Exclusive! The selling of ‘Trese’ and the stories behind those slashed and vandalized billboards

Hernandez says Netflix gave its full support to the series, and GIGIL was more than happy to help put the spotlight on Filipino talent. He makes special mention of Stef Pajarito, a Filipino, the company’s Country Marketing Manager, and Daphne Ng, Marketing Creative Producer for Southeast Asia, who gave the GIGIL team the direction.

Since “Trese” is set in Manila and highlights Philippine mythology, Netflix wanted to offer Filipino viewers an experience of the metropolis through their marketing communications campaign. For better storytelling, they ran it in phases and carefully mapped out a plan.Hernandez says it took his team two months of preparation to mount everything—from ideation, briefing, immersion to the product, and presentation of ideas, to choosing the right partners, and deciding on the billboard placements.

The campaign started out with the installation of the “Trese” billboards, which got delayed because of typhoon Dante that recently hit Luzon. “It had to be done simultaneously all over the country, so,” Hernandez shares. And of course, these had to be mounted while everyone’s asleep. Last Sunday, netizens were puzzled, some were dumbfounded to see social media posts from Netflix showing “vandalized” and slashed billboards of the animated series.

By Tuesday, it was revealed the culprits were actually creatures from the show. Hernandez says they were supposed to even show thedoing the actual slashing and vandalizing of the billboards—actors and a whole production team were hired to do this—but they had to forgo the plan due to bad weather. Good thing the team had rehearsal the day before, so footage released on social media later on were taken from that rehearsal coverage. “” in action were “caught” on CCTV cameras, snippets from which were posted and shared online by the social media influencers GIGIL tapped. “All over the country

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