Sharing you some news about PANA's campaign for social change
To kick off 2011, the Philippine Association of National Advertisers (PANA) declares a new mission, that is to seek relevance amid the current of rapid industry changes. With that, PANA dares to go Beyond Truth in Advertising. With this timely act, PANA unveils a refreshed logo with the 300-strong organization keeping an alert eye on the industry, at the same time offering its broad shoulders in the spirit of camaraderie.
Seeking relevance is the first step toward real and positive change. Buoyed by the overwhelming tide of benevolence sweeping across a country eager for a better future, PANA keeps up the pace and makes a stand, anchored on the belief that it takes one individual to start change. Little acts taken together become one wave of great deeds that can propel the country forward further.
PANA considered a number of moves to drive its rebranding efforts, and Narito Ako Pilipino (Here I Am, Filipino) is the first campaign. Developed by Seven A.D., PANA’s campaign for social change grows from a bold design that envelops people with swathes of nationalistic hues.
“Our inspiration for the theme comes from the colors of the Philippine flag, and the design silhouettes are meant to represent every Filipino,” says Teeny Gonzales, CEO and Executive Creative Director of Seven A.D. “We wanted to be compelling, to connect to everyone,” she added.
Tapping on the Filipino’s sense of nationalism is hard-hitting and truly moving. Through the words of Seven A.D.’s Creative Director Russell Molina, and the musical inventiveness of veteran artist and record producer Ogie Alcasid, Narito Ako Pilipino is an ethnic-infused hymn that crescendos into a soulful anthem.
“The lyrics are chants of change, a resurgence of hope and nationalism,” describes Alcasid, who is also the President of the Organisasyon ng mga Pilipinong Mangaawit (OPM) and appointed Commissioner of the EDSA People Power Commission for Music and Arts. Alcasid composed the melody with the drone, an ethnic instrument played by vibrating the piece near the mouthpiece, as inspiration.Says ad man and lyricist Molina, “There have been other songs before this which just marks events. I hope this song is different. I hope it is like a compass, to remind us and guide us.”
Riding the wave of goodwill and positivism, PANA is determined to seek out the best in every Filipino, and its efforts have received support from the AdBoard and its member associates IMMAP and UPMG, as well as the KBP.
“When PANA approached them, the project became a collaboration of all of our partners in the industry. And, we are proud and happy that the artists had the time and effort to join pro bono,” shares Rudy Villar, PANA officer and PANAF President. Villar is also Sr. AVP of SM Investments.
Of course, getting to the heart and spirit of being Filipino is a daring prospect, but PANA takes on the challenge. “Our goal is to reach the young, the next generation of Makabagong Pilipino. It is among them where love of country should be stronger, in the hope of sustaining and preserving true Pinoy spirit even in the generations to come,” adds PANA President and AdBoard VP John Rojo of Bayan Telecommunications.
Featuring top calibre Filipino artists on vocals, including young artists from top networks ABS 2 and GMA 7 plus Asia’s songbird Regine Velasquez, Narito Ako Pilipino debuts on all KBP stations at 8am on Friday, February 25.
Visit www.pana.com.ph/naritoakopilipino and www.facebook.com/pages/Narito-Ako-Pilipino.
Acknowledgements: KBP, UPMG, IMMAP, Tatak EDSA, Makabayang Pilipino, AdBoard, PANA, ABS-CBN, GMA and Genesis for the talents and Fluid Post for production.
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