For the Dept. of Tourism's latest effort to rebrand the country's campaign, 8 advertising agencies were invited to bid. In the end,
BBDO won with a simple campaign that sells an idea instead of a rhyme or an adjective. That idea is fun.
Because of the low budget, the local campaign will rely on social media like blogs, Facebook and Twitter, hence the hashtagged campaign, #1ForFun which is currently trending. The real budget will be spent mostly on an international campaign, and expect many creative ideas to appear abroad soon.