Christmas is big in the Philippines, and Netflix wanted to promote 6 new film titles. Objective: Come out with a material to convince Filipinos to watch the 6 Netflix films. But how do you do it, when the 6 titles are TOTALLY UNRELATED to one another? We took inspiration from the person associated with Christmas in the Philippines, and made him the campaign handle 'Ninong.''Ninong' is the Filipino word for âgodfatherâ: the man who acts as sponsor to a child during their Catholic baptism. The ones who are expected in the Philippines to give money to their godchildren on Christmas. That's why they go hiding during the season, Filipinos joke.
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