New du campaign targets Filipino community

United Arab Emirates telco du has launched a new campaign targeting the Filipino community.

Created by Leo Burnett Dubai and called ‘Tropa for Life’, the campaign works on the insight that although the UAE is a melting pot of different cultures mingling with each other, the Filipino community always huddles together. The campaign is for du’s new ‘Kabayan Bundle’, which is tailored specifically to expats from the Philippines.

The film was shot by renowned Filipino director Richard Ang at one of the Filipino community’s most popular hangouts – the Satwa basketball court. Amplifying the story is an original ‘Tagalish’ hip-hop track produced especially for the spot and featuring the talents of a local Filipino rapper Twisted.

The spot and the accompanying song aim to penetrate Filipino pop culture, with a positive message about how being part of a Tropa (Tagalog for Troop) means always sticking together. The film was shot by production house Big Kahuna. The lead Leo Burnett creatives were Rafael Augusto and Michael Fillon.