s make FRIDAY a little better.
​
Idea: Let’s turn FRIDAY into FRYDAY, with McDonald’s Rush Hour FRYDAY! We took over big screens around the city and small screens too. Inviting tired and hungry commuters to make a detour. A welcome break from the clogged roads. The digital billboards across EDSA were hijacked and turned into a Mcdonald’s Fries Coupon. All they have to do is take a photo of the coupon that will be flashed for a few seconds along EDSA, and they will present the coupon to get FREE Fries.*
New Chowking Lauriat
Bagong Chinese Chicken Sarap! ASMR 30s
Dentsu Creative PH | ECD: Miko Quiogue, ACD: Patricia Salonga, Copywriter: Kriselle Panopio, Art Director: Sabrina Santana
An ASMR-type of execution that captures the multisensory sarap of the Chicken Lauriat and the way we consume it through magnified visuals and eargasmic sounds.
We create rhythmic beats out of the Chinese Chicken ASMR, with cadence – leaving anyone hungry and craving.
The video treatment is fast-cuts of the new Chowking Chicken Lauriat and its consumption to go with the cadence of the ASMR beats & to heighten the taste appeal.
New Chowking Lauriat
+ Aggregators
Dentsu Creative PH | ACD: Patricia Salonga
Photographer: Gnie Arambulo of Adphoto
I art directed the shoot for Chowking Lauriat and its aggregators. I also art directed the FA artists from FART during the FA production of the assets by making a very detailed FA guide for the FA team.
DonBelle for Smart PowerAll99
Dentsu Creative PH | ECD: Miko Quiogue, ACD: Patricia Salonga, Copywriter: Kriselle Panopio, Art Director: Sabrina Santana
Valentine’s Day came early for ‘DonBelle’ fans as Smart Prepaid recently put together the ‘new generation phenomenal love team’ of Donny Pangilinan and Belle Mariano in a swoon-worthy TVC filled with kilig moments.
​
DonBelle turns up the romance in the 30-second TVC showing simple moments that matter to them the most - like taking silly selfies, letting loose with a TikTok dance, and immersing in a movie - as they enjoy each other’s company.
Chowking #DuetForTheLauriat
Dentsu Creative PH | ECD: Miko Quiogue, ACD: Patricia Salonga, Copywriter: Kriselle Panopio, Art Director: Sabrina Santana
INSIGHT: Watching Food ASMR makes people crave because videos like these are designed to heighten one’s senses.
​
ROLE OF THE BRAND: Ang bagong Chinese Chicken Sarap ng Chowking Lauriat offers a crunchier, juicier Chinese-style fried chicken with multisensorial sarap in every bite.
ROLE OF THE ACTIVATION: #DuetForTheLauriat is a TikTok challenge where people will be tasked to duet BGYO’s ASMR video while eating Chicken Lauriat so that we may maximize the partnership as well as push purchase for the new Lauriat.
ACTIVATION MAGNIFIER: Experiencing the multisensory Chinese-Chicken Lauriat sarap
Smart PowerAll99
Belle Mariano for Smart Prepaid
Dentsu Creative PH | ECD: Miko Quiogue, ACD: Patricia Salonga, Copywriter: Kriselle Panopio, Art Director: Sabrina Santana
Belle’s latest starring role to date involves being the newest endorser of Smart’s new ‘Power All’ campaign, proving her clout in a highly competitive industry.
With Smart Power All, subscribers get more data, unlimited TikTok, and unlimited calls and texts. “I have the power to do what I want,” Belle declares in the campaign video for Smart released last July 24, which shows her fluidly adapting to a hybrid world and powering through a whirlwind of online and offline activities, representative of today’s youth.
CHOWKING CHUNKY ASADO SIOPAO
HONG KONG-STYLE ASADO SARAP
2022 CAMPAIGN
Dentsu Creative PH | ECD: Miko Quiogue, ACD: Patricia Salonga, Copywriter: Kriselle Panopio, Art Director: Sabrina Santana
Tikman ang slow-roasted, Hong Kong-style asado sarap
ng Chunky Asado Siopao!
I art directed the shoot, together with Gnie Arambulo of Adphoto.
I also did the FA guide and gave directions to the FA team for the final output.
MILO READY TO DRINK OLV 2022
Ogilvy & Mather PH | Senior Art Director: Patricia Salonga, Senior Copywriter: Aimee Espiritu, Copywriter: Cholo Katipunan,
HAPON NA, RECHARGE NA! (10s) Mag-MILO® READY-TO-DRINK.
Tuluy-tuloy ang activities ng kids from gising in the morning to online classes. Pagdating sa hapon, pwedeng lowbatt na sila! ‘Pag bumaba ang energy nila, paano na ang afternoon activities?
Need mag-recharge with a refreshing, energy-reactivating break! So moms can be sure their kids have the winning energy to keep on and finish the day strong.
Kaya ‘wag hayaan na LOW ANG ENERGY nila sa HAPON, RECHARGE their energy para tuluy-tuloy silang active and healthy na mag-aral, mag-sports, kahit pa mag-house chores!
MILO PALARONG PAMBAHAY
Ogilvy & Mather PH | Senior Art Director: Patricia Salonga
Senior Copywriter: Aimee Espiritu
Objective is to leverage on Palarong Pambahay being a nationwide event to drive bigness and prestige by communicating this as a nationwide activity.
We capture the young players in their winning form highlighting a signature movement of each sport.
To visually communicate that it’s countrywide, we cleverly use the flag colors in the layout and players’ attire. To help create focal point, we enclose almost each champion in a stylized zoom window with a subtle hint of home in the background to clearly set the arena of this year’s sports competition.
MILO BREAKFAST EVERY DAY
2021-2022 CAMPAIGN
Ogilvy & Mather PH | ECD: Mike Sicam, Senior Art Director: Patricia Salonga, Senior Copywriter: Aimee Espiritu/Sofia Carpizo, Copywriter: Cholo Katipunan, Carlito Mortel, Art Director: Dwight Avila, Bryan Marticio
Convince moms to build an everyday MILO Champion morning habit to help their kids win the day.
WHAT IS IT? A habit-building campaign that calls moms to get more out of breakfast by pairing it with MILO® every day.
WHY CAN THIS PRODUCT DO IT? MILO® has the winning combination of Champion Energy Nutrients (to help release energy from breakfast) and nutritious milk.
HOW WILL IT COME TO LIFE? Highlight how kids still expend energy in today’s world, and show how breakfast with MILO® helps win the day through multi-sensorial habit-forming triggers.
MILO CHAMPIONS LEAGUE
Ogilvy & Mather PH | ECD: Mike Sicam, Senior Art Director: Patricia Salonga, Senior Copywriter: Aimee Espiritu/Sofia Carpizo, Copywriter: Cholo Katipunan, Carlito Mortel, Art Director: Dwight Avila, Bryan Marticio |
MILO® has always been about helping moms nourish their kids’ champion dreams. Due to the pandemic, moms have constantly been on the lookout for special deals to support their families. Still, not all kids can play sports or live out their dreams of becoming champions.
​
Introducing the MILO® Champions League - where moms get their sulit deals with every purchase of the 24g sachet and kids can create and grow their very own online champion world. In Poster Adventure of this champion world, kids can triumph by creating posters that can win them exciting MILO® prizes! The prizes can be used to build their own active world at home.
MILO REGIONAL MILK
KEY VISUALS
Ogilvy & Mather PH | Associate Creative Director: Angelo Reyes,
Senior Art Director: Patricia Salonga, Senior Copywriter: Randell Benitez
Insight:
Moms are keen on making sure that her child is on track to a winning future, especially when the family has gone through much uncertainty lately.
Way In:
Moms keep her Champion on track by giving him Energy+!
When nothing seems certain, Moms can keep her child active and healthy by fueling his day with MILO’s Champion Energy plus all the benefits he can get from milk, its main ingredient. With the combination of milk and Champion Energy Nutrients, kids can stay on track to a winning future.
​
Creative Magnifier: The usage of milk splashes to form each kid and his/her activities or sport.
ADIDAS BRAND CENTER
PHILIPPINE LAUNCH
Ogilvy & Mather PH | ECD: Mike Sicam, Senior Art Director: Patricia Salonga, Senior Copywriter: Aimee Espiritu, Copywriter: Cholo Katipunan
Art Director: Dwight Avila | Accounts: Kath Ong-Oh, Dominique Tiu
KV Illustration by: Dwight Avila
​
We launched the Philippine’s Adidas Flagship store at Glorietta, Makati. From the conceptualization, to the key visual, to the manifesto, and to the Sustainability ramp, the Ogilvy-Adidas team collaborated to make this happen.
​
GEOMETRIC SHAPES
Adidas is geared towards the future of creativity.
In this treatment, we play with shapes to show creativity in motion and in play.
Xpert sa Comfort: NEW Huggies Dry Pants w/ Anne & Dahlia
Ogilvy & Mather Philippines | CD: Lito Gemora, Senior Art Director: Patricia Salonga, Senior Copywriter: Punky Dario
Huggies launched their new and improved product which is the Huggies Dry Pants.
For Pants Superiority, our goal is to highlight the X Channel for better absorption and flexible baby movement.
HUGGIES DRY PANTS BIRIT CAMPAIGN
2022 CAMPAIGN
Ogilvy & Mather Philippines | CD: Lito Gemora, Senior Art Director: Patricia Salonga, Senior Copywriter: Sofia Carpizo
Huggies launched their new and improved product which is the Huggies Dry Pants.
For this campaign, we want to educate moms on the benefits of the new and improved Huggies Dry Pants – through a singalong with Anne Curtis!
HUGGIES DRY PANTS BIRITANNE HTC CHALLENGE | 2022 TIKTOK CAMPAIGN
Ogilvy & Mather Philippines | CD: Lito Gemora, Senior Art Director: Patricia Salonga, Senior Copywriter: Sofia Carpizo
The Agency task is to develop a digital activation for the Huggies Birit Campaign to drive brand awareness and generate trial.
With Anne’s Huggies Birit ad, we made a Tiktok BiritANNE Challenge from it.
One can only win in the challenge when that person has a Birit Mic.
This mic is a cardboard sticker that will be attached to certain Huggies Dry Pants packs. These selected HDP packs can be found in-store and in e-comm platforms.
Each Birit Mic has a QR code
that leads the user to the
#HuggiesBiritChallenge TikTok effect.
REBRANDING OF MCCELEBRATIONS
TO MCDO PARTY
Leo Burnett Manila | CD: Dante Dizon,
Art Director: Patricia Salonga, Senior Copywriter: Cesar Avena/LA
My first ever JO in Leo Burnett Manila. I redesigned the new rebranding for McCelebrations to McDo Party. I also art directed the shoot with Marian Rivera and Zia for the McDo Party Key Visual.
MCDELIVERY MOON COUPON
Leo Burnett Manila | CD: Dante Dizon, Senior Art Director: Martin Flordeliza
Art Director: Patricia Salonga, Senior Copywriter: LA
The moon holds many mysteries, one of it includes inducing you to order your McDonald’s favorites while catching up on your series episodes. But this time around, more than mysteries, it’s got great surprises for you. For Global Delivery Day this September 20, McDonald’s makes it even more enjoyable to have your McDo favorites delivered by launching the McDelivery Moon Coupon! The McDelivery Moon Coupon gives McDo App users exclusive discounts based on the side of the moon that they don’t see. On September 20, 24, and 29 from 9:00 PM – 11:00 PM, just login to the McDo PH App to see the Moon Coupon for the night, then get your orders delivered straight to your doorstep!
MCDONALD'S DISAPPEARING BDAY
Leo Burnett Manila | CD: Dante Dizon, Senior Art Director: Martin Flordeliza,
Art Director: Patricia Salonga, Senior Copywriter: LA
Having a birthday on February 29 is so rare because it only happens once every four years!
But this elusive day had finally this 2020 and McDonald’s has thrown a big surprise for all leap year babies!
DIGITAS PHILIPPINES ICON DESIGN
Leo Burnett Manila | Art Director: Patricia Salonga
The logo resembles the fashion of an indigenous woman. Combining unique and distinct weaving patterns from T’boli, Maranao, Gadang, and B’laan. We used the colors of blue, red, and yellow, a recurring color pattern in the local tribes around the Philippines. For the jeepney design, the horse/unicorn is colored chrome to make it look like a Sarao, a figure of a horse that can be seen in many jeepneys. To complement the Sarao look, we used the elements of the Philippine flag and fused it to the common designs of the Jeepney.
Great Wall Recommends TOTAL
ThinkAds Singapore | Art Director / FA Artist: Patricia Salonga
TOTAL & Great Wall Motors partner to unleash true performance in motion Haval vehicles. Go the distance with TOTAL Quartz engine oils to enjoy enhanced performance and superior wear protection on every trip imaginable.
​
I did the art direction and the FA for this Key Visual for Greaet Wall Motors x TOTAL Quartz.
THE INNISFREE GREEN TEA SERUM POP-UP STORE
ThinkAds Singapore | Brand Pop-up Activation
The Green Tea Seed Serum Global Pop-up Store (8 - 14 April 2016) at 313 Somerset, Discovery Walk. We're the team who designed and set-up the pop-up store at 313 Somerset, Singapore.
