Racheal Lee
Oct 2, 2013

P&G leads creation of crowdsourced national song in the Philippines

MANILA - Procter & Gamble Philippines has created a campaign, 'The Kayanihan Project', with the tagline “For a New Philippines all must be as one!” in answer to President Aquino’s message to Filipinos to unite in positivism and contribute to a national project for continuing progress.

Developed by Campaigns & Grey, the project was launched on 20 September, involving two components: a music video that aims to rouse national pride, plus an initiative to enable Filipinos to display the 'bayanihan' spirit. 

The campaign aims to avoid premature complacency from setting in amongst Filipinos, by encouraging a positive national psyche that would help them rise above the challenges to get closer to their ideal Philippines.

Music was selected from talent in the Philippines. The campaign also harnesses the power of crowdsourcing to enable the participation of the broadest range of Filipinos across sectors—producing the first music video co-created by the Filipino people.

The term Kayanihan is a combination of bayanihan, the community spirit that is a defining aspect of the Filipino culture, and the “Kaya Natin” attitude, the resilience to weather difficulties. 

Yoly Ong, chairperson of the Campaigns & Grey Group, noted that the Advertising Foundation of the Philippines is harnessing the members of the advertising industry to get the participation of as many advertisers as possible. “We are very grateful to P&G for being the first to take up the call, and are delighted that others are coming on board as well,” Ong said. 

The song uses the melody of “Kay Ganda Ng Ating Musika”. The public was earlier invited to contribute lyrics that express how they feel their lives are better today. Ryan Cayabyab, Regine Velasquez, Gloc 9 and Itchyworms collaborated to create a new song from the entries. A fresh arrangement was applied to the music to make it current and more inspiring. 

The public was then invited to send photos and videos of themselves singing the song.  Contributions were edited into a seamless music video featuring Filipinos from all walks of life.

Made through relay sponsorships, the airing of the music video was coordinated by the Ad Foundation on major networks as well as social-media platforms of The Kayanihan Project.  Corporate and other donors are also being tapped to help keep the campaign going.

Jun Nicdao, chairperson of the Ad Foundation, added that this project is open to all who have a stake in the continued development of the Philippines. “The Kayanihan Project is crossing the lines between rival businesses, and political and social affiliations.”

Related Articles

Just Published

9 hours ago

Can in-housing produce consistently strong creative ...

In-housing was recently praised by BBH co-founder John Hegarty.

9 hours ago

Nick Emery returns to launch You & Mr Jones media ...

Former Mindshare leader will enjoy $300 million war chest.

10 hours ago

IWF and Microsoft behind push to tackle online ...

Two campaigns target parents and teenagers.

18 hours ago

Joanna Flint on leaving big tech and the evolving ...

EXCLUSIVE INTERVIEW: Having left Google after 12 years, Mandarin Oriental's new chief commercial officer tells Campaign why the new spot is perfect for her, why the CMO role has outgrown itself, and why many executives in big tech are defecting to smaller businesses.