Campaigns and Grey Philippines noted that the campaign does not aim preach to parents on the nutritious values of Promil, but to focus solely on children. Everyone child is special in the eyes of their parents, and the advertisements aims to encourage people to think 'what could I do to make my kids as talented as that?'
The 'Diva’ TV ad features a little girl who spontaneously came up with a song during the filming of the ad. The campaign covers television, print and radio, with the support of an advertorial push.
“Because we had to run the campaign two weeks before the event, the launch date was non-negotiable despite the fact that agency was given only three weeks to conceptualise, develop, produce and air the TVCs. It was one of the fastest tri-media campaigns we have ever developed,” the agency said.
Diva:
Painting:
Drums:
Credits:
Project Diva, Painter, Drummer
Client Wyeth Philippines
Creative agency Campaigns & Grey Philippines
Creative directors Sammy Pasamba, Gary Roxas
Client servicing Cherry Gutierrez, Tiffany Dizon, Meggie Valdes
Producer Jenny Abad Santos
Production companies 88Storey Films, Underground Logic
Director Mark Querubin
Exposure Television
