Title | PENITENSYA |
Brand | ASSOCIATION OF BROADCASTERS OF THE PHILIPPINES (KBP - KAPISANAN NG MGA BRODKASTE |
Product / Service | PUBLIC SERVICE |
Category | B10. Not-for-profit / Charity / Government |
Entrant | DENTSU JAYME SYFU Makati City, THE PHILIPPINES |
Idea Creation | DENTSU JAYME SYFU Makati City, THE PHILIPPINES |
Production | FILMEX Makati City, THE PHILIPPINES |
Name | Company | Position |
---|---|---|
Merlee Jayme | Dentsu Jayme Syfu | Chief Creative Officer / Copywriter |
Biboy Royong | Dentsu Jayme Syfu | Creative Director / Art Director |
Lieza Punsalan | Dentsu Jayme Syfu | Group Account Director |
Diday Alcudia | Dentsu Jayme Syfu | Chief Strategic Planner |
Penitensiya or “Penitence”. In a country like the Philippines, Catholicism is the main religion. Here, Holy Week or Semana Santa is strictly observed as a week of prayer, fasting and reflection. Pampanga, is known for an extraordinary practice every Holy week. Tourists flock to this place to catch a glimpse of a rare procession of Catholic men repenting for their sins through “flagellation”: An age-old practice that the Catholic Church is no longer encouraging. This is a practice of self-inflicting pain- hitting one’s back with 25 bamboo sticks tied together called “burulyos”. They hit themselves until it breaks the skin and tears the flesh. These men believe that only through flagellation will their sins and their family’s sins be truly forgiven. For them,this is the only way to have peace for themselves. This film is all about one man’s own personal story of his devotion and faith through this practice.
Every year, the Philippines, a predominantly Catholic country, observes Lent. It is part of the people’s culture to come up with their very own “sacrifices” to help them cleanse themselves from their sins. However, in the northern part of the country, people go to a little bit of extreme to find peace and penance. This is the extreme practice of self-flagellation --a taboo in the Catholic Church and in society today. This is their story. The Association of Broadcasters of the Philippines bring stories like these to life to celebrate our culture and to remind each Filipino how important it is to take time off, and heal our souls for the Holy Week.