A 360 Agency
in Manila
STEEL ASIA
BACKGROUND
SteelAsia is the Philippines’ leading steel manufacturer, a company whose products are integral to the nation’s infrastructure. While often unseen by the general public, SteelAsia’s world-class, locally-produced steel forms the backbone of countless buildings and structures across Metro Manila and beyond. However, despite their critical role in nation-building and their position as an industry leader even within Asia, SteelAsia faced a challenge: low public awareness. Furthermore, the prevalence of substandard imported steel rebars threatened the integrity of construction projects nationwide. SteelAsia aimed to solidify its position as the trusted provider of quality steel and to inspire national pride in a Filipino company leading the way.
SCOPE OF WORK
Campaign Strategy
Television Commercial (TVC) Production and Placement
Social Media Content Creation and Management
Logo Redesign
Public Relations
Campaign Strategy: Reinforcing the Filipino Spirit with Steel
The core of our strategy was to connect SteelAsia’s product – steel – with the inherent strength and resilience of the Filipino people. We positioned SteelAsia not just as a manufacturer, but as a symbol of national pride and progress. This unifying message was woven throughout all campaign elements.
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