Title | WANDA |
Brand | PACIFIC PAINT (BOYSEN) PHILS INC |
Product / Service | PACIFIC PAINT (BOYSEN) PHILS INC. |
Category | D01. Social Video |
Entrant | TBWA\SANTIAGO MANGADA PUNO Makati City, THE PHILIPPINES |
Idea Creation | TBWA\SANTIAGO MANGADA PUNO Makati City, THE PHILIPPINES |
Production | C-HUB Makati, THE PHILIPPINES |
Name | Company | Position |
---|---|---|
Melvin M. Mangada | TBWA\SANTIAGO MANGADA PUNO | EXECUTIVE CREATIVE DIRECTOR |
Melvin M. Mangada | TBWA\SANTIAGO MANGADA PUNO | Copywriter |
Marci Reyes | TBWA\SANTIAGO MANGADA PUNO | Copywriter |
John ed de Vera\Ryan Caidic | TBWA\SANTIAGO MANGADA PUNO | Creative Directors |
Ryan Caidic | TBWA\SANTIAGO MANGADA PUNO | Copywriter |
John ed de Vera\John Benedict Reyes | TBWA\SANTIAGO MANGADA PUNO | Art Directors |
Michael Williams | Freelancer | Director |
June Ng | C-Hub | Editor |
Kara Filamor | TBWA\SANTIAGO MANGADA PUNO | Accounts |
Long before America had Caitlyn Jenner, the Philippines already had transgendered celebrities, even for a country that spent 300 years under Catholic Spain. Every time a celebrity would come out, the media would publicize their transition into the opposite sex. Boysen, a brand that celebrates diversity and color, created two films that made the transgender identity go even more mainstream and push for greater acceptance for the third sex. These films featured two transgendered individuals and portrayed them in everyday life situations, a first for Philippine advertising. Through the films, Boysen promoted Permacoat in the most relevant and engaging way while staying true to their image.
The films feature two transgendered individuals in a typical life situation—they are in love with the same philandering man. In the first film, Boysen Permacoat saves the man from being caught by hiding his other lover. But in the second film, it was the man who gets whitewashed, leaving the two women to patch things up. The films demonstrate the hiding power of Boysen—it’s so powerful that it can hide even your enemies.
The films generated universal acceptance for the LGBT community. Combined, the videos earned 17 million views and reached 23.3 million people. It also garnered 40,600 shares and over 350,000 reactions, 80% of which were positive. News sites also wrote about the films. And even the country’s first transgendered congresswoman, Geraldine Roman, took notice. “I do commend your agency for taking the first step, and I look forward to working with you in the future," she said.
Acceptance for transgendered individuals has become one of the most talked about issues in the Philippines. Among them is a 90s action star who eventually became a starlet, the first trans woman to be elected to congress, a high profile car enthusiast who transitioned into a woman, and most recently, global pop star Charice now goes by the name of Jake Zyrus. They were widely talked about on local media. By riding on the publicity, Boysen would not only be able to make the brand culturally relevant, it would also promote inclusiveness, a cause that the brand truly believes in.