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    Campaign Welcomes Motorists Back to the Roads with Anthem Celebrating Frontliners

    By The Staff - Jun 15, 2020
    Campaign Welcomes Motorists Back to the Roads with Anthem Celebrating Frontliners

    As the Philippines begins to recover from the effects of the COVID-19 pandemic, Caltex Philippines, in partnership with creative agency, VMLY&R Philippines, has launched an anthem “to boost morale and celebrate people finally getting back onto the roads after the countrywide lockdown.”

    The anthem “Tuluy-tuloy ang Biyahe,” was performed by pop composer Thyro Alfaro, and was engineered to use the tempo attuned to a normal human heartbeat of 60 beats per minute, and then increased to 120 beats per minute, “which sync’s the listener’s brain to the faster rhythm of the song, making listeners more alert and sharp on the road,” said the brand.

    The anthem was additionally tuned in at 432Hz, instead of the usual 440Hz common in most songs, which according to psychoacoustics, the branch of psychology concerned with the perception of sound and its physiological effects, is a frequency thought to be beneficial to a person’s wellbeing.

    The song was released on Spotify and also as an online film on Facebook and YouTube, showcasing the hard work and heroic efforts of various Filipino frontline drivers who continued to work through lockdown, and whose dedicated services have been a lifeline for the country and its economy.

     

    “With this campaign, we aimed to harness creativity and technology with a twist of Pinoy culture to forge meaningful connections between Caltex and the people and communities around them,” said Ags Chuapoco, General Manager, VMLY&R Philippines. “As the lockdown is finally lifted, we recognize the resilience and drive of our kababayans (citizens) to move forward. Our motorists and drivers work tirelessly, so we thought it was only fitting to celebrate them with an anthem designed to be listened to while driving.”

    As part of the campaign, Caltex is also offering drivers of public utility vehicles special discounts through its “Balik-Biyahe Lanes,” during the Tuluy-tuloy ang Biyahe campaign period, helping their road to recovery, as they slowly recuperate after losing their main source of income due to the pandemic.

    “VMLY&R understood that as a brand, Caltex should be the first to welcome motorists back to the roads with an inspirational song and a fuel discount to help them recover,” said Arnel Reniedo, Caltex Philippines’ Country Brand Manager. “It feels good that we are able to serve our countrymen, especially our drivers, who are looking forward to getting back on the road for more enjoyable journeys ahead.”

    Credits

    Agency: VMLY&R Philippines
    Chief Creative Officer: Rey Tiempo
    Creative Director: Nonie Tobias-Azores
    ACD/Art Director: Shackie Caccam
    Copywriter: RJ Espartinez
    Account Director: Mondee Barba
    Client Services Director: Maya Roldan
    Client: Chevron Philippines, Inc.
    Caltex PH Brand Manager: Arnel Reniedo
    Brand Specialists: Betsy Aquino, Jamie Caverte – Enriquez, and Janine Valenzuela
    Audio House: Loudbox Studios
    Musical Arranger: Thyro Alfaro
    Production: Southern Lantern Studios
    Director/ Producer: Sheron Dayoc
    Cinematographers: Tey Clamor, Mark Remolacio & Nikki Remolacio
    Offline/ Online Editor: Jerick Alcancia
    Sound Design: Sonny Calvento
    Color Grading/Correction: Henrick Crisostomo

     

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