Ad Nut
Jun 28, 2018

Safeguard celebrates Aeta man's educational success

P&G campaign through Publicis Singapore puts the spotlight on Norman King and his mother Warlita.

A Safeguard campaign in the Philippines tells the story of Norman King, the first member of the Aeta people to graduate from a major state university in the country.

The Publicis Singapore work is titled 'Pabaon sa Buhay' ('Protection for life') and focuses on Warlita King's efforts to, well, safeguard, her son as he grows and eventually attends university.

The real-life mother and son star in the film.

Ad Nut always likes seeing different cultures represented by major brands, especially when it's done with such humanity. The film not only conveys a bit of the prejudice that King faced—the reference to being called dirty due to his skin colour is especially poignant—but also delves into his own struggle over whether to assimilate into the dominant culture or maintain traditional ways.

The video, released on 18 June, has nearly 4 million views on YouTube and Facebook combined.


P&G, Safeguard Philippines:
Vice President Global Safeguard: Sue-Kyung Lee
Associate Director, Global Safeguard: Kiran Gotur
Associate Director, Digital Communications Beauty APAC: Alex Vogler
Brand Manager, Safeguard APAC: Ajay Sampath
Communications Manager, Safeguard Philippines: Carissa Limcaoco

Publicis Singapore:
Ajay Vikram: Chief Creative Officer, Global Clients
Noel Orosa: Regional Group Creative Director
Ivan Policarpo: Creative Director
Theresa Ong: Regional Creative Director
Shirlie Alexis Tay: Executive Producer
Jordan Price: Regional Head of Planning
Josh Roth: Regional Senior Planner
Natalie VanderVorst: EVP, Global Clients
Sharmista Nagarkatti: Regional Business Director
Maninder Bali: Regional Business Director
Daniel Hejl: Account Manager

Prodigious Singapore

Production house:
Unitel x Straight Shooters Media Inc.
Pepe Diokno: Film Director

Post production:
Kraftw5rkz Singapore
Corey Brandon Spykerman: Colorist
Matthew Ho Chee Hin: Online artiste
Bernard: Post producer

Audio production:
HIT Productions, Inc.
Arnold Buena
- Music Composer
Regie Ambas: Audio Post Engineer
Sharon Ambas : Audio Producer 

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