Family Meals Matter - "A Most Disturbing Dinner"

Publicis Jimenez Basic

Publicis Jimenez Basic Makati, Philippines

Awards

12765

This ad is part of the ACT Responsible Collection

Brand: Family Meals Matter
Country: Philippines

Advertiser: Lucky Me!

Title	A Most Disturbing Dinner
Agency	Publicis Jimenez Basic
Campaign	Distance
Advertiser	Lucky Me!
Brand	Family Meals Matter
Date of First Broadcast/Publication	2014 / 8
Business Sector	Institutional/Public Interest/Non-Profit Org.
Story	It has been found that teens would raher not have dinner with parents becuase this is the time they are scolded. This film was designed to show parents the bitter truth.
Philosophy	To get parents to get their kids back to the table, we served up the bitter truth. LuckyMe! FAMILY MEALS MATTER Getting parents to get teens back to the table. With a hard-hitting film featuring a most disturbing dinner.
Problem	LuckyMe's Kainang Pamilya Mahalaga (KPM) movement was launched in 2007. It is a yearly campaign that advocates having meals together as one of the best ways to keep family bonds strong. In 2014, the brand came across a new finding – parents, through the quasi-tradition of sermons at the dinner table, are pushing their own children away. This was to be the next big issue KPM resolved to change.
Result	With only 40 days, the advocacy reached approximately 17 million Filipinos both online and offline. The online video gained over 11,000 organic views in 40 days.
Media Type	Television
Length	93 seconds
Executive Creative Director	Brandie Tan
Executive Creative Director	Trixie Diyco
Creative Director / Writer	Bingbong Infante
Associate Creative Director	Mike Fernando
Writer	Nikki Paqueo
Agancy Producer	Joanne Bautista
xecutive Officer, Client & Business Development	Katie Santos
Group Account Director	Beng Alcazaren
Account Manager	MJ Pena
Director	Stephen Ngo
Production House	Pabrika