Manila, Philippines – Boysen has tapped into the Philippines’ online culture by highlighting its reputation as the ‘Social Media Capital of the World’ on its latest campaign. Titled ‘Boysen Color Stories’, the initiative showcased the brand’s broad palette through a collaborative, digital-first approach.
The campaign also moves beyond traditional functional marketing by emphasising creative engagement. Boysen’s colour range, which includes names such as “Voldemort,” “Green Gone Wild,” and “Dimple,” served as prompts for public participation rather than prescriptive messaging.
The campaign films, Smokescreen, Walking on Sunshine, Crescent Moon, Baby Steps, My Place or Yours, Philosophically Speaking, and Notice Me, translate paint swatches into narrative-driven content. According to TBWA\SMP, the films draw on humour and relatable scenarios, reflecting the everyday wit that resonates with Filipino audiences.
A dedicated microsite also allows the public to claim a colour and contribute their own stories. The platform has already attracted entries from both professional Filipino directors and community creators, demonstrating active engagement with the initiative.
By prioritising co-creation over conventional advertising, the campaign has turned a standard product category into a participatory cultural experience. “By simply offering a space to spread laughter and share experiences, the invitation to ‘add a story to a color’ is already seeing an encouraging initial wave of entries,” TBWA\SMP noted.
Moreover, Boysen Colour Stories represents a shift in how brands engage digitally, leveraging local humour and creativity to foster interaction rather than relying solely on promotional messaging.
