Fully Booked Bookstore Radio Frank by McCann Erickson Manila

Frank

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Industry Book store
Media Radio
Market Philippines
Agency McCann Erickson Manila
Chief Creative Officer Raul Castro
Executive Creative Director Joe Dy
Copywriter Maan Bautista, Fran Palines, Sofia Tawasil
Production HIT Productions
Released December 2016

Awards

Cannes Lions 2017
Radio Radio & Audio: Retail & e-Commerce Gold Lion Campaign

Credits & Description

Media: Radio
Category: Retail services
Client: Fully Booked Bookstore
Agency: McCann Worldgroup Philippines
Production: Hit Productions/Just Add Water
Country: Philippines
Chief Creative Officer: Raul Castro
Executive Creative Director: Joe Dy
Copywriter: Fran Palines
Copywriter: Maan Bautista
Copywriter: Sofia Tawasil
Producer: Mavic Martin
Producer: Jho Moya
Sound: Philip Jarilla
Sound: Richard Genabe
Sound Design: Arnold Buena
Media Director: Aissa Suanes
Marketing Manager: Nicole Sun
Synopsis:
Fully booked is one of the largest and most famous bookstore chains in the Philippines. They wanted to encourage people to keep reading and promote their comprehensive selection of titles as well. This radio spot reminds readers that when they read a book, they’re not just turning a page—they’re living a whole other life through the characters in the story. At the end of each spot, the title of the book is revealed, and listeners are invited to check out other reads by visiting Fully Booked or fullybookedonline.com
Script In English:
(MUSIC all throughout)MAN:At 55, I met my father for the first time. I knew at once, I was the source of his pain. His deepest regret.At 7
I began to ponder my accursed existence. Who am I? What is my purpose? Why are my arteries exposed?At 107, I discover the truth. This body was never mine. Skin...bones...organs... My wretched father had stolen them from the graves of others.At 13
I slowly tighten my brutish yellow hands around his wife's throat.Until, at 133, I kill her.Finally, at 176, with torch in hand, I see my father for the last time.V/O:With a book, you're not just turning a page, you're living a whole other life.Mary Shelley's "Frankenstein" and other Classics.Available at the Fully Booked bookstores and fullybookedonline.com
Script In English
At 55, I met my father for the first time.I knew at once, I was the source of his pain.His deepest regret. At 7
I began to ponder my accursed existence.Who am I? What is my purpose? Why are my arteries exposed? At 107, I discover the truth. This body was never mine.Skin...bones...organs...my wretched father had stolen them from the graves of others. At 13
I slowly tighten my brutish, yellow hands around hiswife’s throat until...at 133, I kill her. Finally, at 176, with torch in hand, I see my father for the last time… ANNCR: With a book, you’re not just turning a page. You’re living a whole other life. Mary Shelley’s “Frankenstein” and other classics. Available at the Fully Booked bookstores and fullybooked.online.com