| Title | KASAMBUHAY HABAMBUHAY |
| Brand | NESTLÉ PHILIPPINES |
| Product / Service | CORPORATE |
| Entrant | PUBLICIS MANILA Makati City, THE PHILIPPINES |
| Entrant Company: | PUBLICIS MANILA Makati City, THE PHILIPPINES |
| Advertising Agency: | PUBLICIS MANILA Makati City, THE PHILIPPINES |
| Name | Company | Position |
|---|---|---|
| Nestle Philippines, Inc. | ||
| Publicis Manila, Inc. | ||
| John Martin Miller | Nestlé Philippines, Inc. | Chairman and CEO |
| Sandra Puno | Nestlé Philippines, Inc. | Communications Director |
| Leslie Go Alcantara | Nestlé Philippines, Inc. | Creative Services Manager |
| Matec Villanueva | Publicis Manila, Inc. | Chairman and CEO |
| Marlon Rivera | Publicis Manila, Inc. | President and CCO |
| Laurie Lee | Publicis Manila, Inc. | Associate Business Unit Director |
| Jayel Ladioray | Publicis Manila, Inc. | Creative Director |
| Jem Lim | Just Add Water | Producer |
| Chris Martinez | Straight Shooters Media, Inc. | Director |
| Raul Jorolan | Hot Salad Productions | Director |
| Jun Reyes | Unitel Productions, Inc. | Director |
| Sid Maderazo | 88storey Films | Director |
| A/F Benaza | Revolver Studios, Inc. | Director |
| Jeorge Agcaoili | Production Village, Inc. | Director |
| Stephen Ngo | FilmPabrika, Inc. | Director |
| Henry Frejas | Film Experts, Inc. | Director |
| Carlo Directo | FilmPabrika, Inc. | Director |
| ZenithOptimedia |
On its 100th year, Nestlé Philippines wants to commemorate a company milestone in a relevant way to those who have been the true reason for the company’s success – the Filipino families. The campaign aims not just to celebrate another anniversary, but also to celebrate a century-long relationship with the Filipinos and renew the commitment towards another century of nourishing Filipinos with Good Food, Good Life. Thus, the line KASAMBUHAY, HABAMBUHAY (Companion in Life, for Life) was coined for the campaign to showcase how Nestlé has truly been the Filipin o families’ Companion in Life, For Life.
The TVC is at the top 2% of all Millward Brown Adlink-tested ads in the Philippines, in terms of branding. It garnered 124,770 Youtube hits, just 3 weeks after it was first uploaded, a record high for Nestlé Philippines. Youtube views catapulted to more than 1,000,000, making Nestlé Philippines #1 among FMCG companies, and #2 in the Nestlé world. Over 25,000 consumers watched the 2-day screening of the short films in 5 cinemas nationwide, and more than 5,000 viewers during local and international movie premieres. The short films created buzz online, generating over 600,000 views within one month.
A TV spot dramatized being “companions in life, for life” and a collection of 10 short films told in 100 minutes was co-created with companion directors in the advertising industry. The launch of the short films includes TV plugs, trailers, playbills, a grand gala night, and simultaneous red and gold carpet cinema premieres. As a gift to Filipinos, the films were shown for free during the Philippine Independence Day weekend in cinemas nationwide. This was followed by TV airings of the film anthology on national and cable TV and uploading of the films on Nestle websites.