BBDO Guerrero launches Instagram campaign for ‘The First Filipino’ book

BBDO Guerrero is launching a campaign promoting a new edition of ‘The First Filipino’ on Instagram.

It was written by author Leon Ma. Guerrero III who won the José Rizal National Centennial Commission for the same book which is now regarded as the definitive biography of Dr. Jose Rizal.

Well-renowned historian and academic, Ambeth Ocampo commented, “if Filipinos read more about the national hero, they would not only get to know Rizal, but understand themselves better”.

While the life of Dr. Rizal has always been discussed in classrooms, the agency decided to bring his story to life on Instagram by using personalized and visually captivating design. Forgetting static curated posts and embracing dynamic Instagram Stories.

The campaign consists of a series of short videos designed specifically for social media platforms. Each video shows a synopsis of a selected chapter in the book. A new edition is released every Wednesday. The videos are produced in partnership with Facebook Philippines, Facebook Creative Shop and Acid House.

David Guerrero, BBDO Guerrero Creative Chairman says, “We were able to carefully craft short videos briefly telling the highlights of Dr. Jose Rizal chapter by chapter. It’s a new and fresh way to explain our national hero.”

Follow ‘The First Filipino’ on Instagram:

‘The First Filipino’ is available online at, on Anvil’s Shopee and at Lazada stores. The book will be available soon at select branches of the National Book Store and online at