LOVE by Tbwa\santiago Mangada Puno for WESTMONT PHARMACEUTICALS

LOVE

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Industry Health & Pharmaceutical Products
Media Promo & PR, Case study
Market Philippines
Agency Tbwa\santiago Mangada Puno
Director Erik Matti
Executive Creative Director Melvin Mangada
Art Director Chris Costello, Cj De Silva
Producer Sunny Lucero
Account Supervisor Rj Galang
Released December 2009

Credits & Description

Category: Best Use of Cinema
Advertiser: WESTMONT PHARMACEUTICALS
Product/Service: DOLFENAL PAINKILLER
Agency: TBWA\SANTIAGO MANGADA PUNO
Date of First Appearance: Dec 25 2009 12:00AM
Entrant Company: TBWA\SANTIAGO MANGADA PUNO, Makati City, THE PHILIPPINES
Entry URL: http://www.pusongnagiisamovie.com/
Executive Creative Director: Melvin Mangada (TBWA\Santiago Mangada Puno)
Creative Director/Copywriter: Bryan Siy (TBWA\Santiago Mangada Puno)
Art Director: CJ de Silva (TBWA\Santiago Mangada Puno)
Art Director: Chris Costello (TBWA\Santiago Mangada Puno)
Managing Director: Portia Catuira (TBWA\Santiago Mangada Puno)
Account Supervisor: RJ Galang (TBWA\Santiago Mangada Puno)
Account Manager: Zhanelle Silang-Cruz (TBWA\Santiago Mangada Puno)
Director: Erik Matti (Revolver Studios)
Producer: Sunny Lucero (TBWA\Santiago Mangada Puno)
Assistant Producer: Francis Bagnes (TBWA\Santiago Mangada Puno)
Media placement: Cinema - 2,850 spots - 19 Ayala cinemas (57 cinemas x 5 films x 10 days) - 25 December 2009
Media placement: Website - http://pusongnagiisamovie.com/ - 18 December 2009

Results and Effectiveness
Using a popular Film Festival as media for the ad created renewed interest for the brand. Pusong Nag-iisa made history by being the first ad ever to enter the Metro Manila Film Fest. A month after the event, there was an increase of 16.7 % in sales of Dolfenal versus the same period last year.

Creative Execution
Directed by acclaimed Filipino director and Film Fest Veteran Eric Matti, Dolfenal produced a film entitled “Pusong Nag-iisa” (The Lonely Heart): A story of love and the inevitable pain that comes with it. It starred a fictitious movie actor. An iconic Filipino love song was re-arranged to become the film’s theme song. Weeks before airing, the movie trailer was shown in movie theatres, and uploaded in YouTube. A website for the movie was created. It featured the full trailer and interviews with the actors and the director. These efforts captivated the interest of bloggers and film enthusiasts around the country and created high anticipation for the movie at the film fest. The trailer was passed on and hotlinked by fans.

Insights, Strategy & the Idea
In Asia’s capital of soap operas, Filipinos take pride in their ability to endure pain. For many of them, relief is delayed. The ability to suffer is a virtue. Recognising the Filipinos’ love for soap operas and the familiar topic of love and the eventual pain that comes with it, Dolfenal (Mefenamic acid), a painkiller brand, produced a dramatic film worthy to be a part of Metro Manila Film Festival, the country’s biggest and most prestigious film festivals.