‘SM for MSMEs’ Campaign Pitch
Creative Lead for SM Supermalls’ ‘SM for MSMEs’ 40th Anniversary Campaign
The Client: SM Supermalls
The Campaign: SMEvolve: Passion to Power
The Brief: To propose a digital content marketing campaign with mall activations, showcasing the stories of 40 MSMEs (Micro, Small, and Medium Enterprises) – 20 established Founders and 20 budding Trailblazers – who have partnered with SM.
My Role: Took the initial concept and refined it into an impactful visual narrative, shaping the creative direction, content, and visual elements for all campaign touchpoints.
Impact
While the campaign was not executed due to a change in budget and direction from the client, the pitch itself was highly successful. The creative concept was met with great enthusiasm by the client team. This pitch further solidified our agency's reputation as a partner that consistently delivers innovative and strategically sound ideas for SM's key campaigns.
For Filipino entrepreneurs, passion is just the beginning. The SMEvolve campaign shows how the right support can transform that passion into lasting power.
The "Power 40" Character Cards
My creative approach was to bring the narrative to life with "Power 40 Cards." I designed these individual cards, borrowing from the visual language of fantasy and sports games, to serve as dynamic snapshots of each entrepreneur's journey.
The design of each card uses a consistent visual language while subtly communicating the individual's story:
Trailblazers are highlighted with a bright SM yellow colour palette, representing the fiery energy of their passion.
Founders are represented by a bold SM blue to convey the stability of the power they have built.
This character card format not only provides a fun, memorable, and shareable element but also creates a cohesive and engaging visual identity for the entire campaign, appealing to business partners and the general public alike.
The strength of our pitch was rooted in a single creative idea so flexible it could fuel every proposed piece of activation from pre-launch to sustenance, providing a clear and consistent direction for the entire team.
