Title | SKIP |
Brand | GABRIELA |
Product / Service | VIOLENCE AGAINST WOMEN |
Category | B04. Screens & Events |
Entrant | DDB/DM9JAYMESYFU/DIGIT Makati City, THE PHILIPPINES |
Entrant Company | DDB/DM9JAYMESYFU/DIGIT Makati City, THE PHILIPPINES |
Advertising Agency | DDB/DM9JAYMESYFU/DIGIT Makati City, THE PHILIPPINES |
Production Company | ABRACADABRA Makati City, THE PHILIPPINES |
Name | Company | Position |
---|---|---|
Merlee Jayme | DDB DM9JaymeSyfu/Digit | Chief Creative Officer |
Jerry Hizon | DDB DM9JaymeSyfu/Digit | Executive Creative Director |
Carlo Herrera | DDB Dm9jaymesyfu/Digit | Copywriter |
Tel Castillo | DDB DM9JaymeSyfu/Digit | Art Director |
JR Ignacio | DDB DM9JaymeSyfu/Digit | Developer |
Alexandra Cruz | DDB Dm9jaymesyfu/Digit | Copywriter |
Cesca Veneracion | DDB DM9JaymeSyfu/Digit | Designer |
Gabbie Santiago | DDB DM9JaymeSyfu/Digit | Account Director |
Tanya Blay | Freelance | Producer |
Carlo Perlas | Tower Of Doom | Producer |
Nick Santiago | Abracadabra | Director |
Mike Talampas | Abracadabra | Director |
Danny Anonuevo | Editcube | Editor |
JR Ignacio | DDB DM9JaymeSyfu/Digit | Editor |
Tats Paman | Sound Design | Sound Engineer |
The interactive film demonstrates the more you skip the video, the worse the violence gets. It begins with a man who just came from work, his wife comes over to greet him. When the viewer tries to skip the video, he immediately sees the man’s hand striking the woman. The scene plays out and the skip button reappears. When the viewer again tries to skip the video, the violence escalates. This continues until the woman is thrown down the stairs and the words “Skipping the issue only makes it worse” appears. After which, the end tag containing Gabriela’s hotline appears. If the viewer chooses to watch the whole film without skipping, he or she sees a relatively mundane chronicle of a man arriving from work, about to become angry at his wife but doesn’t follow through because someone is watching. The viewer is then informed because he didn’t skip the issue of domestic violence, he helped prevented it.