Why is this work relevant for Entertainment?

Julie's Bakeshop 'Auntie Shamer' is relevant for the Entertainment category because viewers have found it unskippable. It is work that has cut through, communicating the brand's message in a new way.

Background

Julie’s Bakeshop, a known bakeshop chain in the Philippines, was celebrating its 40th anniversary.  However this time, it wanted to celebrate it in a unique way, showing that even beyond 40, women can still achieve anything. (The chain's founder was in her 50s when she started Julie's.)

Describe the creative idea

Ageism exists in the Philippines. It especially affects women, who at middle-age have become the butt of jokes for their Zumba classes, love of liniment--aunties who are seen as over-the-hill. The film's call is to #StopTitaShaming. ('Tita' is the Filipino word for 'Auntie.') Women have value, even in middle-age.

Describe the strategy

To mark the 40th anniversary of Julie's Bakeshop with a film, the brand avoided cliches like looking back at the past, and reminiscing its milestones. It wanted to celebrate its anniversary in a way that's relevant and meaningful to the times--and engaging to Filipinos, too.

Describe the execution

Julie’s Bakeshop released the #StopTitaShaming film, and published it on Facebook and YouTube.

Describe the outcome

The film has been shared 22K times. It has recorded 4.3M views.