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Top 6: July 30th 2025
Interactive

Pocky: Paki Sabi

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Top 6: July 30th 2025
​Dentsu Philippines and Pocky Philippines help Filipino youths to 'Paki Sabi' with POCKY SABI, making the well-loved snack more than a just a sweet treat but the sweetest way to express their love, anonymously. While love and romance is a celebrated part of Filipino culture, many young Filipinos hesitate to express love openly due to hiya, an in-grained cultural value that encourages humility, making moments of affection difficult. The challenge was to bridge this gap in a way that was playful, culturally appropriate, and empowering, especially for Filipino gen zers. Taking a playful twist on the Filipino phrase, 'Paki Sabi' ('please tell them'), Pocky Sabi transformed Pocky into a digital confidant. Through a face-blocking Instagram filter, users could share anonymous love confessions while remaining hidden yet visible. To extend the experience offline, physical confession booths were installed in schools and universities across Metro Manila. Messages submitted through a microsite were then amplified on TikTok and through local creators, turning private feelings into shareable moments. By blending cultural relevance with playful interaction, the campaign positioned Pocky as more than a snack; it became a symbol of sweet, sincere connection.
Credits Other credits

Client: Glico Philippines

Brand: Pocky Philippines



CREATIVES

Executive Creative Director: Gary Amante

Creative Director / Copywriter: Gian Nealega

Associate Creative Director / Art Director: Jennifer Mandia

Associate Creative Director / Copywriter: Karl Malik Bernardo

Copywriter: Hannah Joyce Santos, Marvin Sanchez

Art Director: Abdulaziz Solaiman, Carissa Lucasia, Dale Acevedo, MJ Karaan



ACCOUNTS

Managing Director: Elyse Chan Bella

Business Development Director: Carla Bianca Dado

Group Account Director: Kevin Pueblo

Account Director: Patricia Sarmiento

Account Manager: Carisse Oseña



SOCIALS

Social Media Director: Iyah Saturno

Social Media Director: Regine Jazmine Liwag



MEDIA

Head of DentsuX: Kaz Ohki

Associate General Manager of DentsuX: Nida Estrella

Associate Media Director of DentsuX: Illin Rodriguez



DIGITX

Business Design Director: Dastine Sumatra

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