| 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.