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Lapu-Lapu City Billboard
My Role
Senior Copywriter, Creative Direction
To grow awareness and attract top talent in the Philippines, we created an out-of-home campaign that positioned Athena as a bold alternative to traditional BPOs.
The 60x30 ft billboard was placed in the heart of Lapu-Lapu City, and another 50x30ft billboard went up in Escario. Both were designed to stand out in a sea of generic hiring ads. We leaned into a message that resonates locally and isn't transactional.
I led copy and leaned in on creative design for the billboard and two portable pull-up banners for university job fairs, speaking directly to soon-to-be graduates. All pieces reinforced the same message: Athena isn’t just another job. It’s a launchpad.
