Western Union - Filipino Corridor Campaign

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The Challenge.

In March, we were provided with the opportunity to create a 2 month long Summer campaign – to focus primarily on the annual Filipino festival celebration – The Barrio Fiesta






Music, Retail, Social


Structure, research and creativity were the three key elements to this campaign. To ensure the success of the work, it required weeks of cultural exploration – highlighting what ‘worked’ for the Filipino community (social media, tradition, etc) where to target, and most importantly – what would provide the WOW factor for the final festival activation.

Ta Da.

Our campaign resulted in over 10k impressions on Social Media, recognition across the Filipino community UK wide thanks to our charity sponsorship and media advertising and full capacity in our WU Bus and VIP area across the 2 day festival. Furthermore, the campaign was shared across the Western Union platform worldwide, with HQ in the US expressing their delight at the creativity.  On the whole – a great success!

The Undercurrent team created an excellent, fully integrated campaign to make the Barrio Fiesta event fantastic for Western Union

David Guati
Marketing Manager for Filipino Channel

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