Campaign Spotlight

Campaign Spotlight: Ginebra San Miguel and Aspac-DAN raise a toast to unsung heroes

Ginebra San Miguel concludes the year with a music video dedicated to all Filipinos who tirelessly commit their everyday lives to their family and the nation.
Created by Aspac-DAN, this online video depicts Filipinos as courageous and passionate people who never give up from any challenge life may present. 
The video opens with a quote from Efren Peñaflorida: “Dumadaloy sa ating mga dugo ang dugong bayani” (The blood of heroes flow in our veins), which foreshadows scenes of different challenges our unsung heroes face every day. These scenes featured in the video range from daily challenges of ordinary workers to daring exploits of brave soldiers and rescuers.
Central to the video is the song ‘Tagay’, written and performed by one of the most inspirational OPM artists of today, Quest. 
The whole campaign aims to invoke a sense of pride for every Filipino. No matter how ‘ordinary’ one may be, one can be proud of their success and exclaim: “Ganado ako, matapang ako, lalaban ako – Ginebra ako!” (I’m determined, I’m brave, I’m a fighter – I’m Ginebra!).
Since launch, hundreds of Ginebra fans have expressed their appreciation on YouTube and Facebook, citing that the song ‘motivates their spirit’ and ultimately inspires them to never say die and remain Ganado sa Buhay (Determined for Life).  
In less than three days, the video has already gained over 1 million views. Watch the full video:

“Isang Tagay sa Tapang ng Pilipino”
Client : Ginebra San Miguel
Marketing Manager : Ron Molina
Group Brand Manager : Glenn Miguel
Brand Manager : Tooper Tupaz
Assistant Brand Manager : Chey Mayuga
Brand Assistant : Jen Alfaro
Agency : Aspac-DAN
CEO : Susan Dimacali
President : Angel Antonio
Executive Creative Director : Masako Okamura
Creative Director : Paolo De Leon
Senior Art Director : Aries Balderama
Senior Copywriter : Eboy Jose
Division Head : AR Riparip / Jimbo Flancia
Associate Account Director : Genie San Juan
Production House : Abracadabra
Director : Jessel Monteverde
DOP : Christian Halili
Assistant Directors : Sunny Dumayas / Alwyn Uytingco
Executive Producer : Ingrid Bonnevie
Production Manager : Tam Cunanan
Producer : Datu Gallaga
Associate Producer : Alex Villanueva
Production Designer : Dennis de Castro
Caster : Alexis Riguerra / MJ Lacson

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