LULLABYE

TitleLULLABYE
BrandP&G DISTRIBUTING PHILS.
Product / ServiceDOWNY
CategoryA03. Household
EntrantCAMPAIGNS & 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

Credits

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

Brief Explanation

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.