GIFT OF LIFE

TitleGIFT OF LIFE
BrandENERGIZER PHILIPPINES
Product / ServiceMANIKAKO VOLUNTEER DRIVE
CategoryA04. Best Use of Brand Sponsorship Integration (where there is no product overtly displayed in the film,
EntrantTBWA\SANTIAGO MANGADA PUNO Makati City, THE PHILIPPINES
Entrant Company:TBWA\SANTIAGO MANGADA PUNO Makati City, THE PHILIPPINES
Contributing Company:TBWA\SANTIAGO MANGADA PUNO Makati City, THE PHILIPPINES

Credits

Name Company Position
Melvin Mangada Tbwa\santiago Mangada Puno Executive Creative Director
Joey Tiempo Tbwa\santiago Mangada Puno Creative Director\copywriter
Paolo Salcedo Tbwa\santiago Mangada Puno Copywriter
Alfredo Silao Tbwa\santiago Mangada Puno Associate Creative Director
Cj De Silva Tbwa\santiago Mangada Puno Art Director
Sunny Lucero Tbwa\santiago Mangada Puno Producer
Francis Bagnes Tbwa\santiago Mangada Puno Producer
Rj Galang Tbwa\santiago Mangada Puno Producer
Vanessa Dingcong Tbwa\santiago Mangada Puno Business Unit Director
Pat Portes Tbwa\santiago Mangada Puno Account Manager
Af Benaza Director
Odie Flores Cinematographer
Jose Azucena Editor
Dolps Fernando Editor

The Campaign

The Philippines has no restrictions for branded content, as most industries are still focused on above-the-line advertising. The challenge in this free and open arena is to rise above the noise and effectively reach the target market.

Results

Manikako is a non-profit organization that teaches children how to make their own dolls from recycled materials. To do this more effectively, Manikako needed more volunteers. The challenge was to increase awareness and bring more volunteers emotionally attached to its cause. The communication has to hit the audience where they are most emotionally vulnerable: the heart. We created a tear-jerking toy love story without words called 'Gift of Life'. Energizer Philippines volunteered to fund the film. It was distributed on Youtube, and mirrored on the Manikako website.

We created a film from a series of dioramas – still life settings that would tell the story with no words and no animation. This fresh and universal approach appealed to every person regardless of age, race, or culture. Mere minutes after it was uploaded on YouTube, 'Gift of Life' was quickly blogged about, tweeted and shared to friends.

Mere minutes after it was uploaded on Youtube, 'Gift of Life' was quickly shared on Facebook, Tumblr, Plurk and Twitter. Energizer Latin America picked it up and helped spread the film worldwide. A few days later, it was the highlight of international art and design sites like Creativity Online and FWA. It even enjoyed the spotlight on Vimeo’s homepage. To date, 'Gift of Life' has gathered over 5million combined views without a single peso spent on media. More importantly, Manikako experienced a 200% increase in volunteer requests.