PHILIPPINES – JUNE 2011 – This coming weekend, Nestlé Philippines brings branded entertainment to the next level with its “Kasambuhay, Habambuhay” centennial short film anthology at five SM cinemas nationwide. Twelve Nestlé brands are featured in the 10 short films, each in a different genre.
“When we conducted qualitative discussions with people, we noted how excited they were to relate their personal experiences and that of their families with Nestlé and its brands," said Sandra Puno, Nestlé Philippines director of communications. "There were lots of stories, from growing up with some of our brands, to heartwarming memories of how their parents and grandparents loved our brands.”
"To begin the 100th year celebration of Nestlé, we created the story of ‘Pag-ibig’–a 90-sec TVC that followed the romance of a “magkasambuhay” couple from puppy love to their twilight years," said Jayel Ladioray, Publicis Manila creative director. Now, ‘Pag-ibig’ was just one story and was only the kick off. How could we then keep the stories flowing and keep celebration going? This was what led us to develop the Kasambuhay Habambuhay Short Film Anthology project."
“We were looking at a fresher way of celebrating other than the usual [variety] show with stars,” added Matec Villanueva, chairperson and CEO of Publicis Manila, the creative agency behind the project. “For the past two-three years, Jayel has been trying to sell the idea of making a film for his brands. Jayel figured that the centennial was a perfect reason to try and pitch the idea.”
TVC directors Nestlé Philippines and Publicis Manila regularly work with were invited to pitch their ideas for the films. The preparation and enthusiasm of the directors was overwhelming. “Some came with more than one story. Some came with boards all drawn up. One came with a soundtrack. Another came with a complete list of his cast. All of them came prepared. All of them wanted to be part of the anthology,” shared Villanueva.
"The initial idea was to have only seven films — one for each of the seven major brands," said Ladioray. "But during the directors’ pitch, so many good stories were shared that we didn’t know which 7 films to pick! We had what you would call a ‘happy problem’ at that time. So with all these great stories in our lap, we finally decided to make it ten films after several other brands wanted to be part of the project."
The films in the 100-minute anthology were helmed by nine top TV commercial directors, all of them Nestlé’s go-to men for TVCs:
The Howl & the Fussyket, a family comedy of manners featuring Bear Brand Instant Milk, stars Eugene Domingo, written and directed by Chris Martinez; Unplugged, a feel-good adventure of discovery featuring Milo stars Marvin Agustin, Kaye Abad and Eddie Garcia, written and directed by Raul Jorolan; Silup (“Pulis” spelled backwards), a gritty urban drama for Bear Brand Sterilized, stars Sid Lucero and written and directed by Jun Reyes; Isang Tasang Pangarap (Hope in a Mug), a comedy of epic proportions featuring Nescafé that stars Ramon Bautista, written and directed by Sid Maderazo;
Sali Salita (Word Play), a family fantasy drama featuring Nido, stars Bodjie Pascua, written and directed by A/F Benaza; Oh! Pa Ra Sa Ta U Wa Yeah!, and original Pinoy musical comedy featuring Nestea, stars Neil Coleta (Nicos) and the current Nestea family, co-written and directed by Jeorge Agcaoili; Downtown, a quiet story of love featuring Coffee-Mate, written and directed by Stephen Ngo; Tingala sa Baba (Look Up Below), a coming-of-age satire for Nestlé Ice Cream and Koko Krunch, written and directed by Henry Frejas;
Cooking Mo, Cooking Ko (Your Cooking, My Cooking), a Shakespearean food film featuring Maggi Magic Sarap stars real-life couples Robert and Isay-Alvarez-Sena and Nonie and Shamaine Centenera-Buencamino, written and directed by Chris Martinez; and Sign Seeker, a romantic comedy featuring Nestlé Fruit Selection Yogurt and Nestlé Fitnesse stars John Lloyd Cruz and Solenn Heusaff, written and directed by Carlo Directo.
Guests were treated to a sneak peek of the films at the gala night held at Resorts World Manila on May 29.
The films will be screened at SM Megamall on June 10. Over the weekend (June 11-12), the films will be shown for free at Megamall Cinema 3, Southmall Cinema 6, Rosales Cinema 1, Davao Cinema 1 and Cebu Cinema 7, starting at 11am. One viewer per cinema will win P10,000 by voting for a favorite short film at the end of the screening.
CREATIVE CREDITS
Agency: Publicis Manila
Chairmen & CEO: Matec Villanueva
President & CCO: Marlon Rivera
Creative Director: Jayel Ladioray
Senior Copywriters: Michael Luchico, Trina Martirez
Art Directors: Barbie Peñalba, Kitty Almazan, Mary Velmonte
