Universal McCann’s branded content feature film for J& J Philippines, “Botelya” (Bottle), has been shortlisted in the first-ever Valencia Festival of Media Awards, a competition held in association with Advertising Age magazine that celebrates the very best in media thinking from around the world. Winners will be announced April 21 in Valencia, Spain.
“Botelya” is nominated for Best Use of Content, and is the lone Philippine entry to make it to the final roster. Directed by Manny Palo, the full-length film was produced by UM together with Gener8, Unitel’s branded content division. In “Botelya” Johnson’s Johnson’s Baby Oil is central to the plot: a story of generations of mothers, portrayed by reputable veteran actresses. It was shown in barangays via roving cinema, to popularize the “touch therapy” of Johnson’s Baby Oil. The choice to make a film stemmed from UM’s media research insights indicating that Filipino mothers prefer to imbibe messages through entertaining ways.
Says UM Managing Director Venus Navalta, “Being shortlisted for the first Festival of Media Awards is an achievement in itself. We are now part of media awards history, and being the only representative for our country makes it an all the more celebrated success. ‘Botelya’ proves that curiosity towards new creative media vehicles brings results.”
“Botelya” is also nominated for the People’s Award, where online voting for the shortlisted entries determines the winner. Voting will run from April 10-21.
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