THE PHILIPPINES, JULY 27, 2012: Bench, the leading lifestyle and fashion chain in the Philippines which started with t-shirt offerings, expanded in 25 years to include a whole range of lifestyle options.
In celebration of its 25th year anniversary, Bench goes beyond the clothes and draws inspiration from the Filipino lifestyle by kicking off the celebration with six films today at the SM Mall of Asia, Center Stage, 6:00pm.
Multinational ad agency TBWA/SantiagoMangadaPuno contracted Revolver Studios for the first five crucial films in the series. Aptly called Benchingko/Films, the film festival of sorts showcases its endorsers in web films of different genres.
‘Perya’ stars Piolo Pascual as a captive of a cruel circus in a world where the grotesque is the norm and the hideous is deemed beautiful. Directed by Topel Lee, this short film will pull at gut-wrenching emotions in an attempt to find true beauty amidst the ugly aspects of humanity.
In ‘Horsepower’, Coco Martin plays the role of Rogelio, a jeepney driver obsessed on winning the race among his fellow drivers and gaining the prized horse trophy. Directed by Revolver’s rising prodigy Borgy Torre, this short aims to discover what is truly relevant in today’s fast-paced and high-pressure way of life.
Torre also directs ‘Kama’, a three-part musical, starred by Lovi Poe, where a bed takes centerstage in different emotional entanglements.
‘Star Teacher’ is travel documentary based in Ormoc, the beloved hometown of Lucy Torres-Gomez. Directed by Marla Ancheta, this short shows the journey of a teacher who believes that educating the young about the environment will help Ormoc reclaim its verdant past.
Of course, the celebration wouldn’t be complete without the man responsible for influencing the fashion choices of almost every Filipino. In ’25 Bens’, Ianco dela Cruz portrays a witty interview that gives audiences a sneak peek into the business magnate that is Ben Chan.
Another short, which stars renowned villain Bella Flores, is directed by Joey Reyes. ‘Kontrabida 101’ is a wickedly witty step-by-step tutorial, which could change the Filipinos’ perception of villains.
When asked about how the idea came to be, TBWA/SMP art director Manuel Villafania said that despite the brand being a clothing brand, “…we decided to do something very different…something disruptive.”
TBWA creative director Joey Tiempo added that since Bench has expanded, “…we want to feature the Pinoy lifestyle, not just the clothes.”
Additional web films are already in the works. But as of now, go to the screen nearest you and log on to www.benchtm.com/benchingko.
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