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.