SMART Link "Why the Sea is Salty" Campaign

  • 189
  • 2
  • 0
  • SMART Link "Why the Sea is Salty" Campaign
  • This is a campaign we did for a satellite phone service called SMART LInk. The brief tasked us to communicate specifically to families of seafarers. Here in the Philippines, seafarers work in ships for months which means they don't get to talk to or see their families for a very long time. Because the situation is already very sad and serious, we decided to take the more lighthearted route.
  • Translation:
    Why the Sea is Salty

    During the olden days,
    our forefathers had to sail out to sea
    and for a long time, their loved ones
    they were not able to see.

    It was lonely.

    So lonely that they began to cry
    and cry and cry and cry

    until the ocean got filled with their tears.
    Before the sea becomes too salty,
    let us lessen their sadness and tears,
    with SMART Link satellite phone!
  • Direct Mail

    The Direct Mail component was an actual storybook, sent to families of seafarers. Here are a few pages of the storybook.
  • The SMART Link campaign proved to be both effective and creative winning best animation and best copy in 2007 Advertising Congress Awards. The TVC was also featured in Lürzer's Archive. 

    CCO: Merlee Jayme
    ECD: Eugene Demata
    CD/Copy: Jerry Hizon
    Art: Herbert Hernandez
    Copy: EJ Galang
    FA: Allan Montayre