PHILIPPINES, FEBRUARY 23, 2011 – The Philippine Association of National Advertisers (PANA) dares to go Beyond Truth in Advertising with a refreshed logo and starts the ball rolling with rebranding efforts, the first of which is the "Narito Ako Pilipino" (Here I Am, Filipino) campaign.
Developed by Seven A.D., the campaign evokes nationalism through its palette. “Our inspiration for the theme comes from the colors of the Philippine flag, and the design silhouettes are meant to represent every Filipino,” says Teeny Gonzales, CEO and Executive Creative Director of Seven A.D. “We wanted to be compelling, to connect to everyone.”
Riding on the wave of nationlism, an anthem was produced with words by Seven A.D. Creative Director Russell Molina and music by Ogie Alcasid. Featuring top caliber Filipino artists on vocals, including young artists from top networks ABS 2 and GMA 7, "Narito Ako Pilipino" debuts on all KBP stations at 8am on Friday, February 25.
Lending their voices to the song are (in singing order) Ogie Alcasid, Noel Cabangon, Richard Poon, Paolo Valenciano, Jamie Rivera, Gretchen Espina, Karylle, Laarnie, Regine Velasquez, Bugoy, Nyoy Volante, Raph Salazar, Nikki Gil, Rita Iringan, Francesca Farr, Yael Yuzon and Elmo Magalona, who references his father Francis M’s hit "Mga Kababayan Ko". Nino Alejandro is musical arranger.
“The lyrics are chants of change, a resurgence of hope and nationalism,” describes Alcasid, who is also the president of the Organisasyon ng mga Pilipinong Mangaawit (OPM) and appointed commissioner of the EDSA People Power Commission for Music and Arts.
Says Molina, “There have been other songs before this which just marks events. I hope this song is different. I hope it is like a compass, to remind us and guide us.”
The AdBoard and its member associates IMMAP and UPMG, as well as the KBP, have thrown their support behind the campaign.
“When PANA approached them, the project became a collaboration of all of our partners in the industry. And, we are proud and happy that the artists had the time and effort to join pro bono,” shares SM Investments senior AVP Rudy Villar, also PANA officer and PANAF President.
Other organizations and corporations also offered their help: Tatak EDSA, Makabayang Pilipino, ABS-CBN, GMA and Genesis for the talents and Fluid Post for production.
“Our goal is to reach the young, the next generation of Makabagong Pilipino. It is among them where love of country should be stronger, in the hope of sustaining and preserving true Pinoy spirit even in the generations to come,” adds PANA President and AdBoard VP John Rojo of Bayan Telecommunications.
www.pana.com.ph/naritoakopilipino
www.facebook.com/pages/Narito-Ako-Pilipino/179547382088333
