The First Shrimp-fluencer
From spicy snack to hunky Tiktok snacc!
Spicy Oishi Prawn Crackers – an out of sight, out of mind impulse snack for Pinoy Gen Z. TV has always been its go-to platform. But we found out: TV’s out, TikTok’s in. Instead of giving the brand a TVC, we gave them something hotter.
Introducing @hothipon – the country’s first TikTok shrimp-fluencer. The inspiration: Hipon (shrimp, ebi, ਝੀਂਗਾ, 虾, креветка), Filipino slang for someone with a hot body and an ugly face. Always thirst-trapping, grinding, and trendjacking, he’s as hot as any TikTok star with a spicy twist – he’s got a prawn’s head. He even has his own dance challenge and IG filter!
In just 3 days, his following grew to 75,000! His dance challenge generated 4,431 unique user-generated content. @hothipon got everyone cravin’ the heat!
Role
Art Director
Client
Oishi Philippines
Liwayway Marketing Corporation
Agency
TBWA\Santiago Mangada Puno
Credits
Executive Creative Director
Melvin Mangada
Creative Director
CJ de Silva - Ong
Art Director
Kirby Jagape
Business Unit Director
Noelle Segundo
Copywriter
Theodore Pateña
Account Director
Andrew Licaros
Producers
Sunny Lucero and Francis Bagnes
Production House
How’s Everything
Director
Gino Montalvo
Planners
RJ Paculan, Chino Testado, and Kyna Marquez
AR Filter Developer
Teejay Jamlang
Features & Awards
This campaign has been awarded and recognized by the following marketing and advertising organizations:
