P&G’s Safeguard has launched a new campaign spot created by Saatchi & Saatchi Singapore that follows the journey of Norman King through his childhood, leading up to his university graduation.
What makes the story unique is that King is an Aeta, an indigenous tribe in the Philippines and he marks the first-ever Aeta student to graduate from the University of Philippines. By doing so King overcame adversity throughout his life thanks to the lessons imparted by his mother, Warlita.
While King is the hero, the main focus would be on the pabaons (life lessons) that were passed onto him
“At the core of Norman King and his mother’s story lies the universal challenge parents face in bringing up their children, having to balance the desire to keep them close and protected with letting them go explore the world to learn by themselves,” saod Alex Vogler, Procter & Gamble Beauty Division (Asia-Pacific) – Associate Director, Digital Transformation and Communications.
“Pabaon sa buhay,” is our new campaign for Safeguard in the Philippines, and it shines a light on the lifelong lessons that mothers impart to their children to protect them in the world outside,” added Ajay Thrivikraman, Chief Creative Officer, Global Clients Publicis Singapore.
“Norman’s story is a vivid example of this. Growing up, his mother’s words of wisdom protected him from blows to his identity, enabling him to be the first ever Aeta graduate of the Philippines’ premier state university. We believe all the things a mother does to protect her child in the world, both physically and emotionally, are relatable to mothers across the country and around the world.”
Credits:
Ajay Vikram – Chief Creative Officer, Global Clients
Noel Orosa – Regional Group Creative Director
Ivan Policarpo – Creative Director
Theresa Ong – Regional Creative Director
Shirlie Alexis Tay – Executive Producer
Jordan Price – Regional Head of Planning
Josh Roth – Regional Senior Planner
Account Management:
Natalie VanderVorst – EVP, Global Clients
Sharmista Nagarkatti – Regional Business Director
Maninder Bali – Regional Business Director
Daniel Hejl – Account Manager
Production: Prodigious Singapore
Production House: Unitel x Straight Shooters Media Inc.
Pepe Diokno – Film Director
Post Production: Kraftw5rkz Singapore
Corey Brandon Spykerman – Colorist
Matthew Ho Chee Hin – Online artiste
Bernard – Post producer
Audio Production: HIT Productions, Inc.
Arnold Buena
- Music Composer
Regie Ambas – Audio Post Engineer
Sharon Ambas – Audio Producer
Client: P&G, Safeguard Philippines
Vice President Global Safeguard: Sue-Kyung Lee
Associate Director, Digital Communications Beauty APAC: Alex Vogler
Associate Brand Director, Global Safeguard: Kiran Gotur
Brand Manager, Safeguard APAC: Ajay Sampath
Communications Manager, Safeguard Philippines: Carissa Limcaoco
