Title | ANAK |
Brand | SUYEN CORPORATION |
Product / Service | SUYEN CORPORATION |
Category | E06. Co-Creation & User Generated Content |
Entrant | TBWA\SANTIAGO MANGADA PUNO Makati City, THE PHILIPPINES |
Idea Creation | TBWA\SANTIAGO MANGADA PUNO Makati City, THE PHILIPPINES |
Production | HOW'S EVERYTHING Makati City, THE PHILIPPINES |
Name | Company | Position |
---|---|---|
Melvin Mangada | TBWA\SANTIAGO MANGADA PUNO | Chief Creative Officer |
Melvin M. Mangada | TBWA\SANTIAGO MANGADA PUNO | Executive Creative Director |
Cj de Silva-Ong | TBWA\SANTIAGO MANGADA PUNO | Creative Director |
Chino Jayme | TBWA\SANTIAGO MANGADA PUNO | Creative Director |
Jimmy Santiago | TBWA\SANTIAGO MANGADA PUNO | Copywriter |
Chino Jayme | TBWA\SANTIAGO MANGADA PUNO | Copywriter |
Ryan Caidic | TBWA\SANTIAGO MANGADA PUNO | Copywriter |
Cj de Silva-Ong | TBWA\SANTIAGO MANGADA PUNO | Art Director |
Bea Tusing | TBWA\SANTIAGO MANGADA PUNO | Art Director |
Vince Belen | TBWA\SANTIAGO MANGADA PUNO | Director/Editor |
Sunny Lucero | TBWA\SANTIAGO MANGADA PUNO | Producer |
Francis Bagnes | TBWA\SANTIAGO MANGADA PUNO | Producer |
Portia Catuira | TBWA\SANTIAGO MANGADA PUNO | Managing Director |
Paolo Broma | TBWA\SANTIAGO MANGADA PUNO | Business Unit Director |
Jake Espina | TBWA\SANTIAGO MANGADA PUNO | Account manager |
Peach Natividad/Ingrid Papa | TBWA\SANTIAGO MANGADA PUNO | Digital Media |
Children of OFWs, now grown up and living all over the world, express gratitude for their parents’ sacrifice through the same song (Anak), in the form of a music video. Bench identified children from around the world and sent a #LoveLocal Kit, a package composed of a lapel mic, a mic stand, a Bench shirt, and a guide on how to record audio and video themselves. Finally, the videos were sent back and stitched together.
It became Bench’s farthest-reaching crowdsourcing campaign in history. 27.3M reach 100% positive brand sentiment 41% Sales Increase in Bench Online Store 60% Sales Increase in Bench Physical Store The brand strengthened its position as the #1 local brand among Millennials, and was the #1 Philippine fashion brand in Asia.
Bench, the leading local fashion brand, was competing heavily with imported brands such as Uniqlo, H&M and Forever 21. Despite this, the brand continued to champion everything Filipino made with its #LoveLocal campaign. On its 30th anniversary, Bench honored the OFWs by launching a campaign made by OFWs and their loved ones themselves.