MANILA, PHILIPPINES – It’s 2020, and we are waking up to a world that grows ever more divisive. Racial, political, identity and class wars are being fought in the streets and in the comment sections. All it takes is a different point of view, held fiercely enough, to incite a Twitter brawl.
It seems that the spirit of the age is resentment, fear and hate. “We…are taught to hate by the world around us,” says political commentator Sally Kohn, in a TED Talk.
It’s in this climate that a truth rings stronger than ever: the world needs love. Love in the form of small kindnesses, that attempts to understand; love that dares to stand up to a hostile world.
This is the kind of love that’s at work in Alaska Milk’s latest film, “Lataphone.” Produced by MullenLowe Philippines, this beautifully directed spot tells the story of a lonely man, an insistent child and the improvised string-and-can phone that connects and changes them.
“We’ve realized that now more than ever, we need to add love, not hate. Alaska Milk has always believed that food and cooking is one of the easiest ways to do that,” says Harvey Uong, Managing Director for Alaska. “Even a simple bowl of sopas can make a profound difference in someone’s life.”
The film has garnered millions of views and 10K shares in its first few days of posting on Alaska’s online channels.
CREDITS
Creative Agency: MullenLowe Philippines
President / Chief Creative Officer: Leigh Reyes
Executive Creative Director: Abigail Aquino
Creative Lead: Mylo De Borja
Art Director: Chinny Basinag
Copywriter: Issa Villaverde
Director of Brand Planning: Viboy Palillo
Client Services Director: Aimee Sarmiento
Deputy Business Unit Director: Melissa Jimenez
Account Director: Patricia Juat
Account Manager: Stephanie Velasco
Producer: Jenny Abad Santos
Production House: UxS
Film Director: Noel Manacsa
Executive Producer: Ruth Colacion
Post Production House: Upprground
Audio Production House: Hit Productions
Musical Arranger: Arnold Buena
Audio Engineer: Rico Gonzales
Client: Alaska Milk Corporation
Managing Director: Harvey Uong
Marketing Director (OIC): Isa Lacson-Ruiz
Marketing Manager: Pocholo Perreras
Sr. Brand Manager Maria Kassandra Tagle
IMC Manager: Cecile Jacela
Digital Marketing Manager: Kevin Czar Roque
