The idea was to distil our brand message into a story relevant to the Southeast Asian context. And no story better captured this essence than that of Luke Landrigan, a fisherman who turned his fishing village into a world renowned surf destination.

The execution was a film documenting the story of Luke Landrigan.

Born in La Union, the Philippines, Luke grew up in a small fishing village. But his circumstances didn’t stop him pursuing his passion – surfing. He continued practicing until he won international tournaments and gained recognition for Philippine surfing.

His willingness to help others saw him put up a surf school and invite more people from the bigger cities to learn this relatively new sport.

Before long, a surf-town was born, and with it, vital surf-tourism. With the help of Luke, more jobs and more opportunities opened up for people in San Juan, La Union.

The film was launched on the YouTube and the Guinness Facebook page. Three behind-the-scenes stories supported the campaign.

As of release, the campaign has gathered over 1.5 million online views and counting. Trade sites and the press have picked up the material and given favourable reviews of the film. As the campaign is in its infancy, sales and business objective results are still to be determined.