SAFEGUARD "THE GRADUATE"

TitleSAFEGUARD "THE GRADUATE"
BrandP&G
Product / ServiceBRAND
CategoryA01. Direction
EntrantPUBLICIS SINGAPORE, SINGAPORE
Idea Creation PUBLICIS SINGAPORE, SINGAPORE
Idea Creation 2 PROCTER & GAMBLE Singapore, SINGAPORE
Production STRAIGHT SHOOTERS MEDIA Makati City, THE PHILIPPINES
Production 2 PRODIGIOUS SINGAPORE, SINGAPORE

Credits

Name Company Position
Ajay Vikram Publicis Singapore Chief Creative Officer, Global Clients
Noel Orosa Publicis Singapore Regional Group Creative Director
Ivan Policarpo Saatchi & Saatchi Singapore Creative Director
Theresa Ong Saatchi & Saatchi Singapore Regional Creative Director
Jordan Price Publicis Singapore Regional Head of Planning
Josh Roth Saatchi & Saatchi Singapore Regional Senior Planner
Natalie VanderVorst Saatchi & Saatchi Singapore EVP, Global Clients
Sharmista Nagarkatti Publicis Singapore Regional Business Director
Maninder Bali Publicis Singapore Regional Business Director
Geraldine Yap Saatchi & Saatchi Singapore Account Director
Daniel Hejl Saatchi & Saatchi Singapore Account Manager
Vanessa Chua Leo Burnett Singapore Project Manager
Shirlie Alexis Tay Prodigious Singapore Executive Producer
Pepe Diokno Unitel X Straight Shooters Film Director
Raissa Hapin Carrelli Unitel X Straight Shooters Executive Producer
Corey Brandon Spykerman Kraftw5rkz Colorist
Matthew Ho Chee Hin Kraftw5rkz Online Artiste
Bernard Tay Kraftw5rkz Post Producer
Arnold Buena HIT Productions, Inc Music Composer
Regie Ambas HIT Productions, Inc Audio Post Engineer
Sharon Ambas HIT Productions, Inc Audio Producer

Brief Explanation

Safeguard believes in the power of parenting to help protect a child’s health and well-being. In the Philippines, parents give 'pabaon'--a term that means provisions or teachings that protect children in the world outside. This local insight led to Safeguard's campaign, “Pabaon sa buhay” (Protection for life). We found the perfect expression of this idea in the inspiring true story of Norman King and his mother, Warlita. They are part of an indigenous tribe in the Philippines called the Aeta. Today, they live secluded from the rest of the country and often fall victim to discrimination. The film showcases how Warlita’s "pabaon sa buhay" became Norman’s protection from blows to his indigenous identity. Ultimately, Warlita's lessons gave Norman the confidence to become the first ever Aeta graduate of the Philippines' premier state university.

Execution

To help change a nation's perception of the Aetas, we made sure to approach production in a way that's respectful to the Aeta culture. First, we sought the blessing of village elders to film in their community. Then, we casted Aetas as our lead stars and developed personal connections with them in order to draw out authentic emotions. We also incorporated elements of their culture in the sets and costumes. Lastly, the characters were lit with a beautiful glow and shot at low angles to evoke a feeling of nobility. What we've created is by far the most stunningly beautiful depiction of the Aeta people--unlike what's in media today. It's truthful to their way of life, but doesn't look down on them. In the director's words: "This film is a tribute to our Indigenous Peoples. It’s a love letter to our parents. It’s a celebration of being Filipino.”

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