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WATCH Biogesic pulls heartstrings with word play

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Unilab’s Biogesic thanked Filipino moms this Mother’s Day with a touching video showing how they are an irreplaceable part of our lives – down to the heart-felt words we treasure.“Ingat na Damang Dama para kay Mama” shows creative word play using different names Filipinos call their moms and how they complete powerful words like “pagmamahal” (love) and “pagmamalasakit “ (concern).Marion Esquillo, Havas Media Ortega HVMO copywriter, explains the concept: “The initiative stems from the idea that the most beautiful, loving, heart-felt words we use everyday have the word “mother” (and how we call them) as the root.”HVMO decided to do the spot in Filipino, not just because for the brand’s sake, shared Tony Sarmiento, HVMO managing partner and chief collaborator.“It’s important that the words are in Filipino not just because it is the language of the brand, but it is the language that truly hits home. This concept also tries to highlight the meaningful connections from the brand to the children to their mothers,” he adds.In less than a day, the campaign reached 295,680 Facebook users and acquired a remarkable response of 15,803 video plays and 4,573 likes. Within one and a half days, the video has been shared 3,555 times, and continues to be shared as of this writing.HVMO noted that fans sent photos of themselves with a word that best describe their moms, with each word having, “mama”, “ina”, “inay”, etc. in them as part of on online activation supporting the Mother’s Day tribute.CreditsCEO    Jos OrtegaCreativesChief Creative Officer – Tony SarmientoCopywriter - Marion EsquilloArt Director - JM VillaflorAccount ManagementGroup Director – Bambie PaguiaAccount Manager – Rachelle RayosSocial Media     Social Media Director – Kankan RamosSocial Media Associate – Katrin CruzProducer- Jan ParmaProduction House- Go Motion

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