Title | MACHO CHOIR |
Brand | PHILIPPINE COMMISSION ON WOMEN |
Product / Service | MACHO CHOIR |
Category | A01. Art Direction |
Entrant | DDB PHILIPPINES Taguig City, THE PHILIPPINES |
Idea Creation | DDB PHILIPPINES Taguig City, THE PHILIPPINES |
Production | DDB PHILIPPINES Taguig City, THE PHILIPPINES |
Name | Company | Position |
---|---|---|
DAN PAMBID | DDB Group Philippines | Creative Director |
ANGELO REYES | DDB Group Philippines | Associate Creative Director |
SAM RAMOS | DDB Group Philippines | Creative Director |
KC BATHAN | DDB Group Philippines | Associate Creative Director |
TERO DIAZ | DDB Group Philippines | Copywriter |
CELINE HEMBRADOR | DDB Group Philippines | Art Director |
SAB GUTIERREZ | DDB Group Philippines | Art Director |
INNA FORTU | DDB Group Philippines | Art Director |
ANDREA PENARANDA | DDB Group Philippines | Social Media Director |
ENIF RUEDAS | DDB Group Philippines | Creative Technologist |
MILES RAGUIN | DDB Group Philippines | Digital Strategist |
ANNA NORBERT | DDB Group Philippines | Chief Culture Officer |
DIANE CHUA | DDB Group Philippines | Managing Director |
REG CABANBAN | DDB Group Philippines | Operations Manager |
MICCI MAURICIO | DDB Group Philippines | Culture Associate |
The streets of the Philippines, where most of the catcalling happen, is littered by colorful personalities and even more colorful vehicles and signages. Colloquial expressions fill the air and witty sayings abound (e.g. jeepneys are filled with stickers like God Knows HUDAS Not Pay; Hudas being the Filipino translation of Judas). The campaign utilized this vibrant visual identity and the lighthearted humor in its materials, not just to reflect the unique local flavor of our streets, but also help our message stand-out in a usually chatter and clutter-field environment. The use of bold colors and a custom typeface that contrast the seriousness of the issue made the materials more cut-through. The use of nursery rhymes and witty world play also appealed to the Filipinos’ innate love for music and humor, making the campaign resonate better with the public.
STICKERS Filipino: ANG TSUPER NA IDOL SA BABAE HINDI NANINIPOL English: A DRIVER THAT’S COOL NEVER WOLF-WHISTLES A LADY Filipino: TATAK KARPINTERO: BABAE NIRERESPETO PARA ‘DI NAKAKAPERWISYO English: THE MARK OF A GOOD CARPENTER: RESPECTS WOMEN AND DOESN’T CAUSE HARM Filipino: HUWAG MONG SITSITAN ANG BABAE SA LANSANGAN English: NEVER CALL A LADY’S ATTENTION BY SAYING “PSSST!” Filipino: ANG BABAENG PASAHERO DAPAT NIRERESPETO English: FEMALE PASSENGERS SHOULD ALWAYS BE RESPECTED Filipino: HUWAG MONG TITIGAN, HINDI BINEBENTA YAN English: STOP STARING, IT’S NOT FOR SALE Filipino: PUBLIC SPACES SHOULD BE SAFE FOR WOMEN English: PUBLIC SPACES SHOULD BE SAFE FOR WOMEN Filipino: PULL D’ STRING AND STOP CATCALLING English: PULL THE STRING AND STOP CATCALLING Filipino: GOD KNOWS HUDAS NOT RESPECT WOMEN (Hudas is Filipino for Judas) English: GOD KNOWS WHO DOES NOT RESPECT WOMEN Filipino: THIS DRIVER IS A WOMEN’S RIGHTS LOVER English: THIS DRIVER IS A WOMEN’S RIGHTS LOVER RADIO JINGLES: Tsong, Tsong Filipino: Tsong, Tsong, Tsong Pasipol-sipol Mga manong sa labas Magtigil at gumalang Kaya ikaw, sara bibig Kung ‘di maganda ang lalabas English: Dude, Dude, Dude Who wolf-whistle All you men on the streets Stop that and respect women You keep your mouth shut If nothing good will come out of it Sitsiritsit Filipino: Ang sumitsit Ay pang-mangmang Ang sumipol Ay pang-hunghang Ang babae Sa lansangan ‘Wag hiritan Kung ‘di igalang English: Don’t say “Pssst!” It’s for idiots Don’t wolf whistle It is stupid The women On the streets Give them respect And not rude remarks PTBU Filipino: Paa, tuhod Balikat, ulo Hita, pwetan Beywang at suso ‘Wag mong titigan Ang hindi sa’yo At maging disenteng tao English: Toes, knees Shoulders, and head Legs, buttocks Hips, and their chest Do not ogle Other people’s body parts And be a decent person