WATCH DM9 JaymeSyfu recycles old TVCs for Caritas Manila’s Segunda Mana

DM9 JaymeSyfu has released new video spots recycled from old TV commercials donated by brands partners for Caritas Manila’s second-hand goods fundraiser.

The ingenious campaign breathed new life to three old TVCs from cable company Cignal TV and vitamin brand Poten-Cee for Segunda Mana, a fundraiser that has been collecting and selling second-hand goods to fund Caritas Manila’s humanitarian projects since 2007.

“We could reuse a few more things,” Caritas Manila said in the video, encouraging Filipinos to be generous and send in their used items for the needy.

DM9 has worked with Caritas Manila on a good number of campaigns in the past and this latest project was a response to the chain of disasters in 2013, where up to now thousands of families still need aid, shares Angelo Suarez, associate creative director at DM9 JaymeSyfu.

“The concept had been derived from the name of the donation drive itself--Segunda Mana. And of course from the fact of having limited resources. Given the goal of spreading awareness, the team thought it apt to make a material that did the job by embodying what it was that Segunda Mana did--take second-hand goods that we could reuse,” he adds.

Suarez said that other unnamed brands have expressed interest in donating a couple of ads and is currently awaiting approval to proceed and recycle them for an undoubtedly nobler cause compared to their previous life.

Asked on copyright issues from using old ads created by other agencies, he shared with Marketing that it is “of course a touchy issue.”

“We've had to seek out permission from a range of partners--not just the marketing teams behind the brands but producers, production houses, talents & their managers. We owe it to our hardworking accounts people who've chased after these people that this less visible side of the work has been taken care of.

Suarez said that a bigger role out for the new Segunda Mana campaign is possible once constraints are ironed out. Initially planned to be a full integrated campaign, he shared that costs, material restrictions and other technicalities are needed to be dealt with first.


Art director: Sie Macha
Copywriter/ACD: Gelo Suarez
ECD: Louie Sotto, Eugene Demata
CCO: Merlee Jayme
Accounts: Ina Vargas-Sambrano, Caloy Sambrano, Alexis Bisuna, Carla Dado, Josephine Neric, Lieza Punsalan