MANILA, PHILIPPINES – The pandemic brought with it challenges we never imagined would occur in our lifetimes. It shook a number of beliefs and practices we held so dearly and closely. It upended our plans, and brought us out of our comfort zones. It changed the landscape and the world as we know and see it today.
With this as the backdrop and consistent with FELCO’s mission of “Improving Filipino lives by providing quality products at affordable prices”, we needed to stay relevant and respond by finding ways to innovate and equip our market with products that will allow them to navigate through this health crisis, products that are of good quality but still within their reach, or as the campaign coins it, “Gawa sa Husay”.
Hence, the birth of Firefly Yellow Shield, a line-up of products geared to provide additional protection to our market, prevent the spread of germs and bacteria, and disinfect.
Since at the very core, these new line-up of products aim to protect our consumers during this very delicate time, the use of a shield was most appropriate. Further, a shield does not only protect but gives the bearer control of the situation, and control these days is power. The choice of color yellow is aligned with the Brand Firefly’s pantone color. Hence, Firefly Yellow Shield was born.
When we talk about Preparedness, Firefly has a host of product offers that can address this need: from face masks, face shields UV lamps, and air purifiers that are highly relevant in today’s “now normal”, to rechargeable lamps and fans that can provide some comfort and mobility in times of darkness. All of these products pass rigorous tests to ensure quality, and are sold at a price that our consumers can afford. These, coupled with the Filipino’s resilience, will give us more control over the unforeseen, and the power to be prepared. With Firefly “May Power kang Lumaban!”
We have three main product groups under Firefly Yellow Shield: personal protective equipment (PPEs), air purifiers and UV lamps which prevent, protect and disinfect.
Firefly Yellow Shield offers a range of quality face protection equipment (masks, shields and goggles) that provide higher levels of barriers against airborne particles for improved personal protection and peace of mind.
Firefly Yellow Shield Air Purifiers use a 4-in-1 purification system which means it has a pre-filter, a carbon filter, a HEPA filter and a built-in UV-C light. Most models are equipped with a HEPA 13 true filter that captures dust, smoke, pollen and other allergens and airborne contaminants down to 0.1 microns, and with a 99.91% filtration rate, leaving you with cleaner air and a safer home environment.
Firefly Yellow Shield Antivirus and Germicidal UV-C Lamps kill 99.99% of germs and bacteria. The UV light technology used sterilizes (destroys bacteria and molds), disinfects (eliminates harmful microorganisms) and sanitizes (prevents growth of disease causing bacteria).
A lesson that this health crisis has taught us is that it pays to be prepared.
And, while we may not be able to predict when the next outbreak or pandemic will happen, when the next natural calamity like an earthquake or typhoon will strike, or as basic as when the next power interruption will occur, it is definitely not impossible to prepare ahead.
These truths are strategically and creatively embedded in the campaign’s core creative idea skilfully crafted by our Brand Health Agency, McCann.
The creatives made use of a mix of real life talents and animation to help cut through the clutter of materials in the market, and navigate around the present limitations of doing on-ground shoots. The material is also fast-paced and action-packed to align with the overall campaign message of the need to be prepared, and the benefits of using Firefly Yellow Shield products.
Director Carl Graham did an excellent job in further elevating the McCann board with his creative treatment on the “big reveal” of the Firefly Yellow Shield hero, using a burst and streaks of light, coupled with an action sequence akin to anime materials. And, who would miss the big purple monster villain masterfully constructed, and systematically defeated by a combination of the Firefly Yellow shield range of products.