MACHO CHOIR

TitleMACHO CHOIR
BrandPHILIPPINE COMMISSION ON WOMEN
Product / ServiceMACHO CHOIR
CategoryA01. Art Direction
EntrantDDB PHILIPPINES Taguig City, THE PHILIPPINES
Idea Creation DDB PHILIPPINES Taguig City, THE PHILIPPINES
Production DDB PHILIPPINES Taguig City, THE PHILIPPINES

Credits

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

Cultural/Context information for the jury

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.

Translation. Provide a full English translation of any text.

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

Links

Website URL