The Philippines is embracing a new wave of support for its athletes through the “Fame Swap” campaign by Cignal TV and DDB Philippines. This exciting initiative is designed to highlight and uplift athletes from different sports as they compete at the Olympic Games Paris 2024.
Public figures as media platforms
The campaign launched on Philippine Independence Day, with Filipino Olympians’ names on Philippine Basketball Association (PBA) players’ shirt warmers and leveraged on the highly-contested PBA Finals series for maximum exposure. Given the wide reach of the PBA Games, the stunt quickly snowballed into a movement that inspired other personalities to swap their names, fame, and influence for our Filipino Olympians.
Premier Volleyball League (PVL) players; hosts from Eat Bulaga, the country’s #1 noontime variety show; and even Willie Revillame’s Wil to Win soon followed suit. The most followed, most loved public figures in sports and entertainment industries swapped their names for those of their fellow countrymen competing at the Olympic Games Paris 2024.
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