P&G’s Safeguard® - "Pabaon Sa Buhay (Protection for life)"

Saatchi & Saatchi

Saatchi & Saatchi Singapore, Singapore

14373

Brand: P&G’s Safeguard®
Country: Singapore

Advertiser: Procter & Gamble

Title	Pabaon Sa Buhay (Protection for life)
Agency	Saatchi & Saatchi
Campaign	Pabaon Sa Buhay (Protection for life)
Advertiser	Procter & Gamble
Brand	P&G’s Safeguard®
Date of First Broadcast/Publication	2018 / 6
Business Sector	Soaps
Story	The film follows the journey of Norman King through his childhood, leading up to his university graduation. Norman’s story is far from the ordinary – Norman is an Aeta, an indigenous tribe in the Philippines. As the first ever Aeta student to graduate from the University of Philippines, the film showcases the challenges Norman faced throughout his childhood, and how he overcame them with the lessons imparted from his mother, Warlita. While Norman is the hero, the main focus would be on the pabaons (life lessons) that were passed onto him by his mother.
Philosophy	The campaign idea is built on the core tension that every parent faces in bringing up their children. Having to balance the desire to keep them close and protected with the need to let them go out and explore the world to learn and grow by themselves.
Media Type	Web Film
Length	227 seconds
Advertising Manager	Alex Vogler
Chief Creative Officer	Ajay Thrivikraman
Regional Creative Director	Noel Henson Orosa
Creative Director	I-van Policarpo
Regional Creative Director	Theresa Ong
Executive Agency Producer	Shirlie Alexis Tay
Advertising Manager	Sue-Kyung Lee
Advertising Manager	Kiran Gotur
Advertising Manager	Ajay Sampath
Advertising Manager	Carissa Limcaoco
Head Of Planning	Jordan Price
Account Planner	Josh Roth
Executive Vice President	Natalie VanderVorst
Business Director	Sharmista Nagarkatti
Business Director	Maninder Bali
Account Manager	Daniel Hejl
Production Company	Prodigious Singapore
Production Company	Unitel x Straight Shooters
Director	Pepe Diokno
Post Production	Kraftw5rkz Singapore
Colorist	Corey Brandon Spykerman