MANILA, PHILIPPINES – Every great campaign begins with a story that resonates, and for Unilab, that story is drawn straight from real life. Inspired by a true account of a mother’s unwavering alaga for her son, this campaign brings to life a special kind of care that does not stop at one person: it grows, deepens, and creates ripples of lasting impact. In partnership with Ace Saatchi & Saatchi, Unilab transforms this heartfelt story into a powerful message for their 80th-anniversary campaign, showing that genuine alaga is not just about grand gestures, but also about small, everyday acts that leave a mark on generations.
“Alagang Unilab has always been at the heart of what we do, so it was important for us to find partners who truly understood that,” shared Alex Panlilio, Unilab Corporate Vice President and Head of Corporate Branding and Social Partnerships. “As we celebrate Unilab’s 80th year, we partnered with Ace Saatchi & Saatchi to bring our Alagang Unilab promise to life in a meaningful way. From strategy to creatives to account management, they helped inject new energy into this milestone campaign. We found partners who aligned with our purpose of working towards a healthier Philippines, giving more depth and meaning to the campaign.”
Inspired by a true story, the campaign draws from real and simple acts of alaga that leave a lasting mark. This message became deeply personal for Rei Prieto, Client Services Director of Ace Saatchi & Saatchi. “I’ve been deeply involved in shaping this campaign, but it took on a deeper meaning when my dad became the inspiration for the story. The campaign’s message felt tangible to me as I saw how simple acts of care rippled through our family. My grandmother’s care wasn’t shown through grand gestures but through the small, consistent things she did, that shaped my dad into the doctor he is today. Growing up with a parent who’s a doctor, I witnessed firsthand how the care given within our family extends beyond our home—the same care a doctor gives to those in need. Being part of this campaign, I hope to create ripples of care as well.”
What began as a simple campaign idea quickly evolved into something more heartfelt and personal for the team behind it. “Small act, big impact. So many stories came to us just from hearing this line. That’s why this campaign has become so personal—we remembered people in our lives who left a big impact through their simpleng alaga. The rich experiences we had while developing this campaign for Unilab’s milestone year will definitely leave a lasting impact on us for years to come,” said Caye Paras, Creative Director at Ace Saatchi & Saatchi. The campaign message clearly struck a chord not just with audiences, but with the very people creating it.
Unilab’s 80th anniversary is an ongoing tribute to care that continues to shape lives across generations. More than a look back, it’s a reaffirmation of the values that have guided the company from the very beginning. “As we mark our 80th year, we’re reminded that the values of Husay, Malasakit, and Bayanihan that grounded us in 1945 remain just as relevant today—and will continue to guide how we care for Filipinos in the years ahead. Alagang Unilab isn’t about grand gestures, but about showing up in meaningful ways, every day. This moment is not just about honoring the past, but about continuing the journey with purpose, through small acts that make a real difference,” shared Alex.
This milestone is more than a celebration. It is a tribute to the quiet, everyday moments of care that have touched lives through the years. With every small act, Unilab carries its promise forward, continuing to care for generations of Filipinos in ways that truly matter.
CREDITS
Unilab Corporate Branding and Social Partnerships
Alex Panlilio: Corporate Vice President, Head of Corporate Branding and Social Partnerships
Farida Fulo: Assistant Vice President, Corporate Branding
Christine Elaine Lim: Corporate Brand Director
Yumiko Angeles: Corporate Brand Assistant Manager
Alyanna Santos: Corporate Brand Officer
Ace Saatchi & Saatchi
Rei Prieto: Client Services Director
Josh Catacutan: Account Director
Dwight Teves: Senior Account Manager
Greg Martin III: Executive Creative Director
Caye Paras: Creative Director
Jassy Laragan: Senior Art Director
Natts Jadaone: Copywriter
Karyl Encarnacion: Art Director
Mads Alajar: Art Director
Michiko Higa: Copywriter
Kurt Lucas: Art Director
Carmen Antunez: Executive Strategic Planning Director
Melissa Garrovillo: Strategic Planning Director
Brew Productions
Miguel Sotto: Director
Clark Lopez: Assistant Director
Karen Sto. Domingo: Broadcast Producer
Austin Cruz: Line Producer
Anjoo Afed: Executive Producer
Ron Lacap: Cinematographer
Aida Concepcion: Production Designer
Gayle Ledona: Caster
Jerome Bondoc, Emi Bondoc, Ehrol Parel: Production Staff
Manny Tenioso: Location Manager
Melvyn Quimosing, Cyrel Del Rosario, Leslie Tan: Post Team
Karen Victa: Production Head
