The Philippine public relations (PR) industry’s most coveted recognition, the Anvil Awards has recognized Vistaland and Lifescape Inc. a GOLD Award for the Public Relations Tools Multimedia Digital Online Video category. This was for Camella Homes’ tribute to OFWs on National Heroes’ Day with films based on real stories “Norma & Carding” created by the award-winning creative agency Dentsu Jayme Syfu.
In the Philippines, working abroad for better opportunities seems to be a solution for many Filipino families. With poverty as the main reason, millions known as Overseas Filipino Workers (OFWs) are deployed mostly in the Middle East and Southeast Asia. They work as household workers, manufacturing laborers, waiters, to domestic helpers, nurses, seamen, and engineers.
For years, they are separated from their families. Marital problems usually abound and children grow up with absent parents. The sacrifice of earning to give their families’ better lives, truly come with a price. Thus on National Heroes’ Day, it was only fitting that they are recognized as modern day Filipino Heroes.
Camella Homes, the country’s largest homebuilder, celebrate these heroes. With an OFW as the first resident back in 1975, they have a strong affinity in welcoming them back as they try to rebuild their lives and enjoy the fruits of their labor.
Client: Vista Land
Creative Team: Merlee Jayme, Valerie Villaflor, Renzo Valmonte
Accounts team: Ronald Barreiro, Ina Villegas
Producer: Butch Tayao
Production House : Straightshooters
Director: JA Tadena
Music: Kahlil Refuerza
Lyrics: Merlee Jayme
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