| Title | LULLABYE |
| Brand | P&G DISTRIBUTING PHILS. |
| Product / Service | DOWNY |
| Category | A03. Household |
| Entrant | CAMPAIGNS & GREY Makati City, THE PHILIPPINES |
| Entrant Company | CAMPAIGNS & GREY Makati City, THE PHILIPPINES |
| Advertising Agency | CAMPAIGNS & GREY Makati City, THE PHILIPPINES |
| Production Company | FILMEX Makati City, THE PHILIPPINES |
| Name | Company | Position |
|---|---|---|
| Ompong Remigio | Campaigns/Grey | Chief Creative Officer |
| Rizzo Tangan | Campaigns/Grey | Creative Director |
| Robby De Silva | Campaigns/Grey | Creative Director |
| Robby De Silva | Campaigns/Grey | Art Director |
| Lovel Aniag | Campaigns/Grey | Copywriter |
| Punch Pineda | Campaigns/Grey | Producer |
| Dette Rome | Campaigns/Grey | Avp/Client Services |
| Hanna Diaz | Campaigns/Grey | Account Director |
| Bella Concepcion | Campaigns/Grey | Account Manager |
Caring for the elderly is a trait deeply ingrained in the Filipino psyche. However, as the world becomes smaller, today’s generation chooses to leave their homes in search of greener pastures abroad/in the city, leaving their ageing parents to fend for themselves alone. We are so busy growing up we forget that our parents are getting old. We look so hard for a better life elsewhere that we disregard our parents’ wish of spending whatever is left of theirs with us. The execution of ‘role-reversal’, the daughter taking care of her mother as her mother took care of her, represents this slowly disappearing custom of caring for the elderly. The cleverly-worded lullaby becomes a key device linking past to present…working to express the love, longing and tenderness of both the young mother, and the grown daughter.