Campaign Spotlight

Campaign Spotlight: Coca-Cola PH’s International Women’s Day film by dentsu Jayme Syfu underscores the importance of intentional inclusion; challenges the negative biases made towards women

MANILA, PHILIPPINES — “Kababae mo’ng tao…” – a common phrase used by a lot of people, not just the older generations, to ascertain why certain actions do not conform to what is dictated by society. The phrase is heavily influenced by the ever evolving but mostly patriarchal-driven culture of the Philippines. Though it may have originally come from a good place back in the days, the phrase has overtime become a very constricting inference that limited women’s self-discovery and growth.

In the latest film of Coca-Cola Philippines, women are confronted with real-life situations that box women into stereotypes — from phrases such as “Kababae mo’ng tao, ang brusko mo” (You’re a woman, but you act so rough) or “Kababae mo’ng tao, palaban ka” (You’re a woman, yet you’re defiant) to a line that questions what kind of woman comes home very late at night. However, the film also shifted the narrative and turned it into a positive one—giving the power back to women and allowing them to be true to themselves because women CAN. (Kababae mo’ng tao, kaya lahat kaya mo!)

Sponsor

Coca-Cola believes that women play a critical role in creating communities and economies that thrive. The beverage company understands that empowering women and creating an enabling environment where they can succeed will ultimately help in creating a more inclusive, and gender-balanced world.

In 2010, the beverage company made a global commitment to empower 5 million women across its value chain by 2020. Today, Coca-Cola Philippines has proudly shared that it has economically empowered about 250,000 women retailers in all 81 provinces in the country; and will empower more communities today and beyond.

Join Coca-Cola Philippines in challenging unconscious biases using #KababaeMongTao. Watch the women’s month film HERE.

CREDITS

Client: Coca-Cola Philippines
Teejae Sonza
Jonah de Lumen-Pernia
Jenny Cinco
Samantha Sanchez
Justin Kingsu
Joy Munsayac

Agency: Dentsu Jayme Syfu
Accounts: Edg Samson, Chin Taguines, Bea Hufana
Creatives: Merlee Jayme, Chary Chu, Soleil Badenhop
Strategic Planning: Diday Alcudia
Socials: Tabbi Tomas, Carla Mendoza, Louise Guevara, Sophia Amolador

Production: PROVILL (production house)
Producer: Leslie Perez
Executive Producer: Weng Marcelino
Director: Adrian Calumpang
Director of Photography: Tristan Salas (1st Unit), Niel Derrek Bion (2nd Unit)

Production Designer and Wardrobe Stylist: Roma Regala
Talent Caster: Geneive Mercado, Benmar Van Eldik
Production Manager: Michelle Robles, Winston Familara
Make-up Artist: Erica Anne Racela (1st Unit), Dannie Javier (2nd Unit)

Post-production: GREENROOM (post house)
Executive Producer: Franny Omampo, Alfonso Bansig
Post Producer: Lorenz Sioson
Post Editor: Berto Abenido
CG Artist: Ernest Villanueva
Colorist: Migz Gomez
Offline Editor:Dino Yasay

Audio Production: HIT PRODUCTIONS (audio post house)
Sound Engineer: Richard Genabe, Regie Ambas, Tara Lim
Voice Caster: Lea Lardizabal
Music Arranger / Composer: BP Valenzuela with Robbie Factoran

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