THE PHILIPPINES, OCTOBER 27, 2011: International singing sensation apl.de.ap of The Black Eyed Peas (BEP), Ninoy & Cory Aquino Foundation (NCAF) and McCann Worldgroup Philippines collaborate to mount an educational advocacy campaign to help address the shortage of public classrooms in the country.
The “We Can Be Anything” campaign was initiated when apl voiced out his desire to help improve the education system in the Philippines and put up the apl.de.ap foundation. To give him a platform for this advocacy, apl was recently appointed special ambassador for education of the iamninoy-iamcory Movement, the upshot of McCann and NCAF’s successful “iamninoy” campaign which re-lived Ninoy Aquino’s heroism and relevance to the younger generation.
With “We Can Be Anything”, apl makes use of his t of music to inspire young Filipinos to live for their dreams and to fulfill their potential as heroes in their own rights. At the heart of the new campaign is apl’s self-written song and accompanying music video, which tells his story of how education helped him achieve success.
Proceeds from the campaign will benefit Ayala Foundation/Philippine Development Foundation’s MyLibrary Program – a music library and studio concept designed to help Filipino disadvantaged kids learn music & technology – and “Bayanihang Pampaaralan”, an initiative under 57-75 Movement which aims to build 10,000 classrooms in two years. Corporate partners include PLDT Smart Foundation, Meralco Foundation, Philippine Airlines and the Philippine Amusement and Gaming Corporation.
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We Can Be Anything billboard
The campaign made its grand launch on Black Eyed Peas’ Manila concert on October 25. McCann is the creative partner of “We Can Be Anything”, and is the agency behind the campaign TVC and all materials including the logo which put together Apl’s signature look, iamninoy-iamcory “Glasses”, and Apl’s words to the “We Can Be Anything” tune.
Together with Pivotal team, McCann also rolled out digital efforts- a website www.wecanbeanything.com and Facebook page.
Unitel is the production house for the "Score" PSA. It also provided production support for the "We Can Be Anything" music video and covered the Black Eyed Peas concert on October 25. Both the PSA and the were directed by Ben Mor, who has directed several music videos for the Black Eyed Peas.
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