|Product / Service||SUYEN CORP.|
|Category||A04. Online: Non-fiction|
|Entrant||TBWA\SANTIAGO MANGADA PUNO Makati City, THE PHILIPPINES|
|Idea Creation||TBWA\SANTIAGO MANGADA PUNO Makati City, THE PHILIPPINES|
|Production||HOW'S EVERYTHING Makati City, THE PHILIPPINES|
|Melvin M. Mangada||TBWA\SANTIAGO MANGADA PUNO||Executive Creative Director|
|Melvin M. Mangada||TBWA\SANTIAGO MANGADA PUNO||Chief Creative Officer|
|Chino Jayme||TBWA\SANTIAGO MANGADA PUNO||Creative Director|
|Dennis Claveria\Arthur Ryan Aquino||TBWA\SANTIAGO MANGADA PUNO||Art Director|
|Dennis Claveria||TBWA\SANTIAGO MANGADA PUNO||Associate Creative Director\Art Director|
|John Ed de Vera||TBWA\SANTIAGO MANGADA PUNO||Art Director|
|Portia Catuira||TBWA\SANTIAGO MANGADA PUNO||Managing Director|
|Paolo Broma||TBWA\SANTIAGO MANGADA PUNO||Business Unit Director|
|maxine lozada||TBWA\SANTIAGO MANGADA PUNO||Account Manager|
|Emilie Batard||TBWA\SANTIAGO MANGADA PUNO||Director|
|Sunny Lucero/Mitch Dela Cruz/Denise Jose||TBWA\SANTIAGO MANGADA PUNO||Agency Producers|
|Nolan Fabular||TBWA\SANTIAGO MANGADA PUNO||Associate Creative Director|
|Kiko de Dios/Kevin Gabon||TBWA\SANTIAGO MANGADA PUNO||Offline/Online editors|
|Chino Jayme and Denise Oyog||TBWA\SANTIAGO MANGADA PUNO||Copywriters|
In keeping with the spirit of Bench Barber in achieving aspirations and kickstarting the dreams of many men and women across the globe, the brand launched by collaborating with Mark Bustos during one of his trips back to the Philippines for an unlikely experience — creating a haircut so unique even a blind man could appreciate it.
Mark Bustos met James Ricafort, a man diagnosed with optic nerve blindness at the age of 16, and wanted to create something that he alone can fully appreciate — a haircut that even a blind man can feel. In giving a blind man a new hope, Mark unexpectedly gained a brand new perspective in life. The moments they had were all captured into a film to convey a message of compassion. Not only did he make James feel a renewed sense of confidence, but he also gave hope for everyone who had something taken away from them.
The film was premiered during the December 10, 2016 Bench Barbers launch, making the event an instant success. The campaign was eventually released on the official Bench Lifestyle Facebook page and has received more than five million views in just a few days — making it the most-viewed non-celebrity video in Philippine retail.
Bench is a Philippine global fashion brand known to use a vast pool of celebrity endorsers, mostly of Filipino descent, to promote Filipino-made products and to create awareness of Filipino culture and values. Mark Bustos is an acclaimed international hairstylist, earning his own fame on social media. He features stories of the homeless as he gives them free haircuts, boosting their confidence to start anew. The collaboration of the two as brand-endorser was an ideal fit because of the similarity in nature of Bench’s new business with Mark’s line of work, but more importantly for their shared values and philosophies.
In the Philippines, cosmetic and fashion brands are known to place an exceptionally high value on outward appearances, exploiting seemingly drab wardrobes, to natural yet lackluster hair — all of which “need” products or treatments to inch to an acceptable state. These luxuries have evolved into necessities in order to be accepted by society. Bench saw an opportunity to disrupt this by transforming people inside — by collaborating with Mark Bustos, known for his free haircuts for the homeless. He believes that haircuts are more than about looking good, but giving them the dignity and the confidence to start anew.