PHILIPPINES, JANUARY 28, 2011 – Aspac-Law and Revolver Films created a new campaign pro-bono to help Gawad Kalinga (GK) launch www.GK1world.com, a website that facilitates involvement in GK. The site is a platform for volunteering time, talent or resources.
The campaign is hinged on the Filipino traditional concept of bayanihan, where the community helps its members move house. Able-bodied citizens carry the hut on their shoulders to the new location. Bayanihan has been illustrated in commercials before, but never before with this twist. Instead of the nipa huts, the houses are shanties that the community throws off a cliff, symbolizing the end of poverty–the mission of GK. The song that serves as the soundtrack is the classic 1970s Pinoy rock anthem "Ang Himig Natin" by the Juan Dela Cruz band.
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campaign poster
“We worked closely with Luis Oquiñena, Executive Director of Gawad Kalinga and Eena Kanapi-Meloto, Communications director and the rest of their team to understand the GK way and how best to help inspire more people to be part of this,” said Kat Gomez-Limchoc, Aspac-Law executive creative director and copywriter for the campaign. “You could really feel how we all believed in GK and were only so happy to do our share in helping them out!”
Gomez-Limchoc shared that the shoot was “like a full-blown production with a two-day shoot in remote locations". GK hopes to have the commercial shown in cinemas.
Gawad Kalinga is an organization that builds villages for the poor and equips its residents with livelihood skills. Relying on volunteers and donations, GK has also built communities in other countries in the region such as Papua New Guinea and Cambodia.
CREDITS
Client: Gawad Kalinga
Agency: Aspac-Law
Executive Creative Director/Copywriter:Kat Gomez-Limchoc
President: Miguel Ramos
AVP for Accounts: Rissa de Guzman
Senior Account Executive: Aleine Lagasca
Poster credits:
Art Director: Boni Santos
Photographer: Francis Abraham
TVC credits:
Director: Joel Limchoc
DOP: JA Tadena
Production Designer: Butch Garcia
Executive Producer: Jowel Laude
Production Manager: Anette Galao
Line Producer: Osh Medina
Post Production: Post Manila
Offline Editor: Jay Halili for Post Manila
Online Editor: Dolps Fernando for Post Manila
Original Song: Juan dela Cruz Band
Sound Design: Hit Productions
Sound Engineer: Eric Adorable
Sound Producer: Do Villaroel/Rica Lustre
