Telco PLDT-SMART + ACE Saatchi & Saatchi Manila create a meaningful connection between a young girl and her stepmother for Mother's Day

PLDT-SMART_MothersDay1.jpgThe Philippines' telecommunications giant, PLDT-SMART, was out to make meaningful connections this Mother's Day. Via agency Ace Saatchi & Saatchi they released a #SupportingAllMoms Mother's Day campaign that, for the first time in the client's marketing history, features a non-traditional family.
The touching online film, "That First Connection" revolves around the story of a young girl and her stepmother, and how their internet connection plays a role in creating a meaningful connection between them.

Since the launch the video has had 6.8 million views and counting.
Client: PLDT & Smart
Executive Creative Director: Greg Martin
Creative Director: Jordan Santos
Copywriters: Chel Labayo, Lloyd Ko
Art Directors: Gino Caoile, Race Cuneta
Strategic Planning: Carmen Antunez, Nicole Miller
Account Service: Gigi Garcia-Iglesias, Barbara Escueta, Pam Bama
Production Company: Makina Productions
Director: Borgy Torre
Client Executives
Consumer Marketing Head: Andrew Santos
VP and Head of HOME Marketing: John Yanez
Senior Product Manager: Janice Lagaso
Product Manager: Irwin De Guzman
Product Specialist: Dom Layug

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