MANILA, PHILIPPINES – Labels help make people feel secure in a relationship. But sometimes, two people prefer to show how they feel—the certainty and stability of what they have—through other ways. Not in what they say, but in what they do together and for each other.
“DTR” gives us a peek into the relationship between two college classmates, Martin and Lia, as their friendship eventually blossoms into something more stable and secure.
In the film, we see the young pair going through life and growing up together—from passing their board exams, being each other’s plus ones in a friend’s wedding, to even applying for their own Manulife insurance plans and writing each other’s names as beneficiaries. All throughout the film, they’ve never verbally defined the relationship (where the expression DTR comes from) nor confirmed their status, but everyone around them can see that their actions speak louder. For Martin and Lia, even without words or labels, there is a deeper sense of security and reassurance in knowing that you’re headed into the future with something you can be sure of.
Martin and Lia’s story was brought to life by one of the country’s top directors at the helm, Antoinette Jadaone, and the accompanying track is a beautifully remade version of Moira dela Torre’s “We and Us.” As of this writing, “DTR” has garnered 5.7M views, averaging about a million views per day.
“In the midst of life’s uncertainties, it has become more important to us to be secure about the things that truly matter. Through this film, directed by the very talented Antoinette Jadaone, we offer a fresh, romantic take on how young Filipinos today are more confident and empowered to take charge of their future, especially in finding and choosing to love on their own terms,” shared Melissa Henson, Chief Marketing Officer, Manulife Philippines. “When a couple takes bold and necessary steps to protect each other and build a future together, we are reminded that it may be all the certainty they need.”
Golda Roldan, Wunderman Thompson Philippines’ Chief Executive Officer, also adds: “It is said that you don’t need labels in relationships, what you need is consistency. That stability coupled with love in action are what really matters to create a future together. This new film from Manulife and Wunderman Thompson hope to inspire and empower people to forge on, take matters into their hands and make the best change in their lives.”
Client: Manulife Philippines
Sr. VP and Chief Marketing Officer: Melissa Henson
VP and Head of Branding, Digital and Innovation: Katherine Wong
Director – Branding: Paola Yamsuan
Agency: Wunderman Thompson Philippines
Chief Executive Officer: Golda Roldan
Executive Creative Director: Brandie Tan
Deputy Executive Creative Director: Tin Sanchez
Group Creative Director: Maan Bautista
Creative Directors: Javey Villones, Liz Castaneda
Associate Creative Director: Bell Javier
Senior Art Director: Miel Soneja
Art Director: Jess Mirana
Executive Strategic Planning Director: Pam Garcia
Integrated Strategy Director: Sam Zetha
Group Account Director: Marvin Osorio
Account Manager: Colin Badidles
Producer: Jenny Abad Santos
Production House: Arcade
Director: Antoinette Jadaone
Audio Production House: Hit Productions
Arranger and Keyboards: Arnold Buena
Sound Engineer: Eddie Boy Vargas