AGENCY
Bates CHI&Partners Manila *Lead Agency
1. Mike Sicam - Group Executive Creative Director
2. Ange Nunez - Associate Business Director
3. Karl Garcia - Associate Creative Director
4. Sam Dedel - Associate Creative Director
5. Jayvee Tabaniag - Senior Copywriter
6. Dwight Avila - Art Director
7. Johann Lu - Strategist
8. Mona Garcia - Managing Director
9. Richard Resurreccion - Account Manager
10. Maan Bernardino - Dominguez - Strategy Director
SUMMARY
This is the story of how Maya rose to become the fastest-growing digital bank in the Philippines, by taking a significant step towards bridging the banking gap. The key to its success lies in its bold approach to digital banking, which no other bank in the country would dare to do. It transformed Gen Z interests (music, arts, gaming) and turned it all into a cohesive campaign. For the first time ever, a bank topped the music charts, breaking away from the conventional ways of advertising for a bank.
