The Ad Campaign That Launched a Thousand Memes

Earlier this week, the Department of Tourism unveiled their latest tourism campaign #itsmorefuninthephilippines, which was accepted wholeheartedly by 98% of those aware of it. The 2% outrightly rejected it, saying it was too long, not too enticing, and unoriginal. (See Switzerland 1950s campaign.) Those who were too early to pass such judgments went on to bashing that millions of taxpayers' money were wasted in such unoriginal concept, that it did not even come close to the true Philippines, blah blah blah. But as one writer points it out, the same people did not bother to look up "that there was “Truly Tuscany” before Malaysia’s “Truly Asia”, Amazing Australia before Amazing Thailand, and Incredible Italy before Incredible India." Thank God Secretary Mon Jimenez dismissed copycat accusations, saying it's purely coincidental.  He said, "The line isn't a manufactured slogan. It's simply the truth about our country. Don't be swayed by people who are trying to punch holes in it." He further adds, "Tourism is successful in Thailand because their positive voice is louder than their negative voice."

So for 98% of those who welcomed the new campaign with open arms, life goes on. And these people even took the liberty of making their own campaigns, thanks to the free font Harabara (download here). What's really cool about using a free font is that it enables everyone to make their own version of the campaign, lessening the burden on one government agency while reaching to a broader range of people. Add to that it is through this that the government is able to tap into previously unrecognized talents, being able to make catchy yet effective ads. And the rest, as they say, is history. Here are some of my favorites (credits are given where it's due):

Haters gonna hate. Whatever they say, it will always be fun in the Philippines. BRB giggling at the barrel man.