Title | SAFEGUARD "THE GRADUATE" |
Brand | P&G |
Product / Service | BRAND |
Category | A01. Direction |
Entrant | PUBLICIS 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 |
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 |
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.
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.”