The Campaign

For its launch BPI crafted a film about a mother, a daughter, and a red lunchbox. A lunchbox that served as an extension of a mother’s desire to foster her child’s future and a daughter’s continuous gratitude.

Creative Execution

Baon is a term used to refer to items prepared and packed for use in a future time when outside the comforts of home. Baon usually refers to a food items but extends to clothing, personal hygiene products, financial allowance and other necessities. Parents prepare baon everyday for their children for school and often even to work well into their adulthoods. Using the concept of baon we linked the benefit of a bank account that provides life insurance to the emotional compulsion of a parent who wishes to foster her child’s future.

More than 12,000 BPI Pamana Savings Accounts were opened. 100% of the annual target was reached in six months. Almost 25% of customers were first-time account holders. The short film was shared nearly 25,000 times, gaining more than 76,000 reactions and 2.4 million views.

The campaign used the concept of baon—items that parents prepare for children to bring with them—to show its audience that saving for the future wasn’t just for them; it was for their family. BPI Pamana launched with a short film entitled “Baon,” which was about a mother, a daughter, and a red lunchbox that symbolized the desire to foster the family’s future.