MANILA, PHILIPPINES — Many Filipinos have spent their entire lives providing for their loved ones and helping them achieve their dreams. As they fulfilled their duties, they had to forego their own dreams as their youth strayed further throughout the process.
Knowing that many of them still had the strength to make their wishes come true, adult nutritional supplement brand Ensure Gold, together with creative agency Seven A.D., brings retirees’ forgotten dreams back to life in its new spot titled “Hiling.”
The short campaign film featured retirees Renato, Flor, and Teddy, who all shared their previous occupations and the dreams they wanted to pursue during their youth. Joined by their children in the video, they further elaborated on why they had to set aside their dreams to help fulfill their family’s needs and aspirations.
With the help of AI, Ensure Gold showed these retirees that it is still possible to take action and pursue the dreams they’ve held onto for a long time.
“‘Hiling’ is about giving hope to the elderly. Especially those who have given so much of their strength and time to their loved ones. We wanted to inspire those taking care of them that it’s their turn now. That it’s not too late to make the dreams they have long set aside come true,” commented Maki Correa, Deputy Executive Creative Director at Seven A.D.
“We first wanted to give the seniors a glimpse of their dream and we did that with the help of AI. But we didn’t just want to stop at that. So we actually made it happen for them,” she added.
Credits:
Client: Ensure Gold / Abbott Laboratories Inc.
Marketing Director: Valen Yu
Associate Marketing Director: Justine Ferrer – Magpayo
Senior Product Manager: Bea Ignacio
Agency: SEVEN A.D.
CEO / CCO: Teeny Gonzales
COO: Tey San Diego
Chief Digital Officer: Russ Molina
Deputy Executive Creative Director: Maki Correa
Creative Director: Pauline Ty
Senior Art Director: Ace Enriquez, Jaime Yusingbo
Senior Copywriter: Anika Casimiro
Senior Digital Strategist: Nikki Angeles
Vice President for Accounts: Monica Morelos
Associate Business Unit Director: Juneth Go
Senior Account Manager: Antonette Bautista
Production:
Broadcast Producers: Cha Agcaoili, Alex Gorne
Production House: Filmex Inc.
Executive Producer: Concon Deray
Director: Paolo Villaluna
