The Campaign

Bench releases a tribute film for the OFWs. The film is a music video of their children singing “Anak”, but now, they are all grown up and living all over the world. Because of the diversity of places the OFW children are from, the song is sung in different languages.

Creative Execution

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.

The campaign, by local fashion brand Bench, is a tribute to Filipinos that left the country find better opportunities for their children. Years later, the same children sing in a film tribute their parents. The song is “Anak” (Child) most popular Filipio song, released around the same time their parents left the country. It is about parents’ love for their children.

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.