TOKUSHU

TitleTOKUSHU
BrandBDO UNIBANK INC.
Product / ServiceBDO BANK
CategoryE04. Social Behaviour & Cultural Insight
EntrantLEO BURNETT MANILA, THE PHILIPPINES
Idea Creation LEO BURNETT MANILA, THE PHILIPPINES
Production FILM PABIRKA Makati City, THE PHILIPPINES

Credits

Name Company Position
Raoul Panes Leo Burnett Group Manila Chief Creative Officer
Dante Dizon Leo Burnett Group Manila Creative Director
Martin Flordeliza Leo Burnett Group Manila Senior Art Director
Sweet Barbon Leo Burnett Group Manila Copywriter
Lot Eligio Leo Burnett Group Manila Account Management Director
Jackie Caruyan Leo Burnett Group Manila Account Manager
Jackie Caruyan Leo Burnett Group Manila Account Manager
Joel Limchoc Film Pabrika Director
Sonny Cruz Film Pabrika Film Producer
Arnold Buena Hit Productions Music Arranger

Write a short summary of what happens in the film

The film begins with supers saying the following story is based on real events happening somewhere in Japan. We open in a Japanese suburb with an ambulance parked outside an apartment as attendants load a stretcher and speed away. A female thought voice narrates the uniqueness of her job as a Tokoshu Seiso, a cleaner of apartments where elderly occupants have passed away alone. The cleaners arrive. Among them, our heroine starts cleaning the house while we hear the narration about the hardships of her job. While cleaning, she comes across the occupant’s personal belongings, including a pet cat. Once finished, she then calls her parents back home in the Philippines, making sure they received the money she sent. Supers appear: “However hard the job, you’ll do anything for family.” We then end with the brand logo and tagline, “BDO. Together, we find ways.”

Please tell us about the social behaviour and/or cultural insights that inspired your campaign

There are approximately 10 million Overseas Filipino Workers, or OFWs, working around the world in 170 countries. They send money to their loved ones in the Philippines to provide a better life. OFWs are mostly known to work as nurses, domestic helpers, factory workers, etc. But in some cases, they work and thrive in odd but decent-paying jobs in different industries around the world.

Links

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