Title | WE ARE MORE |
Brand | FONTERRA BRANDS |
Product / Service | ANLENE |
Category | A04. Nutraceuticals |
Entrant | BBDO GUERRERO Makati City, THE PHILIPPINES |
Idea Creation | BBDO GUERRERO Makati City, THE PHILIPPINES |
Media Placement | MEDIACOM PHILIPPINES Taguig, THE PHILIPPINES |
Production | FINCH Auckland, NEW ZEALAND |
Production 2 | CENTRAL DIGITAL Makati, THE PHILIPPINES |
Name | Company | Position |
---|---|---|
David Guerrero | BBDO Guerrero | Creative Chairman |
Federico Fanti | BBDO Guerrero | Executive Creative Director |
Manuel Villafania | BBDO Guerrero | Creative Director |
Michelle Edu | BBDO Guerrero | Associate Creative Director |
Jamie Que | BBDO Guerrero | Associate Creative Director |
Alexis Dy | BBDO Guerrero | Copywriter |
Caleb Cosico | BBDO Guerrero | Art Director |
Hanna Diaz | BBDO Guerrero | Account Director |
Marrinel Poblete | BBDO Guerrero | Account Manager |
Jing Abellera | Just Add Water | Broadcast Producer |
Harold Orozco | Just Add Water | Broadcast Producer |
Chris Nelius | Finch | Director |
Corey Esse | Finch | Executive Producer |
Claire Thompson | Finch | Producer |
Hazel Gibson | Finch | Post Producer |
Jonte Wendt | Finch | Lead VFX Artist |
Majo Padora | Central Digital Manila | Post Producer |
Mark Hilado | Central Digital Manila | Offline Editor |
Josel dela Cruz | Central Digital Manila | Online Editor |
In Southeast Asia, adult milk ads often depict characters in traditional roles —like women as stay-at-home moms. So Anlene launched #WeAreMore, a movement that challenged social expectations. A 60-second film was the hero of the campaign. It captured both women and men playing different roles at different life stages. From a young career woman who still pursued her passion as a DJ, to a loving wife who fulfilled her ambition of earning a Master’s degree, and even an older man who didn’t let age get in the way of his love for stunt biking. The film aimed to capture a sense of authenticity sometimes missing from other ads in the category. To achieve this, we used natural and ambient light throughout the production. The camera treatment also added an element of rawness to the film. With this, Anlene stood out and proved how it truly is more than milk.