CEELIN NURTURE

TitleCEELIN NURTURE
ClientUNITED LABORATORIES
Product / ServiceCEELIN
CategoryA01. Best Fictional Program, Series or Film where a client has successfully created a drama, comedy or mi
EntrantGMA MARKETING AND PRODUCTIONS Quezon City, THE PHILIPPINES
Entrant Company:GMA MARKETING AND PRODUCTIONS Quezon City, THE PHILIPPINES
Contributing Company:GMA MARKETING AND PRODUCTIONS Quezon City, THE PHILIPPINES
Media Agency:STARCOM MEDIAVEST GROUP PHILIPPINES Makati City, THE PHILIPPINES

The Campaign

In order to differentiate from other brands, advertisers in the Philippines turn to other ways to advertise on TV, the country’s most preferred advertising medium. This has spawned numerous efforts for brands to take part in Branded Entertainment, which seamlessly integrates their products into TV programs. Branded Entertainment comes in various forms in the Philippines. Brands are integrated into TV programs via portion buys, program integration and casual display in program, or new program formats are created exclusively for the brand. Currently, cooking programs make up most of the Branded Entertainment shows.

Results

'Nurture' was a mini drama series aired as four two minute episodes. As part of a continuing story, a new episode aired for a week within commercial gaps across the day, every day from Sunday to Saturday. 'Nurture' culminated with all the episodes airing as one 13-minute feature on a primetime program that aired movies and specials. 'Nurture' tells the story of Diego, a seven year old boy, and Nell, his deaf-mute mother. This pushes them to develop a unique routine. As Diego moves up to a big school, this milestone between the two will force them to spend some time apart. Aside from daily challenges her handicap presents, Nell is conflicted between actively protecting her child from the world and acknowledging that she will have to give him the freedom to stand on his own. In crafting the story, we leveraged on the insight that a mother will go through extraordinary lengths to protect their children from any harm. Being a mom is a tough job but may be made even harder for those with a handicap. This campaign was crafted with the objective to communicate the deep devotion of a mother, while subtly incorporating Ceelin, a kid’s vitamin brand, into the story.

The Philippines, a matriarchal society, typically celebrates Mothers’ Day which is a widely popular occasion, with song and dance numbers on variety shows on television. We proposed a different idea to celebrate Mothers’ Day leveraging on Filipinos’ love for drama. The result was a heartwarming Mothers’ story for Ceelin, a kid’s vitamin brand. 'Nurture' told the story of Mother’s undying love for her child using a traditional medium in a very non-traditional manner through an unconventional character, a deaf-mute mother. This story was launched on Mothers’ Day, told in four parts over four weeks.

'Nurture' received positive comments from Ceelin clients: “I love this.” - Sebastian Baquiran, Senior Vice President, Unilab (Manufacturer of Ceelin) “Thank you. I cried and am looking forward to the next episode… looks like it’s touching a lot of hearts.” - Grace Felicio, AVP Consumer Insight and Media, Unilab (Manufacturer of Ceelin) 'Nurture' was cited by Mila Marquez, Executive Director of the Ad Standards Council, (the Philippines’ authority in advertising content and review) as an excellent campaign that exemplified passion to deliver great work. “Let me formally congratulate you and your team with the excellent production of the Ceelin Material I saw over your network. Great Storyline , casting , direction and production value so far . - Mila Marquez, head of Ad Standards Council. Viewers gave favorable comments, as evidenced in Twitter and Youtube: Mike Marquez (twitter subscriber) @Mikee_Marquee 1:03 PM - 13 May 12 “ …I am touched by the Ceelin commercial! I suddenly felt I am still longing to have my mother back! “ From Youtube: User: ixuebe “just shows how a mom's love goes beyond words. I love you mommy!” The success of 'Nurture' is ultimately reinforced by client’s interest to re-air the entire campaign.

Credits

Name Company Position
Lizelle G. Maralag Gma Marketing/Productions Inc. President/Coo
Rizalina Garduque Gma Marketing/Productions Inc. Vp Sales
Johanna Jacinto Gma Marketing/Productions Inc. Sales Director
Mauro Raphael Arce Gma Marketing/Productions Inc. Product Development Manager
Lyndon Santos Gma Marketing/Productions Inc. Production Manager
Rd Salacup Gma Marketing/Productions Inc. Creative Manager
Dragon Pineda Filmex Director
Stephanie Dorotheo Gma Marketing/Productions Inc. Account Executive
Maria Christina Itchon Gma Marketing/Productions Inc. Product Development Specialist
Jazz Hernandez United Laboratories (Unilab) Brand Manager - Ceelin
Veron Agustin Starcom Media Director
Gray Abejero Gma Marketing/Productions Inc. Line Producer
Aileen Young Gma Marketing/Productions Inc. Activation Manager
Dimple Opulenica Gma Marketing/Productions Inc. Activation Specialist
Jon Lara Gma Marketing/Productions Inc. Product Development Manager
Christine Tiambeng-Mendoza Gma Marketing/Productions Inc. Product Development Manager
Carlos Araneta Gma Marketing/Productions Inc. Senior Product Development Specialist
Dennis Tan Gma Marketing/Productions Inc. Product Development Specialist