Campaign Spotlight: Real stories of overseas Filipinos stir netizens in Camella Homes’ films by Dentsu Jayme Syfu
adobo magazine, September 12, 2017 | 1:18pm

MANILA – Overseas Filipinos’ sacrifice of working away from families and sending them hard-earned dollars help lift the Philippine economy. Cliché spots have been created to pay tribute to them over the years. But for National Heroes’ Day, Vista Land’s Camella Homes, one of the biggest real estate companies in the country, decided to tell real heroic stories. These showed the truth about their lives however painful and ugly it may be.

The first story titled “Carding” told the story of a father working in Saudi Arabia as a technician.

The harsh working conditions were graphically shown and the only thing that kept him going through it all was the memory of his wife and baby boy. But unlike other similar films, the twist in the end was based on a real-life story. People had a tough time accepting his fate and this filled the internet with debates, outpouring of sympathy or even anger.

This was followed by a second film called “Norma”. She was a caregiver in a home for the elderly in London. It was impossible not to cringe watching her hardships with one particular patient suffering from Alzheimer’s disease. Also based on real life, it was refreshing to see a seemingly unfeeling patient loving her more than her own flesh and blood.

Since their release, both videos have been viewed 16.4 million times.

Vista Land’s Chairman and Founder Manny Villar has a soft heart towards overseas workers, “These Filipino workers are our modern-day heroes. With our films, we want to show them that we truly understand what they go through in life. Their real day-to-day struggles and family issues. This way, we will all learn to appreciate them and be more grateful for their sacrifices. We want to tell them that despite of all their problems, there is always hope for a better future.”

“When we first heard the stories from some of these workers, it was hard to believe”, Merlee Jayme, Dentsu Jayme Syfu’s Chief Creative Officer added. “Sometimes, it was easier to turn a blind eye and just portray them as happier and luckier to be given high-paying jobs and the chance to live abroad. But learning their real stories broke our hearts. Their experiences however, made them stronger and braver. These made them heroes. We wanted to make everyone believe that there will always be that light at the end of the tunnel. And, that nothing should stop them from achieving their dreams”, she said.

Camella Homes, the flagship brand of Vista Land and Lifescapes Inc, is known for their affordable yet quality houses. The campaign #HomeforHeroes for National Heroes’ day celebrates the company’s commitment to welcoming millions of overseas Filipinos since 1975.

 

Credits:

Client: 
VISTALAND & LIFESCAPES INC.
Camella Homes

Manny B. Villar

Avic Amarillo

 

Agency: 
Dentsu Jayme Syfu

 

Creatives:
Merlee Jayme
Valerie Jan
Renzo Valmonte

 

Accounts:
Ronald Barreiro
Ina Villegas
 

Producer: 
Butch Tayao

Director: 
J.A. Tadena

Production House: 
Unitel x Straight Shooters

Executive Producer:
Ruth Colacion

Post House:

Musical & Jingle Arranger:
Kahlil Refuerzo

Song Lyrics:
Merlee Jayme

Campaign Spotlight: Real stories of overseas Filipinos stir netizens in Camella Homes’ films by Dentsu Jayme Syfu

MANILA – Overseas Filipinos’ sacrifice of working away from families and sending them hard-earned dollars help lift the Philippine economy. Cliché spots have been created to pay tribute to them over the years. But for National Heroes’ Day, Vista Land’s Camella Homes, one of the biggest real estate companies in the country, decided to tell real heroic stories. These showed the truth about their lives however painful and ugly it may be.

The first story titled “Carding” told the story of a father working in Saudi Arabia as a technician.

The harsh working conditions were graphically shown and the only thing that kept him going through it all was the memory of his wife and baby boy. But unlike other similar films, the twist in the end was based on a real-life story. People had a tough time accepting his fate and this filled the internet with debates, outpouring of sympathy or even anger.

This was followed by a second film called “Norma”. She was a caregiver in a home for the elderly in London. It was impossible not to cringe watching her hardships with one particular patient suffering from Alzheimer’s disease. Also based on real life, it was refreshing to see a seemingly unfeeling patient loving her more than her own flesh and blood.

Since their release, both videos have been viewed 16.4 million times.

Vista Land’s Chairman and Founder Manny Villar has a soft heart towards overseas workers, “These Filipino workers are our modern-day heroes. With our films, we want to show them that we truly understand what they go through in life. Their real day-to-day struggles and family issues. This way, we will all learn to appreciate them and be more grateful for their sacrifices. We want to tell them that despite of all their problems, there is always hope for a better future.”

“When we first heard the stories from some of these workers, it was hard to believe”, Merlee Jayme, Dentsu Jayme Syfu’s Chief Creative Officer added. “Sometimes, it was easier to turn a blind eye and just portray them as happier and luckier to be given high-paying jobs and the chance to live abroad. But learning their real stories broke our hearts. Their experiences however, made them stronger and braver. These made them heroes. We wanted to make everyone believe that there will always be that light at the end of the tunnel. And, that nothing should stop them from achieving their dreams”, she said.

Camella Homes, the flagship brand of Vista Land and Lifescapes Inc, is known for their affordable yet quality houses. The campaign #HomeforHeroes for National Heroes’ day celebrates the company’s commitment to welcoming millions of overseas Filipinos since 1975.

 

Credits:

Client: 
VISTALAND & LIFESCAPES INC.
Camella Homes

Manny B. Villar

Avic Amarillo

 

Agency: 
Dentsu Jayme Syfu

 

Creatives:
Merlee Jayme
Valerie Jan
Renzo Valmonte

 

Accounts:
Ronald Barreiro
Ina Villegas
 

Producer: 
Butch Tayao

Director: 
J.A. Tadena

Production House: 
Unitel x Straight Shooters

Executive Producer:
Ruth Colacion

Post House:

Musical & Jingle Arranger:
Kahlil Refuerzo

Song Lyrics:
Merlee Jayme