Sophie Chen
Nov 28, 2013

LBC Express rebranding highlights the emotional side of logistics

MANILA - Logistics companies are not known for making emotional connections, but that's exactly what Philippines-based LBC Express is trying to do with a new integrated rebranding campaign.

wide player in 16:9 format. Used on article page for Campaign.

With its 'We like to move it' tagline, the brand targets Filipino consumers, enterprises and the community at large with a commitment to reconnect all three in meaningful relationships.

Arena, part of Havas Media Group Ortega, developed the integrated campaign, which rolls out in phases over next year. It includes a TV spot, website, mobile app, cinema spots, advertorials, and activations. An OOH campaign to support the TVC and online platforms is also in the pipeline.

The two-minute TVC tells some of the stories behind each parcel or box that LBC Express moves. It draws on the larger impact and real emotion that package deliveries can have on people’s lives.

“As the biggest logistics operation they have been here serving the country for over half a century,” said Lawin Bulatao, executive creative director of Arena. “They move not just our stuff but our hopes and dreams and loves. It doesn't get much more meaningful than that.”


Client LBC
Agency Arena,  Havas Media Ortega
Executive creative director/copywriter Lawin Bulatao
Head of art Bixie Reyes
Senior art director Ramon Alfonso
Agency producer Noel Enriquez
Accounts Michelle Obligacion, Mark Telan
Strategy Vicky Ortega, Tonypet Sarmiento
Chief collaborator Jos Ortega, CEO
Production house Gung Ho
Director Dax Dacayan
Assistant director Sunny Dumayas
Executive producer Arlene Manalo
Caster Khulette Rivera
Post production Fluid Post
Sound engineer Tats Puman
Composer Jasper Perez

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