The ‘We Can Be Anything’ campaign was initiated when Apl expressed his desire to help improve the education system in the Philippines and set up the Apl.de.Ap foundation.
Apl was subsequently appointed special ambassador for education of the iamninoy-iamcory Movement, following McCann and NCAF’s successful ‘iamninoy’ campaign which re-lived Ninoy Aquino’s heroism and relevance to the younger generation.
At the heart of the new campaign is Apl’s self-written song and accompanying music video, which tells his story of how education helped him achieve success. It calls upon youth to ‘be a hero, not a zero’, and ‘build a better life, hand in hand’.
Proceeds from the campaign will benefit Ayala Foundation/ Philippine Development Foundation’s MyLibrary Program (music library and studio concept designed to help Filipino disadvantaged kids learn music & technology), and ‘Bayanihang Pampaaralan’ (an initiative under the 57-75 Movement which aims to build 10,000 classrooms in two years).
Corporate partners include PLDT Smart Foundation, Meralco Foundation, Philippine Airlines and the Philippine Amusement and Gaming Corporation.
The campaign was launched at Black Eyed Peas’ Manila concert on October 25.
McCann is the creative partner of ‘We Can Be Anything’, and is the agency behind the campaign TVC, and all campaign materials including the logo which put together Apl’s signature look, iamninoy-iamcory ‘Glasses’, and Apl’s words to the ‘We Can Be Anything’ tune. Together with the Pivotal team, McCann also rolled out website http://www.wecanbeanything.com and Facebook page