| Title | HOME FOR HEROES : CARDING |
| Brand | VISTALAND AND LIFESCAPES INC. |
| Product / Service | CAMELLA HOMES |
| Category | D01. Social Video |
| Entrant | DENTSU JAYME SYFU Makati City, THE PHILIPPINES |
| Idea Creation | DENTSU JAYME SYFU Makati City, THE PHILIPPINES |
| Production | UNITEL STRAIGHT SHOOTERS MEDIA Manila, THE PHILIPPINES |
| Production 2 | POST MANILA, THE PHILIPPINES |
| Production 3 | SOUND DESIGN RECORDING STUDIOS Manila, THE PHILIPPINES |
| Name | Company | Position |
|---|---|---|
| Merlee Jayme | Dentsu Jayme Syfu | Chief Creative Officer |
| Ronald Barreiro | Dentsu Jayme Syfu | Managing Partner and General Manager |
| Ina Villegas | Dentsu Jayme Syfu | Account Manager |
| Renzo Valmonte | Dentsu Jayme Syfu | Copywriter |
| Valerie Villaflor | Dentsu Jayme Syfu | Art Director |
| Diday Alcudia | Dentsu Jayme Syfu | Strategic Planning Director |
| Butch Tayao | N/A | Agency Producer |
| J.A Tadena | Straight Shooters | Director |
| Tristan Salas | Straight Shooters | Cinematographer |
| Richard Somes | Straight Shooters | Production Designer |
| Ruth Colacion | Straight Shooters | Executive Producer |
| Gay Reyes | Straight Shooters | Production Manager |
| Sunny Dumayas | Straight Shooters | Acting / Assistant Director |
| Charmaine Betudio / Nestea Cortez Naesa Jr. | Straight Shooters | Talent Casters |
| Apple Sarmiento / Daissa Silvan / Fitz Romero | Straight Shooters | Production Staff |
| Glenda Mugol / Kim Ivena | Straight Shooters | Line Producers |
| Ning Tadena | Straight Shooters | Make-up Artist |
| Jojo Gonzales | Straight Shooters | Live Sound |
| Joanna Eduardo / Ronald Banawa | Post Manila | Offline Editor |
| Melvyn Quimosing | Post Manila | Online Editor |
| Peter Aragon | Post Manila | Colorist |
| Jerwin Espiritu / Jude Torres | Post Manila | Post Producer |
| Stein Baybay | Sound Design Recording Studios | Sound Designer |
| Kahlil Refuerzo | Sound Design Recording Studios | Music Arranger |
| Kamille Adeva | Sound Design Recording Studios | Project Coordinator |
| Jackie Aquino | Sound Design Recording Studios | Traffic |
The idea of #HomeForHeroes stemmed from two things: the first being that one of Camella’s first homeowners was indeed an Overseas Filipino Worker, second being that, as we stated above, in this day and age Overseas Filipino Workers are our new heroes – they work hard for their families no matter the situation. So to do them justice, we had to depict their plights as realistically as we could – through unique films that were based on reality and definitely difficult to watch.
The campaign consisted of two videos that depicted real-life, gritty OFW stories – Norma, a caretaker in London, and Carding, a technician in Dubai. Both were released around the Philippines’ National Heroes Day, which was on Aug. 30, effectively pushing our message.
To date, both videos have a combined number of 16.5 million views on Facebook. This achieved the brand’s overall objective of raising awareness on the harsh realities faced by OFWs and paying tribute to them for their heroic acts and dispositions. In terms of quantitative results, the objective of starting conversations to help viewers understand the situations faced by OFWs was also achieved. With almost 6000 comments on Facebook, the videos sparked emotions in viewers which made them feel more sympathetic and compassionate for OFWs.
So on National Heroes Day (Aug. 30, 2017), Camella decided to pay tribute to these Overseas Filipino Workers (OFWs) by creating the #HomeForHeroes campaign – an online video campaign consisting of two films (“Norma” and “Carding”) that depicted real-life, gritty OFW stories. It also communicated to OFWs that, despite everything, OFWs have a brighter future waiting for them at home, with Camella.