MANILA, AUGUST 19, 2013 – Ace Saatchi & Saatchi has teamed up with Invasion Films to deliver Healthy Option’s advocacy of food wastage awareness, tagged ‘Love Food, Don’t Waste’.
Through the campaign, Healthy Options speaks to high-end consumers about an advocacy so familiar we heard it on the dinner table as kids when we refused to finish our meals: the shocking amount of food being wasted by Filipinos today and its impact to the world.
Ace Saatchi & Saatchi creative director Bia Fernandez-Famularcano said the key is to educate and empower people as well. “The ad wants the viewer to think about the amount of food we waste as a country and how we as individuals contribute to this problem. The next step of course, is being part of the solution,” explained Famularcano.
The campaign consists of two TV spots. According to Invasion Films film director Mikko Avelino, the client would spend their production and media budget on commercials that don’t necessarily sell the brand directly but to play around with visual puns by using typical food related activities to drive the message.
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“As I developed my treatment, I found that adding insight into the characterizations of the actors by focusing on the mom and daughter bonding for ‘Cooking’, and portraying the shopper as a conscientious consumer for ’Grocery’ made the irony more effective and impactful. Working on the project was very fulfilling and enjoyable. I was blessed to have worked with a very collaborative creative team, coupled with the support of what I consider the best production team in the industry”, Avelino added.
Credits:
HEALTHY OPTIONS
Managing Director: RomySia
Brand Director: Pam Suarez
Brand Manager: Bon Cerbo
ACE SAATCHI & SAATCHI
CREATIVES
Executive Creative Director-Andrew Petch
Creative Director-Bia Fernandez
Art- AutiNones; Kevin Beltran; Wax Montescarlos
Copy-Nikko Borromeo
ACCOUNTS
Client Services Director-Lou Santos
Management Supervisor-Crissy Ancheta
Account Manager-Ozy Go
Producer-Karen Sto. Domingo
INVASION FILMS
Director- Mikko Avelio
Director of Photography (Cooking)- Rody Lacap
Assistant Director (Cooking)- Kristi Gallaga
Assistant Director (Grocery)- Roni Bertubin
Production Designer- Carol Cruz
Special Effects Rigging-Rolando Olor
Hair & Make-up-BernaAlbero
Storyboard-Joel Fabonan
Executive Producer-Chi Ong
Production Head- Dondon Reyes
Line Producer-Nina Avelino
Production Manager-Ojie Cuevas
Production Assistants-NonnaCasiano; Joel Pradilla
Post Production-Postmanila
Audio Post Production-Sound Design
Sponsor
