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David Guerrero
David Guerrero
Chairman / CCO at BBDO Guerrero
Makati City, Philippines
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TitleThe Fake News Broadcast
Agency
Campaign The Fake News Broadcast
Advertiser KBP
Brand KBP
PostedMarch 2023
Business Sector Media, Publishing & Production
Philosophy The Philippines is one of the heaviest consumers of social media in the world. And one of the most susceptible to false information. The National Broadcasters Association (KBP) of 1,200 member radio stations turned some of these posts into spots.The Fake News Broadcast, aired nationwide, with multiple versions of absurd and outrageous posts: Including all the red flags that make them ridiculous in the first place: spelling errors, liberal use of emojis, and other entertaining nuances that would otherwise be unheard on a social feed. This was further expanded into on-air formats with game shows, phone-ins and live debunking of trending posts. In all the campaign reached over 15 million listeners in 67 cities. And reinforced the radio’s role as a news source you could trust.
Media Type Case Study
Length
Creative Chairman
Executive Creative Director
Chief Executive Officer (CEO)
Chief Strategy Officer
Creative Director, Copywriter
Creative Director/ art director
Associate Creative Director / Art Director
Associate Creative Director / Art Director
Copywriter
Art Director
Group Account Director
Account Manager
Marketing Manager, Project Manager
Traffic and Operations Director
Traffic Manager
Finance Director
Accounts Payable Assistant
Finance Assistant
Head of Integrated Production
Production Company
Executive Producer
Associate Producer
Production Manager
Videographer
Videographer
Sound
Editor
Sound Supervision
Music and Sound Company Wapak Sound Studios
Sound Editing

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